Social Media Advertising - Malaysia

  • Malaysia
  • Ad spending in the Social Media Advertising market is projected to reach US$395.90m in 2024.
  • Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 8.40%, resulting in a projected market volume of US$592.60m by 2029.
  • In global comparison, most ad spending will be generated in China (US$81,360.00m in 2024).
  • In the Social Media Advertising market, the number of users is expected to amount to 34,680.0k users by 2029.

Key regions: United States, France, Japan, Europe, Germany

Region comparison

Analyst Opinion

The Social Media Advertising market in Malaysia is experiencing significant growth due to changing customer preferences, emerging trends, and local special circumstances.

Customer preferences:
Customers in Malaysia are increasingly turning to social media platforms for various purposes, including connecting with friends and family, sharing content, and discovering new products and services. This shift in customer behavior has created a lucrative opportunity for businesses to reach their target audience through social media advertising. With the rise of influencer marketing and the increasing popularity of social media influencers, customers are more likely to trust and engage with advertisements on social media platforms.

Trends in the market:
One of the key trends in the Social Media Advertising market in Malaysia is the growing adoption of video content. Video advertisements on platforms like Facebook, Instagram, and YouTube are becoming more prevalent as they have proven to be highly engaging and effective in capturing customers' attention. Additionally, the use of augmented reality (AR) and virtual reality (VR) in social media advertising is also gaining traction, providing immersive and interactive experiences for customers. Another trend in the market is the increasing focus on mobile advertising. With the majority of Malaysians accessing social media platforms through their smartphones, businesses are investing heavily in mobile advertising strategies to target customers on the go. This includes optimizing ad formats for mobile devices, leveraging location-based targeting, and utilizing mobile-specific features such as swipe-up ads and mobile app install ads.

Local special circumstances:
Malaysia has a young and tech-savvy population, with a high internet penetration rate. This demographic factor contributes to the growing popularity of social media platforms and the effectiveness of social media advertising in reaching the target audience. Additionally, the multicultural nature of Malaysia presents unique opportunities for businesses to tailor their social media advertising campaigns to specific ethnic groups and cultural preferences.

Underlying macroeconomic factors:
The growing Social Media Advertising market in Malaysia can also be attributed to the country's strong economic growth and increasing digitalization. As the Malaysian economy continues to expand, businesses are allocating more budget towards advertising and marketing, with a significant portion being invested in social media advertising. Furthermore, the increasing internet penetration and smartphone adoption rates in Malaysia provide a favorable environment for the growth of the Social Media Advertising market. In conclusion, the Social Media Advertising market in Malaysia is thriving due to customer preferences for social media platforms, emerging trends such as video advertising and mobile optimization, local special circumstances including a young and tech-savvy population, and underlying macroeconomic factors such as strong economic growth and increasing digitalization. As businesses continue to recognize the importance of social media advertising in reaching their target audience, the market is expected to further expand in the coming years.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.


  • Ad Spending
  • Demographics
  • Key Players
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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