Influencer marketing has become one of the most reliable growth levers for Malaysian brands. Whether the goal is awareness, conversion, or community building, the right influencer can accelerate results that traditional ads often struggle to achieve. Yet not all influencers deliver the same value. Follower count alone is insufficient, and brands need more strategic criteria to judge effectiveness.
This guide outlines a curated list of 10 leading Instagram influencers in Malaysia for 2025, ranked using Ai Touch’s internal criteria that combine engagement, reach, content consistency, audience relevance, and brand fit. It also includes a clear framework for evaluating influencers so that businesses and digital marketing agencies can make more informed decisions.
Below is the quick reference table before we dive into selection criteria and detailed profiles.
Top 10 Malaysian Instagram Influencers (2025)
| Rank | Influencer | Instagram Profile | Approx. Followers |
| 1 | Neelofa | instagram.com/neelofa | ~8.6–9M |
| 2 | Zizan Razak | instagram.com/zizanrazak869 | ~7.8M |
| 3 | Mira Filzah | instagram.com/mfmirafilzah | ~7.3M |
| 4 | Nur Fazura | instagram.com/missfazura | ~6.2M |
| 5 | Scha Alyahya | instagram.com/schaalyahya | ~6.5M |
| 6 | Hanis Zalikha | instagram.com/haniszalikha | ~6.1M |
| 7 | Janna Nick | instagram.com/jannanick | ~6.3M |
| 8 | Nora Danish | instagram.com/noradanish | ~7M+ |
| 9 | Ms Puiyi | instagram.com/ms_puiyi | ~24M (largest Malaysian IG account) |
| 10 | CTDK | instagram.com/ctdk | 9M+ on some trackers |
Follower numbers fluctuate and should always be checked in real time before planning any influencer marketing campaign.
Learn more: 200 Quotes for Instagram: Lifestyle Lines Trending Ready
Selection Criteria Used
To create a ranking suited for brands and agencies offering influencer marketing services, we prioritised practical performance signals rather than celebrity status alone. The evaluation covered:
1. Follower Reach
This includes relevance, visibility, and penetration within the Malaysian market. A large follower base expands potential awareness and helps campaigns achieve broader visibility.
2. Engagement Quality
Not just likes or comments, but meaningful interaction patterns. High-engagement audiences tend to trust the influencer more, resulting in better click-through and conversion impact for brand campaigns.
3. Content Consistency and Creativity
Influencers who post consistently and maintain strong creative direction tend to hold audience interest longer and produce better campaign outcomes. Consistency also helps brands plan around content calendars and launches.
4. Audience Demographics
A great influencer for one brand may be a poor match for another. Audience age, location, language preference and interests all affect campaign success. The closer the audience overlap with your target persona, the stronger the results.
5. Brand Safety and Reputation
We examined the influencer’s public persona, communication style, and track record to help ensure a safe, brand-aligned collaboration environment. Brands should be confident that past content and public behaviour will not contradict brand values.
6. Authenticity and Influence Depth
Influencers whose audiences perceive them as trustworthy tend to produce better results than influencers with high reach but low credibility. Authenticity shows up in comments, saves, shares, and how naturally sponsored content fits into their usual style.
7. Suitability for Sponsored Work
Some influencers excel in organic content but may struggle with branded messaging. We prioritised influencers with proven sponsored content performance, where paid posts still feel relevant, engaging, and genuine to their audience.
1. Neelofa
Instagram: instagram.com/neelofa
Approx. Followers: ~8.6–9M
Neelofa continues to be one of the strongest Instagram influencers in Malaysia due to her massive reach and powerful cross-industry influence. Her background as an actress, TV host, and entrepreneur gives her credibility across fashion, lifestyle, modest wear, halal products, travel, and beauty.
Ideal For
- Large campaigns requiring national reach
- Premium product positioning
- Modest fashion and halal lifestyle brands
- Brand-building and long-term ambassadorships
2. Zizan Razak
Instagram: instagram.com/zizanrazak869
Approx. Followers: ~7.8M
Zizan Razak is known for his comedic and entertainment-driven content. His strong public presence and relatable personality create a connection with Malaysian audiences across age groups.
Ideal For
- Entertainment and media campaigns
- FMCG and snack brands
- Mobile apps and digital products
- Live events, launches, and hype-building campaigns
3. Mira Filzah
Instagram: instagram.com/mfmirafilzah
Approx. Followers: ~7.3M
Mira Filzah commands a substantial following in the beauty, lifestyle, and fashion space. Her clean, polished content style resonates strongly with female audiences, particularly those aged 18 to 35.
Ideal For
- Beauty products and skincare
- Modest fashion and apparel
- Lifestyle and home brands
- Family-oriented and women-focused campaigns
4. Nur Fazura
Instagram: instagram.com/missfazura
Approx. Followers: ~6.2M
Nur Fazura, widely known as Fazura, is a prominent Malaysian actress, singer, and entrepreneur with a strong foothold in lifestyle, fashion, and beauty. She has built a dedicated audience around her personal brand, which spans entertainment roles, music, and her own product lines.
Ideal For
- Fashion labels and ready-to-wear brands
- Beauty and skincare products
- Modest fashion and modern Muslimah lifestyle
- Women-centric and empowerment-led campaigns
5. Scha Alyahya
Instagram: instagram.com/schaalyahya
Approx. Followers: ~6.5M
Scha Alyahya appeals strongly to audiences interested in fashion, beauty, and modern lifestyle content. Her branding blends celebrity presence with relatability, making her a versatile fit for mid- to high-end lifestyle brands.
Ideal For
- Fashion and beauty collaborations
- Premium consumer goods
- Lifestyle events and brand launches
- High-visual campaigns such as lookbooks and styled shoots
6. Hanis Zalikha
Instagram: instagram.com/haniszalikha
Approx. Followers: ~6.1M
Hanis Zalikha has a strong presence in Malaysian lifestyle content, especially among young families and women. Her influence extends into parenting, home routines, beauty, and everyday life.
Ideal For
- Family and parenting products
- Household and daily-use items
- Fashion and beauty with a family-friendly angle
- Campaigns that require authentic, real-life usage storytelling
7. Janna Nick
Instagram: instagram.com/jannanick
Approx. Followers: ~6.3M
Janna Nick produces energetic, personality-driven lifestyle content. Her audience skews younger, making her ideal for youth-focused campaigns.
Ideal For
- Youth fashion and streetwear
- Beauty and cosmetic brands
- Mobile apps, platforms, and entertainment services
- Short-form video and Reels-based campaigns
8. Nora Danish
Instagram: instagram.com/noradanish
Approx. Followers: ~7M+
Nora Danish remains one of Malaysia’s most recognisable lifestyle personalities. Her strong following across entertainment, beauty and fashion makes her a top choice for brands looking to tap into longstanding celebrity relevance.
Ideal For
- Beauty and cosmetic campaigns
- Luxury and aspirational lifestyle brands
- Fashion and accessories
- FMCG products targeting women and families
9. Ms Puiyi
Instagram: instagram.com/ms_puiyi
Approx. Followers: ~24M
Ms Puiyi has the highest Instagram follower count among Malaysian influencers globally, with over 24 million followers and strong international visibility. Her niche spans fashion, entertainment, lifestyle, and personal branding, often with bold and high-impact visuals.
Ideal For
- High-visibility awareness campaigns
- Global or regional audience testing
- Youth and entertainment-focused brands
- Product launches that rely on eye-catching, bold content
10. CTDK
Instagram: instagram.com/ctdk
Follower Estimates: 9M+
CTDK is among Malaysia’s most iconic names. Her influencer reach extends beyond Instagram due to her longstanding reputation in music, entertainment, lifestyle, and business.
Ideal For
- Premium and legacy brands
- Nationwide awareness and family-focused campaigns
- Products targeting mature demographics
- Campaigns that require trust, heritage, and credibility
Recommendation Summary
These top Malaysian Instagram influencers are powerful assets for brands looking to grow in 2025. However, the best influencer for your campaign depends on:
- Target demographic
- Budget and expected ROI
- Product niche and message positioning
- Whether you want mass reach or niche conversions
- Long-term branding versus short-term activation
Macro-influencers offer unmatched visibility, but mid-tier influencers and niche creators can deliver stronger engagement and conversions at a lower cost. Before choosing anyone from this list, brands should perform a structured evaluation based on engagement rates, audience data, past collaborations, and message fit.
Conclusion
Instagram influencers are now key drivers of digital consumption in Malaysia, shaping purchasing habits, brand loyalty, and content trends. The influencers featured in this list represent some of the strongest voices in the country, each offering different strengths across audience size, engagement, authenticity, and content style.
However, the real value of influencer marketing comes from strategic selection. Brands must look beyond popularity and match an influencer’s audience characteristics, content direction, and credibility with the brand’s own identity and objectives. A data-informed, structured approach will always outperform intuition alone.
If your business is exploring influencer marketing campaigns, Ai Touch is a digital marketing agency in Malaysia that understands audience analytics, content alignment, and campaign optimisation can help maximise your ROI across platforms. Ai Touch can support you in designing, executing, and measuring influencer campaigns that are aligned with your brand goals.
Disclaimer: All influencer data, follower counts, and opinions in this article are approximate and for general informational purposes only. They do not constitute endorsement, legal, financial, or marketing advice, and brands should perform their own due diligence and checks before any collaboration.
Frequently Asked Questions (FAQ)
How Should Brands Evaluate An Influencer’s Engagement Rate?
Calculate engagement rate by dividing total interactions by follower count across several posts, then compare it with industry benchmarks. Look for consistency over time, not just one viral post.
Why Is Follower Count Not Enough When Selecting Influencers?
Follower count shows potential reach, but engagement, audience fit, and content quality determine whether followers actually respond and convert. A smaller but highly engaged audience often performs better.
What Audience Data Should I Request From Influencers?
Ask for age, gender, location, interests, and activity data from their insights dashboard. This helps you confirm that their audience matches your target market.
How Do I Ensure Brand Safety When Collaborating With Influencers?
Review their past content, public behaviour, and comment sentiment, and check how often and how they do sponsored posts. You want consistency, professionalism, and no major reputation risks.
Do Smaller Influencers Provide Better ROI?
Often yes, because micro and mid-tier influencers usually have more engaged, niche communities. This can lead to better conversion rates at a lower cost.
What Type Of Influencer Should I Choose For Awareness vs Conversion?
Macro-influencers and celebrities are generally better for broad awareness and reach. Micro and mid-tier influencers are usually better for driving sign-ups, sales, and targeted actions.