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Meta to focus Reels, AI, biz messaging for Malaysia growth
Published on: Saturday, August 12, 2023
By: Bernama
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Meta Malaysia country director Nicole Tan – pix Bernama
Kuala Lumpur: Meta will focus on three priority areas, video growth, particularly Reels, artificial intelligence (AI) and business messaging, to help drive business and industry growth in Malaysia this year.
Meta Malaysia country director Nicole Tan said the three focuses have been integral to the growth of its Meta community, which has reached three billion people worldwide, ultimately enabling over 200 million businesses of various scales worldwide to build their businesses on Facebook, Instagram, and WhatsApp.
Meta launched Reels in 2020 as a response to short-form video app TikTok.
“In Malaysia, there are three business priorities that we’re seeing that are quite effective for advertisers—Reels, AI and business messaging.
“(Speaking of content) Reels is definitely doing really well on a global basis. There are now 200 billion plays daily (across Facebook and Instagram), and we’re seeing that they are doing very well in Malaysia,” she said while presenting Meta’s business update for Malaysia here.
On Reels, she explained that globally video was already growing as people spent more than 50 per cent of their time on Facebook and Instagram watching videos, and interestingly, two out of three advertisers were already including reels in their marketing mix.
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Additionally, Tan said that according to Meta’s latest report, watching videos was the number one online activity amongst Malaysians, and 27 per cent of Malaysian respondents ranked video as one of their top three channels to discover and evaluate products.
She added that 26 per cent of Malaysians stated they had purchased more streaming and content creator-related products than last year.
“So while we see this trend globally, it’s definitely happening faster in markets like Malaysia and Southeast Asia,” she said.
According to Meta, the growth of Reels was closely tied to the role of AI in providing personalised experiences for people.
It said that personalisation technology from Al was behind a 24 per cent increase in people’s consumption of Reels content on Instagram.
Meanwhile, Meta said the role of business messaging was facilitating business conversations between business owners and their audiences.
“Currently, over one billion people worldwide connect with businesses through Meta messaging apps every week,” it said.
Data from Boston Consulting Group (BCG) and Meta in 2022 showed that at least one in three Asia-Pacific (Apac) consumers sent messages to businesses at least once a week, and seven in 10 large businesses surveyed rated business messaging as very or extremely important to their overall business.
For Malaysia, 61 per cent of surveyed respondents were business messaging users, and over 55 per cent of advertisers in Malaysia used ‘Click to Message Ads’.
Meta shared that Carsome, Southeast Asia’s largest integrated car e-commerce platform, cost-effectively generated leads by utilising Meta’s machine learning capabilities and was able to automatically connect with audiences across both lead forms and Messenger within a single ad campaign through destination optimisation.
“The campaign garnered a five per cent lower cost per lead in Malaysia from ads with destination optimisation, compared to a usual campaign,” it added.
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