- October 16, 2025
- 3:29 am
TikTok & Xiaohongshu Malaysia 2025: How Brands Win in Short-Form Commerce
Short form commerce in Malaysia 2025 is where entertainment meets purchase.
Platforms like TikTok and Xiaohongshu (RED) let local brands sell through trust, not pressure — using snack-able videos, livestreams and creator stories that feel authentic.
With over 25 million Malaysians scrolling social feeds daily, short-form video has become the fastest growing path to ROI.
Agencies such as Inno Visual Media Kuala Lumpur connect brands and creators to turn real moments into measurable sales across TikTok and Xiaohongshu.
1｜Introduction – From Scrolling to Shopping
A few years ago, Malaysians watched TikTok and Xiaohongshu for fun.
Now they watch to discover, compare and buy.
Welcome to short-form commerce Malaysia 2025, a fast-evolving ecosystem where 15-second videos and 30-second reviews decide what people add to cart.
According to DataReportal Malaysia 2025, there are 25.1 million active social-media users, spending an average of 3 hours 45 minutes a day online.
Half of them say they trust creator recommendations more than brand ads — a stat that completely reshaped how businesses sell online.
💬 “People don’t buy products anymore; they buy from people they relate to.”
For Malaysian brands, TikTok and Xiaohongshu are no longer optional marketing channels — they’re sales engines.
TikTok drives awareness through viral videos and live shopping, while Xiaohongshu builds trust through authentic reviews and lifestyle storytelling.
When used together, these platforms form a loop that moves audiences from entertainment → emotion → engagement → purchase.
And that loop is exactly where Inno Visual Media Malaysia operates — helping brands turn short videos into long-term customer relationships.
In short, TikTok & Xiaohongshu Malaysia 2025 has completely redefined how local brands connect, convert, and sustain long-term growth.
2｜Why TikTok & Xiaohongshu Dominate Malaysia’s Digital Scene
2.1 Explosive Growth & Market Scale
Between 2020 and 2025, short-form video consumption in Malaysia grew by over 260 percent.
Today:
| Platform | Active Users (MY 2025) | YoY Growth | Key Strength |
|---|---|---|---|
| TikTok | 14 million + | +42 % | Mass reach + viral speed |
| Xiaohongshu (RED) | 3 million + | +65 % | High trust + purchase intent |
| Instagram Reels | 10 million | +21 % | Brand aesthetic |
| YouTube Shorts | 8 million | +15 % | Long-form authority |
Short videos now drive over 58 % of e-commerce engagements in Malaysia (DataReportal, 2025).
TikTok dominates for mass visibility, while Xiaohongshu wins when authenticity matters — especially in beauty, lifestyle and F&B.
For marketers, TikTok & Xiaohongshu Malaysia 2025 are not just social platforms — they’re full ecosystems of content, community, and commerce.
2.2 Audience Demographics & Behavior
Age: 18 – 34 (Gen Z + young millennials)
Gender: Female ≈ 65 % of active buyers
Languages: English + Mandarin + Malay mix
Top Cities: Kuala Lumpur → Penang → Johor Bahru
TikTok users are motivated by entertainment and instant gratification.
They love “before-after” content, humor, and trending sounds that feel unscripted.
Xiaohongshu users seek trust.
They want product reviews that feel honest, captioned with emojis, and written in natural language.
They value experience > aesthetics, and that makes them ideal for high-consideration purchases like skincare, home tech, and fashion.
Brands that understand the emotional differences between TikTok & Xiaohongshu Malaysia 2025 see 2–3x better ROI.
2.3 Cultural Difference Drives Platform Purpose
| Element | TikTok | Xiaohongshu |
|---|---|---|
| Core Emotion | Fun + Instant | Authentic + Relatable |
| Tone | Playful and visual | Personal and warm |
| Content Format | Short videos + live streams | UGC notes + mini vlogs |
| Purchase Trigger | Impulse buy (TikTok Shop) | Community trust + reviews |
Brands that respect these cultural differences see stronger ROI.
For example, a cosmetic brand can use TikTok for trend hijacking (viral make-up challenge) and Xiaohongshu for long-form review threads and customer stories.
🪞 Mirror strategy: Show fast results on TikTok, build deep trust on Xiaohongshu.
The rise of TikTok & Xiaohongshu Malaysia 2025 has set a new cultural standard for what authenticity and virality mean in Asia’s digital economy.
2.4 Why Short Form Commerce Malaysia Video Beats Traditional Advertising
Traditional ads on Facebook or Google feel like interruptions; short-form videos feel like entertainment.
In 2025, the average Malaysian scrolls over 90 minutes of short video daily.
That’s 90 minutes of potential engagement time brands can own — if their content is authentic.
| Metric | Short-Form Video | Traditional Ad |
|---|---|---|
| Average Engagement Rate | 7 – 11 % | 1 – 3 % |
| Cost per Engagement (CPE) | RM 0.25 – 0.60 | RM 1.20 + |
| Average ROI | 3 – 4× | 1.5× |
| User Trust | High (UGC) | Low (ad fatigue) |
“On TikTok and Xiaohongshu, every scroll is a chance to connect — not just to sell.”
2.5 The Local Edge – Why Malaysia is Different
Malaysia is multilingual, multi-cultural and mobile-first.
Here, a single campaign can combine three languages and still feel natural.
Creators mix “lah,” “confirm can,” and Mandarin slang to build closeness.
According to Inno Visual Media’s internal study (2025):
Bilingual videos (EN + CN) get 27 % higher CTR.
TikTok clips with local music see 35 % more watch time.
Xiaohongshu posts that include “daily life + emotion” tags see 40 % higher save rates.
Localization is no longer a choice — it’s the engine of conversion.
Every content strategy in Malaysia now revolves around the rhythm of TikTok & Xiaohongshu Malaysia 2025 — fast, visual, and emotionally resonant.
3｜How Short-Form Commerce Works in Malaysia 2025
So, how does “short-form commerce” actually happen?
It’s not just about a video going viral — it’s about how emotion turns into action, and how content becomes conversion.
Let’s break down how Malaysian consumers go from a 10-second clip… to an actual purchase.
3.1 The Conversion Chain: From Attention to Action
1️⃣ Inspiration (TikTok / Xiaohongshu Feed)
A user scrolls through a relatable short clip — maybe a creator saying, “I tried this skincare set from a KL brand, and it actually works!”
2️⃣ Exploration (Comments + Saves)
Viewers tap into the comments, read reviews, or save the post on Xiaohongshu for later.
3️⃣ Validation (Community Trust)
They search related posts — if multiple creators mention it, credibility compounds.
4️⃣ Action (TikTok Shop / XHS Link / WhatsApp)
A single click takes them to purchase or chat.
That’s short-form commerce: the fastest funnel in digital history.
From awareness → trust → purchase in under 60 seconds.
💬 “You don’t sell in a short video. You build trust fast enough so people sell themselves.”
No other ecosystem demonstrates this speed-to-sale transformation better than TikTok & Xiaohongshu Malaysia 2025.
3.2 Why It Works So Well in Malaysia
Malaysians are social shoppers.
They don’t buy from ads — they buy from experiences and shared authenticity.
This cultural habit makes Malaysia a perfect ground for short-form commerce.
| Local Trait | Impact on Commerce |
|---|---|
| High social media usage (3.5 hrs/day) | Longer video exposure time |
| Love for reviews & recommendations | Strong Xiaohongshu community effect |
| Bilingual communication | Broader audience reach |
| “Try before buy” mindset | Encourages demo-style videos |
TikTok gives speed, Xiaohongshu gives trust — and together, they close the loop.
3.3 The 3 Content Types That Drive Short-Form Sales
| Type | Description | Why It Converts |
|---|---|---|
| Tutorial Videos | Step-by-step “how to use” clips | Builds authority and practicality |
| Before & After | Visual proof of results | Quick trust trigger (especially for beauty/F&B) |
| Story-Based Reviews | Creator narrates daily experience | Emotional resonance; feels authentic |
🧩 Best practice: combine “visual proof” (TikTok) + “written detail” (XHS note) = 2× conversion lift.
3.4 UGC & Creator Collaboration Model
User-Generated Content (UGC) is the foundation of short-form commerce.
But in Malaysia, the UGC x Creator hybrid model now dominates:
Brands identify 5–10 micro creators (2k–20k followers).
Each creator produces 2–3 short clips + 1 XHS note.
Brand reposts best-performing videos as paid ads.
Combine results → measure ROI.
This cycle generates content quantity and quality —
a “content flywheel” that keeps ROI compounding.
For emerging brands, TikTok & Xiaohongshu Malaysia 2025 offer the most cost-efficient UGC-driven commerce model in the region.
3.5 Real Case: KL Lifestyle Brand
Brand: Kuala Lumpur-based F&B start-up
Budget: RM 8,000
Platforms: TikTok + Xiaohongshu
Creators: 10 nano influencers (bilingual content)
Duration: 30 days
Results:
420K organic reach
9.2K engagement
3.5× ROI (RM 28K revenue)
Key takeaway: Small creators + localized storytelling outperform large ad campaigns every time.
The content-to-conversion journey in TikTok & Xiaohongshu Malaysia 2025 takes less than a minute — but its brand impact lasts much longer.
In short, short-form commerce powered by TikTok & Xiaohongshu Malaysia 2025 is where storytelling meets measurable sales.
4｜TikTok Marketing Strategies That Actually Work
TikTok is not just about trends; it’s about pattern recognition.
The algorithm rewards content that holds attention and triggers engagement fast.
Here’s how Malaysian brands are mastering it in 2025.
Many of these proven tactics from TikTok & Xiaohongshu Malaysia 2025 campaigns have become blueprints for Southeast Asia.
Even when using small budgets, TikTok & Xiaohongshu Malaysia 2025 allow local creators to outperform traditional media.
4.1 Understand TikTok’s “Watch-Loop” Algorithm
TikTok’s core ranking metric isn’t likes — it’s retention.
The more users watch a video till the end (or replay it), the more exposure it gets.
Formula:
(Watch Time ÷ Video Length) + Engagement Rate = Visibility Score
Average Malaysian performance benchmarks (2025):
Average view-through rate: 82 %
Repeat watch rate: 19 %
Best-performing videos: under 18 seconds
That’s why even professional brands are producing “handheld”, “real-talk” style videos — they feel native, not polished.
4.2 3 High-ROI TikTok Strategies in Malaysia
(1) Edu-Entertain Content (“Teach, Don’t Sell”)
Example:
“3 Things You Didn’t Know About Buying Local Skincare in Malaysia.”
Simple visuals, quick learning, natural CTA at the end (“link in bio”).
✅ Engagement up 35% vs pure sales pitch.
(2) Live Selling + Creator Takeover
Creators host branded TikTok Live sessions — combining product demos, audience Q&A, and discount flash sales.
Average CTR to purchase: 8–12%, higher than ads.
(3) Trend Remixing for Brand Personality
Brands join trending audios but adapt them authentically.
Example: F&B brand uses viral “before-after” meme to show food prep.
Adds humor → boosts share rate → triggers algorithmic lift.
4.3 TikTok Shop Malaysia 2025 – The Real Game-Changer
TikTok Shop has become the backbone of Malaysia’s short-form commerce.
With seamless integration between content and checkout, users can buy instantly without leaving the app.
| Metric | 2023 | 2025 | Growth |
|---|---|---|---|
| TikTok Shop GMV Malaysia | RM 750M | RM 1.8B | +140% |
| Average Order Value (AOV) | RM 46 | RM 63 | +37% |
| Top Categories | Beauty, F&B, Fashion | — | Consistent Growth |
Brands that win here focus on livestream storytelling rather than hard selling.
The formula: personality + authenticity + urgency.
💬 “In 2025, TikTok Live is Malaysia’s new digital pasar malam — fast, fun, and full of impulse buys.”
With seamless checkout integration, TikTok & Xiaohongshu Malaysia 2025 now dominate Malaysia’s short-form commerce funnel.
4.4 Content Frequency & Consistency
TikTok rewards consistency.
Posting 3–5 videos/week can increase organic reach by up to 60%.
But it’s not just quantity — it’s pattern clarity:
| Content Type | Frequency | Example |
|---|---|---|
| Educational | 2× / week | “How to…” tutorials |
| Lifestyle | 2× / week | “Day in my life using X product” |
| Trending / Humor | 1× / week | Meme or challenge remix |
By balancing these, brands build both algorithmic momentum and human familiarity —
a combination that drives repeat purchases.
4.5 ROI Example – Malaysian TikTok Campaign
| Brand Type | Budget | Duration | Total Views | ROI |
|---|---|---|---|---|
| Beauty | RM 5,000 | 30 days | 380K | 280% |
| F&B | RM 7,500 | 45 days | 560K | 350% |
| Apparel | RM 10,000 | 60 days | 840K | 400% |
Small, localized budgets with strong storytelling continue to outperform “big ad campaigns”.
5｜Xiaohongshu Marketing Malaysia 2025: Trust Sells Better Than Ads
While TikTok is where people discover, Xiaohongshu (RED) is where they decide.
It’s Malaysia’s fastest-growing “trust-based commerce” platform — a hybrid of Instagram, Pinterest, and review community, wrapped in authentic storytelling.
5.1 How Malaysians Use Xiaohongshu
Search before buying (“Is this worth it?”).
Save real-life experiences instead of ads.
Engage with bilingual creators (EN + CN) they can relate to.
Top categories on Xiaohongshu Malaysia 2025:
| Category | Popularity | Conversion Intent |
|---|---|---|
| Beauty & Skincare | ⭐⭐⭐⭐ | Extremely High |
| Cafés / Lifestyle / Travel | ⭐⭐⭐⭐ | Medium–High |
| Fashion / Accessories | ⭐⭐⭐ | Medium |
| Tech & Home Gadgets | ⭐⭐ | Emerging |
“On TikTok, people scroll. On Xiaohongshu, people search.”
5.2 The Psychology of “Trust Commerce”
People on Xiaohongshu don’t want sales talk — they want validation.
They trust stories, not slogans.
This is why note-style content and vlog storytelling outperform ad-style videos by 3 – 5× in CTR.
| Content Type | CTR (Avg) | ROI Multiplier |
|---|---|---|
| Honest Review + Emotional Caption | 7 – 9 % | 3.8 × |
| Tutorial + Before/After Photos | 6 % | 3 × |
| Polished Ad Video | 1.5 % | 1.2 × |
5.3 Creator Collaboration Flow (Malaysia Model)
1️⃣ Briefing & Matchmaking – Agency (like Inno Visual Media) identifies micro-creators (2 k – 50 k followers).
2️⃣ Authentic Ideation – Creators pitch how they would genuinely share it.
3️⃣ UGC + Story Integration – Mix of photo + short vlog + caption.
4️⃣ KPI & Analytics – Engagement rate, saves count, and comment sentiment.
5️⃣ Amplify Best Performers via ads or reposts to TikTok.
💡 Tip: Reusing top Xiaohongshu posts as TikTok Reels ads can lift ROI by ≈ 25 %.
5.4 Local Case – KL Beauty Brand
Budget: RM 6 000
Platform: Xiaohongshu
Creators: 12 micro influencers (2 k – 8 k followers)
Results: 230 k organic reach | 2 000 saves | ROI ≈ 300 %
“People buy faster when they feel they discovered it themselves.”
6｜TikTok vs Xiaohongshu: Two Platforms, One Strategy
| Feature | TikTok Malaysia | Xiaohongshu Malaysia |
|---|---|---|
| User Base (2025) | 14 M + | 3 M + |
| Main Audience | Gen Z & Millennials | Young Professionals / Females |
| Emotion | Fun / Instant | Authentic / Personal |
| Content Format | Video + Live | Note + Vlog + Photo |
| Conversion Path | TikTok Shop / Live Checkout | In-note links + brand account DM |
| ROI Pattern | Fast returns / short cycle | Slow burn / long-term trust |
| Best For | Awareness + Sales | Credibility + Reviews |
🎯 Winning 2025 Formula:
Awareness on TikTok → Trust on Xiaohongshu → Conversion across both.
7｜Creator Economy Malaysia 2025: UGC Is the New Currency
Malaysia’s creator economy is valued at over RM 1 billion in 2025 (DataReportal).
Every brand needs a UGC system — a library of authentic content produced by real people.
Inno Visual Media’s model:
Creator Network: over 400 TikTok & XHS micro-influencers.
Studio Support: editing + subtitles + music licensing.
ROI Analytics: engagement, click-through, sales tracking.
UGC is no longer a bonus — it’s the foundation of short-form commerce success.
8｜Case Studies: Real Brands, Real ROI
Case 1 – Skincare Brand KL
12 micro influencers across TikTok + XHS
310 k views | 1 800 comments | ROI 320 %
Case 2 – Bangsar Café
5 KOCs recording a “first-visit” TikTok trend
400 k impressions | weekday traffic + 25 %
Case 3 – E-Commerce Fashion Brand
Cross-platform ads + live sessions
1 200 orders | ROI 340 % | 15 % repeat buyers
💡 Insight: Authenticity scales better than budget.
9｜FAQ
Q1. Why are TikTok and Xiaohongshu so important for brands in Malaysia 2025?
Q2. What is short-form commerce?
Q3. Which industries benefit most?
Q4. How much budget is needed to start?
Q5. Can SMEs benefit too?
Q6. How to measure success?
Q7. What makes Malaysian content perform better?
Q8. How does Inno Visual Media help?
Q9. Is Xiaohongshu really growing in Malaysia?
Q10. What’s the future of short-form commerce?
10｜Conclusion
In Malaysia 2025, TikTok and Xiaohongshu are not just apps — they’re the new marketplaces.
Short-form videos build trust faster, stories convert better, and authentic creators outperform ads.
Brands that win this game:
✅ Create with people, not for people.
✅ Speak in local voices.
✅ Track ROI and reinvest in content that works.
That’s what Inno Visual Media Kuala Lumpur does — turning short videos into long-term growth.
Still have questions? Reach out via WhatsApp or check our Contact Page to talk directly with our KL team.
If you’re ready to take your content marketing to the next level in Malaysia, let’s talk.
📍 Inno Visual Media
N-28-1, N-28, 2, Jalan 3/93a, Warisan Cityview, 56100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
📞 Phone/WhatsApp: CLICK NOW
⏰ Opening Hours: Mon–Fri, 10:00 AM – 7:00 PM
👉 Contact us on WhatsApp now for a free Short-Form Commerce Audit today.
👉 Or fill out our Contact Form.
- October 16, 2025
- 3:29 am