Hey, what’s up guys.
If you read that in Khairul Aming’s voice, then you know that Khairul Aming isn’t just a name — it’s a brand synonymous with viral content in Malaysia.
From his humble beginnings sharing food recipes to becoming a household name with his signature sambal, this content creator turned entrepreneur has cracked the code to online success.
His secret? 🤫 A mix of relatability, consistency, and innovative social media marketing strategies tailored to the Malaysian audience.
Khairul Aming’s journey offers valuable lessons in navigating the dynamic world of social media marketing in Malaysia for budding influencers and small business owners alike.
Here are his top five tips for creating viral content strategies that resonate with the masses.
Tip #1: Keep Evolving – From Images to Videos and Live Streams
Social media marketing in Malaysia moves fast, and staying relevant means embracing change.
Khairul Aming started with simple cooking videos, but switching from the brand alias ‘Rasapop’ to using his real name and showing his face helped him connect with his audience.
As platforms like TikTok gained traction, he mastered short, snappy videos in line with TikTok Malaysia trends.
The next game-changer? Live streams. 🎬
Following the success of his iconic Sambal Nyet, Khairul Aming’s livestream launch of Dendeng Nyet saw RM1.2 million in sales within minutes.
He even garnered 100 million likes while helping flood victims recently, showing that his impact goes beyond commerce.
These live sessions not only brought real-time interaction with fans but also established him as a trailblazer in using live-streaming platforms to drive both engagement and sales.
Takeaway:
- Begin with simple content but aim to evolve.
- Experiment with popular formats like short-form videos and live streams.
- Stay updated with tools and trends on platforms like TikTok Malaysia.
Tip #2: Create Content That Resonates with Your Audience
The heart of viral content strategies is relatability.
Khairul Aming’s content centres on food — a universal love language — but he goes further by creating affordable, simple recipes anyone can replicate.
Take, for example, his 30 Hari 30 Resepi series and Deepavali special.
In the 30 Hari 30 Resepi series, Khairul shared a new, easy-to-make recipe every day, keeping things fun and relatable for his followers.
For Deepavali, he highlighted festive flavours, connecting with audiences through shared cultural values.
By combining flavours that speak to both heart and stomach, he connects with a wide audience, expanding his reach and solidifying his relatability.
Takeaway:
- Create content that speaks to your audience’s values, like affordability and convenience.
- Avoid overly niche or exclusive content that alienates potential followers.
- Track engagement to refine your food content engagement strategy.
Tip #3: Self-Learning Is Key – Don’t Over-rely on Coaches
Khairul Aming’s success highlights the power of self-learning and hands-on experimentation.
After working in the oil and gas industry and later logistics, Khairul gained valuable knowledge in business, but it was his side ventures that sparked his entrepreneurial journey.
From mastering video editing to understanding digital branding tips, Khairul gained insights through action rather than relying on coaches.
When he rebranded his sambal to Sambal Nyet, it quickly took off, selling over 1.2 million bottles on Shopee.
Khairul’s story is an entrepreneurship inspiration in Malaysia, proving that learning by doing is often more effective than waiting for the perfect moment.
Takeaway:
- Start creating content without waiting for the “perfect” moment.
- Use free resources like YouTube tutorials to enhance your skills.
- Embrace failures as part of the journey.
Tip #4: Build Your Audience, Understand Them, and Don’t Rush
Patience and consistency are key in social media marketing in Malaysia.
Khairul Aming didn’t gain millions of followers overnight, it took years of trust-building and community cultivation.
Today, with over 10 million followers, his success is evidence of steady, intentional growth.
Khairul actively engages with his audience, responding to comments, sharing behind-the-scenes content, and fostering two-way conversations that make followers feel valued.
This consistency has built a loyal fan base that not only supports his content but also champions his products.
Takeaway:
- Focus on creating meaningful relationships with your audience over quick wins.
- Engage with your audience consistently through comments and feedback.
- Study audience behaviour to refine your Malaysian influencer marketing strategy.
Tip #5: Choose the Right Niche, Network, and Be Selective in Paid Reviews
Choosing a niche that balances passion and demand is critical for long-term growth.
Khairul Aming picked food, a universal and evergreen topic, and added his unique Malaysian touch.
He’s also strategic about paid collaborations, partnering only with brands that align with his values and appeal to his audience.
For example, his Jom Lokal campaign with Pinn Yang on TikTok Shop highlights his support for homegrown businesses, while his partnership with Mydin for flood relief shows his commitment to using his platform for meaningful causes.
This selectiveness helps Khairul maintain authenticity while monetising his platform, building a brand that stays true to his values and keeps his loyal followers engaged.
Takeaway:
- Pick a niche that you’re passionate about and is in demand.
- Network with other creators to expand your reach.
- Prioritise quality collaborations when considering TikTok Malaysia trends and viral content strategies.
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