Within Malaysia’s burgeoning digital economy, mothers are rewriting the rules of entrepreneurship.

For many mothers, balancing career aspirations with family life often feels like an impossible juggling act. Platforms like Xamble Express, a new self-service influencer marketing platform, is helping them monetise their expertise and turning their creativity into flexible income streams – all while staying present and constantly there for their families.

Why is this important? Because in today’s digital economy, content creation offers not just visibility but real empowerment — particularly for women balancing motherhood with personal aspirations.

Xamble Express serves as the bridge between these purpose-driven creators and brands seeking authentic voices—at a time when consumer trust has fundamentally shifted:

72% of APAC consumers now trust nano/micro-influencers more than celebrities
Malaysian brands see 2.3x higher ROI with micro-influencer campaigns
64% of purchases are swayed by authentic creator recommendations

(Source: Dentsu 2024)

Xamble’s recent Mother's Day campaign offered a glimpse into this reality, where everyday mothers are redefining influence. These women aren’t just caregivers - they’re storytellers, influencers, entrepreneurs and community builder. Meet three inspiring creators from Xamble’s vast network of over 600,000 untapped influential voices.

Among them were:

Faeeqah Auji (pic above with husband and children), a devoted mother to a child on the autism spectrum, who shared that “balancing both roles requires setting clear priorities and being present.” For her, being a mum means showing unconditional love and resilience, lessons she channels into content that is both authentic and inspiring.

Chia Yen or better known as ‘Princess Yen’, a mother of three daughters, who emphasised that motherhood taught her the power of simplicity. “The fact that children find happiness in the smallest of things reminds me to create with heart,” she said. She started creating during the pandemic and now uses her voice to support and uplift other women.
Puteri Awani, another mum to a child on the spectrum, who balances her creator journey with full-time parenting. “My autistic son taught me to see beauty in things I once overlooked,” she said, adding that sharing this journey online has helped her connect with others and find strength during difficult days.

Their stories are a testament to how influencer marketing is evolving. It is no longer about polished celebrities, but about real people sharing real experiences.

Why do Nano and Micro Influencers Win Trust? As highlighted in a recent report by Marketing Interactive, brands in Malaysia are increasingly turning to micro and nano influencers for their authenticity, higher engagement rates, and cost-effectiveness.

These creators, often with smaller but fiercely loyal followings, drive meaningful conversations and foster trust.

Key advantages of nano/micro influencers:

Higher Engagement: Nano and micro influencers foster genuine connections with niche audiences, driving higher engagement than macro-influencers. Their loyal following within specific communities generates more trusted interactions. (Source: Marketing Interactive)
Affordability: Brands can collaborate with multiple micro-influencers for the cost of a single celebrity campaign, maximising reach without overextending budgets.
Authenticity: Their content feels personal and relatable, aligning with the growing consumer demand for transparency.

The recent launch of Xamble Express strengthens the company’s broader Xamble for Business ecosystem, which helps brands assemble communities through meaningful, authentic influencer partnerships. Designed as a simplified, ready-to-deploy solution, Xamble Express bridges the gap for businesses that want to engage nano and micro influencers without the overheads of traditional agency-led campaigns.

“Influencer marketing has become a critical lever for brand growth, but smaller businesses often struggle with high costs, campaign complexity and a lack of data transparency,” said Xamble CEO Jason Thoe.

“Xamble Express changes that by offering clear pricing, self-managed dashboards and real-time insights — all backed by our 18 years of industry experience and access to Southeast Asia’s most engaged community of authentic influencers across Malaysia and Singapore.”

The platform features three plan tiers — Nano Starter, Micro Plus and Full Scale — with bundled campaign formats that include Instagram and TikTok content. It enables brands to recruit influencers based on demographic insights, manage content approvals and measure outcomes seamlessly.

“With estimated reach ranging from 50,000 to over 300,000 impressions per campaign, Xamble Express is geared towards high-ROI impact without overextending budgets,” said Thoe.

This development complements the strategic value propositions outlined in Xamble for Business, which highlights the importance of using nano and micro influencers to drive real engagement, foster brand trust and amplify reach through authentic storytelling.

According to internal data, nano influencers boast high engagement rates, often far exceeding industry averages seen with macro or celebrity profiles.

“Whether it’s through Xamble for Business’ full-service support or Xamble Express’ agile campaign tools, Xamble continues to make influencer marketing accessible, measurable and results-driven for brands at every stage of growth,” Thoe added.

And for creators like Faeeqah, Princess Yen and Puteri Awani, the platform serves as a gateway to purpose, flexibility and recognition in the digital economy.

As Thoe puts it, “It’s about lowering barriers and making it easier for everyday creators to participate in meaningful brand conversations — while building a better future for themselves and their families.”

For more information about Xamble Express, please visit: https://business.xamble.com/

Source: Xamble

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