Malaysia’s most extensive influencer platform, GoFluence, connects over 46,000 creators with 4,000 brands through its self-serve technology platform. The company’s growth from a local talent agency to Southeast Asia’s leading digital marketplace showcases its commitment to innovation and community building.

Pivoting to Digital Success

Founded by CEO Same Tham, GoFluence began its operations in 2018 as Modello, focusing on connecting musicians and models with event organizers. The COVID-19 pandemic prompted a strategic shift that transformed the company’s direction.

“We start as a gig provider, as a musicians’ provider focusing on the service provider only,” explains Liza Manaf, Director of Strategic Partnerships at GoFluence. “We were doing good at the time, but then Covid hit, and we didn’t have any events.”

The transition to creator partnerships yielded significant results. “Once we tapped into influencer marketing, we saw an increase from the 500 brands we had in hand at that time to around 3,000 after two years,” Liza recalls.

In July 2024, the company rebranded as GoFluence to reflect its focus on creator partnerships. The launch coincided with the Malaysia International Halal Showcase, where the company received recognition in the Guinness World Records.

Image: Liza Manaf

Comprehensive Service Categories

GoFluence distinguishes itself through its advanced self-serve marketing platform emphasizing user experience and operational efficiency. 

“We’re proud to be one of the prominent platforms in Malaysia,” Liza shares. “While many of our market players excel in the creative aspects of influencer marketing, our focus is on providing a user-friendly, self-serve platform. This approach allows businesses and influencers to connect seamlessly, and we’re grateful for the positive feedback from our community.”

The platform offers four primary services:

1. Paid Campaigns: Connect with influencers to create tailored content that aligns perfectly with your brand’s goals, ensuring high-quality results.
2. Review Campaigns: Offer influencers the chance to experience your products or services in exchange for authentic reviews, helping you build trust and credibility with potential customers.
3. Check-In Rewards Attract new customers by engaging influencers who visit your outlets, rewarding them with exclusive perks while amplifying your brand’s visibility.
4. Event Campaigns: Create unforgettable live experiences with influencers who bring your brand to life, driving engagement and meaningful connections.

Technology Innovation and Future Development

Liza reveals that new features are under development, particularly in tourism partnerships. “We collaborate with many tourism agencies,” she shares. “We will offer many perks to influencers as well.” 

The company is also developing AI capabilities: “The client can choose whether to use humans or an AI persona.”

The platform provides comprehensive tools for both brands and creators. “We provide the system for both parties because we are providing demand and supply,” Liza points out. “If we can ensure both parties are happy, we are also happy.”

For brands, the platform offers comprehensive campaign management tools to simplify collaborations. “After publishing a campaign, brands can easily review influencer applications and select the ones that best fit their goals,” Liza explains.

Empowering Creators at Every Level

GoFluence’s approach recognizes the value of community-based influence. “We want everybody to show their influence. Therefore, we start from nano influencers up to mega influencers,” Liza explains, adding that this approach shifts from traditional models focusing solely on large followings.

The platform’s growth validates this inclusive strategy. “We reached 46,000 [influencers] this month out of 100,000 active in the four Southeast Asian regions we operate: Thailand, Vietnam, Taiwan, and Malaysia,” Liza reveals. “We see how the cross-promo can be done when brands from each of these countries want more visitors from other countries.”

Quality Assurance and Trust Building

GoFluence ensures a reliable and trustworthy experience through robust verification processes. “We’ve implemented measures to confirm the authenticity of influencers, including a verification system that provides added assurance for brands,” Liza explains.

Payment processing is designed for efficiency and speed. “Once an influencer completes their campaign successfully, payments are processed almost instantly” she adds.

Supporting Creator Development

GoFluence addresses creator challenges through comprehensive support systems. “One of the challenges we are having is influencers wanting to upgrade their skills. Also, the influencers don’t know how to liaise with the client. They also have to take care of their mental health,” Liza acknowledges.

The company provides extensive training resources through partnerships: “We provide training to partners we are collaborating with, such as the KOL Academy or HRD Corp.”

Professional Guidance for Success

For brands and creators entering the space, Liza highlights understanding core principles: “Influencer marketing is not about sales conversion; it’s for brand awareness. Each of the parties needs to know how influencer marketing works.” She stresses consistent engagement: “The brand and creator must put effort into the journey.”

As GoFluence continues to shape the future of creator partnerships in Southeast Asia, Liza concludes with a thoughtful call to action: “We aim to inspire a shift in how people perceive influencer marketing, showcasing its potential to create meaningful connections and drive impactful results.”