DATUK Seri Najib Razak remains Malaysia’s most dominant political figure on social media, but it is Syed Saddiq Syed Abdul Rahman who is setting the pace among younger voters, according to a new analysis by Ilham Centre.
The study, released yesterday, assessed 21 political figures based on their combined followers across Facebook, YouTube, X, Instagram, TikTok and Threads as of May 18.
Najib leads the pack with 9.35 million followers, driven by his commanding presence on Facebook and X — platforms that continue to shape political discourse among older and politically engaged users.
“Despite ongoing political and legal challenges, Najib’s digital brand continues to command significant attention and engagement,” Ilham Centre said.
Hot on his heels are Tun Dr Mahathir Mohamad (8.11 million) and Datuk Seri Anwar Ibrahim (7.90 million), both firmly entrenched within Malaysia’s digital political elite.
Mahathir’s strength lies in Facebook and Instagram, reflecting enduring cross-generational appeal.
Anwar, meanwhile, shows a more balanced footprint, gaining traction on TikTok and X as he connects with younger and urban audiences.
Gen-Z battleground shifts
Syed Saddiq, ranked fourth overall with 7.65 million followers, emerges as the standout performer on youth-driven platforms.
He leads on Instagram, TikTok and Threads — a sign, Ilham Centre said, of a “modern, visual and engagement-driven” strategy that resonates strongly with younger voters.
Khairy Jamaluddin, ranked fifth with 6.44 million followers, also remains highly relevant despite being outside government, buoyed by a strong following on X and steady engagement across platforms.
Old guard vs new platforms
Facebook continues to dominate Malaysia’s political landscape, particularly among senior leaders such as Tan Sri Muhyiddin Yassin and Datuk Seri Ahmad Zahid Hamidi, whose support bases remain rooted in traditional and rural demographics.
But momentum is clearly shifting.
TikTok, Instagram and Threads are fast becoming key battlegrounds, with figures like Anwar, Khairy and Nurul Izzah Anwar gaining ground through short-form video and more relatable, visual content.
YouTube lags behind
Despite the broader pivot to video, YouTube remains underutilised. Datuk Seri Rafizi Ramli leads the platform with just 137,000 subscribers, followed by Mahathir and Khairy.
Ilham Centre noted that while long-form policy explanations still attract a niche audience, most politicians have yet to fully tap into the platform’s potential — including the rise of Shorts.
A generational divide
The findings highlight a widening gap in digital strategy.
Senior leaders — Najib, Mahathir, Anwar, Muhyiddin and Zahid — continue to dominate Facebook and X through established networks.
Mid-career figures like Khairy and Rafizi straddle multiple platforms, while younger leaders such as Syed Saddiq and Nurul Izzah are consolidating influence on Gen-Z platforms.
Digital is no longer optional
Ilham Centre said digital influence is now central to political power — not supplementary.
“Success depends on the ability to remain relevant across multiple digital ecosystems and audience segments,” it said.
While Najib still commands the largest overall reach, the rise of Syed Saddiq underscores a shifting reality — where influence is increasingly defined not just by size, but by who you can reach next. – May 20, 2026
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