The last decade was the peak for people with influential personalities  - they have been telling consumers what to think and what to do, which is influencer marketing.



But lately, a new trend called de-influencing is taking over social media platforms. 



What is de-influencing all about? We will be taking a closer look on what this trend is, and analyse research and findings to dissect whether consumers are becoming detached from influencer marketing. 



Discussing this today is Eugenie Chan and Sarah Lian, Co-Founders of SuppaGood, a PR and influencer marketing agency.

The last decade was the peak for people with influential personalities - they have been telling consumers what to think and what to do, which is influencer marketing.But lately, a new trend called de-influencing is taking over social media platforms. What is de-influencing all about? We will be taking a closer look on what this trend is, and analyse research and findings to dissect whether consumers are becoming detached from influencer marketing. Discussing this today is Eugenie Chan and Sarah Lian, Co-Founders of SuppaGood, a PR and influencer marketing agency.

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Enterprise Explores

Is Influencer Marketing Losing Influence?

Apple just turned 50, but for a $3.6 trillion giant, the bigger question is what comes next? In this special Enterprise Explores episode, we break down Apple’s legacy, from category-defining hits to notable missteps, and ask whether the company is starting to lose its edge in a fast-moving tech landscape shaped by AI.



Amin Ashaari of Soya Cincau joins us as we debate Apple’s biggest wins, questionable decisions, and key flops. 

Apple just turned 50, but for a $3.6 trillion giant, the bigger question is what comes next? In this special Enterprise Explores episode, we break down Apple’s legacy, from category-defining hits to notable missteps, and ask whether the company is starting to lose its edge in a fast-moving tech landscape shaped by AI.Amin Ashaari of Soya Cincau joins us as we debate Apple’s biggest wins, questionable decisions, and key flops.&nbsp;

50 Years Of Apple: Hits, Misses, & Flops

Is your business growing, or are you just trapped on a social media content treadmill? While TikTok celebrates a RM20 billion contribution to Malaysia’s economy, what is the reality for sellers on the platform? Teng Ian Wong from Momentum Works joins Enterprise Explores to discuss lessons from China about live streaming on TikTok, why sellers shouldn’t depend on a single platform, whether these are Shopee, Lazada or TikTok, and whether viral hits lead to durable brands and businesses.



Tune In To Learn More About:


The Content Treadmill: How the low barrier to entry has created a war for consumer attention.


The AI Host Invasion: How a Chinese influencer used an AI Avatar to generate RM32 million in 6 hours, and what this means for the future of human live-streamers in Malaysia.


The "Blueberry" Trap: Why replicating a viral hit often leads to diminishing returns.


The MCN Factor: Whether Multi-Channel Networks are actually adding value or just eating your margins while creating an external dependency.


The Platform Agnostic Strategy: Why relying on TikTok Shop, Shopee, or Lazada alone may not be the most ideal step for your brand equity.



Image Credit: Shutterstock

Is your business growing, or are you just trapped on a social media content treadmill? While TikTok celebrates a RM20 billion contribution to Malaysia’s economy, what is the reality for sellers on the platform? Teng Ian Wong from Momentum Works joins Enterprise Explores to discuss lessons from China about live streaming on TikTok, why sellers shouldn’t depend on a single platform, whether these are Shopee, Lazada or TikTok, and whether viral hits lead to durable brands and businesses.Tune In To Learn More About:<ul><li>The Content Treadmill: How the low barrier to entry has created a war for consumer attention.</li><li>The AI Host Invasion: How a Chinese influencer used an AI Avatar to generate RM32 million in 6 hours, and what this means for the future of human live-streamers in Malaysia.</li><li>The "Blueberry" Trap: Why replicating a viral hit often leads to diminishing returns.</li><li>The MCN Factor: Whether Multi-Channel Networks are actually adding value or just eating your margins while creating an external dependency.</li><li>The Platform Agnostic Strategy: Why relying on TikTok Shop, Shopee, or Lazada alone may not be the most ideal step for your brand equity.Image Credit: Shutterstock</li></ul>

Selling On TikTok: The War For Attention

Is your city losing investment without realising it, and is connectivity the hidden reason? Professor Siqi Zheng of MIT and SMART M3S joins us to unpack why air routes still shape global business decisions, even in a digital-first world. From the surprising cost of a single layover to the concept of “network centrality,” we explore why not all connections are created equal and what cities are getting wrong.



Tune In To Find Out




The 20% Penalty: Why a single layover can reduce a city’s attractiveness to multinational firms, and what that reveals about how businesses price “travel friction.”


Quality vs Quantity Trap: Why adding more routes may be a vanity metric, and the strategic mistake policymakers keep making when expanding connectivity.


The Multiplier Effect: How one direct connection to a global hub can unlock access to dozens of markets, and why this matters more than total flight volume.


Digital vs Physical Reality: Why decades of Zoom, email, and remote work have not reduced the need for face-to-face interaction in high-value industries.


The Connectivity Divide: How well-connected cities pull further ahead, and the strategic playbook secondary cities can use to close the gap.

Is your city losing investment without realising it, and is connectivity the hidden reason? Professor Siqi Zheng of MIT and SMART M3S joins us to unpack why air routes still shape global business decisions, even in a digital-first world. From the surprising cost of a single layover to the concept of “network centrality,” we explore why not all connections are created equal and what cities are getting wrong.Tune In To Find Out<ul><li>The 20% Penalty: Why a single layover can reduce a city’s attractiveness to multinational firms, and what that reveals about how businesses price “travel friction.”</li><li>Quality vs Quantity Trap: Why adding more routes may be a vanity metric, and the strategic mistake policymakers keep making when expanding connectivity.</li><li>The Multiplier Effect: How one direct connection to a global hub can unlock access to dozens of markets, and why this matters more than total flight volume.</li><li>Digital vs Physical Reality: Why decades of Zoom, email, and remote work have not reduced the need for face-to-face interaction in high-value industries.</li><li>The Connectivity Divide: How well-connected cities pull further ahead, and the strategic playbook secondary cities can use to close the gap.</li></ul>

Is Influencer Marketing Losing Influence?

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