There are plenty of social media influencers and Food content creators around, but none have reached the heights of the ‘Sambal King,’ Khairul Aming. The young entrepreneur has amassed a fanbase of millions and has become very famous in a short period.
When he first launched his flagship product, Sambal Nyet, he achieved 2.4 million in sales and RM33.5 million in revenue. In just a short period of 3 years, Khairul Aming has succeeded and surpassed many companies by selling sambal.
Recently, he launched his second product, Dendeng Nyet, and achieved RM1.2 million in sales in merely 3 minutes and 39 seconds on TikTok Live. This begs the question: What makes him so popular? Why are people willing to battle for his Sambal Nyet and Dendeng Nyet?
Based on our observations, we found several reasons why he has become one of Malaysia’s best-known food content creators and entrepreneurs.
1. Choose the Right Product
Choosing the right product is the most crucial asset for entrepreneurs to market their products. Take Khairul Aming, for example – he has a reason why he decided to introduce sambal as his flagship product. This is because of many reasons, such as Malaysians being known to have a strong interest in spicy food. Secondly, the product is versatile and can be easily paired with everything – you can eat it with rice or use it as a cooking paste.
Besides, he wanted something that is convenient and lasts long – which sambal can be stored for months and won’t get stale easily. Take a look at his second product, Dendeng Nyet – it’s simple, instant, and goes well with many kinds of food. You can bring it as you travel and anywhere you go. Not to mention, the price is also very reasonable and affordable. He understands the market and does his research very well. With its strong influence and maintaining the quality, the products have become very popular.
2. Be a Great Storyteller
Why do his products always sell out in a second? We try to decode the secret of how he gets his customers always eagerly waiting for him to release the products on the e-commerce platform. Based on his past strategy, Khairul Aming revealed that you need to hook your audience with your storytelling.
If you scroll through Khairul Aming’s posts, you can see that he’s very good at telling stories and how he delivers his points effortlessly. How does he do it? He curated 30 recipes for 30 days of Ramadan, and he makes sure all contents are simple, straightforward, and within a minute only. He never leaves his social media empty without any content. He always makes sure there’s food content to be uploaded. Not to mention, he invests in buying high-quality cameras, and mics, and he even invests in creating a ‘kitchen studio’ for him to shoot all his food content.
3. Livestream is the New Way to Maximize Your Sales
For those who want to advance their business, livestreaming is one of the best methods based on data seen in the Chinese market. Several neighbouring countries have long used live streams to boost the sales market for their products, as seen in Indonesia, Vietnam, and Thailand.
Khairul Aming shared that he studied the US and Chinese markets and tried to find the balance and what applies to the Malaysian market. So, as a content creator, you need to keep up with the latest trends in online business. Through live stream, Khairul Aming counts down with the audience to tally the number of units that have been sold and the remaining balance. This directly makes the audience feel excited to continue buying and feel that they finally get to secure the product as it’s released in limited amounts.
4. Never Stop Learning
At the same time, Khairul Aming also emphasizes to all content creators to increase their reading to enhance their knowledge. As the recipient of the Content Creator of the Year award at the TikTok Awards, Khairul Aming stresses to all content creators to increase their reading to enhance their knowledge. “To stay relevant in this industry, you need to have a lot of knowledge, such as critical thinking and problem-solving. It would help if you also had manners and common sense,” he explained.
5. Have a Great Team in Handling Crisis Management & PR
As a popular social media influencer, Khairul Aming is not exempt from facing controversies over poor service. This indirectly leaves a bad image for his brand. But surprisingly, Khairul Aming’s team is sensitive and prompt in handling any crisis.
Khairul Aming takes immediate action, faced with any issue, as quickly as possible. Explanations are given on social media platforms in various forms, be it videos or posts. For example, when customers complained about receiving broken Sambal Nyet bottles, Khairul Aming immediately upgraded the packaging to ensure no more issues arose.
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