73% of Maltese social media users follow brands: Why CEO messaging is no longer optional 

An overwhelming 73 per cent of Maltese consumers actively follow brands on social media, with younger audiences (aged 16-34) leading the charge at 81 per cent, according to MISCO’s latest report. This isn’t just passive scrolling – 64 per cent of users visit brand pages after seeing ads, proving that social media has become the primary discovery channel for modern consumers.

What does this mean for businesses? The old playbook of faceless corporate ads no longer cuts it. With 93 per cent  of online ad exposure happening through social platforms (compared to just 59 per cent for offline media), brands that fail to humanise their presence risk becoming invisible. Facebook and Instagram remain the dominant players on the Maltese islands, but TikTok’s rapid growth – now used by 51 per cent of Maltese users, up from 48 per cent in 2024 – signals where attention is shifting.

It’s no longer enough for a company to exist online. It needs to lead online. And that leadership starts at the top.

At a time when consumers are craving authenticity, CEOs and executives represent a brand’s most trusted voice. While many companies invest in digital marketing, few harness the full power of executive presence. That’s a missed opportunity – especially when a quarter of social media users follow influencers, with Gen Z engagement reaching 39 per cent.

Executives who show up online are not just boosting visibility; they’re building trust. In a market like Malta, where 71 per cent of men and 77 per cent of users aged 55+ regularly consume blogs and news via social media, leadership messaging is not only welcome – it’s expected. These are prime audiences for well-crafted thought leadership, behind-the-scenes insights, and commentary that offers value beyond the promotional.

MISCO’s report confirms that Maltese consumers continue to prioritise three key categories in their digital shopping habits: Fashion, food delivery, and travel. Clothing, footwear, and accessories dominate online purchases, with 67 per cent of shoppers buying these items – a trend that has remained strong since 2023. Close behind, 62 per cent regularly order takeout food online, proving that convenience remains a top driver of digital spending. Meanwhile, leisure travel continues its post-pandemic rebound, with 60 per cent booking flight tickets and 54 per cent reserving hotel stays online.

These categories outperform other sectors like groceries (27 per cent) and electronics (19 per cent), reinforcing that Maltese consumers prefer spending on lifestyle experiences and everyday indulgences in the digital marketplace. Notably, beauty and personal care purchases have grown significantly, now representing 33 per cent of online shoppers compared to just 24 per cent in 2023.

As e-commerce grows, brands in these leading segments must continue optimising their social media and mobile strategies to meet customer expectations for seamless discovery and checkout experiences. The data suggests particularly strong opportunities in fashion (especially targeting female shoppers, who make up 78 per cent of online buyers); food delivery (with younger consumers aged 16-34 being 51 per cent more likely to order takeout) and travel, as flight bookings continue rising year-over-year. 

The platform strategy matters. For under-35 audiences, short-form video on Instagram and TikTok works best. For B2B or older demographics, LinkedIn articles and Facebook Live sessions drive deeper engagement. The key is consistency – CEOs who post regularly see their employees’ sharing activity increase by 561 per cent, creating a powerful amplification effect, according to a LinkedIn study.