Three lecturers from the School of Communication at Xiamen University Malaysia (XMUM), Dr. Nur Widad Roslan, Dr. Muhammad Irsyad Zulkifli and Mr. Surendev Singh, won a Silver Award in the Putra InnoCreative Poster Competition at the 8th International Putra InnoCreative Carnival in Teaching and Learning (I-PICTL) 2026 × SULAM@UPM Carnival 2026.

Held on 14–15 September 2026 at Universiti Putra Malaysia (UPM), the international event was organised by UPM's Centre for Academic Leadership and Development Excellence (CADe-Lead). The 2026 edition attracted more than 350 entries from Malaysia and abroad, providing a competitive platform for educators and academics to showcase innovations in teaching and learning.

The team’s research explores the growing role of “Edufluencers”, social media content creators who share educational knowledge on topics such as health, financial literacy, sustainability, digital citizenship and lifelong learning. As short-form videos on platforms such as TikTok and Instagram Reels become increasingly influential, the study examines how educational content can make knowledge more accessible, engaging and meaningful beyond traditional classrooms.

Using qualitative content analysis of educational content produced by 10 prominent Malaysian social media influencers, the study investigates their communication strategies, content formats, audience engagement practices and approaches to credible educational communication. 

A key contribution of the research is its proposed Edufluencer Content Guideline, a practical framework designed to help educators, content creators and community organisations develop educational content that is engaging, credible, ethical, inclusive and socially impactful. By emphasising accuracy, transparency and responsible communication, the guideline aims to encourage more effective use of social media for service learning, community engagement and lifelong learning.