Instagram is still going strong in Singapore. According to NapoleonCat, more than half of the country’s population are Instagram users as of March 2024.  55.4% of these users are Singaporean women. Because of the app’s popularity in the country, Instagram has become a powerhouse for brands to reach their target audience, drive sales, and for influencers to create branded content. 

The Power of Instagram Influencers

Along with this overwhelming social media usage is the rise of the instagram influencers marketing industry. In simple terms, it is a kind of marketing in which brands leverage the ‘influence’ of content creators to sway their followers toward a positive perception of a product or service. 

According to the 2024 Influencer Marketing Report released by the Famesters Agency, influencer marketing started as a USD 1.7 billion industry in 2016, but in 2023, it exploded to USD 21.1 billion. That is a whopping x20 growth in just seven years. As years pass, brands continuously realise the effect of influencers on their bottom line, hence investing more in influencer collaborations to push their products. 

Figure 1. Influencer Marketing’s Market Size in billions in US Dollars

Source: Famester’s 2024 Influencer Marketing Report

Influencers have a loud voice in Singapore because based on INSG.CO, Singaporeans love to watch review-type of content. Before deciding on a purchase, Singaporeans tend to watch content creators who compare products. They are also most likely to go to businesses that have good reviews. “72% of Singaporean online consumers trust businesses with positive reviews more than those without,” the media company added. 

Figure 2. Singaporean’s Favorite Content to Consume, based on INSG.CO

Moreover, Social Shepherd, a social agency, discussed that brands received almost 6-fold ROI from investing in influencers. “Data shows that businesses are making $6.50 for every $1 spent on influencer marketing, on average. And, 3% pull in $20 or more,” Social Shepherd wrote.  

Particularly in Singapore, influencers have a stronghold on consumers’ purchasing decisions. INSG further said that 51% of online consumers admitted that an influencer ‘influenced’ them to purchase a product. 

Now that you know how powerful an influencer’s voice can be on consumers, the next matter is finding the ones worthy of your marketing campaign’s time and money.  Here, we have gathered the top 24 Instagram influencers in Singapore in 2024. 

Top 24 Instagram Influencers In Singapore (In alphabetical Order)

1. Aaron Ho – 39.1K followers

Aaron Ho, known in the culinary world as Nat, is famous for his blog “Rubbish Eat Rubbish Grow.” His blog is recognised for its honest reviews and light humour. Aaron’s passion for food began in childhood, spending time in the kitchen with his grandmother and later during his PhD studies in English literature in New York.

Despite his academic pursuits, Aaron continued to explore his love for food and shared this passion through his blog.

Aaron’s food blogging journey started as a hobby alongside his day job. He faces challenges in dealing with people’s prejudices and maintaining honest reviews, particularly negative ones. Despite these challenges, he emphasises the importance of being honest and empathetic towards restaurant owners.

Aaron’s insights extend to the broader food scene, noting the evolution and diversity in Singapore’s culinary landscape and the influence of economic growth and globalisation.

His blog, “Rubbish Eat Rubbish Grow,” has gained recognition and was nominated for various awards, including “Asia’s Best Food Blog” by Asia Rooms in 2013, and “Best Singapore Food Blog” by Hotel Club in 2013, and by the Singapore Blog Awards in 2012 and 2013.

Topics: Foods

2. Andee Chua – 138K followers

Andee Chua is a multifaceted personality based in Singapore. He is recognized as a social media influencer, international model, dancer, community builder, and advocate for LGBTQ+ rights. His journey and contributions span various fields, reflecting his dynamic persona and commitment to diverse causes.

He has established himself as a prominent influencer and model. He gained distinction as the first Singaporean male model to walk for Giorgio Armani in Milan Fashion Week. His modeling career has seen him participate in Fashion Weeks and editorials in major cities like Milan, Paris, New York, Bangkok, Malaysia, and Singapore.

His social media platforms, particularly Instagram and YouTube, serve as a medium for showcasing his life and relationship openly, aiming to normalise the queer experience.

Challenges and triumphs have marked Andee’s journey as an openly gay man in Singapore. He has been vocal about his experiences and advocates for LGBTQ+ rights, aiming to provide visibility and representation for the queer community.

He strives to promote discussions on diversity and inclusion, particularly those related to LGBTQ+ issues, gender equality, and workplace culture.

For more detailed insights into Andee Chua’s life and work, you can visit his website at Polywork and read about his experiences and contributions to The Honeycombers.

Topics: Modeling, LGBTQ+ Advocacy 

3. Andrea Chong – 308K followers

For those of you who want to know about Singapore’s latest fashion trends, let me introduce you to Andrea Chong. You aren’t really “in” until you follow this style queen. She didn’t just fall into the limelight; she strutted there confidently, clinching the Fashion Icon of the Year title in 2015 from a local digital advertising agency.

But there’s more to Andrea than her fashion-forward posts and beauty product recommendations. She’s the brains behind DC Creative and the pen (or keyboard) behind the celebrated blog dreachong.com.

Brands far and wide have flocked to her, eager to tap into her influencer marketing magic. One look at her feed, and you’ll understand why she is the fashionista’s go-to.

Topics: Fashion Trends, Beauty

4. Aurelia Ng – 276K followers

Aurelia Ng, also known as Aurelia Hathaway, has established a significant presence in the digital space, particularly on Instagram, with over 276K followers. Her influence extends across various niches, including fashion, beauty, and lifestyle.

Aurelia’s career began as a model, appearing in various commercials and television shows. Her early exposure to the entertainment industry paved the way for her to explore content creation, a field in which she has found considerable success. 

In addition to her online activities, Aurelia has ventured into entrepreneurship, launching her line of beauty products. This move has further solidified her position as a key opinion leader in Singapore’s fashion and beauty sectors. She is also known for promoting golf events and competitions, showcasing her diverse interests and reach.

For more information about Aurelia Ng and her work, visit her Instagram profile @aureliang_ or check out her contact details at aurelia@noc.com.sg.

Topics: Brands, Entertainment, Lifestyle, Fitness

5. Benjamin Kheng – 447K followers

Benjamin Kheng is a multifaceted talent from Singapore, known for his roles as a musician, actor, host, and writer. He initially gained prominence in 2012 as a founding member of The Sam Willows, a popular local pop quartet. This group achieved global recognition, performing at various international music festivals.

Kheng’s music career includes his debut EP, “A Sea That Never Stops,” released in June 2020. This EP showcases his versatility as a singer and explores themes of life and love. It has been streamed over 3 million times by 800,000 listeners and earned him a nomination for MTV EMA’s Best Southeast Asia Act in 2020.

Kheng’s influence extends beyond his artistic work. He’s an active social media influencer who shares his music and comedic content, notably on platforms like TikTok, where he posts covers and original content.

For more detailed information about his work and career, visit his official website at www.benjaminkheng.net and explore his page.

Topics: Music, Lifestyle

6. Brad Lau – 593K followers

If you’re a foodie, you must follow Brad, better known by his moniker name, Ladyironchef, on Instagram. With over 593K followers, this account is the ultimate guide to all things food in Singapore. From drool-worthy photos of local delicacies to hidden gems and must-try restaurants, Ladyironchef has got you covered.

Their witty captions and honest reviews make for an entertaining and informative read.

Topics: Food, Cooking, Local Eateries

7. Carrie Wong – 386K

A Graduate of Nanyang Polytechnics, Carrie Wong reigns supreme as a renowned actress and a prominent Instagram influencer in Singapore. Her Instagram is a visual feast, adorned with impeccably styled outfits and captivating poses.

Moreover, she generously shares her skincare must-haves, attracting a huge fan base. Her rising popularity has secured collaborations with global powerhouses like Samsung, Guerlain, and L’occitane.

Topics: Fashion, Skincare

8. Cristabel Chua – 302K followers

Cristabel Chua, also known as bellywellyjelly, is a well-known Singaporean influencer and entrepreneur. She has gained a significant following on social media platforms, especially on Instagram, where she shares aspects of her lifestyle. Chua is recognised for her work in various fields, including beauty, fashion, and lifestyle.

One of her notable achievements is establishing her lifestyle brand, kāi, which offers accessories and stationery. This venture reflects her entrepreneurial spirit and dedication to her brand.

Chua has also collaborated with other brands, such as a travel kit project that combined products from Re:erth, nail wraps from Nodspark, and a travel pouch from her brand, kāi.

Chua’s resilience in the face of adversity and commitment to her brand and followers have made her a prominent figure in the Singaporean influencer landscape.

Her story is not just about her success as an influencer and entrepreneur but also about overcoming personal challenges and emerging stronger.

For more information about Cristabel Chua, visit the AsiaOne article and explore further details on 8days.sg.

Topics: Fashion, Beauty, Lifestyle

9. Daniel Ang – 50.2K followers

Daniel Ang Kok Chun is a prominent figure in the Singapore entertainment industry. He is known for his skills as an actor, content creator, and influencer. A Nanyang Academy of Fine Arts graduate, he has quickly become one of South Asia’s most influential male influencers.

Ang’s work in the entertainment scene in Singapore has earned him numerous accolades and awards, and he has secured brand collaborations with notable companies like Coca-Cola SG, John Varvatos, Ferra Gamo Parfums, Neogence, Eubi, and Ergo Works.

In addition to his acting career, Daniel has established a successful presence in content creation, focusing on fashion, beauty, and food. His posts share personal aspects of his life, enhancing his connection with his audience.

With over 50K followers on Instagram, he’s recognised as one of Singapore’s Top 10 Male Influencers as of 2023. 

Daniel is also a prominent food influencer known for his brutally honest food reviews on his popular blog, DanielFoodDiary. His success on platforms like Instagram, where he has an impressive 280k following, further solidifies his reputation as a go-to source for food-related content. He is celebrated for his authenticity in his food reviews, often paying for the food he posts and not holding back on his critiques.

Topics: Lifestyle, Foods

10. Desmond Tan – 254K followers

Desmond Tan is a prominent figure in the Singapore entertainment industry, known for his acting, singing, and variety show hosting. He first gained recognition in the industry after finishing as the runner-up in the Star Search 2007 contest.

Since then, Desmond Tan has had a successful career in television, appearing in numerous shows and dramas. Some of his notable works include “Code of Law,” “Hello From The Other Side,” “All Is Well – Singapore,” and “The Take Down.”

He has also been featured in films like “Love Cuts” (2010), “1400” (2014), and “The Big Day” (2018).

In addition to his acting career, Desmond Tan has hosted variety shows like “My Star Guide 12” and “Away with My BFF.” His contributions to the entertainment industry have been recognised through various nominations and awards at the Star Awards, including the Best Actor award for his role in “When Duty Calls” in 2018.

Apart from his acting and hosting endeavours, Desmond Tan has also ventured into music. From 2015 to 2023, he contributed to several MediaCorp Music Lunar New Year Albums and released singles related to his drama projects.

Topics: Lifestyle, Fashion, Music, Hosting

11. Hannah Chia – 22K followers

Hannah Chia is a notable influencer based in Singapore. She is known for her content on Instagram under the handle @mshannahchia. With around 22,000 followers, she has established herself in the social media sphere. Her influence spans several niches, making her a versatile and engaging personality.

Hannah Chia is recognized primarily for her contributions in the food sector. She is an active member of Burpple, a platform for food lovers, where she shares her experiences and reviews on various eateries. Her passion for cafe hopping and food hunting is evident from her extensive reviews and followers on this platform.

Besides her food-related content, Hannah Chia is also involved in fashion and lifestyle. She is listed among Singapore’s fashion and lifestyle influencers, indicating her influence and reach in these areas.

While specific details about her topics and content styles are best viewed directly on her Instagram profile and her contributions to Burpple, it’s clear that her multi-faceted interests and engagements make her a prominent figure in Singapore’s influencer landscape.

Topics: Foods, Lifestyle

12. Jayley Woo – 540K followers

Jayley started her career by creating a blog with her twin sister, Haley. Their blog, “Jay on the Hay,” later had a famous YouTube channel of the same name. Jayley made her TV debut in the drama “Jump!” and received a nomination for Best Newcomer because of her performance. 

Aside from her career accolades, she became internet famous because of her online presence. She casually shares her journey as a wife and mother on her Instagram. She even shared her heartbreak and overcoming when her late boyfriend and local actor passed on due to a military training accident.    

13. JianHao Tan – 677K followers

They were introducing JianHao Tan, the YouTube sensation who swapped textbooks for the play button. In 2010, JianHao and two of his buddies launched their YouTube channel to kill time and tick off a school project. Little did they know, it was the beginning of an epic journey.

After giving two years to National Service at the ripe age of 18, JianHao chucked the university prospectus out the window and made YouTube his full-time gig.

Under the wing of Ryan Tan from Night Owl Cinematics, he fine-tuned his craft and watched his subscriber count skyrocket, hitting a quarter of a million by the end of 2014.

Topics: Sketch comedy, Vlogging, GamingFilm

14. Leslie Tay – 164K followers

Leslie Tay, known for his popular Singaporean food blog “ieatishootipost,” has had a significant impact as a food influencer in Singapore. His blog focuses primarily on discovering and reviewing hawker food across Singapore.

Leslie Tay’s journey as a food blogger involves more than just reviewing food; he also aims to help local businesses improve and grow. For instance, he often revisits hawkers he has reviewed and takes pride in seeing their companies to flourish due to his reviews.

He has also appeared on and hosted food-related TV series, including “8 Days Eat,” highlighting local dishes and their origins.

Despite his busy schedule, Leslie Tay ensures his Instagram page @ieatishootipost is regularly updated with various local cuisines, from Chicken Rice to Hokkien mee.

His dedication to finding the best-tasting food gems in Singapore and extensive coverage of local dishes have made him a well-known figure in the Southeast Asian food influencer scene.

For more information about Leslie Tay and his food adventures, visit his website, ieatishootipost.sg, and follow him on Instagram @ieatishootipost.

Topics: Foods

15. Mongchin Yeoh – 307K followers

Mongchin Yeoh, known by her social media handle “Mongabong,” is a well-known influencer from Singapore. She embarked on her journey as a social media influencer while studying at Singapore Management University (SMU).

Initially, Mongchin didn’t consider influencer work a full-time career, but as social media gained prominence in Singapore, she saw the potential for stability and earnings. This realisation led her to pursue it full-time in her fourth year at university.

Mongchin is also known for hosting the television show “Who Runs the World with Mongchin.” She was selected for this role because of her social media presence and because she wanted to add an exciting dynamic to the show, which involved a lot of physical activities, including running a marathon.

This experience was both challenging and fulfilling for her, allowing her to showcase a different side of her personality to her followers.

For more detailed information and to follow Mongchin Yeoh’s journey, you can visit her website and social media pages:

• Website: Mongabong
• Instagram: @mongabong
• YouTube: Mongabong
• Topics: Lifestyle, Acting, Fashion

16. Naomi Neo – 924K followers

Next on our list is the remarkable Naomi Neo — a blast from the past still active in the present. Don’t be fooled by her humble beginnings as a lifestyle blogger in 2011 because Naomi’s not one to get stuck in the past.

She took the proverbial bull by its horns. She moved on to YouTube in 2012, juggling collaborations with other big names like Night Owl Cinematics and JianHao Tan while still finding time to keep her fans updated through her social media.

As of November 2023, her follower count is not a laughing matter. She has a whopping 924K followers on Instagram, a TikTok fanbase of 1.8 million (yes, million!) followers, and an impressive 595K subscribers on YouTube. If you’re not following her yet, we suggest you do so.

Topics: Lifestyle, Beauty

17. Rebecca Lim – 458K followers

Meet Rebecca Lim, who’s gracefully worn many hats over the years. From gracing the stage as a Miss Universe Singapore 2005 contestant to delivering riveting performances in English and Chinese TV dramas, Rebecca’s journey is inspiring. Leveraging her innate acting prowess and captivating charm, she’s bagged numerous awards and become a beloved small-screen figure.

But wait, there’s more. With a whopping 458K followers on Instagram, Rebecca has evolved into a fashion maestro, regularly delighting fans with her impeccably curated outfits, beauty tips, and behind-the-scenes peeks into her TV projects.

She’s also the face of esteemed brands like Armani Beauty, Dior Beauty, and L’occitane. So, if you’re looking for a dose of fashion, beauty, and star power, Rebecca Lim’s Instagram is where it’s at.

Topics: Fashion, Beauty, Acting

18.  Set Lui – 187K followers

Seth Lui is a food influencer based in Singapore, known for his blog, SETHLUI.com, which has evolved into a leading food and lifestyle media house. Established in 2013, the blog began as a personal project for Seth to share his food discoveries but has since grown into a significant publication in the food and lifestyle sector.

The blog features a wide range of food content, covering everything from Michelin-starred restaurants to more affordable dining options, and even includes halal food choices. This diversity in content reflects Seth Lui’s commitment to catering to a broad audience, including budget-conscious diners looking for wallet-friendly options. 

Seth Lui’s typical day involves managing a high volume of emails, planning and assigning tasks to his team of writers, brainstorming ideas for campaigns and reviews, and exploring collaborations with clients. His role extends beyond content creation, encompassing the strategic evolution of the brand and keeping pace with social media trends.

For more information and to explore Seth Lui’s content, visit SETHLUI.com and follow his Instagram @sethluicious.

Topics: Foods

19. Sylvia Chan – 184K followers

Sylvia Chan is best known as the co-founder of Night Owl Cinematics (NOC), a notable media company in Singapore. Following a series of controversies surrounding NOC, including allegations of a toxic work culture and mistreatment of employees, Sylvia Chan has moved on to a new role in her career.

As of late 2022, Sylvia Chan took on the Regional Head of Content & Intellectual Property position at Gushcloud International, a global creator and entertainment company. In this role, she is responsible for developing a comprehensive portfolio of media channels and content properties across Southeast Asia.

Her work involves collaboration with Gushcloud’s various offices in countries such as Indonesia, Malaysia, and Thailand to enhance and introduce new content.

Chan’s appointment at Gushcloud International aligns with her extensive experience in content development, marketing, and brand partnerships. She brings a decade of experience in the field, having co-founded NOC and played a pivotal role in its operations.

At Gushcloud, Chan is part of a team working on innovative projects and content to achieve global reach and impact.

Topics: Content Properties

20. Soh Pei Shi – 371K followers

Say hello to Soh Pei Shi, a humble lifestyle blogger who has risen to become a fashion heavyweight in Singapore’s bustling influencer landscape. Her candid critiques of products have earned her a colossal fan base and catapulted her into partnerships with giants like Disney and Love Bonito.

You might have caught a glimpse of her in the popular drama series “Lion Mum” too! With her impeccable sense of style and consistently inspiring content, she continues to dazzle her followers one post at a time.

Topics: Fashion, Lifestyle, Beauty

21. Sophie Willocq – 88K followers

Sophie Willocq is a well-known lifestyle influencer based in Singapore. She has a significant following on Instagram, with an audience of approximately 88K and an engagement rate of 1.15%. Sophie is recognised for her content that spans a variety of topics, including beauty, food, travel, and pets. Her blog and social media presence showcase her interests and experiences in these areas.

Willocq has been active in the blogging community since 2005 and has established close connections with other top bloggers in Singapore, such as Xiaxue and Mongabong. Her French and Chinese heritage also adds a unique aspect to her content, making her a prominent figure in the local blogging scene.

Sophie’s influence extends beyond her blog. She actively engages her audience on Instagram with various posts that reflect her lifestyle and interests. Her content is diverse and covers many lifestyle aspects, appealing to a broad audience.

Topics: Beauty, Food, Travel, Pets

22. Taufik Batisah – 364K followers

Wearing many hats with equal finesse, Taufik Batisah is a creative powerhouse – a gifted actor, a talented singer, a compelling influencer, and a savvy entrepreneur. His captivating performances have graced stages in Singapore, Malaysia, Indonesia, and even London.

Apart from his artistic endeavours, Taufik is the proud owner of CHIX Hot Chick, a popular eatery in Jln Pisang, Singapore, known for its mouthwatering Nashville Hot Chicken.

His Instagram feed gives a glimpse of his newest venture – a career in real estate sprinkled with bits of brand collaborations and melodious cover songs. Reebok has featured on his list of esteemed international associations.

Follow Taufik for inspiration and a sneak peek into his whirlwind life.

Topics: Fitness, Music, Film

23. Wendy Cheng – 575K followers

Meet the one and only Xiaxue, or as her mom calls her, Cheng Yan Yan Wendy. Born on April 28, 1984, this sassy Singaporean has carved out a niche for herself in the world of blogging and online television.

She doesn’t shy away from controversy – her provocative take on life, fashion, and local topics keeps her 50,000 daily readers eagerly coming back for more.

She’s not just winning hearts, though. Her blog has bagged prestigious awards and sponsorships, leading to her TV show and column. All said and done, Xiaxue isn’t just an online personality; she’s a force to be reckoned with.

Fun fact: She was once married to an American engineer, Mike Sayre, and they have a child together. Keep up with her blog, and you can glimpse her roller-coaster life.

Topics: Fashion, Life, Local Topics

24. Yoyo Cao – 491K followers

Yoyo Cao is a fashion influencer based in Singapore, known for her unique style that blends high-end designer pieces with street style elements. Born on October 6, 1988, in Macau, China, she moved to Singapore at 13 for higher education. She graduated with a degree in business from a private university in Singapore.

Yoyo started her journey in the fashion world by founding Exhibit, a fashion brand that began as a multi-label store. Later, it evolved to create in-house collections, which have been featured in runway shows.

Yoyo’s rise in the fashion industry was significantly boosted through her Instagram presence, where she has amassed a following of over 400,000 people. Her platform showcases her fashion tastes and collaborations with renowned brands such as Bulgari, Tiffany & Co., and Chanel.

She has been featured on the covers of magazines like Vogue, Elle, and NYLON, and has received accolades such as the Golden Peacock Awards by New York Magazine’s The Cut.

For more details on her life and career, visit her Instagram @yoyokulala or explore her website, yoyokulala.com.

Topics: Fashion, Lifestyle, Modeling

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How to Find the Best Instagram Influencers for Your Brand

It is not because the instagram influencer has millions of followers, but because they are the best fit for your brand. Your choice of the perfect influencer must still depend on your marketing campaign. There are many instances that which micro-influencers (with 10K – 100K followers) and even nano-influencers (<10K followers) give the best ROI than the macro (100K – 1M followers) and mega-influencers (1M+ followers) can do. 

To help you, here are some of the things you can consider in choosing your next brand ambassador or influencer-collaborator:

Brand-fit

Is the influencer the right voice for the brand? For example, your product is a breastfeeding supplement. Of course, you will not choose a single woman for that campaign, for the target audience will not see themselves as your ambassador. Make sure that your influencer best represents your target audience.

Consider the influencer’s social media account for real engagement

Nowadays, many Instagram influencers buy bot followers. These “ghost” followers just inflate the numbers but do not organically engage with the posts of the influencers. If you choose this kind of influencer for your campaign, it most likely will give negative results because, in reality, you are not targeting real people, your natural market. 

Cost of the influencer

Influencer collaborations vary. Here are some considerations in pricing your project collaborations:

• Engagement rates
• リーチ
• コンバージョン