Influencer marketing sounds a lot like a new concept. But apparently, we’re counting years since it first stepped into the marketing scene.
Started with the prevalence of the internet. Then along came social media platforms, whose popularity gave rise to a number of well received content creators (widely referred to as influencers) whose clout on these platforms meant they could directly command wide audiences.
Brands saw an opportunity and decided to collaborate with some of these aspirational fashionistas, stunning makeup artists, and talented photographers, all in the hope of reaching and engaging thousands of consumers who lurk around social media platforms looking up to these influencers for some of the purchasing decisions they make.
Singapore just happens to be one of the countries where the word of an influencer could mean the difference between real business and failure.
To give you a taste of what the world of an influencers looks like, we rounded up 20 top influencers in Singapore. From Instagram models, to YouTubers, bloggers, business owners, deejays, entrepreneurs, and reality TV stars, these are the people using social media platforms to make waves and influence masses.
Read on to find out who they are and their impact as far as social media marketing goes.
Yoyo Cao’s reputation as a fashion star proceeds her, both locally and internationally. Asked to describe her sense of fashion, Cao will be quick to mention that she borrowed it from the boys. And it’s all true — when you consider the tomboyish look, but the distaff spin she puts on it makes her to not only standout, but also come out as a pace setter.
Her bold sense of choice, conflated with her confidence to experiment has managed to attract the attention of some of the most iconic figures and brands in the world. Fendi, Gucci, Chanel, and Dior just happens to be among the few of the top brands she’s collaborated with over the years.
Brad Lau rose to fame by leveraging on SEO. At a time when the term SEO was flying over the heads of even the most knowledgeable of the SEO experts you know today, Lau knew how to optimise his blog for SEO and secure topmost slots in SERPs.
So every time someone types something relating to food, his blog pops up among the top results. Speaking of which, his blog still enjoys a tremendous amount of traffic through search engines even with minimal effort on his part.
Billed as one of Singapore’s most hardworking bloggers, Brad decided to also venture in the world of photography. He takes amazing photos, which opened doors for Instagram success, as well.
Wendy Cheng is a witty and fun blogger. She generally blogs just about anything. She’ll even blog about you when you try to make fun of her as per her most recent blog post at the time of writing this.She also happens to be one of the most consistent bloggers in Singapore, attracting not less than 40, 000 views per day, her words.
Even though she got into blogging as a way of killing boredom, her effort ended up paying her generously. She now gets sponsored for almost everything she does. From annual car rentals to home renovations, there’s always a brand waiting to cash in on her popularity.
Worth mentioning is that one time when she was asked to play herself in a local movie, and that’s besides appearing on the cover of 8 Days Magazine. And oh! She’s also an amazing Photoshopper.Wendy speaks her mind. She’s not afraid of controversy or challenging the ideas and cultural norms that don’t fly well with her. People get offended, but who’s Wendy to care.
Niche: Beauty and Parenting
Christabel Chua is a popular blogger and Instagramer. Her blog posts receive just as many hits as the likes she gets on her Instagram photos. Singapore people love her, and so is the rest of the world.Apart from posing and figuring what her next outfit is going to be like in the next photos, Ms. Chua has a reputation of churning out interesting blog articles on a wide range of topics including travel, fashion, health and beauty, just to name a few.
Benjamin Kheng, better known by his stage name Sam Willows, is a household name in Singapore. As a singer and actors, what can you afford NOT to like about this guy?
School girls love him, especially for his smile and his photos on Instagram attract thousands of likes within minutes of uploading. What more do you need to sell your brand?
Catch him mostly on Instagram uploading behind-the-scenes footage of the films he’s in or with his band either rehearsing or doing random performances. His photos are breath-taking too.
Dr. Leslie Tay
Dr. Leslie spends the bulk of his time roaming the streets of Singapore looking for something to eat, and when he likes it he shoots it and heads straight to his blog to post it. Hence the moniker “I eat.”
His food escapades and adventures, all laced up with juicy stories and stunning photos can be found on his blog, ieatishootipost.sg.Through his blog, the Dr. has been invited to several shows and TV programmes. He’s also an authority figure in Singapore’s food industry.
In 2013, he co-host the “8 Day Eat” TV series alongside Belinda Lee. The show, focused on showcasing Singapore cuisines and the history of hawkers in the country, and managed to attract hundreds of thousands of viewers from all across Singapore to be credited as one of the most successful TV series of its kind in Singapore.
Daniel Ang is a mass communication associated lecturer at the Republic Polytechnic and Ngee Ann. But that’s just a side hustle compared from what he earns from blogging and his radio program “Daniel Food Dairy.” He’s liked both online and offline, by his students and readers alike. The reviews on his blog come with no fear of contradiction nor the need to please. If something has to be said or harshly critiqued, Dan is the man to say it as is.
So yes, his followers trust his reviews and have no second thoughts purchasing what he goes out of his way to vouch for.
His popularity spans to Instagram, as well, where he mostly posts videos instead of pictures as with many Instagram influencers you know.
Carrie Wong, 黄思恬 (@carriewst) • Instagram photos and videos, is a well established actor and social media content developer.
She’s also one of the most influential faces on Instagram and other social media platforms. Besides her beauty and elegance, Ms. Carie is very creative and witty with the way she presents herself to the world.
She makes posts about fashion, and fitness, decorated with juicy stories on friends, family and her daily ruminations over life in general.
JianHao is a top-rated YouTuber in the world and the most popular in Singapore. His videos are all about fun and laughter, filled with nuggets of wisdom and materials to learn.
Jian Hao tells stories from a student’s perspective. He understands their woes and happens to know just the right words of advise to give when asked for one.
This has earned him more than 21 million subscribers, having collaborated with big names in the industry including Ridhwan Azman.
Ms. Hannah Chia is one of the most influential food bloggers in Singapore. As a Vegan, Ms. Chia shares her joy of food creation with her huge following through her blog and various social media platform she’s actively involved with.
As pointed by her, Ms. Chia idea of Vegan came later on in life after years of looking down upon vegans and vegetarians and passing them as a bunch of weirdos and self-righteous freaks.
But with time, after chocking in a book called Eating Animals by Jonathan Safran Foer — out of boredom, she quotes, she experienced her light bulb moment and decided to go full-on vegan. She would later on decide to experiment with different Vegan recipes and even start her own blog to share her newfound joy with the world.
Ms. Chia’s success is NOT limited to food blogging alone. Over the years, she’d evolve and branch out to other areas, as well; including beauty, travel, and photography.
That went on to see to it that she collaborates with some well established beauty companies in Singapore including Sofina, Skin Ceuticals, Kose Sekkisui, and Ioma Ma Creme to name a few.
Naomi is married and she recently delivered a bouncing baby boy. So expect her to be making more videos around her bundle of joy.
Basically, Naomi is about anything fun in marriage. The baby is just the start. She shares anything interesting about herself, both on instagram and Youtube.
And oh, she has more than 467, 000 followers on instagram.
Sophie Willocq is one of the most influential fashion bloggers in Singapore, having ventured into the world of blogging in 2005, while only 15. That was way before the inception of Facebook and a great majority of the social media platforms we now know.
Sophie blogs about everything fashion, with frequent detours to overheated rumination of her daily life.
Born from a French father and Singaporean-Chinese mother, Sophie moved in Singapore, where she currently lives, at the age of 9 with her mother.
With more than 10 years of blogging experience, Sophie has had the privilege of collaborating with well established brands such as Canon. She’s also appeared in several magazines including Seventeen & Cleo.
Followers: 86 K
Niche: Fashion, Journal
Roseann Tang is a certified makeup artist who perfected the art of makeup from the London School of Beauty and Makeup. Many Singaporean women aspiring to be models and makeup artists have her as their role model. And it’s all for a good reason.
Core among them is that no makeup artists in Singapore understands the nuances of makeup better than her. With her blog as evidence, Roseanne shares her passion in makeup with hundreds of her active followers and visitors from all around the world by offering tested makeup tips and tutorials.
She’s also the founding force behind Bloom Kit Cosmetics, a company dealing with premium makeup brushes.. In addition, she’s had the privilege of working with some of the biggest brands in Singapore including The Straits Times, Designare, Cleo and Urban, and Her World, just to name a few.
Roanna T blogs for Parade of love, a blog she also owns. She’s your quintessential beauty fanatic. In her own words, she eats and drinks makeup.
What makes Roanna standout from other fashion and beauty bloggers in Singapore is that she’s managed to carve out her own niche and propel it to greater heights of success. While exclusively blogging about beauty products, Roanna is very opinionated, besides constantly dishing out useful tutorials, reviews, and important pointers to aspiring beauticians.
According to her, she started Parade of Love a few years ago. A blog she hoped will prove useful to the large number of social media following she had at the time. What she didn’t know is that the blog would grow to the top-rated level it now is.
Niche: Lifestyle and Beauty
Cheryl Chio is a well-known lifestyle blogger from Singapore. She’s the face and brain behind beautifulbuns, a renowned beauty blog in Singapore that focuses on dishing out skincare tips, reviews, and tutorials.
As narrated by Cheryl, the idea to start the blog cropped up a few years back when she couldn’t find a decent review of a beauty product she was trying to buy.
She had to scour the net hoping to dig up for some insight but nothing worthwhile came up. At the time, Cheryl worked for a Singapore magazine as a writer and editor.
She would shortly after set up beautifulbuns, and instead choose to focus on writing informative and useful content on everything beauty.
You might have seen him on your television screen before. Home-grown and ex-Mediacorp actor Andie Chen was crowned Star Search Champion in 2007 which earned a contract with MediaCorp. Now, a father of 2 daughters, he has successfully created his own group of followers including fans that has followed him since his early acting days.
Andie enjoys sharing bits and pieces of his life being an actor, husband and father. His talkshow on his Youtube channel gives informative insights into what it takes to be a successful individuals in the creative scene through deep meaningful interviews with present creatives in the industry.
Nichole runs a successful instagram account, supplementing her personal blog. Her ability to woe more followers has earned her 44K followers on instagram, besides netting tens of thousands of views on her blog every month.
She’s also solidified her Youtube presence. She’s the person to follow if your interest spins around fashion, dogs, boyfriend woes, and beauty pointers to name a few.
If there’s one thing you’ll certainly love about Mongchin Yeoh is her charm. As an active Instagramer, you have no reason NOT to follow her. The kind of effort she puts into photography to churn out those quality photos you see on herInstagramer timeline and blog is out of this word.
Her post primarily revolve around beauty and fashion, although you can still check out her blog for juicy stories and inconsistent primers.
Mr. Brown, born Lee Kin Mun, is a Singaporean blogger widely known for standing bold amid tight media restrictions in Singapore and publishing social and political commentaries.
Commonly christened as the Blogfather of Singapore, Lee is considered one of the most influential blogger in the country, boasting more than 400, 000 active social media followers with a monthly estimated traffic of 50, 000 visits per month on his blog.
He’s also the chief producer and host of one of the most watched show in Singapore,“WTF”, an acronym for “Wow, That’s Fierce.” The vodcast covers the latest craze around electronic gadgets, games, and technology at large. It has reviewed a vast range of mobile phones and gadgets, with guest visitors sneaking up on Mr. Brown amid shows to make it even more interesting.
If you remember Asia’s “Next Top Model,” then you don’t need to be reminded about Daniel Boey. But for the sake of those who never got to watch it, Daniel Boey was one of the judges on the show, for what’s worth.
As a fashion director, Daniel Boey never misses a trend despite setting some of his own for the world to both copy and emulate.
He’s also one of the most influential figures in the fashion landscape, and boy, doesn’t he have so many fashion ideas. He can uniquely dress every single person in this universe and still be left with more ideas to pass on to the next generation of dandies.
Smart local started out as a personal travel blog, but after three years of operation, scaled up into one of the most sought-after publishing companies in Singapore.
As we speak, the company treads the fine line of blogging and serving as a magazine. Its workforce consists of journalists and a team of experienced photographers and video producers whose work is to showcase the best of what Singapore has to offer.
Its website is among the most frequented in Singapore, receiving an upward of 1.5 million hits per month.
What makes SmartTV standout from all of its competition is that its editorial standards allows it to strike a balance between the professionalism associated with journalism and the conversational style of writing that has proven to be quite essential in the world of blogging.
It’s a Wrap
Agree, disagree? Write in to firstname.lastname@example.org with your views on who should be in the Top 20 or any errors you spotted it will be most appreciated. The information and figures are correct to Mar 2019 thus far. We endeavour to update regularly.
The list above features 20 most rated influencers and micro-influencers in Singapore. In the world of digital marketing, they’re the people you turn to to amplify your message beyond the kind of audience you’re exposed to. Looking to target a certain group? You can supply this kind of information to MediaOne and they’ll help you find the right influencer in Singapore for the task.