I bet you didn’t know this — Instagram has been helping brands crush their marketing game since its launch in 2010. And with the rise of influencers, Instagram has become a powerhouse for brands to reach their target audience and drive sales.
But with Singapore’s fast-growing influencer scene, how do you know which ones are worth your time and money? Well, we’ve got you covered. We’ve scoured through the vast world of Instagram to bring you the top 30 influencers in Singapore in 2023.
Before we dive in, let’s talk some stats.
As of June 2023, about 4000 influencers are micro-influencers (with about 10K to 50K followers). Only 15 influencers have over a million followers, with the top influencer boasting 4.5 million followers.
|The number of followers
|The number of influencers
|5000 t0 10,000 followers
|10,000 t0 50000 f0llowers
|50000 to 100,000
|100,000 to 250,000
|250,000 to 1000,000
|more than 1000,000
As you can see,
- only 15 influencers have over a million followers.
- 110 influencers have between 250,000 and a million followers.
- 427 influencers have between 100,000 and 250,000 followers.
- 660 influencers have between 50,000 and 100,000 followers.
- 3,959 influencers have between 10,000 and 50,000 followers.
- 2,538 influencers have less than 10,000 followers
But don’t underestimate the power of micro-influencers — studies show they have higher engagement rates and a more niche audience, making them perfect for targeted marketing. Plus, they tend to charge less than macro-influencers.
With that being said, let’s check out the top 23 Instagram influencers in Singapore, ranked based on their engagement rates and overall impact.
Note: This ranking is based on Google.
Top 23 Instagram Influencers in Singapore
#1. Andrea Chong – 304K followers
For those of you who want to be in the know when it comes to 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 shall we say 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
#2. Naomi Neo – 911K 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 and 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 definitely not a laughing matter, with a whopping 875K 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
#3. Benjamin Kheng – 411K 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 in Singapore. 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, which showcases his versatility as a singer and explores themes of life and love. This EP has been streamed over 3 million times by 800,000 listeners, and it earned him a nomination for MTV EMA’s Best Southeast Asia Act in 2020.
Kheng’s influence extends beyond just his artistic work. He’s an active social media influencer, sharing 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, you can visit his official website at www.benjaminkheng.net and explore his page.
Topics: Music, Lifestyle
#4. Carrie Wong – 385K
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
#5. Daniel Ang – 47.9K followers
Daniel Ang Kok Chun is a prominent figure in the Singapore entertainment industry, known for his skills as an actor, content creator, and influencer. A graduate of the Nanyang Academy of Fine Arts, 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. He shares personal aspects of his life through his posts, enhancing his connection with his audience.
With over 43.9K followers on Instagram, he’s recognized 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
#6. Desmond Tan – 250K 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 recognized 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 endeavors, Desmond Tan has also ventured into music. He has contributed to several MediaCorp Music Lunar New Year Albums from 2015 to 2023 and released singles related to his drama projects.
Topics: Lifestyle, Fashion, Music, Hosting
#7. JianHao Tan – 657K followers
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
#8. Mongchin Yeoh – 301K followers
#10. Cristabel Chua – 296K followers
#11. Soh Pei Shi – 356K followers
Say hello to Soh Pei Shi, a humble lifestyle blogger who has risen to become a fashion heavyweight in the bustling influencer landscape of Singapore. 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
#12. Rebecca Lim – 453K 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 443K 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
#13. Yoyo Cao – 486K followers
#14. Hannah Chia – 22K followers
Hannah Chia is a notable influencer based in Singapore, 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 across several niches, making her a versatile and engaging personality.
Primarily, Hannah Chia is recognized for her contributions in the food sector. She is an active member on 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.
Apart from her food-related content, Hannah Chia is also involved in the fashion and lifestyle domain. She is listed among the fashion and lifestyle influencers in Singapore, indicating her influence and reach in these areas as well.
While specific details about her topics and content styles are best viewed directly on her Instagram profile and her contributions on Burpple, it’s clear that her multi-faceted interests and engagements make her a prominent figure in Singapore’s influencer landscape.
Topics: Foods, Lifestyle
#15. Set Lui – 177K 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.
#16. Sylvia Chan – 188K 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 position of Regional Head of Content & Intellectual Property 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, content 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 with the aim of achieving global reach and impact.
Topics: Content Properties
#17. Wendy Cheng – 576K followers
Meet the one and only Xiaxue, or as her mom calls her, Cheng Yan Yan Wendy. Born on the 28th of April, 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 own 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 might just catch a glimpse of her roller-coaster life.
Topics: Fashion, Life, Local Topics
#18. Sophie Willocq – 88.2K 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 recognized 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 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, as she actively engages her audience on Instagram with various posts that reflect her lifestyle and interests. Her content is diverse and covers a wide range of lifestyle aspects, appealing to a broad audience.
Topics: Beauty, Food, Travel, Pets
#19. Taufik Batisah – 360K 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. He has graced stages in Singapore, Malaysia, Indonesia, and even London with his captivating performances.
Apart from his artistic endeavors, Taufik is the proud owner of CHIX Hot Chick, a popular eatery situated 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 a dash of inspiration and a sneak peek into his whirlwind life.
Topics: Fitness, Music, Film
#20. Aaron Ho – 36.6K followers
#21. Aurelia Ng – 279K followers
Aurelia Ng, also known as Aurelia Hathaway, has established a significant presence in the digital space, particularly on Instagram, where she has over 279K followers. Her influence extends across various niches including fashion, beauty, and lifestyle.
Aurelia’s career began as a model, featuring in various commercials and television shows. Her early exposure to the entertainment industry paved the way for her to explore content creation, a field where she has found considerable success.
In addition to her online activities, Aurelia has ventured into entrepreneurship, launching her own line of beauty products. This move has further solidified her position as a key opinion leader in the fashion and beauty sectors in Singapore. She is also known for promoting golf events and competitions, showcasing her diverse interests and reach.
Topics: Brands, Entertainment, Lifestyle, Fitness
#22. Leslie Tay – 158K followers
#23. Andee Chua – 139K followers
Andee Chua is a multifaceted personality based in Singapore, recognized as a social media influencer, international model, dancer, community builder, and advocate for LGBTQ+ rights. His journey and contributions span across 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 normalize the queer experience.
Andee’s personal journey as an openly gay man in Singapore has been marked by challenges and triumphs. 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 around LGBTQ+ issues, gender equality, and workplace culture.
Topics: Modeling, LGBTQ+ Advocacy