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Instagram continues to thrive in Singapore, with over half of the population using the platform as of March 2024, according to NapoleonCat. Interestingly, 55.4% of these users are women, highlighting a key demographic for brands and marketers.

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Its popularity has transformed Instagram into a powerful space where brands can reach their target audiences, drive sales, and collaborate with influencers to create engaging, branded content. Working with an influencer marketing agency can help brands identify the right creators, craft campaigns, and maximize ROI.

For influencers, it offers a platform to showcase creativity, connect with followers, and shape trends across fashion, lifestyle, food, and more.

In this guide, we’ve compiled the top 24 Instagram influencers in Singapore for 2026, from rising stars to established personalities, helping you discover who’s shaping the social media landscape and why they matter to brands today.

Key Takeaways

  • Over half of Singapore’s population are active Instagram users, making it a vital platform for brand engagement and marketing.
  • From nano to mega influencers, each tier offers unique advantages like engagement, niche audiences, or mass reach.
  •  Influencers who align with your brand values and maintain genuine connections deliver the most effective results.

What are Instagram Influencers?

Instagram influencers are content creators who have built a loyal following on Instagram and can influence their audience’s opinions, purchasing decisions, or behaviour through their posts, stories, and videos. They are trusted voices within specific niches such as fashion, food, fitness, travel, beauty, or business, making their recommendations feel more personal and authentic than traditional advertising.

Unlike celebrities who rely on mass exposure, Instagram influencers grow their impact through consistent engagement, relatable content, and genuine interactions with their followers. This trust allows them to shape trends, spark conversations, and drive real action—whether that’s visiting a website, trying a product, or making a purchase.

For brands, especially small and medium-sized businesses, working with Instagram influencers offers a direct way to reach highly targeted audiences, build credibility, and promote products in a way that feels natural within users’ social feeds rather than disruptive.

The Growing Influence of Instagram Influencers in Singapore

Customers prefer review‑based content, often watching creators compare products before buying. Positive online reputation influences buying decisions, and consumers tend to trust trusted voices more than generic brand adverts.

According to one marketing overview, 72% of Singaporean consumers have made a purchase based on influencer recommendations,highlighting how creators can shape purchase decisions. Globally, influencer marketing continues to grow as a strategic channel, with the industry expanding year on year. From an ROI perspective, broader industry data suggests influencer campaigns can deliver strong results for brands. 

For example, research compiled by The Social Shepherd notes that brands often see $6.50 earned per $1 spent on influencer marketing, with top campaigns reaching $20 or more. 

Top 24 Instagram Influencers In Singapore (In alphabetical Order)

Singapore is home to a vibrant and diverse community of Instagram influencers who are shaping trends across fashion, lifestyle, food, and more. From rising talents to established personalities, these creators have captured the attention of thousands, and in some cases, millions of followers.

1. Aaron Ho – 38.7K followers

aaron ho as one of the top instagram influencers

Aaron Ho, widely known in the culinary scene as Nat, is the creator of the popular blog “Rubbish Eat Rubbish Grow”, celebrated for its honest reviews and subtle humour. His love for food began in childhood, spending time in the kitchen with his grandmother, and continued during his PhD studies in English literature in New York.

Despite his academic pursuits, Aaron maintained his passion for gastronomy, sharing it through his blog. 

What began as a hobby alongside his day job evolved into a respected platform, even as he navigated challenges such as confronting prejudices and writing candid reviews, including negative ones. He emphasises the importance of honesty, tempered with empathy for restaurant owners.

Aaron’s insights extend beyond individual eateries to Singapore’s wider culinary landscape, highlighting its evolving diversity shaped by economic growth and globalisation. 

His blog has earned considerable recognition, with nominations including Asia’s Best Food Blog by Asia Rooms in 2013, Best Singapore Food Blog by Hotel Club in 2013, and accolades from the Singapore Blog Awards in both 2012 and 2013.

2. Andee Chua – 138K followers

andee chua as one of the top instagram influencers

Andee Chua is a multifaceted Singaporean personality, recognised as a social media influencer, international model, dancer, community builder, and LGBTQ+ advocate. His career spans several fields, reflecting both his dynamic persona and commitment to diverse causes.

Andee has made a mark as a model, becoming the first Singaporean male to walk for Giorgio Armani at Milan Fashion Week. His modelling career has taken him to major fashion capitals including Milan, Paris, New York, Bangkok, Malaysia, and Singapore, appearing in both Fashion Weeks and editorials.

Through his social media channels, particularly Instagram and YouTube, Andee shares his life and relationship openly, aiming to normalise queer experiences. 

His journey as an openly gay man in Singapore has involved both challenges and triumphs, and he actively advocates for LGBTQ+ rights, visibility, and representation.

Beyond modelling and social media, Andee promotes discussions on diversity and inclusion, focusing on LGBTQ+ issues, gender equality, and workplace culture. For further insights into his life and work, visit his Polywork profile or read his contributions on The Honeycombers

3. Andrea Chong – 313K followers

andrea chong as one of the top instagram influencers

For those who want to stay up to date with Singapore’s latest fashion trends, let me introduce Andrea Chong. You aren’t truly “in” until you follow this style queen. 

She didn’t stumble into the limelight; she walked there with confidence, earning the Fashion Icon of the Year title in 2015 from a local digital advertising agency.

But Andrea offers more than her fashion-forward posts and beauty product recommendations. She is the creative mind behind DC Creative and the author of the celebrated blog dreachong.com, where she shares her expertise on style, beauty, and lifestyle. 

Brands across the region have sought her out to leverage her influencer marketing skills, and one look at her feed explains why she is the go-to fashionista.

4. Aurelia Ng – 274K followers

aurelia ng as one of the top instagram influencers

Aurelia Ng, also known as Aurelia Hathaway, has established a strong digital presence, particularly on Instagram, where she boasts over 274K followers. Her influence spans fashion, beauty, and lifestyle, making her a key figure in Singapore’s influencer scene.

Aurelia’s career began in modelling, with appearances in commercials and television shows. This early exposure to the entertainment industry paved the way for her to explore content creation, a field in which she has achieved significant success. 

In addition to her online work, she has ventured into entrepreneurship with her own beauty product line, further cementing her position as a prominent opinion leader. 

She also actively promotes golf events, highlighting her diverse interests and reach. For more information, visit her Instagram @aureliang_ or contact her at aurelia@noc.com.sg.

5. Benjamin Kheng – 492K followers

benjamin kheng as one of the top instagram influencers

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Benjamin Kheng is a multifaceted Singaporean talent, recognised as a musician, actor, host, and writer. He first gained prominence in 2012 as a founding member of The Sam Willows, a popular local pop quartet that achieved international recognition and performed at various music festivals worldwide.

Kheng’s music career includes his debut EP, “A Sea That Never Stops”, released in June 2020. The EP demonstrates his versatility as a singer, exploring 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. Beyond his music, Benjamin is an active social media influencer, sharing both musical and comedic content, particularly on TikTok. 

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

6. Brad Lau – 587K followers

brad lau as one of the top instagram influencers

For food enthusiasts, Brad Lau, better known as Ladyironchef, is a must-follow on Instagram. With over 587K followers, his account is the ultimate guide to Singapore’s culinary scene. From mouth-watering photos of local delicacies to hidden gems and must-try restaurants, Ladyironchef covers it all.

Brad’s witty captions and honest reviews make his content both entertaining and informative, offering followers a delicious blend of inspiration and guidance for every foodie adventure.

7. Carrie Wong – 394K

carrie wong as one of the top instagram influencers

A graduate of Nanyang Polytechnic, Carrie Wong is a celebrated actress and Instagram influencer in Singapore. Her feed is a visual delight, filled with impeccably styled outfits and captivating poses.

Carrie also shares her favourite skincare products, attracting a devoted fan base. Her growing influence has led to collaborations with global brands such as Samsung, Guerlain, and L’Occitane, cementing her status as a prominent figure in both fashion and beauty circles.

Topics: Fashion, Skincare

8. Cristabel Chua – 301K followers

cristable chua as one of the top instagram influencers

Cristabel Chua, also known as bellywellyjelly, is a renowned Singaporean influencer and entrepreneur. She has built a substantial following on Instagram by sharing her lifestyle, beauty, and fashion insights.

Cristabel is the founder of her lifestyle brand, kāi, which offers accessories and stationery, reflecting her entrepreneurial vision and dedication. She has also collaborated on projects such as a travel kit combining products from Re:erth, nail wraps from Nodspark, and a travel pouch from kāi.

Her journey is marked by resilience and commitment to her brand and followers, making her a leading figure in Singapore’s influencer scene. 

Her story goes beyond success, highlighting her ability to overcome personal challenges and emerge stronger. For more information, see AsiaOne and 8days.sg.

9. Daniel Ang – 54.3K followers

daniel ang as one of the top instagram influencers

Daniel Ang Kok Chun is a prominent figure in Singapore’s entertainment industry, recognised 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.

Daniel has worked with notable brands including Coca-Cola SG, John Varvatos, Ferra Gamo Parfums, Neogence, Eubi, and Ergo Works. Beyond acting, he has built a strong presence in content creation, covering fashion, beauty, and food. His posts often share personal aspects of his life, strengthening his connection with followers.

With over 54.3K followers on Instagram, Daniel was ranked among Singapore’s Top 10 Male Influencers in 2023. He is also a celebrated food influencer, known for his candid reviews on his blog DanielFoodDiary. 

His Instagram following of 280K further highlights his status as a trusted source for authentic food content, where he often pays for meals himself and provides unreserved critiques.

10. Desmond Tan – 262K followers

desmond tan as one of the top instagram influencers

Desmond Tan is a well-known figure in Singapore’s entertainment scene, recognised for his acting, singing, and hosting. He first gained attention as the runner-up in Star Search 2007, launching a successful television career.

Desmond has appeared in numerous TV shows and dramas, including Code of Law, Hello From The Other Side, All Is Well–Singapore, and The Take Down. His film credits include Love Cuts (2010), 1400 (2014), and The Big Day (2018).

In addition to acting, Desmond has hosted variety shows such as My Star Guide 12 and Away with My BFF. His contributions have earned nominations and awards at the Star Awards, including Best Actor for When Duty Calls in 2018. 

From 2015 to 2023, he also participated in MediaCorp Music Lunar New Year Albums and released singles tied to his drama projects.

11. Hannah Chia – 20.3K followers

hannah chia as one of the top instagram influencers

Hannah Chia is a notable influencer based in Singapore, recognised for her content on Instagram under the handle @mshannahchia. With around 22,000 followers, she has established herself as a versatile social media personality.

Hannah is primarily known for her work in the food sector. She is an active member of Burpple, sharing her experiences and reviews of various eateries. Her passion for café-hopping and food exploration is evident in her extensive reviews and the engagement from her followers.

Beyond food, Hannah also creates content in fashion and lifestyle, demonstrating her versatility. She is recognised among Singapore’s fashion and lifestyle influencers, reflecting her wide-ranging influence. 

While details of her content are best explored on her Instagram and Burpple profiles, her multi-faceted interests have made her a prominent figure in Singapore’s influencer scene.

12. Jayley Woo – 537K followers

jayley woo as one of the top instagram influencers

Jayley Woo began her career with her twin sister Haley, creating a blog called “Jay on the Hay”, which later evolved into a popular YouTube channel of the same name. She made her television debut in the drama Jump! and received a nomination for Best Newcomer for her performance.

Beyond professional achievements, Jayley has gained online fame for sharing her journey as a wife and mother on Instagram. She has been candid about her personal challenges, including coping with the death of her late boyfriend and local actor in a military training accident, offering followers insight into her resilience and personal growth.

13. JianHao Tan – 738K followers

jinhao tan as one of the top instagram influencers

JianHao Tan is a YouTube sensation who transitioned from textbooks to the play button. In 2010, he and two friends launched a YouTube channel initially to pass the time and complete a school project, unaware it would become a career. After completing two years of National Service, JianHao chose to pursue YouTube full-time instead of university. 

Under the guidance of Ryan Tan from Night Owl Cinematics, he refined his skills, rapidly growing his channel and reaching 250,000 subscribers by the end of 2014, establishing himself as a leading digital creator in Singapore.

14. Leslie Tay – 176K followers

leslie tay as one of the top instagram influencers

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

Leslie’s journey as a food blogger goes beyond just reviewing dishes; he also aims to help local businesses grow. For example, he often revisits hawkers he has previously reviewed and takes pride in seeing their ventures thrive as a result.

He has appeared on and hosted food-related TV series, including 8 Days Eat, which highlights local dishes and their origins. Despite a busy schedule, Leslie keeps his Instagram page @ieatishootipost regularly updated with a variety of local cuisines, from Chicken Rice to Hokkien Mee.

15. Mongchin Yeoh – 337K followers

mongchin yeoh as one of the top instagram influencers

Mongchin Yeoh, known online as Mongabong, is a prominent Singaporean influencer. She began her social media journey while studying at Singapore Management University (SMU).

Initially, Mongchin did not consider influencer work a full-time career. However, as social media gained prominence in Singapore, she recognised its potential for stability and earnings, prompting 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, selected for her social media presence and to bring a dynamic element to the show, which included physically challenging activities such as running a marathon.

The experience was both demanding and rewarding, 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
  • YouTube: @mongabong

16. Naomi Neo – 1M followers

naomi neo as one of the top instagram influencers

Next on the list is the remarkable Naomi Neo. Don’t be fooled by her beginnings as a lifestyle blogger in 2011; Naomi has continually evolved and remains highly active in the digital space.

She transitioned to YouTube in 2012, collaborating with prominent creators such as Night Owl Cinematics and JianHao Tan, while keeping her social media audiences regularly updated.

As of November 2023, Naomi’s following is substantial: 1M on Instagram, 1.8 million on TikTok, and 595K YouTube subscribers. Her consistent content and engaging personality have cemented her status as a leading influencer in Singapore.

17. Rebecca Lim – 483K followers

rebecca lim as one of the top instagram influencers

Rebecca Lim has gracefully worn many hats over the years. From competing as Miss Universe Singapore 2005 to delivering compelling performances in English and Chinese TV dramas, her journey is both diverse and inspiring. Leveraging her acting skills and natural charm, Rebecca has won numerous awards and become a beloved figure on Singaporean television.

With 483K Instagram followers, she has also emerged as a fashion authority, delighting fans with curated outfits, beauty tips, and behind-the-scenes glimpses of her TV projects. 

Rebecca is the face of esteemed brands including Armani Beauty, Dior Beauty, and L’Occitane, making her Instagram a prime destination for fashion, beauty, and star power.

18. Set Lui – 249K followers

set lui as one of the top instagram influencers

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

His content spans Michelin-starred restaurants, affordable dining, and halal food, reflecting his commitment to serving a diverse audience. 

Seth’s work involves managing emails, assigning tasks to his team, brainstorming campaign ideas, and exploring collaborations with clients, extending beyond content creation to the strategic development of the brand.

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

19. Sylvia Chan – 176K followers

sylvia chan as one of the top instagram influencers

Sylvia Chan is best known as the co-founder of Night Owl Cinematics (NOC), a prominent Singaporean media company. Following controversies surrounding NOC, including allegations of a toxic work culture, Sylvia has transitioned to a new phase in her career.

As of late 2022, she became Regional Head of Content & Intellectual Property at Gushcloud International, a global creator and entertainment company. In this role, she oversees the development of media channels and content properties across Southeast Asia.

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

Chan’s appointment leverages her extensive experience in content development, marketing, and brand partnerships, bringing over a decade of industry expertise from her time at NOC.

At Gushcloud, she contributes to innovative projects and content designed to achieve global reach and impact.

20. Soh Pei Shi – 368K followers

soh pei shi as one of the top instagram influencers

Soh Pei Shi is a lifestyle blogger who has risen to become a key fashion influencer in Singapore. Her candid product reviews have earned her a loyal following and led to partnerships with major brands such as Disney and Love Bonito.

She has also appeared in the popular drama series Lion Mum. With her impeccable sense of style and consistently engaging content, Soh Pei Shi continues to captivate and inspire her followers, one post at a time.

21. Sophie Willocq – 86.7K followers

sohpie willocq as one of the top instagram influencers

Sophie Willocq is a well-known lifestyle influencer in Singapore with around 86.7K Instagram followers and an engagement rate of 1.15%. She produces content spanning beauty, food, travel, and pets, sharing her experiences and interests across her blog and social media.

Active in the blogging community since 2005, Sophie has established strong connections with top Singaporean bloggers such as Xiaxue and Mongabong. 

Her French and Chinese heritage adds a unique perspective to her content. Sophie’s Instagram reflects a wide range of lifestyle interests, appealing to a diverse audience and solidifying her influence in the local blogging scene.

22. Taufik Batisah – 370K followers

taufik batisah as one of the top instagram influencers

Taufik Batisah wears many hats: actor, singer, influencer, and entrepreneur. His performances have graced stages in Singapore, Malaysia, Indonesia, and London, showcasing his artistic versatility.

In addition to his creative pursuits, Taufik owns CHIX Hot Chick, a popular eatery in Jalan Pisang, Singapore, known for its Nashville Hot Chicken. 

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His Instagram also offers a glimpse into his new ventures, including a career in real estate, brand collaborations, and musical cover songs. He has partnered with international brands such as Reebok.

Follow Taufik for inspiration and a peek into his dynamic, multi-faceted life.

23. Wendy Cheng – 580K followers

wendy cheng as one of the top instagram influencers

Meet Xiaxue, born Cheng Yan Yan Wendy on 28 April 1984. This bold Singaporean blogger has carved a niche in online media and blogging.

She is unafraid of controversy. Her candid commentary on life, fashion, and local issues keeps her 50,000 daily readers coming back. Xiaxue has also garnered prestigious awards, sponsorships, a TV show, and a column. 

Once married to American engineer Mike Sayre, she shares insights into her roller-coaster life and family. Her blog remains a window into her vibrant personality.

24. Yoyo Cao – 514K followers

yoyo cao as one of the top instagram influencers

Yoyo Cao is a Singapore-based fashion influencer known for blending high-end designer pieces with street style. Born on 6 October 1988 in Macau, she moved to Singapore at 13 for education and graduated with a degree in business.

Yoyo began her fashion career by founding Exhibit, a multi-label store that later evolved to create in-house collections featured in runway shows. 

Her Instagram, where she has over 514K followers, showcases her style and collaborations with brands like Bulgari, Tiffany & Co., and Chanel.

She has appeared on the covers of Vogue, Elle, and NYLON, and received awards including the Golden Peacock Awards from New York Magazine’s The Cut. For more, follow her Instagram @yoyokulala or visit yoyokulala.com.

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. 

While influencer marketing was once a niche channel worth around USD 1.7 billion in 2016, the global market has seen exponential growth, reaching an estimated USD 24 billion by the end of 2024 and projected to hit around USD 32.5 billion in 2025.

That is a whopping 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. 

How to Find the Best Instagram Influencers for Your Brand

Partnering with the right Instagram influencers can transform your brand’s online presence. But with thousands of influencers out there, finding the ones who truly connect with your target audience requires strategy. It’s not just about follower count; engagement, authenticity, and relevance are equally, if not more, important. Here’s how to find influencers who will deliver real results.

1. Define Your Goals and Target Audience

Before searching for influencers, clarify your campaign goals. Are you aiming to:

Understanding your objectives will help you identify influencers whose audience and content align with your goals. Map out your target audience, their age, location, interests, and behaviours to ensure the influencer’s followers match your ideal customer profile.

2. Choose the Right Type of Influencer

Influencers come in various tiers:

  • Nano influencers (1K–10K followers): Highly engaged niche audiences, more authentic interactions, lower cost.
  • Micro influencers (10K–50K followers): Good reach within specific communities, strong engagement rates.
  • Macro influencers (50K–500K followers): Wider audience, suitable for broader campaigns.
  • Mega influencers (500K+ followers): High visibility, often premium pricing, suitable for large-scale brand exposure.

The choice depends on your goals, budget, and the kind of engagement you want to generate.

3. Check Relevance and Content Quality

Follower count is meaningless if the influencer isn’t relevant to your brand. Look for:

  • Content style: Does their tone, aesthetics, and messaging match your brand?
  • Niche alignment: Are they regularly posting about topics related to your industry?
  • Authenticity: Do their posts feel genuine, or overly promotional?

Engagement rates are often a better indicator of influence than followers. Tools like HypeAuditor, Social Blade, or Instagram’s native analytics can help assess this.

4. Evaluate Engagement and Audience Authenticity

High follower numbers are impressive, but engagement matters more. Examine:

  • Likes, comments, shares, and saves on recent posts.
  • Authenticity of comments: are followers genuinely interacting or leaving generic replies?
  • Audience demographics: does the influencer reach your target region and market segment?

Avoid influencers with a high number of fake or inactive followers, which can drain your budget with minimal returns.

5. Research Past Collaborations and Performance

Investigate the influencer’s previous brand partnerships:

  • Were their campaigns successful?
  • Did they deliver measurable results (sales, clicks, engagement)?
  • Are they transparent about sponsored content?

This helps ensure that the influencer can meet your expectations and maintain professionalism in collaborations.

Turning Influencer Marketing into Impact

Instagram influencers have become a driving force in shaping consumer behaviour, building brand awareness, and creating authentic engagement. 

From nano influencers with highly engaged niche audiences to mega influencers with massive reach, there’s an ideal collaborator for every brand. It just takes research, strategy, and a clear understanding of your objectives.

The key to success lies in choosing influencers who align with your brand values, resonate with your target audience, and deliver genuine, engaging content.

Ultimately, influencer marketing is more than just a trend—it’s a strategic tool that, when executed thoughtfully, can transform your brand’s presence on Instagram from just another account into a trusted voice in your industry. 

Ready to elevate your brand with the right influencers? MediaOne builds campaigns that truly connect with your audience. Contact us today!

Frequently Asked Questions

How do I measure the ROI of an Instagram influencer campaign?

While likes and comments indicate engagement, true ROI is measured by conversions—such as website traffic, sign-ups, or sales generated through influencer posts. Using tracking links, promo codes, and analytics tools can help quantify campaign effectiveness.

Should I focus on Instagram Stories, Reels, or Feed posts for influencer marketing?

The choice depends on your goals. Reels are ideal for organic reach and virality, Stories drive engagement and direct interactions, while Feed posts provide long-term visibility. Many brands combine formats for maximum impact.

Can small businesses benefit from working with micro or nano influencers?

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Absolutely. Micro (10K–50K followers) and nano (1K–10K followers) influencers often have highly engaged audiences, lower rates, and greater authenticity. They can deliver significant results without exceeding a modest budget.

How do I ensure influencer content aligns with my brand voice?

Collaborate closely with influencers by providing brand guidelines, key messaging, and campaign goals. Encourage them to maintain authenticity while reflecting your brand values—a natural balance often resonates best with audiences.

What are common mistakes to avoid when working with Instagram influencers?

Avoid choosing influencers based solely on follower count, failing to track campaign performance, or neglecting contract terms. Misaligned values, inauthentic content, or unclear KPIs can result in wasted budget and minimal impact.