We have all heard about the term Singapore influencer and what they do. But can businesses use them to market your product or services?
The short answer to that is Yes and No.
Before we dive further into the answer, let’s examine what is the definition of influencer marketing and why should business care about it.
According to Wikipedia, influencer marketing is a type of social media marketing that involves endorsements or product placement from an influencer.
But who is considered as a Singapore influencer? It is usually someone who has a huge following in a distinct niche and has the power to affect their followers’ behaviour because of his or her authority, knowledge in that domain.
Why Should Businesses Care about Influencer Marketing?
The term “influencer marketing” has exploded over the past years, partly due to the increased presence of social media platforms from Facebook, Instagram to the recent TikTok.
With all that being said & mentioned above.
But as earlier mentioned, influencer marketing is just one type of social media marketing – which mean any business that sell products/services that relied on visual will benefits from it.
If your business belongs to this group, then you are in luck!
We have compiled some of the top influencers in Singapore based on their niche below.
Else, SEO is often a great marketing channel to invest in for almost all businesses as long their users search on Google.
Singapore Food Influencers
Below is a list of some of the top food influencers in Singapore:
Brad Lau took advantage of the rising popularity of search engine optimization (SEO) since he began his blog site in 2007. Lau was able to maximize the power of SEO for his blog, which helped him secure the top spots in most search engine results pages (SERPs). So every time a Singaporean will look for any sources about food or local cuisines online, the LadyIronChef blog will always be one of the first sites that would appear in any search engine ranking. Some of his latest popular posts on his social media accounts include a video to let his followers know about an ongoing promo for Chir Chir Korean Fried Chicken, seen by almost 40,000 followers. Since the “circuit breaker” lockdown started, Lau started to post more photos of his personal life and his recipe of char siew, a typical Singaporean dish.
Dr. Tay may have earned his title as a family doctor in Singapore. Still, the country got to know him as a celebrity who is willing to roam around the streets to look for the best hawker dishes and post them on his blog called Ieatishootipost. His followers enjoy reading about the exciting stories while marveling at the enticing photos of the yummy Singaporean delights. The doctor turned celebrity food expert currently posts delicious but straightforward recipes that his followers can do at their kitchen.
Foodies who want to read brutally honest reviews about different food items and cuisines in Singapore must follow this social media influencer. Ang’s followers know that he always pays for all the food featured on his website, which makes all his reviews more credible since he does not have to consider the opinion of the establishment owner where he got the meal. So if he dislikes the food that he just had, he will not mince his words to express his thoughts about it. But if he genuinely liked the food, he meant all the praises that come with it. His most recent post showed information about where to get the best local dishes in Upper Thomson and its vicinity during the lockdown.
Food, travel, and fun are some of the focal points of Seth Lui’s content in his famous blog site. He talks about some of his recommended destinations for people who love to have fun and enjoy a delectable plate of food in this part of Southeast Asia. He also goes out of his way to find hidden spots in the country so the public will have the chance to try them out. Aside from blogging about food, he also holds online classes about effective digital marketing and social media influencing. Most recently, Lui shared a classic dish that locals can order for delivery from 195 Pearl Hill Cafe in Pearl’s Hill Terrace.
Ow used to work as a journalist for Singapore Press Holdings as well as a Singaporean media company MediaCorp. She started using her journalistic expertise to venture into social media influencing through her blog, MissTamChiak, back in 2007. During that time, she opted to explore and feature traditional Singaporean dishes. Now, she became one of the most popular food influencers in the country. Some of the brands that collaborated with her also got her services for PR and food photography, among others. Like the other foodie influencers, Ow continues to post food choices that everyone can order for delivery from some of the classic restaurants in the country.
Singapore Fashion Influencers
Below is a list of some of the top fashion influencers in Singapore:
Yoyo Cao is one of the most popular social media celebrities in Singapore and the most-followed fashion influencer, but her reach goes far beyond the country. She became famous for her one-of-a-kind fashion style adapted from a man’s sartorial playbook. She also gained international recognition when she got featured in world-famous fashion magazines like Harpers Bazaar and Vogue. Even major fashion brands like Chanel, Fendi, and Gucci recognized her for her unique hoydenish style. Because of her influence, her fashion label called Exhibit Store became a go-to source for stylish Singaporean to find contemporary pieces proudly made in Asia.
Known in the social media world as Bellywellyjelly, Chua earned a nomination for the Singapore Social Media Award’s Breakout Star of 2015 for posting content about fashion, beauty, and lifestyle. She became a reliable source for all things beautiful because of her stint in Miss Universe-Singapore 2014, where she won the Miss Photogenic and Best Skin awards. Aside from being an influencer, she also spends her time running a lifestyle brand called kāi. The brand has recently worked with worldwide coffee shop chain Starbucks to come up with sweet merchandise.
Wong already won the hearts of Singaporeans after joining the hit reality show Hey Gorgeous back in 2013, then went on to become one of the most famous movies and TV actresses in the country. But aside from winning the Best Actress award in the hit TV show titled VIC, Wong also became a social media influencer on Instagram with close to 300,000 followers as of this writing. Her account showcased her personal life as well as her preferences in fashion. It led to her collaboration with the Singaporean luxury bag brand Bonia.
Number of Followers
(~2, 501 followers)
Andrea Chong is a Singaporean Instagram influencer known for her excellent fashion sense. She received the prestigious Fashion Icon of the Year Award in 2015 from the Singapore Social Media Awards. Aside from posting content on her social media accounts, the lifestyle and fashion blogger also earned plenty of followers because of her useful tips. Chong also owns a digital advertising agency called DC Creative, where she can collaborate with different brands.
This French-Singaporean Chinese became an online fashion sensation when she joined the blogging industry back in 2005. During that time, she was only 15 years old. Her rise to fame started even before the era of social media platforms. Nowadays, she continues to share her insights about the world of fashion and other lifestyle tips. She also collaborated with multinational brands like Canon.
Singapore Lifestyle Influencers
Below is a list of some of the top lifestyle influencers in Singapore:
Melissa Koh started lifestyle blogging in 2004. As an influencer, she has worked with some of the most known lifestyle, beauty, and fashion brands on advertorials that including Tiffany & Co, Swarovski & also Singapore Airlines. She is also often featured in magazines such as Her World Singapore, ELLE, SHAPE & more. She launched her home & lifestyle brand ‘Some Days at Home‘ in 2018, where she curate local brands to sell that she can vouch for.
While it is natural for actors to have thousands of social media followers, Andie Chen earned his online fans through his dedication to making content that talks about practical life lessons about being a husband, father, and actor. He also loves sharing valuable experiences about how to succeed in life through interviews with credible people in the creative industry.
Tan used to serve in the military before dropping out to fulfill his dreams to become a celebrity. He is now one of the most significant influencers based in Singapore. Tan treats his fans with fun and educational content on his account, typically. Aside from releasing videos that appeal to students, he also owns a social media production company called Titan Digital Media. Like other businesses in the country, Tan’s company needs to halt operations until the government lifts the circuit breaker. It means that he can have more time to create content for his social media sites.
Nicole is a Singaporean social media influencer known for sharing her personal life through her blog and other online posts. She loves posting updates about different topics, including fashion, beauty tips, and how to deal with relationship troubles. Recently, she talked about how couples were dealing with the long-distance relationship caused by the lockdown and compared it to the incidents that happen in the popular South Korean TV drama “Crash Landing On You.”
Also known for founding a female community platform called Tickled Media, Mahtani managed to help and inspire plenty of Asian mothers all over the region. She also assisted in taking care of the needs and supports different Asian women. At the young age of 36, she remains one of the most recognizable people in the Singapore influencer marketing industry by continuing to succeed in an industry-led by multinational companies.
Singapore Beauty Influencers
Below is a list of some of the top beauty influencers in Singapore:
Wendy Cheng (Xiaxue)
Number of Followers
Dubbed herself as the “OG Influencer,” Cheng has a reputation for being one of the top Singaporean bloggers and the queen of the influencers in the country. She started blogging just to pass some time, but it became one of the most successful online ventures by an individual in Singapore. At the moment, companies tap her to sponsor most of her needs, like home renovations and car rentals, in exchange for her mentions. Aside from these lifestyle topics, Xia Xue, as she is more commonly known, also features different make-up tutorials to help her viewers look and feel good about themselves.
Chia is one of the most reputable Singaporean beauty bloggers who know a lot about her niche. She often posts about the current beauty launches. The influencer also shares several secrets like her fitness routine, her favorite food that she can cook at home, and other tidbits about her daily life. Recently, she posted a throwback photo using the Luxury Eye Shadow Palette from Charlotte Tilbury’s make-up line to inspire people to look forward to the day when Singapore does not have to deal with a community lockdown.
Tang is a certified make-up artist by profession but chose to share her knowledge with Singaporean ladies and people all over the world by posting beauty and make-up tips online. She learned her make-up tricks from the prestigious London School of Beauty and Make-up, making her a credible person to follow when it comes to fixing one’s face. Because of her talent and her generosity to share what she knows online, she already worked with some of the top brands in the country like Cleo and Urban and Designare.
As a self-confessed make-up fanatic, Roanna Tang became one of the go-to influencers by Singaporean locals and tourists alike when it comes to things that make oneself beautiful. Her blog Parade of Love showcases her valuable opinions regarding different types of beauty products by sharing reviews, tutorials, and essential reminders for people who aspire to become beauty experts.
Lifestyle blogger Cheryl Chio dedicated her Beautifulbuns blog site to share valuable tips, make-up tutorials, and skincare pointers in Singapore. According to Chio, she decided to launch the site when she could not find a useful review of a particular product that she intended to buy several years ago. Since she was working as a journalist and editor during that time, she realized that she could use her writing skills to come up with articles for make-up enthusiasts like her. When the popularity of the blog began to pick up, she opted to focus on it and drop her day job.
Singapore Fitness Influencers
Below is a list of some of the top fitness influencers in Singapore:
Jamie Teo fast shot to frame when she is crowned the Miss Singapore Universe in 2001. She is also a Mediacorp actress, but lately, she is most active on Instagram. On the platform, she shares the majority of our posts about her workout sessions and a lot of followers view her as a fitness inspiration.
Liv Lo Golding is the wife of Henry Golding, who played Nick Young in Crazy Rich Asians. She is also a professional TV presenter, but she also serves as a sports and fitness influencer on social media accounts. She often posts about the exercise routines that she also shares during the implementation of the circuit breaker in the country. She also posts motivational quotes to keep everyone inspired to join.
Jamie Pang may look petite. But her frame does not defy her. This workout enthusiast is a fitness expert who always shares her workout routine on her social media account. She also labels her workout plan accurately so her followers can emulate her and stick to her exercise routine at home.
Tyen Rasif is known as a finalist at Miss Universe Singapore 2018. But what is unknown is that she is also a freelance personal trainer, bodybuilder, musician, and YouTuber. She hosts a segment on Clicknetwork and uploads regularly on her own personal YouTube channel. She is more active on YouTube where she hopes to inspire her followers to use fitness as a way to improve their physical well-being as well as mental strength. She has also recently released a new fitness app “No sweat” to further enhance that goal.
Cheryl Tay is first established in the motorsport industry. She is also a sports & fitness blogger. She has launched “Rock The Naked Truth” to get people to be comfortable in their own skin and to be comfortable with their own body image. She herself has struggled with that in the past and now aim to inspire and help peoples get through that as it is important to be happy and feel good about yourself!
Engaging Singapore influencers can benefit your business and help them grow. But it is not easy to find social media influencers that align with what your brand stands for as there are tons of influencers in Singapore and the right influencer marketing strategy. With great power on the influencer, it also means great risk to your brand as well. Oftentimes, some mistakes by the influencer will have an adverse effect on the company they endorsed and promoted as well.
SEO services are something businesses should consider even if you are in the industries above or not. SEO is more than just keyword ranking or stuffing. Businesses that invest in search engine optimization (SEO) often mean that they will have a fast-loading website, with great user experience and great content that fulfill the user search intent to keep their users engaged to drive more traffics & conversions. It is often a great marketing channel to invest in first for a business as it yields great ROI in the mid to long term.
But no marketing should be done silo and should often use in combination depending on your business but influencer marketing should be in your consideration especially if your business is in the beauty & lifestyle space where it often yields the best results.