Influencer Marketing in Singapore for 2025

Singapore offers immense opportunities in influencer marketing. As it aims to become a Smart Nation by 2025, the nation’s expanding internet user base has led to a rise in content creators and key opinion leaders that brands can utilize to engage with their audiences.

Recently, there has been a noticeable increase in the number of Singaporean influencers establishing robust online presences. With 85% of Singapore’s population actively using social media and spending an average of 2 hours and 14 minutes online daily, staying current with trends is crucial for a successful influencer marketing strategy.

Influencer marketing in Singapore focuses on collaborations between brands and content creators or key opinion leaders with significant followings. These influencers might be experts in fields like beauty or have large followings within specific niches. The digital market in Singapore is highly appealing, offering numerous opportunities for brands to promote their products and services.

Let’s explore the key insights into Singapore’s influencer marketing landscape in 2025.

Popular Channels for Influencers in Singapore

Influencer marketing in Singapore is a dynamic and evolving landscape, with various platforms offering unique opportunities for engagement and outreach.

The choice of platform is crucial for influencers to effectively connect with their audience and for brands to maximize their marketing efforts. WhatsApp has become a popular channel for influencers due to its widespread use for personal and group messaging, enabling direct and intimate communication with followers. Facebook remains a powerful tool for detailed posts, community engagement, and event organization, catering to a broad demographic. Instagram, with its visually-driven content, continues to dominate the fashion, beauty, lifestyle, and travel niches.

TikTok’s rise in popularity, thanks to its short and engaging video format, provides a fresh avenue to reach younger audiences. Telegram offers a controlled environment for influencers to create channels and groups for broadcasting messages and sharing content. Lastly, LinkedIn serves as an essential platform for professional and business influencers, fostering networking and thought leadership.

Here are the top channels:

• WhatsApp: Widely used for personal and group messaging, enabling direct audience engagement.
• Facebook: Effective for sharing posts, engaging with communities, and organizing events.
• Instagram: Ideal for visually-driven niches like fashion, beauty, lifestyle, and travel.
• TikTok: Perfect for short, engaging videos targeting younger audiences.
• Telegram: Offers controlled channels and groups for interaction and content sharing.
• LinkedIn: Essential for professional influencers and thought leadership.

By leveraging these channels, influencers in Singapore can effectively reach and engage with their target audience across different platforms and formats.

Understanding Singapore Influencers

Singaporeans have a strong preference for review content when it comes to influencer posts. Around 40% of them enjoy watching reviews on social media, especially makeup product comparisons by beauty influencers. Tutorials also play a significant role in their social media consumption, with many turning to video and photo platforms for step-by-step guides. Additionally, social feed and unboxing content are popular among Singaporean users.

Singaporeans not only love reviews but particularly value positive ones. In fact, 72% of Singaporean online consumers trust businesses with positive reviews more than those without. This is why they often prefer to watch influencer reviews of brands rather than checking the brands’ own accounts.

To succeed in influencer marketing in Singapore, it’s crucial to understand the type of content that resonates with the audience. Working with influencers who can provide authentic, positive reviews of your brand is key. By focusing on the content that matters most to Singaporeans, you can ensure your influencer marketing efforts are effective and impactful.

Singapore Influencers Marketing Spend

Marketing spend on influencer campaigns in Singapore varies widely based on several factors, including the influencer’s reach, engagement rate, social media platform, and niche.

• Micro-influencers (1K – 10K followers): $50 – $200 per post.
• Mid-tier influencers (10K – 100K followers): $200 – $2,000 per post.
• Macro-influencers (100K – 1M followers): $2,000 – $10,000 per post.
• Mega-influencers (1M+ followers): $10,000+ per post.

These figures can vary significantly based on the influencer’s audience demographics, content quality, and the specific requirements of the campaign.

Finding Perfect Influencers for Your Brand

When seeking the ideal influencers for your brand, a strategic approach ensures alignment with your marketing goals and audience. Here’s how to navigate the process effectively:

• Define Your Goals: Determine what you want to achieve with your influencer campaign.
• Know Your Audience: Understand who your target audience is and find influencers whose followers match that demographic.
• Research: Use influencer marketing platforms or social media to find potential influencers.
• Check Engagement: Look beyond follower count to engagement rates and the quality of interactions.
• Review Content: Ensure the influencer’s content aligns with your brand values and aesthetic.
• Contact and Collaborate: Reach out to influencers with a clear proposal and be open to their creative input.

Best Practices for Singaporean Influencer Marketing

Navigating influencer marketing in Singapore involves embracing strategic best practices to maximize engagement and impact.

• Build Relationships: Cultivate enduring partnerships with influencers to foster trust and loyalty.
• Be Transparent: Communicate openly about campaign objectives and deliverables.
• Leverage Local Trends: Integrate cultural nuances to enhance relatability.
• Track Performance: Use analytics tools for real-time data insights.
• Compliance: Adhere to advertising guidelines to maintain trust.
• Engage Authentically: Encourage genuine and impactful content creation.

Conclusion

Influencer marketing in Singapore offers diverse opportunities for brands to engage effectively with targeted audiences. By mastering strategic planning, leveraging local insights, and fostering authentic relationships, brands can navigate the evolving landscape and drive meaningful engagement with their audiences.