In this comprehensive article, we’ll cover everything you need to know about influencers in Singapore.
Here’s an overview:
- What is an influencer
- Top influencers in Singapore
- Rising social media influencers
- Questions for influencer marketing
Let’s get started.
What is an Influencer?
At its core, an influencer is someone who influences another someone via social media platforms or websites.
Being an established and authority figure in their field of work, they are known as content creators in which content is churned out regularly to reach out to a wider audience.
In today’s context, influencers are using Instagram, Facebook, Twitter, and other social media platforms to build up their followers and subscribers.
Social media influencers, also known to many as Key Opinion Leaders(KOL), typically collaborate with brands or businesses to market and promote their products and services.
In Singapore, there’s already known statistics of aspired millennials choosing influencer as their next career choice.
Influencer marketing is about taking the concept of celebrity endorsements and integrate it into today’s modern online marketing.
Quick Breakdown: Top 30 Influencers in Singapore By Alphabetical Order
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|Melissa Celestine Koh||@melissackoh||266K|
|Chin Tung Shengfirstname.lastname@example.org||368K|
Top 30 Influencers in Singapore
Instagrammers to Youtubers; Male to Female Influencers; Famous Bloggers to Micro-Influencers; Entrepreneurs to TV Stars.
They are experts in using social media platforms to establish cult-like followings.
In this section, we’ll share the top 30 influencers in Singapore and how they are making big waves in the local and global scene.
1. Andrea Chong
Singapore’s very own local influencer, Andrea Chong, made her first foray into the blogger scene in 2013 when she is looking for an alternative platform to promote one of her YouTube series.
In the early days of her life, she was taking on modeling and graphic design jobs while pursuing a degree in English Literature at Nanyang Technological University Singapore.
While she was doing some modeling at the side, she was also pursuing a degree in English Literature at Nanyang Technological University Singapore.
Besides her love for fashion, beauty, and travel, she is both the founder of Digital Advertising Agency DC Creative and the well-known blogger behind dreachong.com.
Some of her big-name clientele include brands like Adidas, Calvin Klein, Forever 21, Michael Kors, Uniqlo and more.
Niche: Beauty, Fashion, Lifestyle
2. Aurelia Ng
Aurelia Ng, her real name but better known to us as Aurelia Hathaway, is an NOC influencer, actress and model. Aurelia Hathaway’s birthday falls on April 10, and she is currently 27 years old.
Aurelia is managed by Night Owl Cinematics (NOC) which is one of the biggest Youtube channels in Singapore.
Being an attractive and fashionable social media influencer in Singapore, she is also one of the most followed members on Instagram compared to her NOC peers.
According to the recent video from NOC, she is currently attached and has been in a relationship with her boyfriend Glenn for the past 9 months.
Apart from her work, she is often seen playing her dog Hailey which you can find in many of her Instagram posts. Being an outdoor person, she loves traveling and capturing the moments in life.
Niche: Beauty, Fashion
3. Bella Koh
Bella Koh better known as @catslavery is married to lecturer Terence Yeung whom she met at a school canteen. Her husband is 11 years older than her but love transcends all and she has always been attracted to older men.
She is also the founder of Slowhouse which is the destination of conscious living through organic and sustainable produce.
This famous key opinion leader is passionate about cooking and is constantly excited and curious about everything.
She is currently a mother of 1 daughter together with her loving husband.
Niche: Food, Parenting
4. Benjamin Kheng
Benjamin Kheng is a Singaporean musician, actor and is also one of the members of The Sam Willows. He is a former national swimmer which explains his good physique.
Their’s single, Take Heart, has previously reached the no.1 spot in Singapore iTunes Charts. Catch glimpses of him on his Instagram where he shares details of the latest music, running and swimming regime and more.
Niche: Musician, Acting
5. Carrie Wong
Carrie Wong is both a Mediacorp actress and local influencer with large followings on her Instagram account. She last graduated from Nanyang Polytechnics with a diploma in Hospitality and Tourism Management.
Carrie was discovered through Mediacorp Channel U reality TV competition Hey Gorgeous.
Being one of the top influencers in Singapore does not spare her embarrassment as she is recently embroiled with a text scandal with Ian Fang while she is having a relationship with another guy.
To err is human and both have moved on from this episode. She is only age 25 and has a bright future in the world of influencers.
Niche: Acting, Beauty, Fashion
6. Christabel Chua
Christabel Chua, better known to us by her Instagram handle @BellyWellyJelly, is a popular beauty, lifestyle and travel blogger. She is also the owner of a novelty online store, Kai.
Christabel was in a relationship with a colleague from TSL which was her previous employer.
Her intimate videos were found and leaked online but this does not deter her into using the situation to provide support for victims who are in a similar plight as her.
Any influencers who are cast into similar situations should learn from her on how she turns adversity into opportunities.
Niche: Beauty, Fashion, Travel
7. Daniel Ang
In 2008, Daniel Ang started blogging under Singapore Press Holding as part of their celebrity blogging team. After 3 years and being an avid lover of food, he started his website DanielFoodDiary.com.
Today, DanielFoodDiary is one of Singapore’s most visited food and influencers blog and clock up to 2 million page views per month. Outside of food, Daniel is both a lecturer and presenter and specializes in Mass Communications and Social Media.
As quoted from him, his source of inspiration would be Moses Lim which he still talk and learn from till today.
8. Desmond Tan
At age 32, Desmond Tan is one of the current and most popular leading male artistes and actors in Mediacorp. His birthday falls on the exact month of Singapore’s birthday, August 19.
His debut in acting came in 2007 when he finished runner-up in Star Search 2007. He was immediately awarded a contract where he starts his acting career with smaller roles in various Channel 8 drama.
Desmond is currently the 3rd most popular influencer based on Instagram followers among the 8 dukes of Caldecott Hill, trailing behind Romeo Tan and the late Aloysius Pang.
Do you know that Desmond Tan served as a Commando Officer during his National Service?
Niche: Beauty, Fitness, Travel
9. Fiona Xie
Fiona Xie is an actress, show host and influencer in Singapore. She started her working career at a young age of 15 when she appears in multiple prints and commercials.
Her breakthrough in her acting career came in 2001 when she won both the Best Newcomer and the top 10 Most Popular Female Artistes award in the same year.
Today, she is the only Singapore actress who has gone overseas and starred in an acting role in Hollywood Film Crazy Rich Asians.
In her Instagram posts, she can be seen living her life similar to her role in Crazy Rich Asians.
Niche: Acting, Beauty, Fashion, Lifestyle
10. Jason Chee
Hailing from Singapore, Jason Chee is a professional fitness trainer and model. Among the male social media influencers in Singapore, he has a body physique that most men would just dream but never achieve.
His most recent awards include Manhunt Singapore 2012 and Manhunt International 2012. Jason also owns a Youtube Channel Fit O’Clock where he shares videos of the correct type of workout and local food.
With a whopping 334K followers on Facebook, Jason Chee is one of Singapore’s most popular fitness influencers.
11. Jayley Woo
How many times have you mistaken Jayley Woo with Hayley Woo who is her identical twin sister? On social media platforms, Jayley loves sharing photos of her on overseas trips and family outings.
As one of the youngest Singaporean celebrities, she won the Top 10 Most Popular Female Artistes for the years 2016 and 2017.
Her various touching posts on Instagram with Aloysius Pang makes us realize that life is really short and we should treasure each day as it comes.
Catch Jayley on theatres next year where she will be starred in the movie Late Night Ride.
Niche: Beauty, Fashion, Food, Lifestyle, Travel
12. Jeanette Aw
Jeanette Aw needs no introduction. This is evident based on her statistics of 1.4 million followers on Facebook and 389K on Instagram.
She is one of the most popular and high-profile key opinion leaders and influencers in Singapore.
Besides a record winning 29 awards under her belt, she also has the time to write and publish 2 books Jeanette Aw: Definitions and Sol’s World: Somebody to Love.
During her free time, Jeanette enjoys taking photos of her food and travel trips. J-Code, a minimalist website design, is where she shares stories, inspirations and life in general.
Niche: Beauty, Food, Lifestyle
13. JianHao Tan
JianHao Tan is Singapore No.1 YouTuber, over 3 million people have subscribed to his channel. He is the CEO and founder of Titan Digital Media which specializes in creating personalized content for marketing needs.
JianHao most prominent appearance to date would be that his videos appear in the movie Men In Black: International.
Outside of work, he started a charity organization The JianHao Tan Foundation which focuses on improving the lives of needy at the orphanages.
Based on YouTube earnings alone, it was widely reported that he is racking in 6 digits income in the year 2018.
Niche: Acting, Lifestyle
14. Joanna Lim
Actress, model and social media influencer Joanna Lim, is currently 29 years old and is also better known to be one of the cast members of Night Owl Cinematics.
In her videos on NOC, her roles often portray her as aloof and intimidating.
As a matter of fact, she’s one of the most affectionate and amicable people on the team. Like all other influencers in Singapore, she is often seen endorsing products ranging from tonic drinks to pillows.
Do you know that Joanna has contemplated taking her life at the age of 21 when she felt that no one loved or understood her at that time?
Joanna is currently attached to Gabriel and he can also be found on Instagram @yapitsme.
Niche: Beauty, Health, Travel
15. Joanne Peh
Known for her flawless skin and light makeup, Joanne Peh is often seen promoting various beauty products and brands on her social media platforms.
Before signing up as an artiste with Mediacorp, she participated in Miss Singapore Universe 2002, winning the title of Miss Elegant and Miss Personality at the same time.
Before meeting her current husband Qi Yiwu, she was on a 4-year relationship with American TV and host Bobby Tonelli.
As a highly sought after KOL in Singapore, she’s often seen jetting around to many countries, participating in numerous social events and occasions.
Joanne Peh also often shares details of her traveling experience on her website – joannepeh.com.
Niche: Beauty, Lifestyle
16. Julie Tan
Julie Tan is a well-known lifestyle influencer and actress from
Singapore. Her endearing and affectionate smile has captured the hearts of many fans.
She has the knacks of taking photos with beautifully crafted scenic backgrounds.
She was also on the receiving end of a horrendous relationship with her boyfriend when she was subjected to both physical and verbal abuse.
Julie Tan was born in Malaysia but has attained Singapore Citizenship. she has ended the acting contract with MediaCorp and is looking to China to advance her career.
Niche: Lifestyle, Travel
17. Melissa Celestine Koh
In the world of online influencers, Melissa Celestine Koh is one of the few which has consistent and large followings across many social media platforms.
As a driven and passionate blogger, it has led her to work with many reputable brands such as Coach, Dior and Kate Spade.
Melissa also understands the importance of giving back to the opportunity through her roles as ambassadors for Earth Hour & WWF.
Melissa is also the founder of Runafter and Somedaysathome which retails beauty, fashion and lifestyle products.
Niche: Beauty, Fashion, Lifestyle, Travel
18. Mongchin Yeoh
Mongchin Yeoh, better known to us as @Mongabong through her social media handles, is a full-time student, influencer, blogger and Youtuber.
As narrated by Mong, her popularity soared when she started doing freelance modeling for blog shops during her schooling days.
She is an avid traveler where she will be posting on cafe-hopping trips to food fest. Her popular make-up video tutorials are some of the popular videos that you can find on Youtube in Singapore.
She is also known to love Singapore and you would bet that she would be attending the National Day Parade this year. Mong is married to Matthias Lim in March, 2019.
Niche: Beauty, Travel
19. Naomi Neo
Naomi Neo is the most popular Youtube female channel in Singapore with over 400K subscribers, joined in Dec 2019.
With videos such as Vlogs, Skits, DIY Tutorials and more, she is one of the most versatile influencers on social media platforms.
Her latest video – Always & Forever | Naomi Neo’s Wedding Film has surpassed over 200K views. Naomi is currently married and her baby son is often seen with her together on her online posts.
Niche: Beauty, Fitness Parenting, Travel
20. Peishi Soh
Peishi is a content creator, lifestyle blogger and Youtuber in Singapore. She first started blogging in the year 2011 and her first post was on the review of Koji Spring Heart Liquid Eyeliner.
Blessed with good looks, the Republic Singapore graduate has worked with top brands such as Disney and Love Bonito. Peishi plays the character Lesley in her cameo tv appearance in Mediacorp’s Channel 5 drama series “Lion Mum”.
Niche: Beauty, Food, Lifestyle, Travel
21. QiuTing Hong
At a young age of 17, Qiu Qiu has already started in modeling and beauty pageants before becoming one of the top influencers in Singapore.
4 years later and at the age of 21, she enters the world of blogging where she covers her daily life activities.
Being a top influencer comes with additional benefits, brands and companies started pouring in and the total sponsored value for her wedding went up to approximately $25,000.
Qiu Qiu has recently given birth to her third child and will there be a fourth one?
Niche: Beauty, Lifestyle, Parenting
22. Rebecca Lim
Winners in Star Awards, Asian Television Awards and PPCTV Awards, Singaporean celebrities Rebecca Lin has won them all. She is bilingual and acted in both English and Chinese drama.
Rebecca was working as a freelance actress while studying for an Accountancy Degree at Singapore Management University. She has also appeared in numerous TV commercials such as Mercedes-Benz, Goldheart and Swiss.
Do you know Rebecca Lim has won the Miss Photogenic award in Miss Singapore Universe 2005?
Niche: Beauty, Fashion, Lifestyle
23. Roseanne Tang
Roseanne Tang is a blogger and beauty influencer, holding an IMA diploma from the London School of Beauty & Make-Up.
Founder of both bloomkitbeauty and bloombyroseanne, both business provides beauty products and make-up classes.
Her self-made videos are very well-received and some of them reach over the 1 million views mark. Aspiring make-up artists often turn to her social media platforms to look for inspirations in their field of work.
As a micro influencer in Singapore, Roseanne is an inspirational person and she often says “You can only feel beautiful when you yourself believe that you are”.
Niche: Beauty, Lifestyle
24. Seth Lui
Seth Lui owns and runs a very successful food, travel and nightlife online food publication. The website alone garners over 1 million unique visitors and over 2.7 million page views each month.
If you are into food, then Seth Lui would definitely ring a bell. Besides food reviews and advertorial, Seth also writes about ways to start a F&B blog and restaurants in Singapore.
The sheer amount of information on the website makes Seth, who used to be a freelance photographer, also one of the authority influencer in the world of food.
Food is not just about eating, it essentially enables us to stay connected with our loved ones. To capture your audience, you must first capture their stomach.
25. Sylvia Chan
Sylvia Chan is one of the co-founders of Night Owl Cinematics (NOC) which is a Youtube Channel that focuses on local short comedy skits and music videos.
Their huge success came when one of their YouTube videos – Shit Singaporean Girlfriends Say went viral.
Collaborations with companies started pouring in and they are inundated with requests that they can cope with, and as a result, they decide to go full-time into YouTube. Sylvia is born in Malaysia but received her education right here in Singapore.
In her second year of her Junior College, she was diagnosed with clinical depression after the passing of her grandmother.
Sylvia and NOC were awarded Influencer of the Year by Gushcloud in 2016 and she is married to her Ryan which is also the co-founder of NOC.
To the shock of many fans, Ryan and Sylvia announced on their YouTube video on 31 May that they have applied for a divorce on March 20, 2020.
Niche: Beauty, Food, Travel
26. Taufik Batisah
MTV Asia Awards Favourite Artist Singapore winner Taufik Batisah singing career first started when he came in first in reality TV series Singapore Idol.
Taufik is also a Singaporean local actor and has held numerous performances in Singapore, Malaysia, Indonesia, London and his progression to stardom can be seen compared to the days as a singer in local band Bonafide.
Besides being one of the top singers in Singapore, he is also the founder of CHIX Hot Chick which sells Nashville Hot Chicken in 1 Jln Pisang, Singapore.
His notable achievements amongst all influencers Singapore is commendable and include sweeping 4 awards at the inaugural Anugerah Planet Muzik 2015.
Niche: Food, Musician
27. Chin Tung Sheng
As a social influencer, Chin Tung Sheng’s versatility when it comes to being a lifestyle influencer is immense.
The fast and furious cars, luxury goods, rubbing shoulders with the famous and paid overseas trip. He is everything that an influencer would wish for.
Chin graduated with a diploma in Business and Law from Kaplan Singapore and also does freelance acting during his free time.
His golden advice for all aspiring Instagrammers “If your goal is to showcase your photography, it’s essential that the photos you post look really good. It’s far better to post nothing than to post a bad photo.”
28. Wendy Cheng
Influencer and Youtuber Wendy Cheng has a resume that many of her peers would envy.
She is better known online as XiaXue and has done work with some of the biggest names in the industry, including Japanese sushi company Sakae Holdings, skincare specialist Carragheen and petrol company Caltex.
Wendy is one of the top Singapore female influencers and her career in this business started way before influencer marketing is a thing.
The youngest of two children born to an antique dealer and property agent, XiaXue first started blogging in 2013 and graduated from Singapore Polytechnic with a diploma in Mass Media.
Her notable achievements including winning the Region Best and Influential Blog award and is currently married to Mike Sayre.
Niche: Beauty, Lifestyle, Parenting
29. Yoyo Cao
Her endorsement business is only three years old, but it has attracted the kind of international publicity that any other influencers can only dream of.
Yoyo Cao affection for her business spurred her to launch YOYOKULALA (www.yoyokulala.com) which provides a platform for readers to update themselves on all things fashion, beauty, culture and lifestyle.
Keep your eyes peeled on the various high fashion brands like Chanel, Gucci, Fendi, Dior and Louis Vuitton that she has endorsed and collaborated with.
Born and raised in Singapore, Yoyo Cao has appeared on numerous editions of Vogue and Harper’s Bazaar and Elle Singapore cover girl.
YoYo Cao is married to Matthews Chang, Co-Founder of TOKIGAMES, and has a son named Lucas whom she announced on a post on Instagram.
Niche: Beauty, Fashion, Lifestyle, Travel
30. YuYu Monster
At the age of 20, while most of her peers are just making inroads in their influencer careers, YuYu Monster is already one of the top fashion influencers in Singapore.
Also know to many to her followers as YuYu, She is one of the very few, who utilize Twitch as a platform to showcase her content and daily activities.
Born in Singapore, she is also a highly sought after figure in the United States where she attends meet-and-greet sessions and anime expos.
Her distinct rainbow-colored hair with big anime eyes has won many fans, especially male fans who are into Japanese anime.
Niche: Fashion, Gaming
Special Mention Influencers
Are you aware that more than 85 percent of consumers trust an influencer’s recommendation over a brand?
As with almost all brands and businesses, the sole reason for existence is to make a profit. Customers find these brands less trustworthy as they are aware that the information they find might not be true to a certain extent.
If you’re looking to learn what upcoming social media influencers have been doing and how you can emulate their success, this section is for you.
1. Janice Fion
Vivacious in looks and personality, Janice Fion is a dynamic woman with a penchant for traveling and exploration. With a career spanning over 10 years, Janice is now an established and veteran model and influencer in Singapore
She also dabbles in some part-time acting for MediaCorp and owns Starry Beaute, a beauty parlour located in Singapore. As an avid traveler, she also enjoys going on road trips and discover new concept cafes.
Some of the brands Janice has worked with include Socash, Timsun Tire, St. Ives, Jellys Singapore, and many more.
Niche: Actress, Model
Questions on Influencer Marketing
In this section, we’re going to share the frequently asked questions on influencer marketing.
So if you’re ready to get more from your influencer marketing campaigns, this section is what you’re looking for.
How do you become an influencer?
Here are some of the steps you could take to become a successful influencer in your niche:
- Be passionate and motivated: If you’ve no interest in your work, you’re most likely to change directions and move on to something else down the road. Find something you love doing and you’re most likely to stick to it.
- Identify your niche: Are you looking to become a fitness, beauty or lifestyle influencer? Have a clear goal helps you to become an authority figure in your niche rather than just another person in a broad niche.
- Focus on 1-2 social media platforms: Rather than using your resources across multiple platforms, you should focus on the platform your audience is using. For example, TikTok would be an ideal platform if you are targeting younger teens.
- Be consistent: Post content consistently will enable you to maintain communication with your audience and increase your reach. If you know that you’ll be away for some time, you can prepare the scheduled posts in advance. For example, Facebook allows you to create a post and schedule it to publish on your Page at a later date.
- Have a website designed: Different people have different preferences and that includes the platforms they use to search for you and your services. Having a well-designed website provide the platform for your prospects to find you from Google Search and also a valuable tool for you to build on your brand.
How Much Do Influencers Make Per Post or Per Year?
The amount of money an influencer made would typically be dependent on the following:
- The niche you are in
- The number of followers you have
- The engagement rates of your audience
- Your negotiation skills
These are 4 of the most important metrics to determine the income of an influencer.
Average micro-influencers can make anywhere from a few thousand dollars per month.
While influencers with up to 1 million followers or more, we can be looking at rates of at least $25,000 per month.
If you are the top of the game, Kim Kardashian’s reported rates are around $500,000 per post.
This is one of the easiest ways to earn money as the images and content are normally provided by the advertiser.
What are the Different Tiers of Influencers?
In the influencer marketing industry, the classifications of influencers are based on the number of followers.
Here are the different types of influencers:
- Mega-Influencers: 1,000,000 & more followers
- Macro-Influencers: 100,000 – 1,000,000 followers
- MidTier-Influencers: 20,000 – 100,000 followers
- Micro-Influencers: 5,000 – 20,000 followers
- Nano-Influencers: 1,000 – 5,000 followers
Should I Artificially Boost my Instagram Account?
When you first started, it’s very hard to resist the temptations of boosting your social media accounts.
Avoid falling to the pitfall and risk getting your accounts banned overnight.
Before you thought of boosting your Instagram profile, you should refer to the studies released by HypeAudit which is an AI powered analytics that helps to get insights about your audience.
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