In a country as technologically advanced as Singapore, we boast an especially high social media penetration rate of 91%. Social media has become a power tool that people turn to for information on where to go, product reviews and recommendations, etc.
As a result, an increasing number of business owners and marketing agencies are turning to social media influencers to boost their business. In fact, according to SocialMediaToday, 81% of marketers engage with social media influencers to bolster their marketing efforts. Moreover, it was cited as one of the most effective marketing strategies to be deployed.
For those new to influencer marketing, today at Collab Asia, we will be sharing more about this topic with a list of 15 big names in this industry!
- Lady Iron Chef
- Daniel Food Diary
- Xia Xue
- Naomi Neo
- The Woke Salaryman
- Seedly
- Mongabong
- Soh Pei Shi
- Jian Hao Tan
- Sylvia Chan
- Maya
- Buncha
- Benjamin Kheng
- Carrie Wong
- Xenia Tan
What does a Social Media Influencer do?
A social media influencer creates content that influences the audience’s opinions via social media platforms and websites. These influencers have established authority and credibility in their respective niches and churn out content regularly for their audience. At times, they represent brands and share endorsed products and services. Common social media influencing platforms include Instagram, Facebook, Twitter, and YouTube among others.
How does one become a Social Media Influencer?
Long story short, find a niche, create, and upload value-added content onto your social media channels regularly and engage with your audience regularly. The aim is to grow a following or community of sorts who trust and value your opinions on product and service recommendations.
Before collaborating with any brands, you will need to show audience engagement (followers, likes, shares, etc.) to prove that people are interested in what you say.
Top 15 Social Media Influencers in Singapore
These influencers are not ranked according to their follower count, and follower statistics are updated as of July 2021.
1.Lady Iron Chef
Created by Brad Lau, Ladyironchef is one of the leading food and travel blogs in Singapore. His blog posts are SEO optimized and always pop up as the top few search results whenever you are looking for food recommendations within the little red dot. In addition, his mouth-watering food photos have enabled the blog to grow into a full-fledged online destination for foodies today!
Content Niche: Food & Travel
Social Media Accounts:
Follower Count
592K
832K
15.5K
Website
https://www.ladyironchef.com/
Notable Partnerships:
The Westin Singapore, Resorts World Sentosa, Nestle, Maxim’s Group, BMW, Cadbury Dairy Milk, etc
2. Daniel Food Diary
Managed by Daniel Ang, DFD is another one of Singapore’s most visited food blogs with up to 2 million page views monthly. As Daniel pays for every plate of food his blog features, he is known to be honest and unbiased with his opinions and critique. Apart from food blogging, Daniel dabbles in mass communications as an associated lecturer at a few educational institutions in Singapore.
Content Niche: Food
Social Media Accounts:
Follower Count
263K
398K
4.3K
50.2K
Website
https://danielfooddiary.com/
Notable Partnerships:
Daniel’s Food Diary radio programme, Youth Quest travelogue and food segment, The Supper Places
3.Xia Xue
As one of the few OGs in the Singapore blogging industry, Xiaxue is one of the biggest names out there. Before her life as a mom, she was primarily focused on makeup and beauty, and her blogging journey started back in 2013. With her new #nofilter podcast, she provides a fresh perspective on various triggering themes with her unique opinions that are less spoken of by the public.
Content Niche: Parenting & Beauty
Social Media Accounts:
Follower Count
587K
393K
352.9K
240K
Website
https://xiaxue.blogspot.com/
Notable Partnerships:
Sakae Holdings, Carragheen, Caltex, Kimage, etc.
4. Naomi Neo
Naomi is known as one of the most versatile social media influencers and focuses her content on Instagram and YouTube. Her videos take on a large variety of formats ranging from vlogs to skits and DIY tutorials. She has worked with tons of well-known brands and remains very vocal and open about her thoughts and opinions on social media.
Content Niche: Parenting & Beauty
Social Media Accounts:
Follower Count
652K
83.2K
429.4K
461K
Website
http://naomineo.com/
Notable Partnerships:
SK-II, Converse, Daniel Wellington, Samsung, Air Asia, Ez Buy, Shopback, etc.
5. The Woke Salaryman
The Woke Salaryman is a popular channel amongst millennials for all finance and money related topics. What’s unique about this channel is the use of comics to spread information. This makes it easy for users to take in and understand what is shared through bite-sized pieces while remaining fun and engaging.
Content Niche: Finance
Social Media Accounts:
Follower Count
240K
267K
Website
https://thewokesalaryman.com/
Notable Partnerships:
OCBC Bank, CPF Board, Endowus, ACCA, etc.
6. Seedly
Seedly is another popular platform cum forum that millennials turn to for financial discussions, advice, and information. Common topics trending on Seedly include personal finance, investing, fresh graduates and adulting. There are also tons of informative product reviews concerning financial products and services such as: credit cards, online brokers, savings accounts, etc. available.
Content Niche: Finance
Social Media Accounts:
Follower Count
33K
40.4K
726
Website
https://seedly.sg/
7. Mongabong
With stunning photos and fashion tips that are easy to recreate, Mongabong is a fashion and beauty influencer that is well-known amongst female millennials in Singapore! She has also recently started a food blog @mongabongeats where she shares food reviews and simple recipes in her daily life.
Content Niche: Beauty, Fashion & Lifestyle
Social Media Accounts:
Follower Count
284K
15K
98.7K
Website
http://www.mongabong.com/
Notable Partnerships:
Clinique, L’Oreal, Dyson, Urban Revivo, Cebu Pacific Airways, etc.
8. Soh Pei Shi
Pei Shi is another common household name for hairstyling, makeup, and styling tutorials. She focuses her efforts on creating video content on YouTube where she vlogs her daily life, travels, beauty routines and share styling tips. She is known for her bubbly personality whenever she interacts and engages with her fans.
Content Niche: Beauty, Fashion & Lifestyle
Social Media Accounts:
Follower Count
342K
24K
154.9K
154K
Website
http://www.speishi.com/
Notable Partnerships:
Disney, MAC Cosmetics, Colgate, Kate Tokyo, Fila, American Eagle Outfitters, iQiyi, Lotte, etc.
9. Jian Hao Tan
Jian Hao Tan is one of the biggest YouTube stars in Singapore who has garnered a massive following around the world. His content relates to the millennials with a mix of educational and fun content. This has brought his company Titan Digital Media various brand partnerships.
Content Niche: Food & Travel
Social Media Accounts:
Follower Count
633K
225K
106.3K
4.79M
Notable Partnerships:
Apple, Disney, Air Asia, Nexon, etc.
10. Sylvia Chan
Sylvia is the co-founder of Night Owl Cinematics and oversees the company's corporate matters and public relations, while occasionally hosting some YouTube videos. Her Instagram channel and podcast run with fellow partner-in-crime Nina, titled @thethirstysisterstts is a hot topic amongst the local female population.
Content Niche: Food & Travel
Social Media Accounts:
Follower Count
236K
136K
9.1K
1M
Website
https://noc.com.sg/
Notable Partnerships:
Casio, Media Development Authority Singapore, ASUS, Airbnb, DBS Bank, Golden Village, Expedia, etc.
- The Smart Local (TSL)
TSL is known as an independent media publisher that locals trust for hyper-local information on what to do in and out of Singapore. With the community it has built over the years, TSL rakes in over 1.1 million unique visitors to their website each month with over 3.5 million hits.
Content Niche: Food, Travel, Lifestyle & Entertainment
Social Media Accounts:
Follower Count
173K
540K
4.5K
3.1K
298K
Website
https://thesmartlocal.com/
- The Travel Intern (TTI)
TTI is known for their off the beaten path travel itineraries and group travel programs. Every year, they will take in 2 batches of “travel interns” to unravel and discover new places while filming the entire trip. Although their content may seem to appeal to millennials only, their content is in fact, popular amongst all travel enthusiasts!
Content Niche: Travel Itineraries & Guides
Social Media Accounts:
Follower Count
29.5K
241K
24.1K
Website
https://thetravelintern.com/
13. Benjamin Kheng
Benjamin is known by most as a singer in Singapore’s local band “The Sam Willows”. This versatile social media influencer is a man of various talents. He is an actor, musician, host, model, and sportsman! Apart from his brand endorsements and short comedic skits, he shares some behind-the-scenes of his rehearsals and band life on his social media channels.
Content Niche: Music & Entertainment
Social Media Accounts:
Follower Count
226K
138K
84.2K
314.6K
127K
Notable Partnerships:
Gatsby, Coca-Cola, Mercedes Benz, Converse, Seiko, Tagheuer, ASUS, Adidas, etc.
14. Carrie Wong
Carrie is a Mediacorp actress and media personality. Her channel mostly features brand endorsements, glimpses of her personal life, and the glitz and glamour that comes together with being under the spotlight.
Content Niche: Fashion, Lifestyle & Beauty
Social Media Accounts:
Follower Count
344K
Notable Partnerships:
Loccitane, Guerlain, L’Oreal Paris, YSL, Tory Burch, Dior, Mont Blanc, etc.
15. Xenia Tan
Xenia broke into this industry with her stint as a host on TheSmartLocal. After taking a break to complete an acting course in New York, she is now back as an actress on Channel 5! Her quirky and outgoing personality makes her hosting and skits very engaging and fun to watch.
Content Niche: Beauty, Lifestyle & Entertainment
Social Media Accounts:
Follower Count
109K
35.9K
Notable Partnerships:
Under Armour, Vichy Laboratories, Listerine, Dyson, JBL, Livinguard, etc.
As the social media influencer culture in Singapore grows, brands are presented with a larger pool of talent available to represent their vision. How many of our mentions in this list did you recognise? Who are some of your favourite influencers that we have missed out on? Feel free to drop them down in the comments below!
