In this comprehensive article, we’ll cover everything you need to know about influencers in Singapore.
Let’s get started.
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.
NAME OF INFLUENCER
Melissa Celestine Koh
Chin Tung Sheng
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.
Singapore’s very own local influencer, Andrea Chong, made her first foray into the blogger scene in 2013 when she was looking for an alternative platform to promote one of her YouTube series.
In the early days of her career, she took on modeling and graphic design jobs while pursuing a degree in English Literature at Nanyang Technological University Singapore.
Alongside her modeling work, she continued to study for her degree in English Literature at Nanyang Technological University Singapore.
Apart from her interests in fashion, beauty, and travel, she is the founder of Digital Advertising Agency DC Creative and the well-known blogger behind dreachong.com.
Her impressive list of clients includes big-name brands such as Adidas, Calvin Klein, Forever 21, Michael Kors, and Uniqlo, among others.
Niche: Beauty, Fashion, Lifestyle
Aurelia Ng, known to her followers as Aurelia Hathaway, is an influencer, actress, and model managed by Night Owl Cinematics (NOC), one of the biggest Youtube channels in Singapore. Her real name is Aurelia Ng and she was born on April 10, making her currently 30 years old.
As an attractive and fashionable social media influencer in Singapore, she has one of the highest Instagram followings among her NOC peers.
According to a recent NOC video, Aurelia is currently in a relationship with her boyfriend Glenn and they have been together for the past 9 months.
Aside from her work, she often shares pictures of her dog Hailey on Instagram and enjoys outdoor activities such as traveling and capturing life’s moments.
Niche: Beauty, Fashion
Bella Koh, better known as @catslavery, is married to Terence Yeung, a lecturer whom she met at a school canteen. Despite their 11-year age difference, their love transcends all, and Bella has always been attracted to older men.
Bella is also the founder of Slowhouse, a destination for conscious living through organic and sustainable produce.
This well-known Key Opinion Leader is passionate about cooking and is constantly excited and curious about everything.
Currently, Bella is a mother of one daughter with her loving husband.
Niche: Food, Parenting
Benjamin Kheng is a Singaporean musician and actor, as well as a former national swimmer, which explains his good physique. He is also one of the members of The Sam Willows, a popular Singaporean music group.
Their single “Take Heart” previously reached the number one spot on the Singapore iTunes Charts. You can catch glimpses of Benjamin on his Instagram, where he shares details about his latest music, running and swimming routines, and more.
Niche: Musician, Acting
Carrie Wong is a Mediacorp actress and local influencer with a large following on her Instagram account. She graduated from Nanyang Polytechnic with a diploma in Hospitality and Tourism Management.
Carrie was discovered through the Mediacorp Channel U reality TV competition Hey Gorgeous.
Despite being one of the top influencers in Singapore, she was recently embroiled in a text scandal with Ian Fang while she was in a relationship with another guy. However, to err is human, and both have moved on from this episode.
At only 29 years old, Carrie has a bright future in the world of influencers.
Niche: Acting, Beauty, Fashion
Christabel Chua, better known 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 previously in a relationship with a colleague from TSL, her previous employer.
Intimate videos of her were found and leaked online, but this did not deter her from 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
In 2008, Daniel Ang started blogging for Singapore Press Holding as part of their celebrity blogging team. After 3 years and being an avid food lover, he started his website DanielFoodDiary.com.
Today, DanielFoodDiary is one of Singapore’s most visited food and influencer blogs, with up to 2 million page views per month. In addition to his work in food, Daniel is also a lecturer and presenter specializing in Mass Communications and Social Media.
As quoted by him, his source of inspiration is Moses Lim, whom he still talks to and learns from today.
At the age of 37, Desmond Tan is currently one of the most popular male actors and artistes in Mediacorp. He was born on August 19, which is the same month as Singapore’s National Day.
Desmond made his acting debut in 2007 when he finished as runner-up in Star Search 2007. He was then offered a contract and started his acting career with smaller roles in various Channel 8 dramas.
Desmond is currently the third most popular influencer among the 8 dukes of Caldecott Hill based on Instagram followers, trailing behind Romeo Tan and the late Aloysius Pang.
Did you know that Desmond Tan served as a Commando Officer during his National Service?
Niche: Beauty, Fitness, Travel
Fiona Xie is an actress, show host and influencer in Singapore. She started her working career at the young age of 15 when she appeared in multiple print and commercial advertisements.
Her breakthrough in her acting career came in 2001 when she won both the Best Newcomer and Top 10 Most Popular Female Artistes awards in the same year.
Today, she is the only Singaporean actress who has gone overseas and starred in a role in the Hollywood film, Crazy Rich Asians.
In her Instagram posts, she can be seen living a life similar to her role in Crazy Rich Asians.
Niche: Acting, Beauty, Fashion, Lifestyle
Hailing from Singapore, Jason Chee is a professional fitness trainer and model. Among male social media influencers in Singapore, he has a body physique that most men can only dream of but never achieve.
His most recent awards include Manhunt Singapore 2012 and Manhunt International 2012. Jason also owns a YouTube Channel called Fit O’Clock, where he shares videos on the correct types of workouts and local food.
With a whopping 473K followers on Facebook, Jason Chee is one of Singapore’s most popular fitness influencers.
How many times have you mistaken Jayley Woo for Hayley Woo, who is her identical twin sister? On social media platforms, Jayley loves sharing photos of herself on overseas trips and family outings.
As one of the youngest Singaporean celebrities, she won the Top 10 Most Popular Female Artistes award for the years 2016 and 2017.
Her various touching posts on Instagram with Aloysius Pang make us realize that life is really short and we should treasure each day as it comes.
Catch Jayley in theaters next year where she will star in the movie Late Night Ride.
Niche: Beauty, Fashion, Food, Lifestyle, Travel
Jeanette Aw needs no introduction. This is evident based on her statistics of 1.3 million followers on Facebook and 422K on Instagram.
She is one of the most popular and high-profile key opinion leaders and influencers in Singapore.
Besides having 29 record-winning awards under her belt, she also has 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
JianHao Tan is Singapore’s No.1 YouTuber with over 3 million subscribers to his channel. He is the CEO and founder of Titan Digital Media, which specializes in creating personalized content for marketing needs.
JianHao’s most prominent appearance to date would be in the movie Men In Black: International, where his videos were featured.
Outside of work, he started a charity organization, The JianHao Tan Foundation, which focuses on improving the lives of those in need at orphanages.
Based on YouTube earnings alone, it was widely reported that he raked in a six-figure income in the year 2018.
Niche: Acting, Lifestyle
Actress, model, and social media influencer Joanna Lim is currently 33 years old and is also better known as 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.
Niche: Beauty, Health, Travel
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 titles of Miss Elegant and Miss Personality.
Before meeting her current husband Qi Yiwu, she was in a 4-year relationship with American TV host Bobby Tonelli.
As a highly sought-after KOL in Singapore, she is often seen jetting around to many countries, participating in numerous social events and occasions.
Joanne Peh also shares details of her travel experiences on her website – joannepeh.com.
Niche: Beauty, Lifestyle
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 a knack for 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 her acting contract with MediaCorp and is looking to China to advance her career.
Niche: Lifestyle, Travel
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
Mongchin Yeoh, better known as @Mongabong on her social media handles, is a full-time student, influencer, blogger, and YouTuber.
According to Mong, her popularity soared when she started doing freelance modeling for blog shops during her school days.
She is an avid traveler, and she often posts about cafe-hopping trips and food festivals. Her makeup video tutorials are also very popular on YouTube in Singapore.
Mong loves Singapore and is expected to attend the National Day Parade this year. She got married to Matthias Lim in March 2019.
Niche: Beauty, Travel
Naomi Neo is the most popular female Youtuber in Singapore with over 400K subscribers, having 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, “A Day in My Life as a Mom of Two – Naomi Neo” has surpassed over 114K views. Naomi is currently married, and her baby son is often seen with her on her online posts.
Niche: Beauty, Fitness Parenting, Travel
Peishi is a content creator, lifestyle blogger, and YouTuber in Singapore. She first started blogging in 2011, and her first post was a review of the 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 played the character Lesley in a cameo TV appearance in Mediacorp’s Channel 5 drama series “Lion Mum”.
Niche: Beauty, Food, Lifestyle, Travel
At the young age of 17, Qiu Qiu started her career in modeling and beauty pageants before becoming one of the top influencers in Singapore.
Four years later, at the age of 21, she entered the world of blogging, where she covers her daily activities.
Being a top influencer comes with additional benefits, as brands and companies started approaching her for sponsorships. The total sponsored value for her wedding went up to approximately $25,000.
Niche: Beauty, Lifestyle, Parenting
Rebecca Lim, a Singaporean celebrity, has won awards such as Star Awards, Asian Television Awards and PPCTV Awards. She is bilingual and has acted in both English and Chinese dramas.
While studying for an Accountancy Degree at Singapore Management University, Rebecca was working as a freelance actress. She has also appeared in numerous TV commercials for brands such as Mercedes-Benz, Goldheart and Swiss.
Did you know that Rebecca Lim won the Miss Photogenic award in Miss Singapore Universe 2005?
Niche: Beauty, Fashion, Lifestyle
Roseanne Tang is a blogger and beauty influencer who holds an IMA diploma from the London School of Beauty & Make-Up. She is the founder of both bloomkitbeauty and bloombyroseanne, which provide beauty products and makeup classes.
Her self-made videos are well-received, with some of them reaching over the 1 million views mark. Aspiring makeup artists often turn to her social media platforms for inspiration in their field of work.
As a micro-influencer in Singapore, Roseanne is an inspirational person who often says, “You can only feel beautiful when you believe that you are.”
Niche: Beauty, Lifestyle
Seth Lui owns and runs a highly successful online publication that covers food, travel, and nightlife. The website alone garners over 1 million unique visitors and 2.7 million page views each month.
If you’re a foodie, then Seth Lui’s name will definitely ring a bell. In addition to food reviews and advertorials, Seth also writes about how to start an F&B blog and highlights restaurants in Singapore.
The wealth of information on the website has made Seth, who used to be a freelance photographer, an authority influencer in the world of food.
Food isn’t just about eating; it also enables us to stay connected with our loved ones. To capture your audience, you must first capture their stomachs.
Sylvia Chan is one of the co-founders of Night Owl Cinematics (NOC), 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 were inundated with requests they couldn’t cope with. As a result, they decided to go full-time into YouTube.
Sylvia was born in Malaysia but received her education in Singapore. In her second year of 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 Ryan, who is also a co-founder of NOC.
To the shock of many fans, Ryan and Sylvia announced on their YouTube channel on May 31, 2020, that they had applied for a divorce on March 20, 2020.
Niche: Beauty, Food, Travel
Taufik Batisah’s singing career began when he won the first season of Singapore Idol, and he later won the MTV Asia Awards Favourite Artist Singapore.
He is also a local actor in Singapore and has performed in numerous shows in Singapore, Malaysia, Indonesia, and London. His rise to stardom is evident when compared to his earlier days as a singer in the local band Bonafide.
In addition to being one of Singapore’s top singers, Taufik is also the founder of CHIX Hot Chick, which sells Nashville Hot Chicken at 1 Jln Pisang in Singapore.
His notable achievements among Singapore influencers are commendable, including sweeping four awards at the inaugural Anugerah Planet Muzik 2015.
Niche: Food, Musician, Fitness
As a social influencer, Chin Tung Sheng’s versatility as a lifestyle influencer is immense.
He showcases fast and luxurious cars, luxury goods, and rubs shoulders with the famous, in addition to getting paid for overseas trips. He embodies 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 is, “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.”
Influencer and YouTuber Wendy Cheng has a resume that many of her peers would envy. She is better known online as XiaXue and has worked 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 female influencers in Singapore, and her career in this business started way before influencer marketing became a thing. The youngest of two children born to an antique dealer and a property agent, XiaXue started blogging in 2003 and graduated from Singapore Polytechnic with a diploma in Mass Media.
Her notable achievements include winning the Region’s Best and Most Influential Blog award, and she is currently married to Mike Sayre.
Niche: Beauty, Lifestyle, Parenting
Her endorsement business is only three years old, but it has attracted the kind of international publicity that other influencers can only dream of.
Yoyo Cao’s affection for her business spurred her to launch YOYOKULALA (www.yoyokulala.com), which provides a platform for readers to stay updated on all things fashion, beauty, culture, and lifestyle.
Keep your eyes peeled for 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, Harper’s Bazaar, and Elle Singapore as a cover girl.
Yoyo Cao is married to Matthews Chang, Co-Founder of TOKIGAMES, and has a son named Lucas, whom she announced in a post on Instagram.
Niche: Beauty, Fashion, Lifestyle, Travel
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 known to many of 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 black-colored hair with big anime eyes has won many fans, especially male fans who are into Japanese anime.
Niche: Fashion, Gaming
Here are some steps you could take to become a successful influencer in your niche:
The amount of money an influencer makes is typically dependent on the following factors:
These are the four most important metrics for determining an influencer’s income.
On average, micro-influencers can make anywhere from a few hundred to a few thousand dollars per month, depending on their niche and audience engagement rates.
For influencers with up to 1 million followers or more, we can be looking at rates of at least $25,000 per month.
If you’re at the top of the game like Kim Kardashian, reported rates can reach up to $500,000 per post.
This is one of the easiest ways to earn money as the advertiser normally provides the images and content.
In the influencer marketing industry, the classifications of influencers are based on the number of followers.
Here are the different types of influencers:
When you first start out, it can be hard to resist the temptation of boosting your social media accounts.
However, it’s important to avoid falling into the pitfalls of buying followers or using automated services that may get your accounts banned overnight.
Before you consider boosting your Instagram profile, you should refer to studies released by HypeAuditor, which is an AI-powered analytics tool that helps you get insights about your audience.
We hope you love this article on influencer marketing.
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