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In 2022, influencer marketing brought actual conversions for brands and marketers. We want you to take it a notch above in 2023 — by employing better planning techniques based on data analytics. For influencer marketing in Singapore, Instagram is one of the most liked platforms by content creators, Millennials, and Gen Zers. affable.ai has scanned through influencer profiles and gathered data to help you analyze how different influencer categories have emerged in the country, their engagement rates, audience demographics, and a list of the ten most engaging influencers in the past year.
Table of Content
The majority of Instagram users in Singapore are females. Out of every 100 users, 51 are females. They comprise 51.38% of the user base, which is slightly higher than it is for men at 48%. Among them, Gen Zs aged 19 and 25 uses the platform the most frequently, followed by Millenials between the ages of 26 and 32, making up over 34% of the audience.
In Singapore, micro-influencers (10k–50k followers) are the fastest-growing influencer category. affable.ai data shows at least 3594 micro-influencers in 2022, the highest among all the categories. Nano influencers, who have 5k–10k followers, are the next emerging category. There are roughly 2276 nano-influencers. Compared to nano influencers, the number of macro influencers (50k–100k followers) sees a dip of 75%, with just 579 influencers. The number further reduces when it comes to celebrity influencers with 1M+ followers.
The nano-influencers have an engagement rate of at least 3.62%, higher than the micro-influencers' 2.86% engagement rate. Interestingly, celebrity influencers come in third with a 2.57% engagement rate, demonstrating how they have not yet reached saturation and that people still trust their advice. Macro and mega influencers' engagement rates range from 2.21% to 2%. Overall, about 4.97% engagement rate is driven by influencer marketing in Singapore.
Struggling to find high-engagement influencers for your brand? Access affable.ai’s 6M+ influencer profiles to analyze performance metrics and select the best creators.
The influencer post on Instagram has almost fallen by 11% in 2022 compared to 2021. There were approximately 1.2 million influencer posts in 2021, which decreased to 1.1 million posts. Where are we observing the shift, one wonders? Read our global analysis to learn how TikTok and YouTube's vertical video formats pull away Instagram's user base.
Angelina Sulin Lee has been a part of the Korean Rhythmic Gymnastics team from 2007-2014. Currently a gymnastics coach with Singapore Gymnastics coaching club, Angelina is also an influencer actively posting on fashion, lifestyle, and fitness. Almost 87% of her followers are above 21 years, comprising 74% males and 25% females. Her followers are interested in beauty, food, clothing, fashion accessories, and travel. According to affable.ai's analytics, Angelina has an estimated 9.89k reach and 14.83k impressions. Nearly 88% of her content over the past three months wasn't branded. But she has previously worked with brands including Hurley and Pure Fitness Singapore.
Dotz Soh's first account, @dotzsoh, has almost 1 million followers. Her second account, @dotzsoh2, is about travel, lifestyle, and landscape. She has an engagement rate of 34.76%, an estimated reach of 6.45k, and an estimated impression of 9.68k. She has worked with brands such as The Ritz-Carlton, Insta360, Alma Resort, Jetwing Hotels, Gardens By The Bay, and other hotels and resorts in Sri Lanka, Turkey, Saudi, and Grand Hyatt Hong Kong. Her audience is mainly interested in clothing, fashion, food, live events, and leisure.
Harhys Stewart is a fitness, sports, fashion, and accessory influencer, with an engagement rate of at least 33.26%. His estimated reach is almost 4.66k, with an estimated impression of 6.99k. He has promoted brands Under Armour Southeast Asia, Football Association Singapore, Russell Athletic, Boss, Singapore Premier League, Moschino, and Mizuno Football. His audience's interest mainly lies in live events, cuisines, beauty, photography, children, and gyms.
Zy Zhang’s is popular among Zen Zers. A photographer and cosplay artist, Zhang is a fashion and accessory, lifestyle, and entertainment influencer, with an engagement rate of 32.12%. She has endorsed Fujifilm, Sony, Canon, Zeiss camera lenses, Godox, and others through her content. Her follower count has grown exponentially since May 2021 and has been escalating. It includes those interested in fashion, clothing, undergarments, hair, cartoons, and comics.
Fae is a fitness, fashion and accessory, and sports influencer. At least 25% of her follower base is below 19 years, while 32% are 19-25, and it primarily comprises males. Fae’s popularity among his audience has earned her an engagement rate of 31.73%, an estimated reach of 3.70k, and an estimated impression of 5.55k. She has worked with Gai Gai Singapore, Cheryl W Wellness, Rhinoshield Asia, ViewSonic Singapore, Wunderfood, Sephora Singapore, Vivo, Shopee, TikTok Singapore, and Itzy.
Brie Benfell is a fashion, beauty, parenting, and lifestyle influencer. Her followers, interested in food, live events, exercise and fitness, hair, leisure, and cuisine, have constantly increased since 2019. Benfell’s current engagement rate is at least 27.43%, with an estimated reach of 4.83k and estimated impressions of 7.24k. Brands she endorsed include Coach, Zara official, RayBan, Agolde, Charles and Keith, Chanel, Merci Marcel, and other Singapore-based brands.
A software engineer turned influencer, Yuvi Chua's audience base comprises 74% females between 19-25 years of age. They are mainly interested in fashion, exercise, fitness, food, hair, travel, cuisine, and music. She has posted an equal mix of branded and non-branded content in the last three months. Chua's follower count has grown exponentially since July 2022 but with a fluctuating engagement rate. Her engagement rate is about 27%, with an estimated reach of 15.80k and an estimated impression of 23.69k.
Kwef is a fashion, beauty and entertainment influencer, having a 65% male audience interested in clothing, food, exercise and fitness, fashion and travel. He has an engagement rate of 24.42%, an estimated reach of 1.70k and estimated impressions of 2.55k. He has worked with brands like Bovem, Lazada Singapore, Starbucks and other Singaporean brands.
Fauzi Imran's almost 71% of her audience is 21 years, mainly males. His audience interest is travel, music, photography, beauty, sports, live events, and footwear. It has garnered him an engagement rate of 23%, an estimated reach of 1.60k, and an estimated impressions of 2.40k. He has worked with local Singapore-based brands Brembo Brakes, Photobook Worldwide, Photobook Singapore, Casetify, and Gaston Luga.
Food and beverages, fashion, and pet influencer, Zehvier's 80% audience are above 19 years, mainly males. His engagement rate is 22.63%, with an estimated reach of 2.58k and estimated impressions of 3.87k. Zehvier's follower timeline has shown organic growth since 2018, which made him work with Lola's Cafe, Pacific Beverages, Sentosa Golf Club, Jimmy Chop, Luxasia, and Uniqlo Singapore. Zehvier's audience interest is in fashion, clothing, beauty, travel, music, and sports.
To know more: Read our in-depth guide on Influencer Marketing in Singapore.
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