The prominence of TikTok in Singapore helped many brands to broaden their reach in 2022. Since the short-form video platform is popular among younger generations, most marketers and brands used TikTok to execute their influencer marketing strategy and collaborated with micro-influencers to reach GenZ and millennials.

affable.ai helps you to dive into key insights, such as audience demographics, the number of influencers with their engagement rates, and the amount of content created by influencers in 2022.

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Table of Content:

1. Influencer Demographics
2. Number of influencers by Followers Count
3. Influencers Engagement Rates
4. Influencer Posts: 2021 Vs. 2022

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1. Influencer Demographics
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In Singapore, TikTok is an excellent platform for creating and sharing personalized content, letting brands and influencers promote and engage through their content. Based on affable.ai’s data, TikTok users in the country primarily comprise 52.93% of males and 47.06% of females. At least 53.08% of users are GenZ, and 28.63% are aged 26-32 years. Over 4.11% of the users belong to the age group of 40-46 years, and 2.13% are above the 47 years age category.  

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2. Number of influencers by Followers Count
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Micro-influencers (10k-50k followers) are prominent in the country’s TikTok creator economy, accounting for 948 individuals. The mid-tier (50k-100k) and macro (100k-250k) influencers come next with a count of 410 and 373, respectively. Nano-influencers (5k-10) are the lowest, comprising 389 individuals. Finally, celebrity influencers with 1M+ followers are the lowest among all categories of influencers.

‍Discover top-performing content creators in your region through our Influencer Ranking page.

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3. Influencer Engagement Rates
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Micro and mid-tier influencers in Vietnam generated 64.29% and 60.59% engagement rates. Macro and nano-influencers also generated considerable engagement rates, proving the affinity and connection between the users and influencers. If brands in Singapore are looking for wider audiences and brand exposure, they can rely on celebrity influencers who generated 22.59% of engagement in 2022.

‍(*Maximum engagement is calculated in terms of average views)

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4. Influencer Posts: 2021 Vs. 2022
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The influencer content on TikTok remained steady, with only a 0.14% decline in the total number of posts in 2022. There were 252.8K influencer posts in 2021, which decreased to 252.4K in 2022.

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023.

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