Singapore YouTube Trend Report 2022
In 2022, YouTube witnessed a 13.9% surge in content created by Singaporean influencers establishing a solid online presence. With a new way to create and consume content, YouTube Shorts are well renowned among GenZ and Millenials, as they are the majority on the platform.
Singapore’s YouTube landscape helps brands leverage micro-influencers as they contribute to a large segment of YouTube's creator economy. affable.ai helps you to dive into key insights, such as audience demographics, the number of influencers with their engagement rates, and a curated list of the most engaging content creators in 2022.
Table of Content:
- Influencer Demographics
- Number of influencers by Followers Count
- Influencers Engagement Rates
- Influencer Posts: 2021 Vs. 2022
- Top 10 Influencers with the Highest Engagement Rate
1. Influencer Demographics
The YouTube audience in Singapore primarily comprises males accounting for 56.17% of the total audience base, and male users stand at 43.8%. GenZ and Millennials almost share an equal distribution of audiences with only a 0.8% difference, winning the maximum space on YouTube.
With constant growth and evolution of the internet and the availability of cell phones facilitates the younger generations to consume content on YouTube exceptionally. Therefore, the platform can be ideal for brands whose target audiences are younger generations.
2. Number of influencers by Followers Count
Micro-influencers with 10k-50k followers comprise a large segment of content creators on YouTube in Singapore. At least 789 people account for nano-influencers, the lowest among the Southeast Asian nations. However, YouTube can still see growth in micro and nano influencers as they are the rising influencer category. The mid-tier and macro influencers come next with 391 and 341 individuals, respectively. Finally, celebrity influencers with 1M followers record the lowest number among all influencer categories.
3. Influencer Engagement Rates
YouTube generated exceptionally high engagement rates among all the categories, implying influencers are winning followers' attention with their interactive and viral content. Celebrity influencers with above 1M+ followers generated the highest engagement on YouTube with 847767.54% average views due to the content virality.
Micro and nano influencers generated 53418.50% and 90548.26% engagement rates by sharing close rapport with their followers. Further, mid-tier and macro influencers have developed a considerate amount of engagement rate, proving the strong relationship between the followers and users.
The figures show that YouTube can be the ideal platform for brands and marketers who want to reach wider audiences for brand awareness. Unlike Instagram and TikTok, Youtube’s engagement rate increases as the number of followers increases.
4. Influencer Posts: 2021 Vs. 2022
The number of posts generated by content creators on YouTube has increased since 2021. There were 299.5K influencer posts in 2021, which increased to 341.4K in 2022. YouTube’s creator economy continues to expand through its strategy by allowing influencers to create short and long-form videos.
5. Top 5 Influencers in Singapore with high engagement rates
1. G.Covers.S (@G.Cover.S, 1.06M subscribers)
G.Cover. S's main content creation theme is producing music covers for famous songs by collaborating with talented artists in Singapore. K-la, TSM, Nak Fake, and L-Yes are the lead singers on this channel. Their voices captivated all generational users, primarily GenZ and Millenials, generating 4.18% engagement per video. One of the artists, Nak Fake’s official music videos reached millions of audiences, bringing colossal fame to the channel. Their estimated reach and impressions are 4.25M and 318.00K, respectively.
2. Mingweirocks (@mingweirocks, 6.07M subscribers)
Ng Ming Wei, also known as Mingweirock, is a nine-time National champion and even won a medal for Singapore in the Commonwealth Games and has achieved great fame and fortune through his online presence. His popularity acquired followers from all generations, with over 1.57% of engagement rate. Ming Wei and his father began creating prank videos with new ideas emerging as they went along. The duo generated 3.92M and 1.78M of estimated reach and impressions with their viral content on YouTube.
3. HeroTech (@herotech, 306K subscribers)
Hero Tech creates technology through design engineering, and they simultaneously release these projects via films/tutorials on YouTube and products on their websites. Their engagement rate is 5.83%, with GenZ and Millennials as their primary audiences. Their content focuses on technological development to inspire and empower their users. Hero Tech’s estimated reach and impressions are 2.11M and 91.80K, respectively.