Instagram Influencers Singapore

The 101 on influencer marketing on Instagram.

Singapore boasts a high social media penetration rate of 84.4% with 4.96 million social media users as of January 2021. Singaporeans are also known to be some of the most active social media users, with an average of 8 social media accounts per user. 

With such a high social media presence, it is critical for each business/brand to establish a social media following to reach a larger audience. However, to ease the burden of marketers, let’s introduce influencer marketing. An extremely popular strategy to amplify your existing marketing efforts. 

The most used social media in Singapore is: 

  1. Facebook (58.72%)
  2. Twitter (13.7%)
  3. Pinterest (8.28%)
  4. YouTube (6.87%)
  5. Instagram (6.85%)
  6.  Reddit (2.76%)

Despite Instagram being 5th on the list, the number of Instagram users in Singapore amounts to about 2.5 million and is an extremely popular social media channel amongst millennials. 

In this article, we’ll be focusing , on  influencer marketing on Instagram! This article will walk you through how to find and work with Instagram influencers, or even be one yourself.

What do Instagram influencers do?

Instagram influencers are essentially people who have built a reputation for their knowledge and expertise on a specific topic through the platform. They make regular Instagram posts about that topic and generate large followings of enthusiastic, engaged people who pay close attention to their posts. 

You can think of them as celebrities within their niche. They’ll usually share your product/service with their audience in exchange for compensation such as money, free products, or experiences. These Instagram influencers create beautiful content in return for brands. Thus, brands pay Instagram influencers to: 

  • Build product credibility amongst their target audience. 
  • Increase brand and product awareness. 
  • Reach niche markets faster and drive sales. 
  • Create valuable partnerships and collaborations.

Who are the top Instagram influencers in Singapore?  

Now that you’ve got a better understanding of what Instagram influencers do,  here are some of the influencers in the respective niches within Singapore. 


Influencers & Follower count (as of October 2021)


Fashion & Lifestyle




What makes a good influencer? How can someone become an Instagram influencer?

Influencers on Instagram may seem to have an easy life, with all the freebies, the fame, and the fun-filled events and experiences lined up for them. However, behind the gram, there’s a lot of work and effort required to achieve that status! 

  1. Selecting a niche

What are you passionate about? Before you start your influencer journey, you’ll need to first identify a niche to get started with. You would want to have some level of expertise in this field to be able to establish some credibility as an influencer. 

Since you’ll be spending the bulk of your time researching and creating content surrounding this niche, it is important to pick something you enjoy spending your time on. It can include a combination of 2-3 interests but keeping it simple and not too broad is recommended.  

  1. Creating a business account

When creating your Instagram account, remember to switch to a business account for access to the analytics tools that come with a business account. Once done, you’ll need to craft an engaging bio with an easy to remember username. Your bio is the first thing a user sees when they visit your profile so use this opportunity to leave a lasting impression!

Your bio should minimally include information such as your:

  • Full name
  • Current location
  • Contact details
  • Area(s) of expertise/niche

Adding onto your personal brand identity, your profile picture is the star. Make sure your face is visible, and that your picture is of great quality. 

  1. Understanding your audience

What does your audience want to see? Think from the point of view as a user within your niche. What types of content would you like to see when you scroll through your feed? 

Building strong connections takes time, but most importantly, you cater to those with similar interests in the same niche, and not to everyone. As an influencer, you need to be clear of who you’re targeting. You can easily obtain insights into user demographics and interests when you analyse your existing follower base with Instagram’s business analytics tools. Thereafter, it’ll be much easier for you to curate targeted content and a content strategy.  

  1. Creating and posting relevant content on a regular basis

For an influencer, an important criterion would include whether your followers listen to your opinions and recommendations. To achieve this, you’ll need to build a content strategy that includes a variety of content types that your audience may like. 

Keep your content strategy broad enough to accommodate future brand collaborations. You want to ensure that your sponsored posts can fit in naturally with the rest of the posts on your feed. Here, you want to think from a long-term perspective and prepare right from the beginning. 

Instagram, just like any other social media platform, has its own algorithm. All algorithms favour active users, so posting regularly will definitely give your account a boost in terms of visibility.

  1. Engaging with your audience to build a follower base

Don’t ignore the comments on your posts. As an influencer, it is important to connect with your followers, so it is a good practice to acknowledge comments and answer any questions you have in the comments section, or even like their comments to show your appreciation. 

Alternatively, you can ask questions and start conversations with your followers surrounding a topic of mutual interest. These will help to solidify connections and build up your reputation and credibility as an influencer. 

  1. Let brands know you’re open to collaborations

The simplest way to do so is to include in your bio that you’re open to collaborations. Including your contact details (email address) will also make it easy for potential clients to reach you. Alternatively, you can set up an email outreach template and pitch to brands on what you can offer them. 

How do I engage an Instagram influencer in Singapore to promote my brand/company/product/event?

An Instagram influencer either manages their portfolio themselves, or they are signed under a talent management agency that handles all the backend and administrative work for them. Either way, they’ll include an email in which you can contact for job enquiries and collaboration opportunities. Drop them an email, and they should get back to you shortly and you proceed on from there. 

Alternatively, you can get in touch with an influencer marketing agency, which will help you identify the right influencers for your marketing campaign before you negotiate prices and results. 

For campaigns on a larger scale (using more than just 1-2 influencers), influencer marketing agencies can significantly lighten the manual work needed to run a campaign. They also offer several other important benefits, such as:

  • Influencer selection and brand safety - agencies have deeper knowledge of influencers and their reputations, reliability, and working style, and knowledge of whether they have worked with your competitors before
  • Higher levels of coordination (such as sending products to multiple influencers, managing specific timing and scheduling of posts, or multi-country campaigns with regional or language barriers)
  • Quality control of the content
  • Deeper knowledge of market price rates and better bargaining power - thanks to having built a relationship with the influencers over time
  • Knowledge of best practices on campaign execution - agencies can guide you on do’s, don’ts, and unseen opportunities thanks to their past experience of running influencer campaigns, in order to maximize your budget
  • Robust reporting - based on the agency’s knowledge of market benchmarks and past campaign experience

As Instagram continues to be one of the top social media platforms that Singaporeans love, so does the trend of Instagram influencer marketing. This presents a wide range of opportunities for brands looking to reach new audiences. If you have any questions about how influencer marketing can work for your brand, drop us a line at and a member of our team will get back to you as soon as possible.

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