Looking to boost your brand’s presence in Singapore through Instagram? If you’re an advertiser or a local business, partnering with the right influencers can be a game changer. As of May 2025, Singapore’s social media scene is hotter than ever, with influencers shaping consumer trends and brand perceptions. In this article, we’ll break down the top 10 Instagram influencers in Singapore you should consider collaborating with — whether you’re targeting Gen Z, Millennials, or the mass market. Let’s get into the real deal, no fluff, straight from the insiders’ playbook.
📢 Why Instagram Dominates the Singapore Market
Singapore is a digital hub in Southeast Asia, and Instagram remains the platform of choice for lifestyle, fashion, food, and travel brands. According to recent data, over 80% of Singaporeans aged 18-34 actively use Instagram, making it a goldmine for targeted marketing. Local brands like OSIM and Charles & Keith leverage influencer collabs to reach millions effortlessly.
For advertisers in the US eyeing entry into Singapore, understanding local influencer culture is vital. Influencers here don’t just promote products—they build community and trust. Payment methods are straightforward: bank transfers, PayNow, or even e-wallets like GrabPay. Plus, with Singapore’s strict ad laws, transparent disclosures are a must, which adds an extra layer of trust for global brands.
💡 Top 10 Instagram Influencers in Singapore for Collaboration
Here’s the inside scoop—these influencers have proven track records, sizable followers, and the engagement rates that make them worth your investment.
1. Melissa Celestine Koh (@melissacelestine)
A fashion & lifestyle influencer with over 200K followers, Melissa is known for her chic style and authentic storytelling. Brands like Sephora Singapore often team up with her for product launches. Her audience appreciates genuine reviews, making her a go-to for beauty and fashion collabs.
2. Benjamin Kheng (@benjaminkheng)
Singer, actor, and influencer, Benjamin’s versatility attracts a diverse crowd. With 150K+ followers, he’s perfect for lifestyle, music, and youth-oriented campaigns. His engaging content often features local cafes and events, ideal for F&B brands aiming for a cool, local vibe.
3. Jolyn Tan (@jolyn.tan)
A fitness and wellness influencer with 180K followers, Jolyn’s content is all about healthy living. Activewear brands and health food companies regularly partner with her. Her authentic approach helps brands connect deeply with health-conscious consumers.
4. Yvonne Ong (@yvonneong)
Beauty guru Yvonne has over 220K followers. She’s a trusted voice in skincare and makeup, often collaborating with local and international beauty brands. Her tutorials and honest reviews boost brand credibility.
5. Daniel Boey (@danielboey)
Fashion stylist and blogger, Daniel’s influence extends into high-end fashion and lifestyle. With around 130K followers, he’s a perfect fit for premium brands looking to tap into Singapore’s fashion scene.
6. The Smart Local SG (@thesmartlocalsg)
Not just an influencer, but a media powerhouse with 600K+ followers, this account covers everything from food to travel. Collaborating with them can give your campaign massive reach and local authenticity.
7. Vanessa Ho (@vanessaho)
Travel and lifestyle influencer with a focus on Singapore’s hidden gems. Her 100K+ followers are engaged and eager for local experiences, making her ideal for tourism or hospitality brands.
8. Eugene Soh (@eugene_soh)
Foodie influencer with 160K followers, Eugene’s reviews are trusted by locals. Partnering with him benefits F&B brands wanting to showcase new menus or outlets.
9. Rachel Wong (@rachellwong)
A mom influencer with over 140K followers, Rachel connects with family-oriented audiences. Ideal for brands in baby products, family travel, or parenting services.
10. Kevin Chiam (@kevinchiam)
Tech & gadget influencer, Kevin’s 120K followers are tech-savvy and eager for reviews on the latest devices. Perfect for electronics brands targeting Singapore’s youth and working professionals.
❗ Risks and Tips for Successful Influencer Collaboration in Singapore
Partnering with influencers isn’t just about follower counts. Make sure they align with your brand values, and always clarify deliverables upfront. Singapore’s advertising laws require clear disclosure of sponsored content—failure to comply can lead to hefty fines. Use secure, trusted payment methods like bank transfer or PayNow to ensure smooth transactions.
Also, consider local nuances: Singaporeans value authenticity, so avoid overly scripted content. Work with influencers who genuinely love your product or service—they’ll promote it more convincingly.
📊 Data Insights & Trends
According to recent studies, influencer marketing ROI in Singapore has doubled over the past year, with an average engagement rate of 4.8%. Video content, especially reels and stories, outperform static posts. Influencers like Jolyn and Melissa frequently use Instagram Stories to create swipe-up links, driving direct traffic to brands’ websites.
In addition, brands that partner with local influencers often see a 30-50% uplift in brand awareness and conversion rates compared to traditional media. This trend is set to grow as Singapore continues to embrace digital-first marketing.
🤔 People Also Ask
How do I find the best Instagram influencer in Singapore?
Start by defining your target audience and campaign goals. Use platforms like BaoLiba to connect with local influencers or search Instagram hashtags like #SingaporeInfluencer or #SGFashion. Check engagement rates, content quality, and past brand collaborations. Authenticity and niche relevance matter more than follower count alone.
What’s the average cost to collaborate with an influencer in Singapore?
Costs vary widely depending on follower count and campaign scope. Micro-influencers (10K-50K followers) often charge between SGD 200-800 per post, while top-tier influencers can ask SGD 2,000 or more. Always negotiate clear deliverables and consider adding value through product gifting or exclusive experiences.
Are there legal considerations when working with Instagram influencers in Singapore?
Yes. Singapore has strict advertising standards. Influencers must disclose sponsored content transparently, typically with hashtags like #ad or #sponsored. Brands should also draft clear contracts outlining expectations, usage rights, and payment terms to avoid disputes.
Final Thoughts
If you’re looking to make a splash in Singapore’s thriving Instagram scene, collaborating with the right local influencers is your best bet. Whether it’s fashion, food, or lifestyle, these Top 10 influencers have proven track records and engaged audiences. Remember, successful influencer marketing is about authenticity, strategic fit, and compliance.
As of May 2025, the influencer landscape continues to evolve, with new talents emerging and platforms innovating. Stay ahead of the curve by partnering with seasoned local influencers who understand the Singaporean market inside out.
BaoLiba will continuously update Singapore influencer marketing trends. Follow us for the latest insights and tips to elevate your global campaigns!
