Revealed: Singapore's most influential influencers for 2023

2023 was the year of influencers and taking the top five spots as Singapore's top ones are Naomi Neo, Noah Yap, Jianhao Tan, Tosh Rock and Kimberly Chia. 

These were the results of media intelligence platform Meltwater's "The Social Media Influence 10" report which used its influencer management platform Klear to reveal Singapore's most influential social media figures.

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Coming up close behind are influencers Benjamin Kheng, Taufik Batisah, XiaXue, Jayley Woo and Jeanette Aw.

Meltwater achieved this result by ranking influencers by their Klear score, followed by reach. Influencers must also have a minimum of 400,000 followers across all social media platforms and must have a Singaporean audience reach of at least 40%.

In recent years, creator economy and the social media scene in Singapore has witnessed great growth, presenting brands with the opportunity to redefine their engagement strategies. 

According to Meltwater's State of Influencer Marketing Report 2023, it was revealed that influencers are 87% more memorable than TV advertising and are considered to be more memorable than Facebook and YouTube advertising by 182% and 73% respectively. 

Most prominently, influencer marketing offers brands an authentic and direct channel to connect with their audiences, energise customer relationships and create passionate advocates of their brands. 

Brands have certainly been capitalising on the power of influencer marketing this year in particular. Recently, brands such as Dove and Shopee have both engaged influencers in campaigns. In November, personal care cosmetics brand Dove partnered with animated social media influencer Lennnie to spread love and positivity on social media feeds.

To kick off the partnership, which is part of the Dove Self-Esteem Project and in time for Thanksgiving, a song was posted with Lennnie telling viewers that it loves them and that they glow.

Closer to home, eCommerce platform Shopee roped in local influencers Xiaxue and Mayiduo to help promote its 9.9 campaign. In a conversation with MARKETING-INTERACTIVE, Shopee said that the point of the campaign was to embody the platform's key values of being simple, happy and together.

"[The influencers] drive buzz, laughter and top-of-mind recall for Shopee’s 9.9 Super Shopping Day," it said.

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