Influencer advertising is outlined as partnering with manufacturers, people, or celebrities who’ve constructed up a big quantity of following and on-line presence and are in a position to affect traits, opinions, ideas, and selections. Their essential mode of communication and operation is thru mass media, reminiscent of social media and Web channels.
Through the years, influencer advertising has transitioned right into a key advertising technique for a lot of manufacturers. By partnering with common and well-received influencers and Key Opinion Leaders (KOLs), manufacturers are in a position to faucet into the influencers’ current viewers pool, extending their attain into the market.
In reality, many manufacturers and companies are starting to witness the shift in shoppers’ buying selections. A current survey on social media influencers was carried out in Might 2023. Roughly 50% of Singaporeans who responded said that they purchased a product as a result of it had been promoted by an influencer.
Manufacturers and companies which have but to faucet into such an efficient technique want to contemplate it critically. Influencer advertising doesn’t must be a expensive technique. On this article, we’ll present you the highest Singapore influencers in their very own tiers and the way numerous tiers may help together with your marketing campaign technique.
1. Nano: 1,000 – 10,000 followers
Nano influencers are budding generations of on a regular basis influencers who’re in a position to affect their neighborhood. Working with nano influencers will not be solely cost-effective, but additionally they’ve higher connections with their followers, permitting your model to be promoted extra successfully too.
Abigail Chloe (@chlobigail) is an instance of a super nano influencer. With 6,334 followers, you may need noticed the Singaporean way of life influencer in a number of TheSmartLocal movies. Her profile shows wholesome followers and account development, a excessive engagement fee, and various content material. From travels and product suggestions to each day way of life, nano influencers like her are perfect for manufacturers trying to discover influencer advertising.
2. Micro: 10,000 – 100,000 followers
Micro-influencers give attention to a selected space or area of interest and are sometimes thought to be matter specialists or business specialists. Mixed with a smaller following as in comparison with a typical influencer, they’ve a stronger influencer-follower relationship.
Kaylene Choo (@kayleneeeechoo) is an instance of a micro-influencer. The Singaporean way of life influencer was already a profitable influencer even earlier than marrying and being a mom. Whereas she works with numerous manufacturers throughout industries, she at the moment posts principally about her household. Therefore, in case you are a family-oriented model or service, or a magnificence and way of life enterprise, she must be in your “to-follow” listing.
3. Mid-tier: 100,000 – 500,000 followers
Because the identify suggests, mid-tier influencers are nestled in the midst of the smaller and bigger influencer tiers. They’re principally made up of influencers working as skilled content material creators. Usually, they’ve a number of affiliate marketing online partnerships, sponsored postings, and model collaborations below their belt, which make up their essential supply of revenue.
Daniel Ang (@danielfooddiary) is likely one of the hottest meals evaluate bloggers in Singapore. His contents are recognized to be brutally trustworthy, which is why lots of his followers belief and comply with him for good meals suggestions. He has revealed many instances that he pays for the meals he posts and doesn’t maintain again on his critiques.
4. Macro: 500,000 – 1,000,000 followers
Macro influencers sometimes achieve reputation via the web, whether or not it’s from vlogging or via producing on-line content material. In case your model is trying to goal a selected group viewers however nonetheless desires to achieve the lots, macro influencers are able to attaining these targets.
Jian Hao Tan (@thejianhaotan) is a person with many skills. He’s primarily recognized for his YouTube channels, the place he posts relatable skits, reminiscent of “13 kinds of college students taking notes”, “13 kinds of folks within the chilly climate”, and “14 kinds of folks on the seaside”. Due to that, his content material is common among the many youthful generations. On prime of that, he runs a automotive dealership referred to as HypeCars, in addition to a manufacturing firm referred to as Titan Digital Media.
5. Mega: 1,000,000 and above
Mega influencers, typically referred to as movie star influencers, are sometimes extra well-known than influential. They don’t have as robust an influencer-followers relationship as in comparison with the opposite tiered influencers. In addition they have a various vary of audiences throughout various subjects of curiosity. Whereas they might not be thought-about material specialists, they’re able to obtain instantaneous attain with a single submit.
Singapore doesn’t have many mega influencers. One in every of them is Dorothy Soh (@dotzsoh), a journey content material creator, photographer, and social media influencer. With greater than 1.2 million followers, her feed is crammed with journey and way of life content material. Initially beginning off her influencer profession with magnificence and fashion-related content material, she has since expanded to extra way of life content material.
Conclusion
Influencer advertising is a must have technique in your advertising marketing campaign. Not solely are influencers able to increasing your model’s viewers attain, however they’ve the required abilities and expertise to optimise and maximise your advertising methods, which is why manufacturers want to have interaction content material creators.
Kobe is an influencer advertising company in Singapore that goals to bridge that hole by matching your model with the perfect influencer, KOL, and content material creator attainable. Whether or not you want to discover such an answer or have prior expertise within the area, we have now labored with many tiers of influencers, each domestically and internationally. Contact us to learn how our KOL advertising technique may be carried out in yours!
