Influencer advertising and marketing 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 choices. Their fundamental mode of communication and operation is thru mass media, akin to social media and Web channels.
Through the years, influencer advertising and marketing has transitioned right into a key advertising and marketing technique for a lot of manufacturers. By partnering with well-liked 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.
Actually, many manufacturers and companies are starting to witness the shift in shoppers’ buying choices. A latest survey on social media influencers was performed in Could 2023. Roughly 50% of Singaporeans who responded acknowledged 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 and marketing doesn’t should be a expensive technique. On this article, we’ll present you the highest Singapore influencers in their very own tiers and the way varied tiers can assist along 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 impression their neighborhood. Working with nano influencers isn’t 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 progress, a excessive engagement charge, and numerous content material. From travels and product suggestions to day by day way of life, nano influencers like her are perfect for manufacturers trying to discover influencer advertising and marketing.
2. Micro: 10,000 – 100,000 followers
Micro-influencers give attention to a particular space or area of interest and are sometimes thought to be matter specialists or trade 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 varied manufacturers throughout industries, she at present 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” checklist.
3. Mid-tier: 100,000 – 500,000 followers
Because the identify suggests, mid-tier influencers are nestled in the course of the smaller and bigger influencer tiers. They’re principally made up of influencers working as skilled content material creators. Sometimes, they’ve a number of affiliate marketing online partnerships, sponsored postings, and model collaborations beneath their belt, which make up their fundamental supply of earnings.
Daniel Ang (@danielfooddiary) is without doubt one of the hottest meals assessment bloggers in Singapore. His contents are recognized to be brutally trustworthy, which is why lots of his followers belief and observe 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 by way of the web, whether or not it’s from vlogging or by way of producing on-line content material. In case your model is trying to goal a particular group viewers however nonetheless needs to succeed in the plenty, 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, akin to “13 sorts of college students taking notes”, “13 sorts of folks within the chilly climate”, and “14 sorts of folks on the seaside”. Due to that, his content material is well-liked 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, generally referred to as celeb 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. Additionally they have a various vary of audiences throughout various subjects of curiosity. Whereas they is probably not thought-about subject material specialists, they can obtain on the spot attain with a single put up.
Singapore doesn’t have many mega influencers. Considered one 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 full of 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 and marketing is a must have technique in your advertising and marketing 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 and marketing methods, which is why manufacturers want to interact content material creators.
Kobe is an influencer advertising and marketing company in Singapore that goals to bridge that hole by matching your model with one of the best influencer, KOL, and content material creator potential. Whether or not you need to discover such an answer or have prior expertise within the discipline, we’ve got labored with many tiers of influencers, each domestically and internationally. Contact us to learn how our KOL advertising and marketing technique could be applied in yours!
