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 tendencies, opinions, ideas, and choices. Their predominant mode of communication and operation is thru mass media, comparable 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 fashionable and well-received influencers and Key Opinion Leaders (KOLs), manufacturers are in a position to faucet into the influencers’ present viewers pool, extending their attain into the market.
The truth is, many manufacturers and companies are starting to witness the shift in customers’ buying choices. 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 think about it severely. Influencer advertising and marketing doesn’t need to be a pricey technique. On this article, we’ll present you the highest Singapore influencers in their very own tiers and the way varied tiers may also help 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 influence their neighborhood. Working with nano influencers will not be solely cost-effective, but in addition 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 might need noticed the Singaporean life-style influencer in a number of TheSmartLocal movies. Her profile shows wholesome followers and account development, a excessive engagement price, and numerous content material. From travels and product suggestions to each day life-style, nano influencers like her are perfect for manufacturers seeking to discover influencer advertising and marketing.
2. Micro: 10,000 – 100,000 followers
Micro-influencers concentrate on a particular space or area of interest and are usually considered subject specialists or trade consultants. 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 life-style 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 life-style enterprise, she ought to be in your “to-follow” record.
3. Mid-tier: 100,000 – 500,000 followers
Because the title 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 internet online affiliate marketing partnerships, sponsored postings, and model collaborations below their belt, which make up their predominant supply of revenue.
Daniel Ang (@danielfooddiary) is among the hottest meals overview bloggers in Singapore. His contents are identified to be brutally trustworthy, which is why a lot of his followers belief and observe him for good meals suggestions. He has revealed many occasions 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 usually acquire recognition by the web, whether or not it’s from vlogging or by producing on-line content material. In case your model is seeking to goal a particular group viewers however nonetheless needs to succeed in the plenty, macro influencers are able to reaching these targets.
Jian Hao Tan (@thejianhaotan) is a person with many skills. He’s primarily identified for his YouTube channels, the place he posts relatable skits, comparable to “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 fashionable among the many youthful generations. On high 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 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 matters of curiosity. Whereas they might not be thought of subject material consultants, they can obtain on the spot attain with a single submit.
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 stuffed with journey and life-style content material. Initially beginning off her influencer profession with magnificence and fashion-related content material, she has since expanded to extra life-style 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 have interaction 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 doable. Whether or not you need to discover such an answer or have prior expertise within the discipline, we have now labored with many tiers of influencers, each regionally and internationally. Contact us to learn how our KOL advertising and marketing technique will be carried out in yours!
