In the world of digital influence, not all creators are made equal—each is distinguished by their follower count, spanning from nano to mega influencers. These tiers define the scope of their reach, engagement, and collaboration potential, each offering unique advantages and challenges for brands. Contrary to what some may believe, effective influencer marketing doesn’t require sticking to one tier. Many successful strategies involve leveraging a mix of influencers to maximise reach while maintaining meaningful engagement. For instance, macro influencers can enhance visibility, while nano and micro influencers foster trust and loyalty through more personalised connections. If you’re looking to navigate the diverse landscape of influencer marketing and find the right partnerships for your brand, get to know these Singaporean influencers across all tiers who are redefining engagement and creating lasting impacts in their niches.
Nano (1,000 – 10,000 followers):
1. Jolyn (@jolynnn_) – 7.9K followers
Jolyn’s Instagram is a vibrant celebration of her passion for fashion and beauty, offering a treasure trove of style inspiration and beauty insights. Her content reflects a polished sense of aesthetics, featuring diverse outfit ideas, in-depth beauty product reviews, and practical style tips. With a flair for highlighting her favourite items and weaving in snippets of her travel adventures, Jolyn invites her followers into a world of contemporary elegance. Her charismatic approach and trend-savvy perspective make her a go-to source for anyone looking to elevate their fashion and beauty game.
2. Chloe (@chlobigail) – 8K followers
Chloe seamlessly combines her passion for fitness with an adventurous spirit, showcasing a lifestyle that thrives on energy and exploration. As a spin instructor and influencer, she uses her platform to inspire followers by sharing practical tips for staying fit on the go and insights into maintaining a balanced, healthy life. Her social media is a vibrant mosaic of her spin classes, travel escapades, and snippets of her personal journey, offering motivation for anyone seeking to harmonise wellness and wanderlust. Chloe’s content resonates with those who aspire to lead an active, fulfilling life enriched by travel and self-care, making her the perfect fit for brands looking to invest in fitness KOL marketing.
Micro (10,000 – 100,000 followers):
1. Genevieve (@genevievesjy) – 36.5K followers
Genevieve is an emerging influencer who’s currently signed with WILD, a global entertainment company, and has carved out a unique niche in the influencer space with her genuine and relatable online presence. Known for her stylish content, Genevieve shares lifestyle, beauty tips, and personal insights, with a special emphasis on her appreciation for K-pop and Korean culture. Beyond her content, Genevieve’s influence extends into impactful community-driven initiatives, such as her viral TikTok video that supported a local vendor at Paya Lebar Quarter Mall.
2. Isabelle (@bombiibii) – 60.7K followers
Isabelle is a digital influencer who rose to fame in the world of social media thanks to her engaging posts that showcase her personal style, travel experiences, and brand collaborations. Her Instagram feed features a sleek, aesthetic vibe that has garnered her a wide and loyal following.
Mid-tier (100,000 – 500,000 followers):
1. Hannah Cheng-Bradshaw (@hannahchengbradshaw) – 391K followers
Hannah Cheng-Bradshaw is a famous Singaporean model of British-Chinese descent and currently represented by Basic Models. Apart from her professional modelling career, she is also an influencer who focuses on posting lifestyle, fashion, and fitness content. On Instagram and TikTok, she regularly regales her followers with behind-the-scenes looks of her modelling career and wellness routines. She is also a food influencer in Singapore and runs an Instagram account where she shares delicious foods.
2. Tosh Zhang (@toshrock) – 319K followers
As an established actor and musician, Tosh Zhang had a relatively seamless journey in becoming an online influencer. He gained widespread recognition for his role as Sergeant Ong in the “Ah Boys to Men” film series, but prior to getting into acting, Tosh initially worked behind the camera in production. This transition is all thanks to him showcasing his unique talent through YouTube videos, which caught the eyes of the right people and led him to getting scouted. One of the many ways he has proven his creative and entertaining approach to content is his recent collaboration with McDonald’s Singapore, wherein he created an ASMR-inspired rap for their Chicken McCrispy campaign.
Macro (500,000 – 1,000,000 followers):
1. Jianhao Tan (@thejianhaotan) – 722K followers
Jianhao Tan is not just a renowned content creator but also the CEO of Titan Digital Media, a Singaporean creative agency and production company. On social media, he mainly posts content that revolves around school-life parodies, skits, and relatable everyday comedy. Moreover, his work often highlights humorous yet thoughtful takes on daily life, appealing to audiences of all ages. Since marrying Debbie Soon in 2019, Jianhao began sharing their journey as parents to the world. His family-focused posts blend humour with heartfelt moments, which also makes him a relatable figure in the parenting community.
2. Naomi Neo (@naomineo_) – 932K followers
Naomi Neo is a prominent Singaporean influencer who began her influencer journey at a relatively young age. At 11 years old, she started out as a blogger and eventually transitioned to platforms like YouTube and Instagram, where she gained fame by posting about her personal life experiences and lifestyle advice mixed with a bit of humour. Additionally, Naomi is celebrated for her creative storytelling and her ability to connect deeply with her audience. She leverages her platform not just for entertainment but also to share meaningful advice, often reflecting on the importance of staying true to one’s purpose
Mega (1,000,000 and above):
1. Dorothy Soh (@dotzsoh) – 1.2M followers
Dorothy Soh is best known for being a skilled photographer and a highly successful travel influencer. Her work, which showcases visually stunning travel destinations across the globe, is so captivating to the point that it makes the viewer feel as if they were right there with her. It is thanks to this appeal that Dorothy has become one of the most followed Instagram personalities in Singapore. Prior to achieving this level of success, she started her influencer career focusing on beauty and fashion but later expanded into broader lifestyle topics. With her following now reaching over a million and rising, Dorothy continually attracts collaborations offers with renowned brands like Nikon and Insta360 who wish to leverage her platform for photography- and travel-related promotions.
Conclusion
The rich world of influencer marketing thrives on collaboration across tiers, and these Singaporean influencers prove just how impactful such diversity can be. Each tier brings its own advantages to the table, giving brands the opportunity to craft dynamic, multifaceted campaigns that resonate with a wide audience. By understanding and appreciating the value each influencer tier provides, businesses can unlock the full potential of influencer marketing, just as these 10 individuals have demonstrated through their unique approaches and contributions.
Don’t miss the chance to tap into the marketing power of social media influencers! No matter which tier of influencers you’re interested in, GetKobe offers the expertise and tools to make your campaigns a success. Let’s turn your ideas into results-driven strategies – contact us today and unlock your brand’s full potential!
