With a total population of 6 million, Singapore boasts a high number of Internet users. There were 5.81 million internet users in Singapore in early 2023, and 5.08 million of them are active on social media.
The Singaporean market is one of the most developed information and communications markets in the world, with heavy technology users and avid media consumers. This has further created the opportunity for brands to harness the capabilities of influencers as a new wave over traditional forms of advertising.
Influencers in Singapore strive towards personalised content, being relevant and authentic, and aim to increase brand awareness through their influence.
Influencer is the Top Media Spend for Brands in Singapore in 2023
Although Facebook was the top media spend in Singapore for 2021, it has been replaced by influencers in 2023, as 60.8% of brands say it is their top media spend. Facebook still takes second place followed by SEM, Instagram, and TikTok.
Rise of New Social Media Platforms
Social media continues to be a promising channel for brands in Singapore to market their products and services, with Partipost’s survey indicating that over 85% of users spend more than 2 hours on social media in 2023. Aside from the already well-known social media platforms, brands cannot ignore the impact of new rising platforms which are gaining traction from users. TikTok Now, a standalone app launched by TikTok which allows users to share their most authentic moments, is one of the most downloaded new applications along with BeReal, a similar platform.
More Brands Are Intending to Work with Influencers for Instagram Content
In 2023, 62.7% of brands intend to work with influencers. This is a significant increase from only 33.3% in 2021. Nearly half (45%) of brands are working with 11 to 1,00 influencers this year. Roughly the same percentage (43%) is still running influencer campaigns on an ad-hoc basis. However, there is a notable increase in brands that run influencer campaigns once a month, from only 6% in 2021 to 22% in 2023.
In working with influencers, both Instagram Post and Story are still the most popular content types that brands ask from influencers (63%) from 2021-2023. This is now followed by Instagram Reels (59%) which rose significantly from 37% in 2022 and TikTok (45%).
Singapore Users are On Social Media to Stay Connected and Get Information
With their high digital and technology usage, it is fitting for Singapore users to pick staying connected as the top reason for using social media, followed by getting information. Also, over 66% of them use social media to create content, further proving that social media is now used as a two-way platform.
Singapore users are still highly attached to Instagram, as their favourite content format to view is Instagram Reels followed by Instagram Stories. This can be a useful insight for brands when considering the content deliverable they ask from influencers. However, it should be noted that TikTok videos cannot be ruled out just yet, as it takes the third place together with Instagram posts.
The Role of Influencers in Users’ Daily Lives and Purchase Decisions
Over 74% of Singapore users prefer influencer accounts over brand accounts, as their content is seen as more relatable. As another report found, 27.2% who enjoy influencer videos and vlogs. Using influencer content can help brands awareness and interest from their target customers.
How many times do you have to see an influencer promote a product/service before you make a purchase?
When it comes to buying decisions, nearly 93% of Singapore users need to see a product/service being promoted by an influencer at least 2 times before making a purchase. It is interesting to note that they are more likely to buy a product recommended by a family/friend many times, emphasising the potential of lower-tier influencers (nanos and micros) in impacting purchase decisions.
The takeaway
With a tech-savvy and socially engaged population, Singapore presents a thriving market for influencer marketing and its benefits:
- Brands can capitalise on the high internet and social media usage by partnering with influencers to create personalised and authentic content, boosting brand awareness.
- Brands should keep an eye on emerging platforms like TikTok Now and BeReal, as they gain popularity among users.
- The rise in brands intending to work with influencers for Instagram content highlights the effectiveness of this platform in reaching audiences.
- Brands should leverage influencers' impact in influencing purchase decisions, as 93% of users need to see products promoted multiple times before making a purchase.
- By understanding user preferences and behaviours, brands and influencers can craft compelling content to resonate with Singaporean audiences and achieve their marketing goals.
These insights are from Partipost's Influencer Marketing Report 2023. Download for FREE here.