3 trends shaping Singapore’s influencer marketing in 2024

Brands are investing more in nano-influencers for its high engagement and authenticity.

Brands in Singapore are adapting their strategies to maximise engagement and impact in the evolving influencer marketing landscape.

According to Partipost’s Influencer Marketing Report 2024, businesses reach their tech-savvy audience through a combination of digital advertising, influencer collaborations, content marketing, and SEO.

The report showed that brands are increasingly investing in nano-influencers due to their high engagement rates and authenticity. The percentage of companies frequently working with nano-influencers rose from 40.9% in 2022 to 49.2% in 2023, with further growth expected in 2024. This shift is driven by the recognition that nano-influencers often yield higher engagement and trust compared to larger influencer tiers.

Concurrently, consumers also view nano-influencers as more trustworthy. About 75% of consumers believe these influencers provide more reliable product recommendations, reflecting a growing preference for their perceived authenticity and relatability.

Additionally, brands are leveraging the authentic connections that influencers have with their audiences to enhance engagement and drive sales. Approximately 75% of consumers are more likely to purchase products recommended by influencers, and 80% have made purchases based on influencer endorsements at least once.

Social media platforms like TikTok and Instagram are also being recognised not just as social tools but as powerful discovery platforms. Over 90% of Singapore's population actively engages with these platforms, using them for both social interaction and product discovery.

Moreover, social media engagement is increasingly influencing consumer buying decisions, with 45% of consumers relying on product reviews and recommendations from these platforms. This trend underscores the integral role social media plays in shaping consumer behaviour and market trends.

In response, consumers show a strong preference for visual and interactive content such as videos and live demonstrations.

Platforms like TikTok and Instagram are particularly popular, with TikTok usage rising to 74% and Instagram to 15%, highlighting the effectiveness of engaging content in driving consumer interest and purchases.

A NOTE FROM SINGAPORE BUSINESS REVIEW

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia