, Singapore

Singaporeans are least likely to follow influencers amongst Southeast Asian peers

Only 39% of Singaporeans follow influencers.

Nearly four in 10 Singaporeans are following influencers compared to the rest of the Southeast Asian region, Milieu Insight research showed.

In Philippines, 68% follow influencers whilst 71% in Vietnam also follow influencers. The top three platforms to follow influencers are YouTube (72%), Instagram (60%), and Facebook (60%).

“In Thailand and the Philippines, specifically, most follow influencers on YouTube. Such is the case for Instagram in Indonesia and Singapore and Facebook in Vietnam,” read the study.

Across the region, only some global personalities were named as examples of influencers. When it comes to the content that influencers post, the top five topics that interest them are lifestyle (54%), entertainment and/or comedy (52%), food (48%), fashion (41%), and travel (40%). 

Milieu Insights said influencers’ content may not always directly translate to sales, but their presence can help in brand awareness.

“Having your product or service be promoted by influencers helps keep consumers familiar with your brand. This is still important since consumers will go through three stages of what is called the “buyer’s journey” before they make a purchase,” read the study.

Follow the link for more news on

Join Singapore Business Review community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!


Italy brings its strong suits to Singapore’s fintech expo
Italian trade executive says 9 firms at the Singapore Fintech Festival 2023 exemplify the diverse range of products and expertise Italy can bring to the table.
Trust Bank sets the bar for digital banking in Asia Pacific
The digital bank targets to be Singapore's fourth largest retail bank, CEO Dwaipayan Sadhu said.