Singapore consumers value influencer recommendations for purchases

Brands still face challenges with audience alignment and cost.

In Singapore, influencers are increasingly influential in driving consumer behaviour, especially in e-commerce and subscription services. A recent study by impact.com and Cube Asia reveals that 41% of Singaporean consumers value influencer recommendations, underscoring the importance of influencer partnerships for building trust and engagement.

Antoine Gross, General Manager for SEA and India at impact.com, emphasised the speed at which influencer marketing has evolved in Singapore. “Social platforms like TikTok have rapidly evolved from being a pure entertainment platform to now a powerful shopping channel,” said Gross. He noted that consumers not only seek entertainment but also look to influencers for product recommendations and validation.

This influence is particularly strong in Singapore. According to Simon Torring, Co-Founder of Cube Asia, “More than two-thirds of Singaporean respondents have made a purchase because of the recommendation of an influencer or celebrity.” Torring added that trust in mega influencers, those with large followings, is high in Singapore, and they have the greatest impact on consumer spending.

Subscription services benefit from influencers

Influencers are also playing a key role in driving subscription service adoption in Singapore. Gross highlighted the success of influencers in newer categories like food and health, where influencer-driven trust helps build consumer confidence in subscription services.

Torring supported this, noting that more than 80% of Singaporean consumers have an active paid subscription, and many are influenced by recommendations from influencers. “More than three out of four consumers in Singapore state that their selection of subscription services has been impacted by the advertisement or organic posting of an influencer,” he said.

Despite the benefits, brands in Singapore face challenges when collaborating with influencers. Gross pointed out that the limited pool of local influencers has created an imbalance between supply and demand, leading to premium pricing that often exceeds campaign benchmarks.

Another key challenge is the dominance of foreign influencers in Singapore. Torring noted that foreign celebrities and influencers often have larger audiences but only a small portion of their followers are based in Singapore.

“It’s much harder to engage them for campaigns specifically targeting Singapore because these creators only have a small share of their audience coming from here,” Torring explained. This makes it more difficult for brands to find influencers who resonate with local audiences.

Varying content preferences

While influencer marketing is highly effective in categories like beauty and fashion, its impact is less pronounced in other sectors like electronics, fintech, and travel.

Singaporean consumers also have specific preferences when it comes to content, particularly in the gaming industry. May Robertson, Senior Marketing Manager for Global Affiliates at Coda Payments, explained that Singaporean audiences prefer polished, professional content on platforms like YouTube and Twitch, compared to audiences in Indonesia who lean toward more casual and humorous content.

“Singaporean audiences tend to prefer YouTube and Twitch for live streams, game reviews, and eSports content,” she said.

One of the most pressing challenges for brands working with influencers in Singapore is maintaining authenticity. Robertson noted that influencers often prefer paid placements over commission-based deals for stability, but strict brand guidelines can limit their flexibility.

“This compromises on authenticity for the influencer, which may not be favourable for them,” Robertson said. This impacts the long-term trust influencers are able to build with their audiences, which is critical for sustained engagement.