Global media intelligence and data analytics leader, Meltwater, has released an exclusive report, “The Social Media Influence 10,” providing a comprehensive overview of the key figures shaping Singapore’s creator economy and social media landscape. The report, powered by Meltwater’s Klear score, delves into the impact of influencer marketing and unveils the top influencers in the region.

Influencer Marketing Dynamics: Shifting Consumer Preferences

Meltwater’s State of Influencer Marketing Report 2023 highlights a growing discontent among internet users with digital advertising, leading to a surge in ad-blocker usage (35.7%).

Surprisingly, only 17.2% feel represented by the advertising they encounter. Despite this, brands are yet to fully embrace influencer marketing, a preferred choice for both consumers and brands. Research indicates that influencers are 87% more memorable than TV advertising, surpassing the memorability of Facebook and YouTube advertising by 182% and 73%, respectively.

Singapore’s Evolving Creator Economy: A Hub for Influencer Marketing

The creator economy and social media scene in Singapore have experienced remarkable growth, presenting brands with opportunities to redefine their engagement strategies. Influencer marketing emerges as a pivotal tool, offering brands an authentic and direct channel to connect with audiences, foster customer relationships, and cultivate passionate brand advocates.

Meltwater’s “Social Media Influence 10”: Identifying Singapore’s Influential Creators

Leveraging Klear, Meltwater’s influencer management platform with a global database of 30 million influencers, the report introduces “The Social Media Influence 10.” This list identifies the top 10 influential creators in Singapore, with the Klear Score serving as a key indicator of influence. The Klear Score factors in variables such as followers, reach, engagement rate quality, and audience authenticity.

Top 5 Influencers in Singapore by Klear Score:

1. Naomi Neo (Klear Score: 99)
2. Noah Yap (Klear Score: 99)
3. Jianhao Tan (Klear Score: 99)
4. Tosh Rock (Klear Score: 99)
5. Kimberly Chia (Klear Score: 99)
6. Benjamin Kheng (Klear Score: 98)
7. Taufik Batisah (Klear Score: 98)
8. Xiaxue (Klear Score: 98)
9. Jayley Woo (Klear Score: 96)
10. Jeanette Aw (Klear Score: 96)

The report, compiled on 16 November 2023, utilizes Meltwater’s Klear score for rankings, considering influencers with a minimum of 400,000 followers across all social media platforms. Key criteria include influence in Singapore with a local audience reach of at least 40%. The Klear Score, a comprehensive influence indicator, takes into account various factors, including followers, reach, engagement rate quality, and audience authenticity.

Navigating the Influencer Landscape in Singapore

As the influencer landscape continues to evolve, Meltwater’s report provides a valuable glimpse into the influential figures shaping Singapore’s digital space. The “Social Media Influence 10” not only recognizes the top influencers but also underscores the importance of authentic engagement in the ever-changing world of social media.