Meltwater, a global leader in media intelligence and data analytics, has released the “Social Media Influence 10” report, powered by its Klear platform. The report highlights the most influential figures shaping Singapore’s creator economy and social media landscape.

With brands increasingly shifting their budgets to influencer marketing, the industry has seen significant growth in Singapore. According to Digital 2024, influencer marketing spend reached US$93.15 million, reflecting a 15.4% year-on-year increase, underscoring the growing role of influencers in driving consumer behavior.

Top Influencers of 2024

The “Social Media Influence 10” report uses Klear’s proprietary AI algorithm to rank influencers based on multiple factors, including audience quality, engagement rates, and reach. This year’s report highlights key changes in rankings while retaining some familiar names.

2024 Top 5 Influencers

1. Naomi Neo (Klear Score: 99)
2. Jianhao Tan (Klear Score: 99)
3. Tosh Rock (Klear Score: 97)
4. Noah Yap (Klear Score: 95)
5. Debbie Soon (Klear Score: 93)

Naomi Neo and Jianhao Tan continue to dominate with top scores, while Debbie Soon makes her debut, marking a significant shift in Singapore’s influencer scene.

While Naomi Neo and Jianhao Tan retained their positions at the top, Tosh Rock and Noah Yap experienced slight declines in their Klear scores.

Meltwater’s Klear platform boasts a database of 30 million influencers globally and calculates the Klear Score using multiple variables such as audience quality, reach, and engagement. By identifying the most impactful creators, the report provides valuable insights for brands navigating Singapore’s growing creator economy.

Influencers have become an integral part of the local digital economy, helping brands reach the right audiences with relatability and authenticity that go beyond traditional marketing approaches.