6 Micro-Influencers in Singapore You Should Start Following this Year


Influencer marketing was the way to go last year. But 2019 is different – studies have shown a rising demand for micro-influencers.

It’s a new year – times are changing, and so have marketing trends. Gone are the days where mega influencers with 6-figure followership dominated marketing and social campaigns. Recently, more and more brands have turned to micro-influencers to promote their brand.

Defining Micro-Influencers

How exactly would you define a micro-influencer?

These days, a micro influencer can be characterised by followership. Typically, they have between 1,000 to 50,000 followers and are brand advocates to a more engaged but smaller group of audience. Unlike mega influencers, micro-influencers engage more with their followers and also offer more reliable and trusted thoughts and opinions.

Why do companies turn to micro-influencers in spite of the discrepancy in followership relative to regular influencers? Simply put, the answer lies in engagement.

Unlike regular influencers, micro-influencers tend to have better engagement with their followers. Micro-influencers are also more likely to reply to comments on their social media posts about the respective products. In fact, the micro-influencer can help to enhance a brand’s customer engagement by bridging more networks between the brand and their customers.

Moreover, micro-influencers tend to tread lightly when it comes to social media marketing. Instead of hard-selling and pushy online techniques, they use their own positive experiences to showcase the brand and products. Like reviews, the micro-influencers’ recommendations would make customers more inclined to try your products.

Learn from SnapApp’s Kristen Lyons and discover key statistics that would help you obtain a more comprehensive understanding of the influencer market today.

6 Key Micro-Influencers in Singapore

If you have been convinced by the importance of micro-influencers in marketing and branding and you want to start revamping your social master plan, then you are in luck! Because we have done our digging and narrowed down 6 key local micro-influencers you should start following and reaching out to. Our selection of micro-influencers covers a broad spectrum of content – from fitness, fashion, lifestyle, beauty and skin care as well as travel.

1. Loo Le En (@goofy_feline)


Loo Le En is a manga and anime enthusiast with more than 11 thousand followers on Instagram. The former Tree Potatoes actress also has a keen interest in makeup and attends cosplay events  (she even makes her own costumes!) regularly. She also has her own YouTube channel. where she does content about lifestyle, makeup, and Japanese pop culture.

Furthermore, Loo is a freelance actress and has had minor roles in Mediacorp productions including Kin on channel 5. To date, Loo does social media campaigns for HAACH Beauty & Wellness and ONE [email protected] She also stared in Klook Travel’s year-end campaign.

2. Jean Goh (@jeanseizure)

The singer-songwriter that is Jean Goh has over 9 thousand followers on Instagram to date. In addition, she also has a YouTube channel where she vlogs and uploads covers and original music. In addition, she also has a website which she dedicates to showcasing her work.

Goh posts content on her Instagram profile about music, life updates as well as collaborations with other musical talents in Singapore like Benjamin Kheng of The Sam Willows and her squad in The Apex Project.

Besides music and lifestyle, Goh has uploaded several social media posts for Sunglass Hut sunglasses and Klasse14 watches.

3. Joshua Woo (@tidusjwoo)

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🎧Tune-in Tuesdays🎼 . Ever since I joined the mostly deskbound CBD crowd, I’ve [email protected] realise, increasingly, the importance of a good pair of earphones (especially when some of your colleagues type as if the keyboard is their mortal enemy 😂) . That’s why I love my new @klipschseasia R5 wireless earphones – they’re super comfy thanks to Klipsch’s patented oval tips, have an 8-hour battery life and are sweat resistant (which is important for someone like me since I sweat heaps, both in and out of the gym😅) . Mostly importantly, they sound good and are able to provide a good seal so I don’t have to crank the volume up in order to drown out the RAT-TAT-TAT-TAT-TAT fire of the keyboard machine gun😏 . I’ve been a huge fan of Klipsch ever since they released their S4is and X10is from almost a decade ago, so I was absolutely delighted to get these new wireless offerings🤗 . 📸: @nattylifts . #klipschseasia #R5wireless #tcacoustic

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Boasting followership of more than 6 thousand followers on Instagram, Joshua Woo is an intellectual property lawyer and body-builder. He is also a registered trainer at Kabuki Strength. Aside from body-building, the micro-influencer has also ventured into boxing, tennis and hiking.

Woo has published a huge number of social media advertising for various brands and corporations in Singapore. These range from fitness companies like MyProtein Singapore, Bia Performance Apparel and Broc & Bells as well as various eateries like JIÀK and Southpaw Bar & Sushi.

4. Hanya Seah (@hanyaseah)

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Hanya Seah is one of the leading fashion and lifestyle micro-influencers in Singapore. She has more than 14 thousand followers on Instagram. According to Female Mag, Seah is working as a marketing executive. However, she still makes time to pursue her interests in fashion and design. She develops her own line of sneakers and customises her own jewellery in her spare time.

Seah has produced various social media posts for several fashion labels and beauty brands – these include Revlon cosmetics, Lululemon activewear, Sunglass Hut as well as The Editors Market, a women’s apparel retail store with numerous locations worldwide. She also engages with her followers regularly in the comments section of her Instagram posts.

5. Brenda Tan (@wordweed)

YouTuber and micro-influencer Brenda Tan has more than 9 thousand followers on Instagram. She updates her Instagram and YouTube channel with content about makeup, lifestyle, university life and travel. On the side, Tan remains committed to boosting awareness about social causes.

Tan has published content on her Instagram and YouTube channel for Innisfree beauty and cosmetics, Oral-B dental and oral hygiene, Fruce desserts as well as ALDO shoes. Bubbly and creative, Tan keeps it real with her followers and viewers by giving them honest and frank opinions about the various products she reviews on her social media platforms.

Like other micro-influencers, Tan also owns her own vintage jewellery line named Go Margaux.

6. William Tan (@william82sg)

Avid traveller and brand ambassador of Black Hair Salon, William Tan, has more than 22 thousand followers on Instagram. Tan posts content for a variety of companies from food & beverage, fitness, lifestyle, beauty, and travel.

In addition, Tan has helped host a variety of giveaways on his Instagram account for Sudio speakers and headphones. He also produces content for numerous big names in Singapore including Redmart, Killiney Exchange and 100plus.

Thank You 2018, Next

What’s next for social media marketing this year?

2019 appears to be a big year for micro-influencers. According to Forbes, they have been named a “marketing force of the future.” While SEO and traditional marketing techniques may reap significant awareness and positive ROI for your brand, paying heed and adapting to rising trends in social media could accelerate the growth of your online presence and further heighten your brand awareness.

While the world of social media marketing is constantly changing, one thing remains for sure – if you want to keep up with the dynamic and wavering trends in social media marketing, you need to be adaptable, innovative and creative.

On the other hand, make sure you allocate sufficient energy and efforts into re-strategising your digital marketing game plan! Click here to stay ahead of the game and learn about the latest marketing trends that can help you win BIG.

Alternatively, if you need more social media ideas for your company’s Instagram, then click here for some fun and interesting content ideas to bring traffic and awareness to your Instagram page without any hard-selling or pushy marketing tactics.