Looking to tap into Singapore’s buzzing Instagram influencer scene in 2025? Whether you’re a UK brand, agency, or content creator, knowing who’s who on the Lion City’s Insta playground is pure gold. Singapore’s market might be small geographically, but it’s packed with power users whose fans bring serious engagement and clout. In this post, I’ll break down the top Singapore Instagram influencers by fan count, so you can snag collabs that actually move the needle.
As of April 2025, the influencer game in Singapore has evolved big time, blending local culture with global trends. For UK advertisers and creators, understanding this scene helps you craft smart campaigns or content strategies that resonate—not just shout into the void.
📢 Singapore Instagram Influencer Landscape in 2025
Singapore’s Instagram influencer scene is unique. It’s a melting pot of multicultural content, savvy lifestyle brands, and tech-heavy innovation. Influencers here range from fashionistas and foodies to tech geeks and travel buffs. The city-state’s high smartphone penetration and English fluency make Instagram a prime channel for brand storytelling.
For UK advertisers, it’s an appealing market because of its high purchasing power (SGD to GBP conversion matters here—1 SGD roughly equals 0.60 GBP). Payment methods often lean towards international-friendly options like PayPal, Stripe, or direct bank transfers, making influencer payouts smoother.
Singapore’s legal framework for influencer marketing is tight on transparency, mirroring the UK’s ASA guidelines. So, expect clear disclosure of sponsored posts and partnerships. This keeps authenticity intact, a big deal for savvy UK marketers used to GDPR and FCA compliance.
📊 Top Singapore Instagram Influencers by Fan Count
Here’s a no-fluff ranking of Singapore’s biggest Instagram influencers by fans, based on verified follower counts as of April 2025:
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Naomi Neo (@naomineo_) — 1.4M fans
Queen of lifestyle and beauty, Naomi’s content is a blend of relatable daily vlogs and high-end fashion shoots. UK beauty brands like Charlotte Tilbury and Boots often eye her for campaigns targeting young, urban audiences. -
Benjamin Kheng (@benjaminkheng) — 1.1M fans
Musician and actor turned influencer, Benjamin’s multi-talented vibe appeals to millennials and Gen Z alike. His collaborations with tech brands like Razer and Spotify make him a solid pick for entertainment-related promotions. -
Andrea Chong (@dreachong) — 900K fans
Andrea’s fashion-forward posts and travel diaries catch the eye of luxury brands and travel agencies. UK-based brands such as Burberry and British Airways have partnered with similar influencers for cross-border campaigns. -
Christabel Chua (@bellywellyjelly) — 850K fans
Known for her quirky style and wholesome content, Christabel works well for lifestyle and wellness brands. UK health brands like Holland & Barrett could find her audience perfect for product launches. -
Wah!Banana (@wahbanana) — 800K fans
This comedy duo nails viral content, perfect for brands wanting a fun, youthful vibe. UK entertainment brands and streaming services could leverage their massive engagement for creative campaigns.
💡 How UK Advertisers Can Work with Singapore Influencers
For UK brands looking at Singapore, here’s the lowdown:
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Localise your approach: Singaporeans love authenticity. Influencers here mix English with Singlish or local slang—try to respect that vibe. Collaborations shouldn’t feel like a copy-paste of UK campaigns.
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Choose the right platform: Instagram dominates, but TikTok and YouTube are catching up fast. Some influencers cross-post, so multi-channel partnerships can yield better ROI.
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Payment and contracts: Use familiar currency conversions and payment platforms like PayPal or Wise to avoid headaches. Contracts should mention Singapore’s Personal Data Protection Act (PDPA) to ensure compliance.
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Measure engagement, not just fans: Singapore audiences are discerning; a million followers don’t always mean million clicks. Dive into engagement rates and story views before signing on the dotted line.
📈 People Also Ask
Who are the most followed Instagram influencers in Singapore in 2025?
As of April 2025, Naomi Neo leads with 1.4 million fans, followed by Benjamin Kheng and Andrea Chong. These influencers dominate lifestyle, entertainment, and fashion niches, making them top picks for brand collaborations.
How can UK brands benefit from collaborating with Singapore Instagram influencers?
UK brands gain access to a tech-savvy, affluent audience in Singapore. Collaborations can increase brand awareness, drive sales, and build community in Southeast Asia, especially when campaigns are localised and authentic.
What should UK advertisers consider when working with Singapore influencers?
Understanding local culture, legal requirements (like disclosure laws), preferred payment methods, and audience behaviour is critical. Also, focus on engagement metrics over raw follower numbers for better ROI.
❗ Final Thoughts
Singapore’s Instagram influencer scene is a goldmine for UK brands wanting to crack Southeast Asia with style and substance. The 2025 rankings show a vibrant mix of mega and micro-influencers across niches. Keep your campaigns local, legal, and loaded with real value.
BaoLiba will keep updating the latest UK influencer marketing trends and insights. Stay tuned for more no-nonsense guides to help you win big in the global influencer game.
