What’s Working in Singapore? Top 5 Influencer Tactics in 2025
New data shows influencers actually do shape how Singaporeans shop, with short videos and well-timed ads setting the tone.
In Singapore, 62% of consumers are more likely to engage with sponsored influencer content. AnyMind Group reported this in its Singapore Digital Landscape 2025 study. The findings point to rising use of creators to drive sales across the country.
Engagement patterns favor short videos and well-timed ads
The report is based on data from AnyMind's platforms and a survey of 1,355 consumers across Southeast Asia. It details where engagement is strongest. Singaporeans are 49% more likely to engage with influencer-led short videos. They are 45% likely to engage with interactive ads, and 32% with in-game advertising, according to the findings.
Video ads with product demos appear to work best during the consideration stage. Ads placed three days before a purchase see the highest conversion rates. The research also notes that more than two-thirds of consumers are influenced by ads they see three to five days in advance.
Leighton Cosseboom
Word-of-mouth and organic search remain the most influential sales channels. Influencer communities are largest in entertainment, fashion, and beauty, with food, drink, home, and shopping categories at the mid-tier. News, sport, and travel are smaller, pointing to open space for brands. AnyMind’s Singapore country manager, Toh Yi Hui, said marketers should rethink plans to build continuous, trust-based relationships as consumer journeys are nonlinear.
Digital habits in Singapore amplify creator reach
Singapore’s mobile penetration stands at 179%, with smartphones used by about 95% of residents, according to the media landscape overview. This reflects a mature, always-connected market. The city-state counts 5.16 million social media user identities, equal to 88% of the population. Also, 92% of internet users are reportedly "active" on social platforms. Residents spend a little more than two hours on social networks each day. They use around seven platforms monthly, an increase of 4.3%.
Influencer marketing accounts for about 5.5% of overall digital ad spending in Singapore. Programmatic buying made up roughly 72.9% of the country’s estimated 2024 digital ad spend of US$1.41 billion, signaling continued automation in media buying.
Singapore ranked second globally in the 2024 Network Readiness Index. The digital economy contributed about 17% to GDP in 2024 and is projected to reach about 22% by 2027. 72% of online consumers trust businesses with positive reviews, reinforcing the role of social proof in conversion.
Outlook and next steps for 2025
Based on the report’s findings and market conditions, five actions stand out for executives planning budgets and campaigns:
- Prioritize influencer-led short videos, using clear product demos during the consideration stage to move shoppers closer to purchase.
- Time creator content and supporting ads to appear about three days before likely purchase moments to maximize conversions.
- Pair influencer campaigns with search and reviews, as word-of-mouth and search are the most influential paths to sales.
- Double down on entertainment, fashion, and beauty creators for scale, while testing news, sport, and travel where fewer creators compete.
- Add interactive and in-game formats to reach audiences that respond to participation and gaming environments.
The report notes consumer journeys are not linear, suggesting brands will watch creator content, short video, and timing windows closely moving forward.
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