Singaporeans are least likely to follow influencers amongst Southeast Asian peers

Only 39% of Singaporeans follow influencers.

Nearly four in 10 Singaporeans are following influencers compared to the rest of the Southeast Asian region, Milieu Insight research showed.

In Philippines, 68% follow influencers whilst 71% in Vietnam also follow influencers. The top three platforms to follow influencers are YouTube (72%), Instagram (60%), and Facebook (60%).

“In Thailand and the Philippines, specifically, most follow influencers on YouTube. Such is the case for Instagram in Indonesia and Singapore and Facebook in Vietnam,” read the study.

Across the region, only some global personalities were named as examples of influencers. When it comes to the content that influencers post, the top five topics that interest them are lifestyle (54%), entertainment and/or comedy (52%), food (48%), fashion (41%), and travel (40%). 

Milieu Insights said influencers’ content may not always directly translate to sales, but their presence can help in brand awareness.

“Having your product or service be promoted by influencers helps keep consumers familiar with your brand. This is still important since consumers will go through three stages of what is called the “buyer’s journey” before they make a purchase,” read the study.