Singapore – Mega and macro influencers are influential in Singapore, recognised by 48% and 46% of respondents, but their impact on purchase recommendations lags behind the Southeast Asian average, a study by impact.com and Cube Asia revealed.
The report found that while mega and macro influencers hold the highest sway in Singapore, their impact on purchase recommendations is below the Southeast Asian average, with only 67% of respondents following influencer suggestions compared to 82% regionally.
Influencers have a notable impact on beauty and fashion purchases in Singapore, influencing 57% and 55% of respondents, respectively. Additionally, 41% of consumers value endorsements from influencers, underscoring the ongoing significance of influencer recommendations.
Based on this data, the report suggests that brands can drive significant engagement, enhance visibility, and build trust with their target consumers by strategically partnering with influencers.
The report also revealed that YouTube is the most popular platform in Singapore, with 83% of users, followed closely by Facebook at 80%. These figures are in line with Southeast Asian averages, where YouTube is used by 88% of consumers and Facebook by 84%.
Subscription models have gained prominence across various industries in Southeast Asia, with 86% of residents now subscribed to at least one service.
In Singapore, the media & entertainment sector leads the subscription trend with a 67% adoption rate. The report revealed that influencers play a crucial role in driving growth in this category, with their impact also extending to other areas such as news & literature (86%), pets (85%), and health, wellness & food (81%).
Interestingly, live commerce has also gained traction across e-commerce and social media platforms, with 77% of Singaporean consumers using at least one platform, although this figure falls short of the Southeast Asian average of 88%.
TikTok and Facebook are the most popular platforms for live commerce, each utilised by 49% of users. Singaporean consumers primarily engage with live commerce content to find good deals (55%), which is the top motivation across Southeast Asia. Other reasons for engagement include enjoying entertainment (55%), and reading product reviews (53%).
Meanwhile, the report further found that Singapore leads the region in flight purchases, with 63% of consumers making a purchase in the past year. Among these, accommodation bookings are the most popular, with 69% of Singaporeans buying them, while 56% purchased activities and attractions. Furthermore, 90% of respondents reported buying at least one travel product in the past 12 months, surpassing the Southeast Asian average of 85%.
“In Southeast Asia, the e-commerce landscape is shifting rapidly, moving beyond mere expansion to a critical need for strategic differentiation. Traditional advertising channels are losing their impact as consumer attention shifts to more authentic and engaging content. Influencer marketing is no longer just an option—it’s a necessity. Our latest report reveals a powerful truth: influencers are driving conversions not just in physical goods but also in high-growth sectors like online travel and subscription services,” said Antoine Gross, general manager for Southeast Asia and India at impact.com.
Gross added, “Through multiple consumer surveys and expert consultations with top brand marketers and creators, we’ve uncovered that the recommendation power of influencers is reshaping the way brands connect with audiences in Singapore and across the region. The time to act is now. Brands that fail to pivot to influencer marketing risk being left behind.”
