Depending on the follower count of the social media influencer, they can be categorised into four key types:
- Nano-influencers: 1,000 – 10,000 followers
- Micro-influencers: 10,000 – 100,000 followers
- Macro-influencers: 100,000 – 1,000,000 followers
- Mega-influencers: More than 1,000,000 followers
Do note that these are general definitions for the various tiers. The numbers will vary according to country due to difference in population size. Hence, the definition of micro-influencers might vary between Singapore and Indonesia, for example.
Regardless of that, while micro-influencers do not have as many followers as their larger counterparts, they are well-known for their knowledge in their niche, allowing them to command higher engagement rates than their larger counterparts.
Why engage micro-influencers?
There are many benefits to engaging micro-influencers that brands should consider seriously. Here are a couple of them:
- Affordability: If you plan to work with macro- or mega-influencers with millions of followers, you will have to expect to spend huge amounts of money. In fact, you might do better at a much more affordable rate when you engage a micro-influencer.
- Engagement: Because of their lower follower count, micro-influencers are more capable of engaging most of their followers in a closer manner than their larger counterparts. This means that their posts engage more followers and vice versa.
- Niche: Micro-influencers generally specialise in a particular niche, making it easier to target a specific pool of consumers who will be interested in your product.
From a business perspective, these benefits can be seen as a more viable option to sell your product rather than just earn visibility and promotion.
Hence, in this article, we have compiled eight rising micro-influencers you should engage in your next marketing campaign, especially if you run a business in any of the respective niches.
1. Beauty micro-influencer: Cheryl Chio
An equities research senior editor for UOB Kay Hian by day and a content creator under the moniker Beautifulbuns by night, Cheryl Chio is one of the rising beauty micro-influencers in Singapore. Her written work has been featured in many publications, such as The Straits Times, ELLE, and Her World.
While she started as a beauty, travel, and lifestyle blogger under the same moniker, she has since transitioned to creating content on Instagram, garnering more than 31K followers. Scroll through her feed, and you will find many well-written beauty product reviews and recommendations, proving her immense knowledge of the beauty industry.
2. Fashion micro-influencer: Grace Lim
You might have seen her on several local YouTube channels before. Grace Lim is one of the rising fashion micro-influencers in Singapore, who is not only a content creator specialising in fashion but is also freelancing as a fashion stylist. One can see her impeccable sense of style in her Instagram feed as she shares various posts of her dressed up in various #OOTD styles and looking good in every single one of them. She also just started her YouTube channel about a year ago, posting vlogs and lookbooks.
3. Fitness micro-influencer: Cheryl Tay
Cheryl Tay is one of Singapore’s rising fitness influencers. Not only is she a successful Ironman triathlete, but she is also the founder of #RockTheNakedTruth, a movement that encourages people to be confident about their body image. A quick glance at her Instagram feed, you can see her love for fitness and her passion for inspiring others. She typically shares posts of various running events she took part in as well as activities and events she took part in with members of #RockTheNakedTruth.
4. Food micro-influencer: Charlotte Mei de Drouas
Graduating from the University of Leeds in 2015 with first-class honours in nutrition, Charlotte Mei de Drouas certainly knows what she is talking about when it comes to food and nutrition. She has worked as a nutritionist with various companies and platforms, from Kellogg and MyKenzen Nutrition Services to Asian Food Channel and currently her own brand under the moniker TheCharlotteMei. Her 20K+ followers know her as a firm advocate for sustainability and nutrition. She shares on her Instagram various nutritious recipes and tips. Apart from Instagram, she also actively creates content on YouTube, where she shares short snippets of nutrition-related content.
5. Lifestyle micro-influencer: Brenda Tan
Multi-faceted is what her 19.7K followers would call her. Brenda Tan is a lifestyle content creator who posts all sorts of content, from beauty to crafts and travel. On top of that, she is also a real estate agent and occasionally shares various real estate videos on her Instagram feed. She is the amalgamation of all the influencers in this list, sharing bits of everything.
6. Parenting micro-influencer: Lydia Izzati
Fans of the local television channel Suria might find Lydia Izzati familiar. She has acted in several television dramas and films, such as Aduh Bibikku 2, Walimah 1 & 2, and Projek Kasih. However, apart from her acting career, she is more known by her 55K followers as a loving mom and a doting wife. Her Instagram feed is filled with posts about her family. Even her daughter can be considered a nano influencer with more than 2K followers. Lydia has partnered with brands, such as Nestle, Ruhen Singapore, and OCBC, to promote family-orientated products and services.
7. Pets micro-influencer: Marshall & Friends
Owned and managed by a Singaporean who goes by her moniker, Ekdikisis, Marshall and Friends was first made known when Ekdikisis posted four adorable 2.5-week-old bunnies peeking out or snoozing in glass cups. Fast forward a couple of years, these bunnies became Instagram famous on Instagram, gathering 26K animal lovers who are blessed with various feeds regarding Marshall, the lead rabbit and his fellow bunny compatriots, as well as a Japanese Spitz pup. If you are an animal lover, be sure to follow Marshall & Friends as well as other pet influencers here.
8. Travel micro-influencer: Jessica Loh
If you love travelling to Instagrammable spots, then Jessica Loh, most commonly known by her moniker, Shiberty, is the influencer to follow. Her Instagram feed is filled with well-taken images of various hotspots that she visits with her partner.
So, there you have it — eight rising micro-influencers in their respective niche. Nevertheless, even if they are relevant to your industry, it is vital to conduct adequate research to find out if their followers are the target audience your brand is looking for.
Apart from finding the right influencer for your campaign, there are other elements to a successful influencer marketing strategy. However, one thing for sure is that if you are planning to achieve instant results, influencer marketing is not for you. It takes time and a bit of trial and error to discover the right strategy for you.
This is where KOBE comes in. With over 30,000 famous influencers in Singapore under our belt, we are able to guarantee matching the right influencer for your KOL marketing campaign. Contact us to get started today!