Singapore—December, 2024: Meltwater, a global leader in media intelligence and data analytics, has released its much-anticipated report, “Social Media Influence 10.” Powered by Meltwater’s advanced Klear platform, the report shines a spotlight on Singapore’s most impactful digital creators who are reshaping the country’s influencer marketing landscape.
Singapore’s Thriving Creator Economy
Influencer marketing is on a meteoric rise in Singapore. According to Digital 2024, brands have funneled an impressive US$93.15 million into influencer campaigns this year, reflecting a 15.4% increase from 2023. This surge highlights the pivotal role of influencers in driving consumer decisions and shaping online conversations.
Meltwater’s Klear platform, which boasts a database of over 30 million influencers worldwide, uses its proprietary AI-driven algorithm to rank influencers based on following, engagement quality, audience reach, and authenticity. The result? An exclusive list of the top 10 influencers making waves in Singapore’s social sphere.
Dominance, Debut, and Rankings
Naomi Neo and Jianhao Tan, iconic figures in Singapore’s digital landscape, continue their reign at the top of the rankings. Meanwhile, 2024 welcomes a notable newcomer—Debbie Soon—marking a dynamic shift as she joins her husband, Jianhao Tan, in the spotlight. Though Tosh Rock and Noah Yap experienced minor dips in their Klear scores, their influence remains undeniable.
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Top 5 Influencers of 2023 vs. 2024
| 2023 | 2024 |
| Naomi Neo (Klear Score: 99) | Naomi Neo (Klear Score: 99) |
| Jianhao Tan (Klear Score: 99) | Jianhao Tan (Klear Score: 99) |
| Noah Yap (Klear Score: 99) | Tosh Rock (Klear Score: 97) |
| Tosh Rock (Klear Score: 99) | Noah Yap (Klear Score: 95) |
| Kimberly Chia (Klear Score: 99) | Debbie Soon (Klear Score: 93) |
Why Influencers Matter
Influencers bridge the gap between brands and audiences, offering relatability and trust that traditional marketing often lacks. By fostering authentic connections, influencers drive conversations, engagement, and ultimately, consumer action. Their meticulously curated content serves as a beacon for brands aiming to build meaningful relationships with their target audiences.
Methodology Behind the Rankings
The “Social Media Influence 10” report was crafted using Klear’s algorithm and adhered to stringent criteria:
- A minimum of 400,000 followers across platforms.
- A Singaporean audience reach of at least 40%.
- Rankings based on Klear Score and reach.
About Meltwater
Meltwater is a trailblazer in media, social, consumer, and sales intelligence. By analyzing nearly 1 billion pieces of content daily, Meltwater empowers 27,000 customers across 50 offices to harness data for strategic decision-making. Learn more at
