Today, with people becoming more cautious and craving REAL experiences, lifestyle influencers have emerged as key channels for all kinds of brands to engage, connect, and impact.
But how to find the right influencers for your brands? How do they offer a unique advantage? This article delves deep into the world of lifestyle influencers, exploring their role, the wide range of their reach, and the tangible benefits they bring to brands’ marketing strategies.
What Are Lifestyle Influencers?
Lifestyle influencers are tastemakers, curating and sharing slices of their life, beliefs, and choices. They target their content to niche markets – fashion, travel, wellness, or personal growth. Their content connects deeply with audiences by weaving personal stories, insights, and values.
Depending on their reach and resonance, they can be categorized into:
- Nano Influencers (1,000 – 10,000 followers): A close-knit community forms their strength. Highly engaged and often rallying around a specific theme or cause, they offer brands intimate, genuine interactions.
- Micro Influencers (10,000 – 100,000 followers): Bridging authenticity with reach, they cater to a diverse audience while maintaining strong community ties.
- Macro Influencers (100,000 – 1 million followers): With a wide-reaching audience and a strong personal brand narrative, they are often perceived as trendsetters in their respective niches.
- Mega Influencers (1 million+ followers): The behemoths of influence. These figures often include celebrities and industry stalwarts. Their word can shape market trends and sway vast audiences.
Previously, we explored educational Influencers in Singapore in 2023 and Beauty influencers in Hong Kong.
Now, we will introduce you to six top micro lifestyle influencers in Singapore. Our in-house specialists have carefully selected these influencers. We dive into their engagement rates, follower demographics, saturation rate and other key data insights sourced via Upfluence – a leading influencer marketing platform.
Tips: In simple terms, the Saturation Rate (SR) tells us how often an influencer posts sponsored content. If the SR is above 50%, it means they post more ads than regular posts.
#1 Shirley Devonne Ng 黄艺萱 – @lyzpopz
Sherly Devonne Ng 黄艺萱
Actor | Singer | Host
🏆 2nd Runner Up #SPOP艺起唱
With a melodic voice and a knack for captivating audiences, Sherly’s journey through the world of entertainment has been nothing short of mesmerizing. A blend of raw talent and sheer determination, her rise in the industry is an ode to hard work and unyielding passion.
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- Followers: 76.5K
- Saturation rate: 80%
- Post effectiveness: 79%
- Engagement rate: 3.08%
- CPE: $0.31
- Audience gender: Female – 58% | Male – 42%
- Key audience locations: SG – 43% | US – 13% | MY – 9%
- Brands: FANCL, SHEIN, iHerb SG, Zalora, etc.
#2 Chow 周佳慧 – @chowjiahui
Call me chow unless ure my mum
@thesmartlocalsg person
I host, sing, talk a lot & sometimes cry
Born in 1996, Chow Jiahui, this Singaporean online virtuoso, seamlessly blends authenticity with charisma, making her a sought-after name in the content creation arena.
Having nurtured her craft with TheSmartLocal (TSL), Chow’s multifaceted role isn’t just limited to being an influencer.
As of March 2020, she assumes the mantle of a content strategist at TheSmartLocal Media Group, crafting compelling narratives and shaping content direction. Beyond strategizing, her vibrant presence is regularly featured on TSL and ZULA YouTube channels, where she connects with her audience on many topics.
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- Followers: 55.5K
- Saturation rate: 85%
- Post effectiveness: 100%
- Engagement rate: 2.29%
- CPE: $0.43
- Audience gender: Female – 61% | Male – 39%
- Key audience locations: SG – 52% | US – 18% | JP – 4%
- Brands: Adidas SG, Love Bonito, Shu Umera, etc
#3 Mandi Cheung – @mandithezebra
Mandi’s wellness philosophy centres around moderation and sustainability in diet, allowing her to indulge in meals with family and friends without guilt.
Her transformative journey has not only influenced her career but has also made her an inspiring figure in Singapore’s health and fitness community.
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- Followers: 11.8K
- Saturation rate: 59%
- Post effectiveness: 76%
- Engagement rate: 2.34%
- CPE: $0.42
- Audience gender: Female – 63% | Male – 37%
- Key audience locations: SG – 46% | US – 15% | JP – 4%
- Brands: Olay SG, Flash Coffee, Benefit, OPPO Singapore, etc.
#4 Nevena Appleton – @fitmum.sg
Personal training for mums after pregnancy 🤰 | Singapore 🇸🇬
👉🏼 DM me if you want to be a FITMUM
Navigating the dynamic streets of Singapore is Nevena, a 33-year-old fitness and cooking enthusiast. She’s also a devoted mother and a business woman, weaving a narrative that merges family, fitness, and fervour.
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- Followers: 14K
- Saturation rate: 65%
- Post effectiveness: 96%
- Engagement rate: 0.59%
- CPE: $1.69
- Audience gender: Female – 86% | Male – 14%
- Key audience locations: SG – 43% | AU – 14% | IN – 14%
- Brands: Sweaty Beaty, iHerb SG, Amazin’ Graze SG, etc.
#5 Anda – @andathesea_
Anda | your makeup bestie
beauty /lifestyle /travel ✈️ ✨
Also goofing around w my husband 24/7 💕
✨
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- Followers: 39.8K
- Saturation rate: 84%
- Post effectiveness: 46%
- Engagement rate: 2.72%
- CPE: $0.36
- Audience gender: Female – 88% | Male – 12%
- Key audience locations: SG – 52% | US – 14% | MY – 12%
- Brands: Sephora Singapore, ZALORA, philosophy, makeup forever, Tacha, etc.
#6 Ange – @foongfamilyflat
Ange’s home & life🌦️
Digital creator
♡ Welcome to my diary ✧.*
making home • daily life • shopee finds
🍋8 ♥ YT: ange.blogspot
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- Followers: 38K
- Saturation rate: 60%
- Post effectiveness: 122%
- Engagement rate: 3.04%
- CPE: $0.42
- Audience gender: Female – 86% | Male – 14%
- Key audience locations: SG – 77% | MY – 13% | US – 6%
- Brands: Dyson Singapore, Cif, TOTO, CANMAKE Singapore, etc.
#7 The Lees – @hometrulee
The Lees 🐈 🌱 🍴 ✈️
3 of us in this 68sqm space since 2019
With 13,000 followers and counting, @hometrulee is a go-to Instagram account for budget-savvy interior design enthusiasts.
Showcasing a warm and cosy aesthetic through off-white walls and well-coordinated wooden furniture, this lifestyle influencer elevates affordable, store-bought pieces into something that feels custom and chic.
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- Followers: 11.5K
- Saturation rate: 41%
- Post effectiveness: 98%
- Engagement rate: 2.67%
- CPE: $0.37
- Key audience locations: SG – 70%
- Brands: Panasonic, IKEA Singapore, iHerb Singapore, Dyson, etc.
#8 Ying • Ines • Gus – @ines.adalays
Lifestyle | Food | Fashion | Family
* 👩🏻Ying 👧🏻Ines 👦🏻Gus🇸🇬
* Sharing the new, fun & interesting #inesadalays
Seamlessly blending various aspects of her life, she provides her followers with a captivating palette of lifestyle, food, fashion, and family adventures.
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- Followers: 11.5K
- Saturation rate: 97%
- Post effectiveness: 99%
- Engagement rate: 6.37%
- CPE: $0.16
- Audience gender: Female – 86% | Male – 14%
- Key audience locations: SG – 50% | US – 20% | HK – 3%
- Brands: National Gallery Singapore, LEGO, Casetify, etc.
#9 Lisa Yap – @thelisafeed
Video creator
Easy recipe videos for the modern home cook
🍳 Kitchen tools: @wearegoodmaison
💁🏻♀️ Jesus lover, millennial mom, happy wifey
Beyond just being a passionate home chef, Lisa curates a lifestyle that emphasizes warmth, connection, and the joys of sharing meals. In an era filled with quick fixes and instant gratifications, she reminds people of the charm of home-cooked meals.
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- Followers: 47.1K
- Saturation rate: 64%
- Post effectiveness: 150%
- Engagement rate: 5.62%
- CPE: $0.18
- Audience gender: Female – 88% | Male – 12%
- Key audience locations: SG – 45% | US – 29% | MY – 6%
- Brands: Canon Asia, Resorts World Cruises, Good Maison, iHerb SG, etc.
#10 Jamie – @anythingjamie
A little space where I share the things I like 🤍
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- Followers: 46.6K
- Saturation rate: 71%
- Post effectiveness: 116%
- Engagement rate: 1.25%
- CPE: $0.79
- Audience gender: Female – 90% | Male – 10%
- Key audience locations: SG – 67% | US – 13% | MY – 6%
- Brands: Marks & Spencer SG, Bulla Family Dairy, Eden_living, etc.
Why Should Brands Collaborate with Micro Lifestyle Influencers?
In an era where people are swayed more by trust than mere ads, lifestyle influencers stand as credible voices that can:
- Accurately Target – Micro influencers cater to different communities of audiences, allowing brands to reach the right audiences.
- Generate Interest and Leads – With deep trust established, followers are more inclined to explore a brand further, often leading to potential leads.
- Amplify Engagement – Influencers with a high engagement rate can significantly uplift a brand’s social media activity and website visits.
- Boost Sales – An endorsement can convert into sales, especially when aligned between the brand’s offerings and the influencer’s niche.
