Meltwater Data Reveals Singapore’s Leading Influencers in 2025

Influence in Singapore is evolving. In 2025, it is no longer defined by spectacle or sheer follower counts, but by credibility, consistency, and the ability to earn trust over time.

New insights from Meltwater’s influencer intelligence platform, Klear, reveal which macro-influencers are leading the local space this year, and why their brand of influence looks markedly different from the viral-first creator cultures seen elsewhere.

According to Meltwater’s State of Social Report 2026, brands continue to prioritise social media as a key awareness driver. But in an increasingly crowded digital environment, attention can no longer be sustained by virality alone. Instead, long-term influence is built through storytelling, cultural relevance, and a consistent presence that audiences recognise and return to.

A Distinctly Singaporean Model of Influence

The data points to a uniquely Singaporean formula, one where cultural relevance, institutional credibility, and community trust coexist.

On Instagram, lifestyle and cultural creators such as Sonia Chew and Annette Lee rank among the platform’s most influential voices. Notably, they remain on par with public figures such as President Tharman Shanmugaratnam and Prime Minister Lawrence Wong.

On TikTok, entertainment, lifestyle, and community-driven creators dominate the leaderboard. Names like Jayley Woo, Taufik Batisah, and DEBBIE.S emerged as platform leaders in 2025, reflecting TikTok’s emphasis on personality-led, highly engaging content.

Despite the perception that algorithms alone dictate visibility, the findings suggest otherwise. Influence stems from the ability to hold attention through coherent, repeatable storytelling that audiences trust over time. These creators succeed not because of fleeting viral moments, but because their narratives cut across communities and interests with clarity and consistency.

Trust Over Trend

What stands out is not uniformity among these creators, but the legitimacy they carry within their respective spaces. Whether in governance, culture, entertainment, or community-building, their influence extends beyond platform mechanics. Their prominence reflects credibility built across contexts, not just spectacle or scale.

Taken together, the data suggests that influence in Singapore is less about visibility and more about trust. The creators who lead are those who consistently show up with purpose, offering cultural relevance and clarity that audiences recognise and return to.

The Top 10 Influencers in Singapore (2025)

Instagram

1. Noah Yap (94)
2. MING (89)
3. Kimberly Haley Wang (88)
4. Nathan Hartono (88)
5. Sonia Chew (87)
6. Tharman Shanmugaratnam (87)
7. YOSUKE (87)
8. Lawrence Wong (87)
9. Annette Lee (87)
10. Carrine Low (87)

TikTok

1. Jayley Woo (93)
2. Taufik Batisah (92)
3. DEBBIE.S (92)
4. Melissa Celestine Koh (89)
5. DENISE SOONG (88)
6. Glenn Yong (88)
7. Lawrence Wong (87)
8. Carrine Low (87)
9. Annette Lee (87)
10. Julynn Lau (86)

Creators were evaluated using Klear’s proprietary Klear Score, an AI-powered metric that assesses influence based on reach, engagement, and other performance indicators. The result is a more nuanced measurement of creator impact, identifying those who drive meaningful engagement beyond just views.