For the likes: Charmaine Sew, Jimena Muchsel and Samantha Tan share the craziest thing they've done for content

With great power, comes great responsibility - and influencers have plenty of it.

In fact, around 70% of Singaporean survey participants, and 82% of participants in Southeast Asia, have admitted to being influenced by recommendations from influencers or celebrities in their purchasing decisions.

According to influencer and affiliate partnership management platform impact.com, the reasons users follow influencers vary, including entertainment (73%), lifestyle inspiration (52%), and a desire to learn from influencers (51%).

Don't miss: For the likes: Alona Pichay, John Lim and Zaki Hussain share the craziest thing they've done for content

In fact, a recent study by YouGov showed that a significantly higher proportion of consumers in Hong Kong, Indonesia and Singapore consider social media influencers a reliable source of information on health and wellness, compared to the international average across the 17 markets polled.

According to the report, a fifth in Singapore (21%) say they find at least some health and wellness information offered by social media influencers to be trustworthy – compared to just a sixth (16%) of consumers internationally.

With so much trust involved, influencers have a lot riding on their shoulders. That said, that doesn't mean they can't have some fun and act a little crazy. In this series, MARKETING-INTERACTIVE takes a look at some of the craziest things our local influencers have done to create content and to get views.

Identity: Charmaine Sew, @charmainesew

Known for: Lifestyle content

Most active on: YouTube and Instagram

What is the craziest thing you have done for views and content?

The craziest thing I did was joining a K-Pop audition for real. 

The judges didn't know I was there to film a YouTube video, and therefore treated me like a real auditionee. It even tops the time I had to busk at Orchard Road. These two assignments were totally out of my comfort zone as I can't sing (and I think I'm probably tone-deaf) so it was extra nerve-wrecking to perform in front of complete strangers.

What is the craziest thing you would do for views and content? 

So far, I've been really game to face many of my fears and try things outside my comfort zone.

I would probably do anything as long as it’s fundamentally positive, does not harm others, or involve high-adrenaline activities like roller coasters or bungee jumping. As part of The Smart Local's YouTube team, I would also love to create something which brings participants from all over the region to participate, maybe a reality dating series like One Week Love but bigger and better - an ASEAN edition. 

Identity: Jimena Muchsel, @jimenamuchsel 

Known for: Fitness content

Most active on: Instagram

What is the craziest thing you have done for views and content? 

Learning the muscle-up in just 2-3 months.

I did it so that I could film some cute videos together with my boyfriend. I wanted to learn a lot of the skills he can do such as handstand, levers and planche just so we can do amazing, synchronised videos at beautiful places.

What is the craziest thing you would do for views and content? 

At this point, maybe running 42km.

Identity: Samantha Tan, @samanthatyf

Known for: Lifestyle and education content

Most active on: Instagram and TikTok

What is the craziest thing you have done for views and content?

Normally, I maintain a calm demeanour, although my closest friends might disagree.

The craziest thing I've done is pretending to be a treasure hunter while rolling on the floor and striking poses in front of a bus.

I did this in front of bus service 72 as people were getting on board.

What is the craziest thing you would do for views and content? 

As I get older, I notice myself becoming increasingly cautious. I don't foresee myself willingly engaging in activities that provoke fear (unless it's for a good cause). As for now, perhaps I might consider dyeing my hair or going for a really short haircut. Those seem like relatively adventurous choices within my comfort zone. 

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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