Study: 62% of Singaporeans engage with sponsored influencer content

Nearly 62% of Singaporeans are more likely to engage with sponsored influencer content. This highlights the continued dominance of creator-driven campaigns in the country’s digital landscape, according to AnyMind Group’s "Singapore Digital Landscape 2025" report.

The report draws from first-party data collected through AnyMind’s proprietary platforms, AnyTag (influencer marketing), POKKT (mobile marketing), AnyDigital (digital advertising), and AnyX (e-commerce), and survey insights from 1,355 consumers across the region, including Singapore, Malaysia, Indonesia, Thailand, Philippines and Vietnam.

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According to the study, Singaporeans are especially receptive to high-impact formats, being 49% more likely to engage with influencer-led short videos, 45% more likely with interactive ads, and 32% more likely with in-game advertising.

When it comes to ad performance, video ads reign supreme during the consideration stage, particularly those featuring product demos and tutorial-style content.

Meanwhile, timing plays a key role in conversions, as Singaporean consumers are most responsive to ads placed three days before making a purchase, said AnyMind Group. 

The study also highlights that word of mouth and search remain the most influential channels for driving sales in Singapore, suggesting that trust and intent continue to anchor consumer decision-making even in a fast-evolving digital landscape.

Looking at the distribution of influencers in Singapore by vertical, entertainment and fashion & beauty stand out as the dominant categories, giving brands the largest pool of creators to collaborate with. Mid-tier verticals such as food & drink, livelihood, home & shopping, and family & education also show healthy representation.

At the other end of the spectrum, news, sport, and travel have the smallest influencer communities in Singapore, an area that AnyMind suggests could present untapped opportunities for brands looking to innovate and diversify its influencer mix.

AnyMind Group said the findings reinforce how the traditional linear marketing funnel no longer reflects today’s consumer journey, with audiences engaging across multiple touchpoints and formats before converting.

“Singapore’s brand-to-consumer landscape is evolving rapidly – fragmented touchpoints, rising content expectations, and smarter consumers mean the old playbook no longer applies.” said Toh Yi Hui, country manager, Singapore, AnyMind Group.

He added, "It’s time for marketers to rethink the marketing funnel in today’s modern era, where the consumer journey is not linear but rather orbital, and there is a need to focus on building continuous, trust-based relationships." 

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