The report highlights the growing importance of nano-influencers, who are individuals with a smaller but highly engaged audience. These influencers, often with 10,000 to 100,000 followers, are known for their authenticity and genuine connection with their followers. They are particularly effective in reaching niche audiences and building trust. In Singapore, nano-influencers are gaining traction as a powerful tool for brands to connect with their target audience. This is because they have a high engagement rate, often exceeding 10%, and their content is perceived as more authentic and relatable.

This trend is not limited to Singapore; it’s a global phenomenon. The rise of social media as a discovery platform is driven by several factors. First, social media platforms are designed to be highly engaging and interactive.