Influencers aren’t just about selfies and stylish outfits. They’re the trendsetters, storytellers and digital rockstars who shape how we shop, think and live.
With nearly 9 out of 10 Southeast Asians scrolling for more than 2 hours a day, it’s no wonder influencers are at the heart of what’s cool and what’s next.
In fact, 70% of Singaporeans and 82% of South East Asians admit they’re influenced by recommendations from these digital stars.
But here’s the thing – not all influencers are the same. From beauty pros who teach us the perfect eyeliner flick, to gaming champs who make us want to level up, there’s a whole world of influencer types out there.
Ready to see who’s behind the trends? Let’s dive in.
Beauty Influencers
These content creators are the go-to voices for all things makeup, skincare and self-care. They test products, share tutorials and break down the latest beauty trends (glass skin, anyone?).
Their audience is highly engaged, often trusting their recommendations over traditional ads.
Content includes product reviews, step-by-step makeup tutorials, skincare routines and even “get ready with me” (GRWM) videos. They often collaborate with brands for product launches, exclusive collections and beauty challenges.
Mongchin is a top beauty influencer known for her finds, tutorials, and honest reviews, while Tasya Farasya turned casual YouTube tutorials into a beauty empire, amassing 7 million followers, collaborating with L’Oréal Paris, and leading MOP Beauty as CEO.
Fashion Influencers
They drive trends and often collaborate with brands for clothing hauls, styling tips and even capsule collections.
Fashion influencers are the fashion-forward creatives who take trends from the runway to your feed. From head-turning outfits to styling tips, they make every piece of clothing feel like an art form.
Think #OOTD (Outfit of the Day) posts, styling hacks, fashion hauls and “How to Wear” guides.
These influencers turn every outfit into an opportunity to show off their personal style, whether it’s high-end designer pieces or affordable street style.
Nellie Lim, known as the “Shoe Queen” with her signature #NelliesShoefie, and Nazwa Adinda, are two influential fashion icons, captivating audiences with their unique styles.
Health & Fitness Influencers
From gym junkies to yoga masters, these influencers inspire their audience to live a healthier lifestyle.
They post workout routines, do live workout sessions and share diet tips and wellness advice, making them ideal for fitness brands, supplement companies and even athleisure.
Their followers are looking for motivation, tips and accountability. Whether it’s cheering on a fitness milestone or swapping protein powder recommendations, this community thrives on support and positivity.
Personal trainer Georgina Poh captivates her audience with viral workout videos and stylish OOTDs, while Indonesian doctor Tirta Mandira Hudhi leverages his platform to tackle misinformation and champion public health with a dynamic, engaging approach.
Food & Beverage Influencers
Foodies rule the internet and these influencers make sure no delicious meal goes unnoticed. Whether it’s a Michelin-starred dish or the latest street food craze, they create mouthwatering content that keeps their followers hungry for more.
Think restaurant reviews, cooking tutorials and food photography. Many collaborate with cafes and restaurants for menu tastings, pop-up events, and even food product launches. They also tap into travel content by exploring unique food cultures.
Brad Lau, aka LadyIronChef, curates the best food and travel experiences, while Ria SW brings history, art and local flavors to life through her engaging YouTube videos.
Gaming Influencers
Gaming isn’t just a hobby – it’s an entire culture. These influencers stream gameplay, review new releases, and engage their audience with gaming challenges. With esports booming in Asia, gaming influencers have a loyal (and growing) fanbase.
Live-streamed gameplay, walkthroughs, reviews of new games and epic in-game moments make up the bulk of their content. They’re not just playing the game, they’re creating a community where fans can join in on the fun, discuss game strategies and cheer each other on.
Indonesia isn’t just playing games, it’s driving the industry forward. With 174.1 million gamers and a market valued at USD 1.1 billion in 2023, gaming isn’t just big – it’s a way of life. The country accounts for 43% of South East Asia’s players, fueling demand for new games, esports events and local game development. Recognising this potential, Indonesia has officially declared August 8 as National Game Day and in 2024, the government introduced new policies to accelerate industry growth.
Supercatkei, aka Denise Teo JiaQi, charms Twitch with her mix of gaming, music, and IRL streams, while Windah Basudara brings his comedic flair to YouTube, turning gameplay into entertainment and repping Indonesia’s Rex Regum Qeon esports team as its ambassador.
Every industry has its own set of influencers, each bringing their unique voice and audience.
AtisfyReach, an influencer marketing platform, matches you with the right influencers, helps you track campaign success and maximise impact.
Whether you’re launching a beauty product, showcasing the latest tech or promoting a dream destination, data-driven influencer selection ensures you partner with the right voices to elevate your brand.
Book a free demo today.
