Social Media Influencers have attracted more attention than ever over the past 12 months. On the one hand their popularity is becoming more widely acknowledged, especially after events such as the boxing match between KSI and Joe Weller (which has drawn an audience of around 20 million viewers both live and after the event). On the other, bad behaviour from some has drawn huge criticism across the board (such as accusations towards Daryl Aiden Yow of claiming others’ photos as his own).
Given these events, how relevant, if at all, are Social Media Influencers to Singaporeans today? And, for the brands that support them, how cautious are Singaporean consumers on the endorsements made by their favourite stars?
According to a survey carried out by YouGov in August 2018, Social Media Influencers are reaching fewer people in the population than online reviews (70%), friends & family (67% and 66%), in-store advertising (45%) and newspaper / magazine reviews (43%).
To read the full article, please click here.