How much does influencer marketing cost in Singapore?

Every brand asks this before the first call, and most answers online are either a rate card from 2021 or a sales pitch. Here is the honest version, from the 420+ campaigns we have run in Singapore since 2022: what creators charge, what agencies charge, where the money actually goes, and the budget level below which a campaign is a lottery ticket.

What Singapore creators charge per post

Creator fees in Singapore are set by follower tier, platform and how much work the brief asks for. These are the bands we see in 2026 for a single Instagram Reel or TikTok video with usage rights for organic posting only:

Tier	Followers	Typical fee per video	Best for
Nano	3K – 10K	S$100 – S$400, often product-for-post	Hyperlocal seeding, volume, honest reviews
Micro	10K – 30K	S$400 – S$1,200	Niche authority; best cost per engagement
Mid-tier	30K – 80K	S$1,200 – S$3,000	Reach with credibility - the workhorse of most campaigns
Macro	80K – 200K	S$3,000 – S$8,000	Launch-scale reach in days
Celebrity	200K+	S$8,000 – S$30,000+	Headline moments and media pickup

Three things move a creator's fee up: exclusivity (they can't work with your competitor for a period), paid usage rights (you want to run their video as an ad), and production load (a scripted 60-second tutorial costs more than a 15-second unboxing). A creator quoting S$800 for an organic post may quote S$1,500 once you add three months of ad usage - and that S$1,500 is usually the better deal, because the video becomes your best-performing ad.

Follower count is a poor guide to results. In our campaigns, a 2,265-follower creator produced a 184,603-view reel for Unikul, and a 10.4K-follower creator did 344,891 views and 19,000 shares for CapitaLand. Casting for fit beats paying for reach.

What an agency charges on top

Agencies in Singapore price influencer campaigns in one of three ways:

• Percentage of creator spend - usually 20% to 35% on top of what creators are paid. Simple, but it rewards the agency for booking expensive creators rather than effective ones.
• Flat campaign fee - a project price covering strategy, casting, briefing, content management and reporting, with creator fees inside or on top. Most common for launches and events.
• Monthly retainer - a fixed monthly fee for always-on creator programmes, typically S$3,000 to S$15,000 a month depending on volume. This is how brands like CapitaLand, myRepublic and London Weight Management work with us.

Whatever the model, the agency fee buys five things: knowing which creators actually deliver in your category (we have four years of post-campaign data on 1,300+ Singapore creators), briefs written to convert rather than to fill a caption, chasing every deadline and approval, negotiating usage rights, and a report against the metric you agreed on. If an agency can't tell you which of those five it does well, you're paying for a middleman.

Our own model: a minimum engagement that covers strategy, hand-picked casting, content management and paid amplification, quoted after a strategy call rather than off a rate card. Why we don't publish a price list.

The hidden costs nobody quotes

The creator fee and the agency fee are the visible half of the budget. The other half is where campaigns quietly fail:

• Product and logistics. Seeding 30 creators means 30 units shipped, tracked and sometimes replaced. For a Pokka launch we seeded 100+ creators with custom kits - that is a real line item.
• Paid amplification. Organic creator reach in Singapore is capped by the algorithm. The campaigns that produce sales put ad budget behind the two or three posts that win. Budget S$70 to S$90 a day for the first two weeks, then scale what works. Agencies that ask for S$10K to S$20K of ad spend on day one are telling you how they make money.
• Usage rights and loading fees. Running a creator's video as an ad (a Spark Ad on TikTok, a partnership ad on Meta) needs their permission and usually a fee. We only load top performers, so this is an investment, not an expense.
• Landing pages and tracking. If the goal is sales or RSVPs, somewhere for the traffic to land and a pixel to attribute it. For Scanteak and Nova Furniture we built and ran the RSVP pages ourselves; opt-in rates of 37% to 45% came from that, not from the creators alone.
• Your team's time. Approvals, product knowledge, replying to creators' questions. A campaign with 20 creators generates 60+ touchpoints. Either your team handles them or the agency does.

The minimum that actually works

There is a floor below which influencer marketing in Singapore does not produce sales, and it is higher than most first-time buyers expect. Below roughly S$3,000 a month you can afford a handful of nano and micro creators posting once, with no budget to amplify the winners and no second round to apply what you learned. That buys applause: some nice content, a few hundred likes, no measurable revenue. It's a lottery ticket.

From S$3,000 to S$5,000 a month over at least two months, the economics change. You can run 8 to 15 creators, see which formats and faces convert, and put paid spend behind the top two or three. Campaign two is cheaper per result than campaign one because you're no longer guessing. That is the level at which our clients start seeing results, typically from month three.

Two months is also our minimum commitment - not because of a contract, but because one month is too short to optimise and too short for either side to know whether it's a fit.

What S$5K, S$10K and S$20K buy you

Illustrative campaign shapes at three budget levels in Singapore, creator fees and amplification included. Real campaigns vary by category and goal.

Monthly budget	Creator mix	Paid amplification	What it can achieve
S$3K – S$5K	8 – 15 micro and mid-tier creators, one platform	S$70 – S$90/day behind 2 – 3 winning posts	Le Rainbow: 191K views and 4.41% engagement from 3 creators. Dilmah: 345K views from 5 creators across 2 countries.
S$5K – S$10K	15 – 25 creators incl. 1 – 2 macro, two platforms	Continuous testing, S$150 – S$300/day	Mom's Cooking: S$258K in tracked delivery sales at 16x return on ad spend over 8 weeks. Martina's Kitchen: 657K views for one restaurant outlet.
S$10K+	25 – 100+ creators across tiers and platforms, possible on-ground activation	Scaled ad programme, retargeting	Reno Fiesta: $1M+ in renovation sales at 70x return, 200+ qualified leads. Pokka: 100+ creators live on launch day with CBD and campus booths.

Notice the pattern: the outcomes on the bottom row aren't 4x the top row because the budget is 4x. They come from having room to test, learn and put money behind what works. That's what a budget buys - not more posts, more iterations.

How to make the budget compound

1. Agree the metric before launch. Sales, leads, RSVPs, store clicks or reach - one of them, written down. Everything else is a supporting stat.
2. Cast for conversion, not follower count. Ask any agency which creator archetype converts in your category and why. If the answer is a media kit, walk.
3. Brief for a hook, an objection and a proof point. A creator who dismantles the one reason people don't buy is worth ten who say "love this product".
4. Negotiate usage rights up front. Cheaper than asking after the post goes viral.
5. Put paid behind the winners within 72 hours. The algorithm has already told you which post works. Spend there.
6. Run campaign two. Auolive went from 24K to 269K views across three campaigns in five months. Longbridge went from 34K to 798K views between campaign one and two. The second campaign is where the first one pays off.

Frequently asked questions

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