Influencer Marketing Rates in Singapore: Full Guide

SG Rate Card Benchmarks by Follower Tier

Singapore does not have a published national rate card. The functional benchmark used by local agencies like Gushcloud, Artisan HQ, and Kobe Global is the tiered follower bracket, cross-checked against engagement data from HypeAuditor and Kolsquare. The 2024–2025 running rates for a single static Instagram feed post (image only, no separate story) are:

– Nano (1K–10K followers): S$100–S$300

– Micro (10K–50K): S$400–S$1,200

– Mid-tier (50K–200K): S$1,500–S$5,000

– Macro (200K–1M): S$6,000–S$15,000

– Mega (1M+): S$20,000–S$60,000

Follower counts alone are a weak pricing signal. Agencies in SG underwrite rates with a “views-per-post denominator”: for mid-tier and above, they require the creator’s average reel views over the last 30 days to be at least 1.5x their follower count. Creators who fail this benchmark get priced at the bottom of their bracket, regardless of follower numbers.

Platform Differentials: Instagram, TikTok, Xiaohongshu

Instagram still carries the highest per-post premium in the Singapore market — roughly 20–30% above TikTok for the same creator and tier. TikTok rates are suppressed by supply: the short-video pool in SG is deep, and many creators accept S$300–S$900 for micro-tier branded clips because the platform monetization itself is poor.

Xiaohongshu (RED) flips the curve. There is a structural shortage of Singapore-based bilingual creators who can write polished Chinese captions and handle the platform’s review-heavy algorithm. The scarcity pushes Xiaohongshu rates 30–50% above Instagram for the same follower bracket. A 30K-follower IG creator bills S$500–S$900; the same person billing for RED content will quote S$800–S$1,500.

YouTube rates run double to triple an equivalent IG post because the deliverable is scripted, edited, and longer. Live commerce is a different schema entirely: TikTok Shop and Shopee Live creators in SG charge a session base fee (S$200–S$800 for micro) plus an affiliate commission of 8–12% of GMV generated from their code.

Mandatory Add-Ons: Usage Rights, Exclusivity, Licensing

The base quote in SG normally covers one post, one story, and a 3-month usage window. Every extension has a published uplift, and agencies will not bury these — they get line-itemed on the quote:

– 12-month license buyout: +25–40% of the base fee. Required if the content touches OOH placements, bus shelters, or repeat paid media.

– One-year category exclusivity: +20–30%. Locks the creator out of your competitors in the same vertical (e.g., a beauty brand blocking the creator from skincare rivals for 12 months).

– Ad whitelisting: S$200–S$500 setup plus 10–20% of the media spend. This lets you run boosted posts through the creator’s ad account, which is mandatory on Meta now for social proof optimization.

If the creator is GST-registered, 9% GST applies on top of all fees and add-ons. Most SG mid-tier and macro creators are registered because their turnover crosses the S$1M threshold; nano and micro creators usually invoice without GST.

Agency Markup vs Direct Booking in Singapore

Agencies in SG charge a media commission — typically 15–20% of the total creator fees — and they handle negotiation, legal contracts, and content approvals. For a 10-creator campaign with mixed tiers, the agency fee lands around S$1,500–S$3,500. This is defensible if your team has no in-house influencer operations.

Direct booking through SaaS platforms like Kolsquare, Heepsy, or Aspire avoids the commission but not the subscription. Paid tiers run S$400–S$1,500 per month, and you still handle creator outreach, rate negotiation, briefs, and usage-rights paperwork. Pearfind, the SG-local creator marketplace, operates on a flat per-booking fee model instead of a commission — but its creator pool skews heavily nano and micro.

The agency route makes financial sense for one-off campaign bursts. If you run recurring monthly influencer programs, the subscription route plus a dedicated in-house coordinator (S$3,500–S$5,000/month salary cost in KL or SG) beats agency commission after the third month.

Budgeting for Real Campaigns: Benchmark Per-Project

A realistic Singapore food-and-beverage campaign with 10 creators — 4 nano, 4 micro, 2 mid-tier — at IG-only, with 3-month usage, no exclusivity, no whitelisting, and a 15% agency commission:

Swap in 12-month usage buyout (+30%) and category exclusivity (+25%) and the same campaign jumps to roughly S$19,000 before GST. A single macro influencer (300K followers) with 6-month usage and whitelisting, managed agency-side, will run S$8,000–S$12,000 — cheaper than a 10-person seeding campaign, but only if your objective is reach over localized trust.

The takeaway for procurement teams: always request tiered quotes, lock the usage window at 3 months, and avoid exclusivity unless you genuinely have a competitive threat. In Singapore’s small creator pool, exclusivity is rarely the deciding factor — but it is the easiest line item for an agency to pitch as “essential coverage” when it is actually a margin booster.