Top 10 TikTokers Singapore Brands Should Work With
TikTok is one of the world’s most popular apps for creating and sharing short videos. The app actually has more than 1 billion users around the globe, of which around 37.3 million are Gen Zs, according to Statista.
In Singapore, TikTok ranks as the third favourite among social media platforms (except messaging apps) in 2022 based on a survey by We Are Social. Singaporeans also use the app for an average of 16.3 hours per month in 2022 according to Hootsuite.
With the rising popularity of TikTok in Singapore, there is definitely more frequent trending content that has the potential to go globally viral. Remember Zoe Gabriel, the seventeen year old teen who was previously mocked by viewers for calling a Charles and Keith bag a luxury item? She subsequently made headlines all over the world, including on BBC, CNN, and South China Morning Post.
Keep reading if you’re in a search for the top 10 TikTokers in Singapore to work with your business, or if you’re just curious on how these most popular TikTokers are making a name and even money on the app.
The Rise Of TikTok And Its Potential For Marketing Brands
TikTok, initially popular among teens for its dance and lip-sync videos, saw a surge in popularity during the pandemic as more users turned to the app for entertainment. It even gained 2.41 million active users in Singapore alone, according to Commission Factory.
TikTok’s rapid growth even made one of its major competitors, Facebook, to roll out similar features and even the algorithm. The updated algorithm would then show content that is “uniquely personalised” to the users on their Home feed.
Users are not only good at coming up with engaging content, but also in influencing their followers to try the brands, products, or services they are promoting–a huge potential for brands to market their products.
A self-professed full-time TikToker in Singapore, Nicole Liel only started using the app for entertainment during the pandemic. In two years, she got more than 100,000 followers and over 10 million Likes for her video. Later on, she thought of becoming a full-time TikToker after seeing brands getting into TikTok and reaching out to TikTokers as their content creators. She began getting brand deals and started earning an estimated average of S$3,000 a month on the app.
Liel is just one of the many TikTokers in Singapore and all over the world who are now making money through getting brand deals for posting content in the app.
With all the buzz around TikTok, have you ever stopped to consider how exactly the app works and what makes it so appealing to both its users and brands? Let’s delve deeper into understanding this popular mobile app.
Understanding TikTok: The Platform, Its Algorithm, And Its Potential
TikTok, originally launched as Douyin in China in 2016 by ByteDance, is a short-form video app that allows users to create and share videos set to music. After its merger with Musical.ly in 2018, the app expanded its features to include more options for editing music and videos.
One of the key factors in TikTok’s success is its algorithm, which curates content for each user’s “For You” page based on their interests, regardless of whether the content is from users they follow or not. This algorithm allows content creators to reach a wider audience on the app.
During the pandemic, TikTok experienced even more growth and began to focus on commerce features such as TikTok Ads, TikTok Creator Marketplace, TikTok Live, and its subscription service, which allow content creators to earn money through subscriber-only chats. This has made it possible for anyone to earn in the app and even become one of the most popular TikTokers in Singapore.
In 2023, many Tik Tok content creators are making a name for themselves and earning money through the app. We’ve compiled a list of the top 10 TikTokers in Singapore that brands and businesses should consider collaborating with.
1. Tuti and Yuki (@tutiandyuki)
First in our list of top 10 TikTokers in Singapore are two cats named, Tuti and Yuki, with over 3 million followers on the app, and more than 100 million Likes on their video content. They also have a solid presence on Instagram with more than 100,000 followers.
The content you’ll find on their page is two furballs just having fun or living their life as cats. Even if you’re not a cat owner, you’ll find yourself amused by just lurking on their feed.
With Tuti and Yuki’s popularity on TikTok, their pet owners are getting brand deals not only from pet supply retailers, but even with brands like Bosch, a vacuum cleaner retailer.
2. Naomi Neo (@naomineo)
Next is Naomi Neo coming in second on our list of top 10 TikTokers in Singapore. Naomi also has a solid presence on TikTok with 1.8 million followers and over 60 million Likes, apart from her 400,000 subscribers on YouTube and more than 600,000 followers on Instagram. Neo started as a Singaporean lifestyle blogger before becoming a content creator on YouTube and on different platforms like Instagram and TikTok.
Naomi’s professional blogging journey started in 2011 and began uploading YouTube content in 2012. She worked with brands like Benefit, SK-II, Superga and was even chosen as an ambassador for Sunsilk in 2014-2015.
After marriage and giving birth, her content on social media includes her husband Han and children Kyzo and Zyla. In August 2022, she trended on TikTok for trying out a ghost prank on her son. The video achieved 22.9 million views and she received a lot of flak for the prank. She regained support and encouragement after posting another video showing her unaffected son reacting to the ghost prank filter again.
3. Yik Keat (@yk)
Another content creator on the third spot in our top 10 TikTokers in Singapore is Yik Keat, a photographer and storyteller based in Singapore. Yik made his online presence even more prominent in TikTok with over 1 million followers and more than 52 million Likes on the app. His content on TikTok is more on photography and tips and tricks on getting better shots.
Almost all his recent video content is getting over 60,000 and up to more than a million views. Most of his followers are impressed with his tutorial videos and majority of his content is flooded with comments of admiration for the skills of the TikToker. His recent paid partnership: Reimagine Singapore with Visa got a whopping 6 million views. No wonder he is one of the most popular TikTokers in Singapore!
Aside from creating tutorial content on, Yik Keat is also editing presets, selling prints, and has an NFT collection linked on his Linktree.
4. Jaze Phua (@jazephua)
Naming himself as “That viral video guy” on TikTok, Jaze Phua is the fourth on our list of top 10 TikTokers in Singapore. Having 1.6 million followers and over 20 million Likes on TikTok, Jaze also has a solid followership across other platforms, with more than 100,000 YouTube subscribers as well as Followers on Instagram and Facebook.
Based in Singapore, Phua is an Actor/Director with a love for creating viral videos.
The popular TikToker is known for his viral video for the Naruto-inspired Mirror Run Challenge and his parody video of the Avenger’s Game in 2019. Jaze also has YouTube collaborations with other Singaporean content creators like Tree Potatoes, Wah!Banana and Trevmonki.
Phua’s content on TikTok is a variety of action, comedy, music, art and Web3. Recent videos on his TikTok account are mostly receiving at least 10,000 up to more than a million views on the app. His recent paid partnership is with Pico XR that got over 50,000 views on TikTok.
5. JianHao Tan (@thejianhaotan)
Lion dance is her favorite part of CNY #cny2023
Also a famous YouTuber with over 5 million subscribers, JianHao Tan is ranked fifth in our top 10 TikTokers in Singapore with more than 900,000 followers and 16.2 million Likes on the app. His content is a mix of humour and life lessons, featuring his cute little daughter Starley and his wife Debbie.
He worked with Shopee on their 9.9 Super Shopping Day in 2022, and his Shopee video posted on TikTok received more than 30,000 Likes and over a thousand comments.
6. Avi Dixit (@avidixit10)
Ranked sixth in our top 10 TikTokers in Singapore is Avi Dixit, a Singaporean cricketer. Aside from being in Singapore’s squad for the 2019 Malaysia Cricket World Cup Challenge League A tournament in 2019, he’s also part of the Singapore’s squad for the 2019 ICC T20 World Cup Qualifier tournament in the United Arab Emirates. His debut for Singapore is with Twenty20 International (T20I) against Papua New Guinea on 25 October 2019.
The popular cricketer has over 500,000 TikTok followers and over 29 million Likes on his content. Avi’s content is mostly about comedy skits between an Indian father and a son, which are receiving a minimum of 10,000 and up to 4 million views. That’s a lot!
Avi has sponsorship from MyProtein SG and partnered with Uncle Raymond, a local viral sensation known for dancing at some places in Singapore. He also had a previous paid partnership with OCBC bank.
7. Zoe Gabriel (@zohtaco)
thank you dad
Next in this list of top 10 TikTokers in Singapore should be a familiar name with many individuals. She is Zoe Gabriel, is a 17- year-old teen in Singapore who previously went viral on TikTok earlier this year for posting a video of a Charles & Keith bag , with an on-screen caption titled “My first luxury bag.”
Many online users mocked Zoe for referring to the bag as a luxury item. However, the teen gained support from the community after posting another TikTok video explaining why she called the gift a luxury bag and shared the background of her family.
Zoe further explained, “Growing up, I did not have a lot. My family didn’t have a lot. We couldn’t buy things as simple as bread… … For me and my family, it (the bag) is a lot, and I’m so grateful that my dad was able to get me one. He worked so hard for that money. I can’t believe I got hate over a bag that I was so excited to have.”
Zoe currently has over 200,000 followers, with over 4 million Likes on TikTok. The popular TikToker now gets paid partnerships from brands like Sushi Nori, iWalk Malaysia – and of course Charles & Keith.
8. Annette Lee (@annetteandafish)
so chantelle got married recently and whoever gave her these angbaos… you’re officially on her toxic list ✍🏻🧧
Annette Lee, a Singaporean singer-songwriter, scriptwriter and YouTube personality, is another popular TikToker to watch out for. With over 40,000 YouTube subscribers and more than 100,000 Instagram followers, Lee also has a solid follower count of over 200,000 thousand followers on TikTok.
Her famous works on social media are her short video series: #ChatsWithChantelle and #AsianParentTings.
The popular TikToker creates a variety of content that are mostly humorous. She always finds a way to inject fun into her content like in her 2023 Lunar New Year TikTok video and in another TikTok video that covers how Singaporeans are saving money.
If you also find Annette funny, you’re probably one of the reasons why she’s on the eighth spot on this list of top 10 TikTokers in Singapore.
9. Alderic Teo (@aldericc)
carbonara is too overpowered.
A home cook content creator in Singapore, Alderic Teo is the ninth of our top 10 TikTokers in Singapore. Alderic boasts a solid follower count of over 100,000 on TikTok. His TikTok content is a mix of recipes and food reviews which received more than 3 million Likes on TikTok.
Alderic’s food video reviews will leave you feeling like you want to try every dish he mentions! His videos showcase detailed descriptions of the dish he’s eating, including the price and where you can order the food. He also educates viewers about cooking too.
The popular TikToker gets paid partnership from brands like Gaviscon and food retailers like Myojo, obviously.
10. Zenos Jake (@zenosjake)
Last but not least, the tenth in our list of top 10 TikTokers in Singapore is Zenos Jake, an entrepreneur who loves tech and Singlish. The popular TikToker has over 100,000 followers on the app and more than 2 million Likes on his content.
Zenos’ content is mostly about tech, unboxing videos, and his life in Singapore. His viral video about a Plastic Bag hack went viral with over a million views on the app. The video is a hack of untying a plastic bag which received a lot of hilarious comments. One of the comments said, “If I’m hungry, the bag is getting ripped,” which totally makes sense. The top comment is a simple “✂” with the most Likes.
Can’t get enough of our list? Here are two more TikTokers in Singapore worth checking out!
11. Andreana Tay (@andreanaanna)
I still have to go to work in the day and coming back home to take care of her but in between my brother and family members will take care of Audrey! But today she was being abit naughty. #istillloveher #autismawareness #autism #autismacceptance #autisticsibling #autisticwomensg #autismsg
Another rising content creator making it to the list of the most popular TikTokers in Singapore is Andreana Tay, with over 100,000 followers on TikTok and over 3 million Likes on the app. Tay became known for raising special needs awareness when the TikTok videos of her sibling with autism went viral.
Andreana posts a variety of content on her TikTok page, from food reviews, fitness journey, and even about tattoos, but most of her videos are about living with her sibling with autism. She only wanted to share her sibling’s unique way of asking for food but didn’t expect for it to go viral. Ever since then, many people showed their support and appreciation for the caring sister.
Tay now receives brand deals like with Vi Phi Beauty and Frozt. She also got a recent paid partnership on her sibling’s visit to National Gallery Singapore posted on the app. The uploaded video got over 100,000 views on TikTok.
12. Uncle Raymond (@raymondl88)
Another TikTok sensation who made it into our list of the most popular TikTokers in Singapore is 60-year-old Uncle Raymond, with over 92,000 followers and more than 3 million Likes on TikTok.
The happy-go-lucky man went viral on the app after getting filmed while dancing at the Ang Mo Kio MRT station. Since the viral video, Uncle Raymond still posts on TikTok while dancing with fans at several locations in Singapore, from Pasir Ris to Sentosa. The cheerful popular TikToker shares his belief that it’s essential to do what you want to do and to be happy.
Uncle Raymond’s recent partnership is with another popular TikToker Avi Dixit. Brands he worked with include Shopee and AIC Singapore.
Explore The Potential Of Singaporean TikTokers
TikTok opens a lot of possibilities for Singaporean TikTokers. Anyone has a shot to become viral and relevant, as long as they keep on creating content that is relatable to their audiences. It also presents an opportunity for them to make money.
As businesses look to reach a younger audience, partnering with the most popular TikTokers in Singapore can be an effective way to promote products and services. This presents an opportunity for TikTokers in Singapore to monetise their content through sponsored posts, merchandise sales, and other revenue streams.
Team Up With An Expert TikTok Ads Agency
If you want your business to thrive amongst the younger audiences, you must not ignore the huge market of Gen Zs that is on TikTok. If you’re not sure how to get started, you can work with an an expert and award-winning TikTok Ads agency – First Page Digital.
Over here, we have a team of local experts who know how to create trending content. You can also leave the work of finding and connecting with the most popular TikTokers in Singapore to us. Our team will not only create engaging content that resonates with your target audience but will also ensure it reaches them effectively.
Trust us to bring your brand to the forefront of the TikTok community in Singapore today!