Singapore
Our Grandfather Story (OGS) is a Singapore-based digital media brand built around the Singlish concept of a 'grandfather story' — a colloquial term for a yarn or tale passed down through generations.
Total Followers +3.9%
423K
Across Instagram, TikTok
Primary Platform
252K followers · 60% of audience
Engagement
17.6%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $3.8K–$8.8K / IG post
A candid family conversation about death and legacy planning, produced in partnership with Singapore's Ministry of Social and Family Development, earned UNFOLD Creators (OGS's parent organisation) its first award from the Association of Advertising & Marketing Singapore.
OGS hosted IPRS members for a behind-the-scenes studio tour covering brand storytelling workflows and its expanding multi-brand portfolio including Ribbit.FYI and Sincerely, Singles.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | +1K +0.4% | +0 +0.0% | +0 +0.0% | +1K |
| Last 30 days | +16K +6.5% | +0 +0.0% | +0 +0.0% | +16K |
| Last 90 days | +54K +21.3% | +0 +0.0% | +0 +0.0% | +54K |
| Last 365 days | +54K +21.3% | +0 +0.0% | +0 +0.0% | +54K |
Daily follower snapshots from CreatorDB's longitudinal index.
Our Grandfather Story (OGS) is a Singapore-based digital media brand built around the Singlish concept of a 'grandfather story' — a colloquial term for a yarn or tale passed down through generations. What began as a platform for surfacing overlooked corners of Singaporean history and culture has expanded into a broader human-interest storytelling operation, covering mental health, food culture, identity, and social issues affecting young Southeast Asians. Alongside its longform editorial content, OGS runs a webcomics arm — OGS Webcomics — that translates complex personal and social topics such as burnout, singlehood, and LGBTQ+ experiences into accessible, illustrated formats. This dual approach — earnest journalism and comic-strip storytelling — gives the brand an unusually wide tonal range for a media account of its size.
OGS has built a highly engaged community that punches well above typical media-account norms, with an Instagram engagement rate that sits over ten times the category median — a signal of genuine audience investment rather than passive consumption. Its core followers skew female and fall predominantly in the 25–34 age bracket, with strong concentrations in Singapore and Malaysia and a meaningful diaspora reach into the US and UK. This regional, English-language, values-driven audience makes OGS a natural fit for partners in mental wellness, lifestyle, and purpose-oriented consumer categories. As social-issue storytelling continues to resonate across Southeast Asia's digitally active young adult cohort, OGS is positioned to grow its influence as both a trusted editorial voice and a credible brand-partnership channel in the region.
Ourgrandfatherstory reaches an audience concentrated in Singapore primarily through Instagram, and is best activated via Instagram Reels and Stories, TikTok branded content. As an entertainment creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on Instagram runs around 17.6%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows entertainment content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For Singapore-focused brands in entertainment and related categories, Ourgrandfatherstory offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Ourgrandfatherstory's tier (Mid, 423K combined followers, Singapore). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
In Singlish — the colloquial creole spoken in Singapore and Malaysia — a 'grandfather story' refers to a long-winded, rambling, or hard-to-believe tale, often one passed down through generations. Our Grandfather Story reclaims that phrase deliberately, using it to signal that they surface the kind of quiet, lived-in stories that mainstream media tends to overlook rather than chasing headlines.
Yes — they have leaned into an extended conversation around lifelong singlehood in Singapore, framing the question as 'what if singlehood isn't just a phase but your entire life?' rather than treating it as a waiting room before marriage. It fits their wider editorial pattern of taking socially loaded experiences that rarely get open discussion in Singapore and turning them into community-driven storytelling.
Yes — alongside their photo and video storytelling, Our Grandfather Story produces web comics distributed under tags like #ourgrandfatherstorycomics and #ogswebcomics. The comics format lets them adapt personal stories and social commentary into a more visual, shareable form that complements their longer narrative posts.
Yes — the account has published stories from LGBTQ+ individuals in Singapore, including at least one post featuring a transgender student who shared their experience explicitly to push for structural change in education. This reflects their broader editorial mission of giving voice to perspectives that are underrepresented in Singapore's mainstream media.
Mental wellness is a recurring theme on the page, with posts consistently tagged under #mentalhealth, #mentalwellness, and #burnout. They approach these subjects through personal testimony and community stories rather than clinical advice, which aligns with their overall style of making difficult topics feel grounded and human.
Food is part of their content mix — posts tagged #sgfood and #sgfoodie appear regularly — but they approach it through the lens of storytelling rather than straight-up food reviews. You're more likely to see them tell the story behind a hawker family or a disappearing recipe than to see a simple 'must-try' recommendation.
Their content centers on 'overlooked and timeless' human experiences — singlehood, identity, mental wellness, family, and community life in Singapore and the broader region. The editorial angle is less about news and more about the personal, often unspoken realities of everyday people that tend to get passed over by conventional media.
Singapore is clearly the heart of their content, but their own bio says 'from 🇸🇬 and beyond,' and their audience spans Malaysia, the United States, the United Kingdom, and India — with strong traction among Southeast Asian diaspora communities overseas. Stories that resonate with the Singaporean or Malaysian experience often travel well to readers who grew up in the region or have family ties there.
Yes — they are active on TikTok under the same handle, and their TikTok bio describes the content there as 'overlooked, timeless and (even more) bite-sized,' signalling a deliberately shorter-form adaptation of the same storytelling approach. Instagram remains their larger platform by following and engagement, but TikTok serves as a second distribution channel aimed at a faster-scrolling audience.
Singapore makes up the single largest slice of their audience, but followers from Malaysia represent the second-biggest group, and there is meaningful reach into the United States and United Kingdom — likely through Southeast Asian diaspora communities. Their core demographic skews toward young adults in their mid-twenties to mid-thirties, with a slight majority of female followers.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@ourgrandfatherstory · Instagram
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