The @singapore Instagram account operates as an official storytelling channel — classified under public services and government — that presents Singapore not through polished tourism brochures but through ground-level human narratives.
Total Followers +0.6%
188K
Across Instagram
Primary Platform
TikTok
188K followers · 100% of audience
Engagement
1.7%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $3.8K–$9.4K / IG post
| Platform | Followers | 30d Growth | Engagement | Posts / wk | Last upload |
|---|---|---|---|---|---|
| 187,753 | +1K | 1.7% | 0.9 | 3 days ago |
| Window | Combined | |||
|---|---|---|---|---|
| Last 7 days | +75 +0.0% | +0 +0.0% | +0 +0.0% | +75 |
| Last 30 days | +1K +0.6% | +0 +0.0% | +0 +0.0% | +1K |
| Last 90 days | +4K +2.3% | +0 +0.0% | +0 +0.0% | +4K |
| Last 365 days | +4K +2.3% | +0 +0.0% | +0 +0.0% | +4K |
Daily follower snapshots from CreatorDB's longitudinal index.
The @singapore Instagram account operates as an official storytelling channel — classified under public services and government — that presents Singapore not through polished tourism brochures but through ground-level human narratives. Its platform bio sets the editorial tone clearly: 'Real Moments. Real People. Real Singapore.' Content leans into cultural memory (childhood street games), neighbourhood character studies (Punggol's etymology rooted in Malay heritage), and quiet community portraits like Urban Sketchers gathering at rotating city locations each Saturday. The recurring #ThisisSG tag doubles as a UGC funnel, inviting residents and visitors to contribute their own slices of island life, which keeps the feed grounded in authentic, community-sourced perspective rather than top-down messaging.
Despite representing a city-state of roughly six million, the account's audience skews heavily toward overseas viewers — the United States alone accounts for the majority of followers, with the United Kingdom and India making up further significant shares. This diaspora and internationally curious reach positions @singapore less as a local civic channel and more as a soft-power cultural export, cultivating Singapore's global identity among those who live far from the island. The #sgenable and #enablinglivesinitiative hashtags also signal a social mandate beyond tourism, touching on disability inclusion and community development. For brands in travel, heritage, lifestyle, or social-impact categories seeking credibility through government-adjacent association and an internationally distributed audience, this account sits in a distinctive and relatively uncontested content lane.
Singapore reaches its audience primarily through TikTok, and is best activated via Instagram Reels and Stories. As a travel creator they map naturally to brands targeting that space. Engagement on TikTok runs around 1.7%, pointing to an audience suited to category-relevant, mid-funnel brand campaigns rather than pure-reach buys.
Benchmark estimates for a creator at Singapore's tier (Mid, 188K combined followers, —). Pulled from CreatorDB's category benchmarks.
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Yes, @singapore is classified as a PUBLIC_SERVICES_GOVERNMENT account on Instagram, making it an official channel rather than a tourism brand or fan page. It operates under the positioning of sharing authentic Singaporean stories — 'Real Moments. Real People. Real Singapore.' — which aligns with how Singapore's public agencies use social media for community storytelling.
The account invites anyone to tag @singapore directly in their post or use the hashtag #ThisisSG on their content. The team actively scouts user-generated content through that tag, looking for genuine everyday moments that fit the 'Real People. Real Singapore.' ethos.
#ThisisSG is the community hashtag used by @singapore to crowdsource authentic stories and visuals from locals and visitors alike. It works alongside #OnlyInSingapore as the account's primary discovery tool, with the goal of building a living, crowd-contributed portrait of life on the island.
SG Enable is a Singapore government agency supporting persons with disabilities in living, learning, and working in the community. @singapore spotlights this work through the hashtags #SGEnable and #EnablingLivesInitiative, using personal stories to bring disability inclusion into its broader 'real people' narrative.
According to an @singapore post, the name Punggol traces back to a Malay word for hurling sticks — a reference to the practice of knocking fruit from branches. The northeastern Singapore town has since transformed into one of the country's most ambitiously planned modern residential districts.
@singapore has tapped into widespread nostalgia with posts about childhood games that once defined Saturday afternoons on the island. Classic traditional games like five stones, zero point (rubber band jumping), gasing (spinning tops), and congkak formed the social fabric of kampung and neighbourhood life long before smartphones arrived.
Urban Sketchers Singapore (USkSG) is the local chapter of the global Urban Sketchers movement, gathering almost every Saturday morning at a different location around the city to sketch real-life scenes on location. @singapore featured the group as part of its mission to surface niche communities and subcultures that most people in a city of six million never notice.
The account's stated philosophy is 'Peeling away the layers of our island one story at a time,' deliberately choosing human-interest narratives over postcard imagery. Posts regularly zoom in on individuals — a familiar face spotted around Orchard Road and Marina Bay, or a lone person easy to overlook in a city of millions — to surface the personal within the urban.
@singapore is listed as a TikTok-primary account but also maintains a consistent, regularly updated presence on Instagram. Both platforms carry its short-form storytelling content, with the Instagram channel holding a following comfortably in the mid-tier range.
The United States makes up the largest single share of @singapore's audience — a striking figure for a government account rooted in a specific city-state. The reach likely reflects a mix of diaspora Singaporeans, Southeast Asia travel enthusiasts, and international audiences drawn in by the account's human-interest storytelling style.
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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@singapore · TikTok
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