For the likes: Gladys Lim, Isabelle Quek, Melissa Lee and Valery Yeo share the craziest thing they've done for content

With great power, comes great responsibility - and influencers have plenty of it. In fact, 20.3% of Singaporeans follow influencers on social media while around 70% of Singaporeans have admitted to being influenced by recommendations from influencers or celebrities in their purchasing decisions.

According to influencer and affiliate partnership management platform impact.com, the reasons users follow influencers vary, including entertainment (73%), lifestyle inspiration (52%), and a desire to learn from influencers (51%).

This is why brands of all sizes love to tap on influencers to front their campaigns and roll outs. 

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Most recently, global superstar Beyoncé launched her new haircare line Cécred, and named Filipino beauty influencer and social-media personality Bretman Rock as her first brand ambassador. 

Rock, is most known for making crazy comedy content and his humorous views on life in the past. He has since evolved from making similar videos on YouTube to posing fashionably on Instagram at events and hotel rooms as the content creator space gets more crowded. In fact, influencers increasingly have to branch out and do more notable things in order to stand out. 

In this series, MARKETING-INTERACTIVE takes a look at some of the craziest things our local influencers have done to create content and to get views.

Identity: Gladys Lim, @gladyslxr

Known for: Lifestyle and beauty content 

Most active on: Instagram and TikTok 

What is the craziest thing you have done for views and content?

I waited on the streets of Melbourne for three full days (from 10am to 5pm) to find willing Singaporeans to interview.

We'd just be on the lookout for anyone with a Singaporean accent or carrying local brands like The Paper Bunny or Beyond the Vines bags. It was not easy to spot their accent but easy to spot what they wore. While I was interviewing them, I also had to make kopitiam drinks like teh-c (hot tea) or kopi-o (hot coffee).

What is the craziest thing you would do for views and content? 

The craziest thing I would do for content is eating bugs or camp on the mountains if I ever get the opportunity to travel. Bugs are always something people avoid so I don't mind trying them just for the views. Camping is something I've always wanted to do. However, to do it overseas and on the mountains would be a challenge that I'd like to conquer.

Identity: Isabelle Quek, @bombiibii

Known for: Lifestyle content

Most active on: Instagram and TikTok

What is the craziest thing you have done for views and content? 

I personally don’t really initiate doing crazy things for content unless I’m given the chance to.

So far, the craziest would be going for a Brazilian waxing.

Filming my reaction for content was one of the reasons why I decided to try it. 

What is the craziest thing you would do for views and content? 

Living in a foreign country alone for a month. I really don’t mind doing anything for content unless it’s disrespectful or illegal.

Identity: Melissa Lee, @tacomels

Known for: Lifestyle and comedy content

Most active on: TikTok and Instagram

What is the craziest thing you have done for views and content?

I sent my dating app matches funny intros and messages to see their reactions.

I think this is considered the craziest thing because I am putting my love life on the line. I think there is a popular Gen Z saying called “do it for the plot” but for me, when I think about how I am afraid to do something I will tell myself if anything, it will serve as good content so I “do it for the content". 

What is the craziest thing you would do for views and content? 

I think to me I will be okay doing anything for views or content as long as it doesn’t hurt anyone or offend anyone. I think at the end of the day, the videos I make are meant to entertain people who follow me or stumble across my videos so I would never want to do anything that hurts anyone in the process of making my content.

Identity: Valery Yeo, @valeryteddybear

Known for: Travel, food and beauty content

Most active on: Instagram and TikTok

What is the craziest thing you have done for views and content?

On our recent trip to KL, we were exploring a theme park recommended by a friend. It went fine at first and I had fun, until we decided to try the tube slide. Before I could get ready in position, the staff started to swing me down the slide.

I immediately flew off the tube and slid down the slide, causing bruises on my arm.

All this was caught on camera and the video ended up going viral.

What is the craziest thing you would do for views and content? 

I'd be an explorer and travel to even more undiscovered areas. My partner usually proposes spots by diving deep into maps so we can bring fresh content to our viewers. In the past, I've hiked to some places for a few hours and even paid a ton for local transportation before realising the place was abandoned. Despite all that, it makes us happy that we tried and even happier when the spot turned out fantastic. All for our eyes and the content. 

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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