Working with influencers on TikTok is a tried and tested marketing strategy by businesses in Singapore. This short-form video platform has become one of the most used social media platforms of Singaporeans, with an ad reach audience of 1.83 million people. This platform has enabled brands to reach more than 30% of the whole Singapore population with a single ad. TikTok's popularity can be attributed to its innovative features, such as crazy fun filters, use of hit sounds, and