Beyond “Likes”: Why SG Brands are Prioritizing CAC and AOV

Influencer marketing ROI Singapore
8th May, 2026 | Kristen Leaman

In 2026, getting a “like” on social media is just empty hype: it’s like a party where everyone shows up but nobody brings any food. It looks great in photos, but it doesn’t help your business grow. Singaporean brands are now focused on two big things: CAC (Customer Acquisition Cost), which is how much you pay to find a new buyer, and AOV (Average Order Value), which is how much that buyer spends. By using tools like TikTok Shop affiliate strategies, brands can see exactly which influencers are bringing in real money instead of just “vanity” metrics.

Back in the day, having 100,000 followers was the goal. But in 2026, the game has changed. Whether you are a brand manager in a high-rise at the CBD or a creator working from a cafe in Tiong Bahru, you need to know that “Likes” don’t keep the lights on. We need to talk about the math that actually makes a business steady.

The “Scary” Math: CAC and AOV

If you want your influencer marketing ROI in Singapore to be top-tier, you have to master these two terms. Don’t worry, they aren’t as spooky as they sound!

  1. CAC (Customer Acquisition Cost): This is the total price you pay to get one new person to buy your product. If you pay an influencer $1,000 and they get you 10 new customers, your CAC is $100.
  2. AOV (Average Order Value): This is the average amount of money a customer spends every time they check out. If one person buys a $20 shirt and another buys a $60 hoodie, your AOV is $40.

Why TikTok Shop and Instagram Checkout are Game-Changers

Gone are the days of “guessing” if a post worked. With TikTok Shop and Instagram Checkout, we have real-time data. You can see exactly how many people clicked “Buy” directly from a creator’s video.

To calculate your CAC on these platforms, you just take your total campaign spend (the influencer fee + the cost of free samples) and divide it by the number of new customers shown in your shop dashboard.

To find your AOV, look at your “Total Revenue” and divide it by the “Number of Orders.” If your AOV is low, it means people are only buying your cheapest item.

How to Boost Your Numbers

So, how do you make these numbers look good? Here are two quick tips:

  • For Brands: Use TikTok Shop affiliate strategies. Instead of one big “Macro” influencer, work with 50 “Micro” creators. This often lowers your CAC because their followers trust them more.
  • For Creators: Help brands raise their AOV. Instead of just showing one lipstick, show a “bundle” or a “get ready with me” routine using three products. When you help a brand sell more at once, you become their favorite partner.

Don’t Panic, We Got You!

Marketing in 2026 is less about being “famous” and more about being effective. If you focus on making sure your customers are happy and spending well, your brand will be confirm plus guarantee successful.  Ready to see real ROI? Drop us an email at enquiries@indiecollaborates.com