Straight Talk, Big Influence on Social Media with Zen Tay
Source: @zentayyj on Instagram
In the realm of social media, where influencers maintain fake personas and filtered narratives, Zen Tay stands out with his raw and unfiltered personality.
At 31, Zen Tay, social media influencer and financial advisor has found his niche in social media marketing and insurance. His content has amassed him over 80,000 followers in just 20 months. However, Zen’s story is not just about his numbers, it’s about his resilience, authenticity, and leveraging his no-nonsense persona in the sea of filtered content, that has propelled his success.
Zen’s social media journey began in March 2023, with a simple goal: to market his insurance business. His approach was a mix of trial and error. “I posted every day for nine months, just throwing out content and trying to hit something,” he recalled. However, Zen’s consistency and dedication paid off. By combining comedy, motivational messages, and insights into his interesting life, he began to gain traction.
He credited Capcut, a popular video editing app, as a big portion of his strategy. “You have to use Capcut, I heard there is some form of coding that boosts your video when you export from Capcut.” As a content creator, he spends hours studying viral videos to identify how he can contribute to the trend. “You have to look at a lot of videos to gain inspiration,” he said. “When you’re scrolling, watch with intent, think about how you can hop on the trend.”
Unlike the sugar-coated politically correct motivational messages that social media pushes out, Zen’s approach is unfiltered and direct. “I like to create content that riles people up,” he admitted. His videos often feature him delivering the truth—post-gym, endorphins at an all time high—in a way that commands attention.
For example, his viral “Labubu video”, with a whopping 4.4 million views, shows him dragging a highly sought-after figurine on the floor. The stunt was fresh and grabbed the attention of millions. “After that, I realised there were people doing their own versions of my video.” This was considered a success to him. “That’s the kind of impact I aim for,” he said. “It’s about getting people to react, whether they love or hate it.”
Source: Strength Corp on Youtube
Zen Tay is dedicated to working out, seen here with friends
Zen’s motivational content resonates with his followers because it’s backed by results. In one instance, he committed to getting abs in two months and delivered. “Whatever you say online, you have to do it,” he emphasised. His authenticity not only inspires his audience but also builds trust with businesses seeking his endorsement.
Zen’s style is blunt and effective in leaving a lasting impression. “You can’t please the world,” he stated. “When I get hate, I just turn off my phone. I don’t let it affect me.” His resilience has boosted his career. Unlike many influencers that take breaks when faced with adversity, Zen’s approach is to continue as if nothing happened. “Once you leave social media, it’s hard to come back,” he warned.
Source: MDRT
Zen Tay sharing his insights on social media presence with MDRT
Zen said that his social media journey began as a way to promote his insurance services. However, today, it is a multifaceted enterprise, with his social media supplementing his insurance services, he’s proven the power and importance of personal branding. “If your personal branding is strong, companies will trust you,” he explained. Zen’s success has opened doors to multiple new opportunities.
Many F&B company owners have approached him to collaborate, seeing him as the partner to spearhead their marketing efforts. He shared that in 2025, he plans to take social media more seriously, expanding his ventures into the food and beverage industry, and recruit more people into insurance. He also has plans to travel more, reaping the rewards of his efforts.
Growing up, Zen’s family faced significant financial hardships. “When I was a kid, we used to sell jeans below HDB flats,” he shared. “My siblings and I had to share one packet of rice for all three meals.” The experiences that he has gone through instilled in him a relentless desire for success. In 2024, he paid for his parents’ travel expenses on four separate occasions, allowing the people closest to him to live in comfort.
Zen’s content also inspires hundreds and thousands of people. “People rely on my videos to be motivated,” he said. “Every day, they open Instagram or TikTok to see a video of me.” This deep connection with his audience fuels his determination to continue creating.
Zen’s experiences offer valuable insights for those looking to grow their social media platforms. He emphasises the importance of consistency and advice against being disheartened by low view counts when first starting out. “Don’t stop. Keep doing it until you find your niche,” he advised.
He also said not to be over reliant on social media as he limits his screen time to one hour a day to avoid addiction and over consumption.
Zen said that his strong personality deters big brands. However, this is what attracts smaller businesses. “They trust me and my recommendations,” he explained. This trust with his audience has made him high in demand for food recommendations and marketing collaborations.
Zen’s authenticity has propelled him to become a recogniseable influencer in Singapore. By staying true to himself and embracing his personality, he’s managed to dominate social media and build a brand that is impactful and inspiring.
