socialscene-nov2017 vr eng · neymar jr. 1.39% 3 cristiano ronaldo 4 5. anatomy of the follower...
TRANSCRIPT
by apple tree communications
Influencers
In our last SocialScene on influencers, in Septem-ber 2016, we put a face to these opinion leaders: What are they like? What is it that makes them in-fluential? In this second edition, in addition to up-dating the world ranking, we have also sought to analyse their audiences. What are the people who follow these social network celebrities really like?
METHODOLOGY: For the purpose of this report, only the official channels belonging to individuals on the three main social networks in the western world (Facebook, Twitter and Instagram) were analysed.
INFLUENCERS: THE FIGHT FOR FOLLOWERS
THE 25 MOST FOLLOWED PEOPLE THE WORLD
42,74%
19,55%
37,71%
29,39%
33,75%
39,13%
31,54%
29,33%
29,31%
28,07%
26,17%
21,17%
52,66%
42,62%36,86%
243M
long history means its audience has grown to be the largest, although little by little the number of users and frequency of use of other networks, such as Instagram, is gaining ground.
Cristiano Ronaldo
297M
1
Selena Gomez
242M
5
Justin Bieber
273M
2
Taylor Swift
262M
3
Katy Perry
4
Comparing this year with the 2016 listing, we see a lot of the same faces, but in different positions. Top of the list is now footballer Cristiano Ronaldo, while Taylor Swift has dropped to third place, overtaken by Justin Bieber.
Throughout this top 25 ranking we see a small majority of women (64%), mainly from the United States (76%), most of whom are music industry professionals. The major exception is precisely the leader of the group, Cristiano Ronaldo, who differs from the general profile.
Facebook continues to be the platform that concentrates the greatest number of fans, despite not being the newest platform. Its
300M270M240M210M180M150M120M
297.457.128
273.226.950
262.529.496
243.437.886
242.623.976
219.271.744
202.199.918
195.979.042
190.235.446
186.688.487
177.513.509
171.216.706
166.938.076
90M60M30M0MFOLLOWERS
CristianoRonaldo
Ariana Grande
Justin Bieber
Taylor Swift
Katy Perry
KimKardashian
Beyoncé
Neymar Jr.
Leo Messi
Barack Obama
Selena Gomez
Rihanna
Shakira
158.941.060
158.079.790
155.430.960
151.413.828
Dwayne The Rock Johnson
JenniferLópez
Lady Gaga
Miley Ray Cyrus
149.522.247
147.795.046
Ellen DeGeneres
Justin Timberlake
165.022.577
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
147.145.621
145.940.667
142.287.026
DemiLovato
VinDiesel
126.782.361
124.638.747
Eminem
Adele
KylieJenner
21
22
23
24
25
when compared to the rest, since she is considered one of the most opinion leader, though apparently this isn’t reflected on social networks.
In terms of the total number of interactions over all the social networks, results show that TW accumulates the lowest percentage of interaction, compared to IG that is the platform where users most interact with influencers.
We calculated the average interaction that the most recent posts on IG, TW and FB generated for the most-followed influencers in the world in order to learn more about their engagement levels, and this is what we learn’t…
Our conclusions show that the oungest of the Kardashians is the leader in engagement with 2%, despite the fact that her sole occupation is ‘celebrity’, she is positioned above singers, athletes and actors.
A figure that stands out is the low level of interaction that Ellen DeGeneres generates,
WHO ARE THE LEADERS IN TERMS OF ENGAGEMENT?
Nicki Minaj
Source: apple tree communications – proprietary research
REFERENCES:
TwitterFacebook Instagram
2.00%1.60%1.40%1.20%1.00%0.80%
2.00%
1.71%
1.39%
1.38%
1.36%
1.33%
0,94%
0,80%
0,77%
0,76%
0,70%
0,67%
0,55%
0.60%0.40%0.20%0%FOLLOWERS
Kylie Jenner
Vin Diesel
Selena Gómez
Neymar Jr.
Cristiano Ronaldo
Dwayne 'The Rock' Johnson
Adele
Kim Kardashian
Justin Bieber
Eminem
Barack Obama
Ariana Grande
Demi Lovato
Nicky Minaj
Justin Timberlake
Rihanna
Jennifer Lopez
Shakira
Miley Cyrus
Lady Gaga
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
0,20%
X
X
X
Katy Perry
Ellen Degeneres
Beyoncé
Leo Messi
Taylor Swift
21
22
23
24
25
It should be noted that Taylor Swift and Beyoncé have recently removed all content from their social networks, so we can not calculate their engagement in our sampling. In the case of Leo Messi, the player is the only influencer on the ranking without a TW account, so we can't calculate his engagement using this methodology.
1.80%
0,38%
0,30%
0,26%
0,50%
0,47%
0,42%
0,40%
0,52%
1.38%Kylie
Jenner
2.00%
1
BarackObama
1.36%SelenaGómez
1.71%
2
NeymarJr.
1.39%
3
CristianoRonaldo
4 5
ANATOMY OF THE FOLLOWER
Source: apple tree communications influencers tool
* Source: StatusPeople.com. apple tree communications analysis
As far as the age of the followers goes, the majority of Twitter users that follow celebrities are between 18 and 24 years old, whereas the largest age group on Instagram is slightly older: between 25 and 34 years old.
On a general level, we can see that the majority are women: 62% on Twitter and a 61% on Instagram. Plus, a substantial majority of the audience is, just like the celebrities, American. Cristiano Ronaldo is again the great exception, since his followers are mainly male (59%).
12-17 age
18-24 age
25-34 age
35-49 age
50-64 age
Cristiano Ronaldo
14%
47%
28%
12%
0.40%
41% 59%
WHAT DO THE FOLLOWERS OF THESE CELEBRITIES HAVE IN COMMON?
18%
48%
25%
9%
0.5%
Justin Bieber
10%
43%
31%
14%
1%
Taylor Swift
25%
50%
21%
5%
0.3%
KatyPerry
SelenaGómez
20%
47%
22%
10%
0.50%
MEDIA
17%
47%
25.4%
10%
0.48%
69% 31% 63% 37% 69% 31% 67% 33% 62% 38%
12-17 age
18-24 age
25-34 age
35-49 age
50+ age
Cristiano Ronaldo
32% 68%
Justin Bieber
64% 36%
Taylor Swift
72% 27%
KatyPerry
63% 37%
SelenaGómez
71% 29%
MEDIA
61% 39%
8%
26%
52%
12%
1,40%
9%
44%
39%
5%
4%
9%
38%
45%
6%
1%
4%
32%
52%
11%
0.6%
5%
49%
38%
7%
0.5%
7%
37.8%
45.2%
8.2%
1,52%
ANATOMY OF THE FOLLOWER. FALSE FRIENDS
The number of followers these influencers have is in the millions, but not all of these followers are active on social media. Some followers are not even real accounts, but rather profiles set up ar-tificially. If we analyse in depth the Twitter activity of five of the top influencers, we can see that, for example, 6% of Taylor Swift's followers are fake accounts, more than 5 million! On the other hand, whilst Katy Perry and Justin Bieber, have only 3% of followers who are fake, they both have very inactive communities, with only 9% and 17% active followers respectively.
If we rate these influencers according to their active community, rather than according to the absolute number of followers, Katy Perry would be in third place in this top five ranking, and the queen of the ranking would be Taylor Swift with over 28 million active followers on Twitter, well above the runner-up.
ALL THAT GLITTERS MAY NOT NECESSARILY BE GOLD
12345
Taylor SwiftJustin BieberKaty PerryCristiano RonaldoSelena Gómez
28.184.15616.800.5359.154.6032.797.2882.501.342
85.588.903102.247.668105.178.891
61.567.45953.345.821
ANATOMY OF THE FOLLOWER. ORIGINcountry where he works (a further 1.3 % of his followers being Spanish). His largest audience is from Indonesia (8%), a fact that may be related to the 5% fake followers or the 90% inactive accounts that he has on another of his social channels.
In addition to knowing how active they are on each social network, we wanted to find out where the followers of the Top influencers come from, taking the data from Facebook to discover, for example, that the majority of Cristiano Ronaldo's followers are neither from his country of origin (only 1.3 % of his followers are Portuguese), nor from the
8.0%
12.5%
18.0%
19.0%
15.1%
16.8%
16.6%
10.1%
26.6%
19.9%
6.1%
9.8%
7.7%
5.6%
6.3%
5.1%
7.7%
7.0%
4.1%
5.5%
6.7%
10.3%
9.9%
7.4%
6.5%
5.8%
12.2%
10.0%
7.2%
7.7%
5.4%
5.9%
6.1%
5.5%
5.3%
4.4%
7.2%
5.5%
3.2%
4.2%
4.0%
5.8%
4.6%
4.3%
4.8%
4.1%
3.2%
3.1%
2.9%
3.9%
Cristiano Ronaldo Justin
BieberTaylor Swift
ACTIVE USERS(GOOD)
TOTAL TWITTER FOLLOWERS
KatyPerry
SelenaGómez
5%
90%
5%
3%
80%
17%
6%
61%
33%
3%
88%
9%
5%
90%
5%
JUSTIN Bieber
TAYLOR Sw
ift
KATY Perry
SELENA Góm
ez
CRISTIANO Ronaldo
CRISTIANO Ronaldo
CRISTIANO Ronaldo
ARIANA Grande
SHAKIRA
KIM Kardashian
BEYONCÉ
RHIANNA
REFERENCES:
* Source: StatusPeople.com. apple tree communications analysis
EEUUBrazil México UKPhilipinasIndiaFrance Indonesia
REFERENCIAS:
InactiveFake Good
* Source: StatusPeople.com. apple tree communications analysis
THE EURO-INFLUENCERS
95M
However, if we look exclusively at their European followers only Ed Sheeran remains in a Top 10 that now becomes dominated by professional footballers.
300M270M240M210M180M150M120M
297.457.128
124.638.747
69.150.117
68.189.504
65.149.953
64.749.070
64.059.626
60.749.481
90M60M30M0MFOLLOWERS
CristianoRonaldo
Adele
56.714.981
55.070.881
53.594.317
53.543.333
53.526.537
53.302.145
56.721.677
1
2
Cristiano Ronaldo
297 M
1
David Guetta
84M
5
Adele
124M
2
Emma Watson
101M
3
David Beckham
4
The Americans are the most influential, but what about the influencers in Europe? The ranking of the most followed Europeans in the world changes quite a bit compared to the world rankings. Cristiano Ronaldo alongside singer Adele, are the only two matches with the global Top 25.
While singers (especially women) stand out in the global ranking, in the European listing they share protagonism with footballers (10 and 10 in the Top 25).
In terms of nationalities, the British presence stands out (60% of the Top 25) followed by Spain, which contributes 20% of the celebrities.
49.876.888
44.343.699
36.771.771
34.976.493
33.374.740
101.249.614Emma Watson3
95.072.215
Gareth Bale
Harry Styles
ZaynMalik
Andrés Iniesta
Niall Horan
David Guetta
Enrique Iglesias
Jason Statham
5
6
7
8
9
10
11
12
David Beckham4
Mesut Özil
Cara Delevigne
Zlatan Ibrahimović
Sergio Ramos
Wayne Rooney
13
14
15
16
17
18
Liam Payne19
Gerard Piqué
Iker Casillas
Ellie Goulding
Daniel Tosh
21
22
23
24
Victoria Beckham25
Louis Tomlinson
20
84.064.598
74.851.130
75.630.317
Ed Sheeran
Source: apple tree communications – propiatory research
Being an influencer does not depend on age, and there are younger and younger people out there who are attracting millions upon millions of followers to their profiles. Largely because there is no one more influential for young people than other young people.
In the United States, most under-age influencers are kids with famous parents: if Beyoncé is your mum or you happened to be born a Kardas-hian, well, you are going to be famous one way or another. Their social network content tends to revolve around their own lifestyle, with which they set trends. Their image is the product they peddle.
In contrast, in the UK the most followed youngsters arise from the platforms themselves: YouTube channels about toys and toy playing (reviews and samples of how someone plays with those objects) or young music stars such as Sophia Grace and Rosie McClelland, two girls that went viral on You-Tube and ended up appearing on the Ellen DeGe-neres show singing with Nicki Minaj. In a very short time they were making their own songs and video clips with thousands of plays. The Justin Bieber phe-nomenon is also a case in point.
"MUM I WANT TO BE AN INFLUENCER"
MattyBRaps8.812.5173.071.730
Evan Tube4.511.863271.207
Willow Smith760.089
2.366.037
Brendan Jordan267.860542.281
Mya64.591
Dream Kardashian55.395
Blue Ivy39.826
North West193.033
Toys and Me 6.227.616
75.872
Sophia Grace2.560.666991.130
Rosie McClelland194.315361.045
Cruz Beckham31.766
827.347
Romeo Beckham743.679
by apple tree communications
The importance of on-line influencers has been increasing hand-in-hand with the reach and the use of social networks. That is why apple tree, for more than 5 years, has been analyzing both the social networks the most influential users on them. This ongoing research has allowed us to develop an area specialized in the detection of real influence, based not only on number of followers, but on the ability of certain individuals to create or detect content with high potential to be shared on social networks.
The importance of these people is increasing and they therefore represent a key element in preparing digital or integrated communication campaigns.
WHAT IS #SOCIALSCENE?It is a report published by apple tree communications that analyses the evolution of social networks.We follow:
"The top 100", Spain and the world's most followed: the "audience leaders".
The brands that lead social networks.
What is being said on social networks.
Developments in social communication.
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