Date Posted: Tuesday 26th April 2016
SERMO, the first global network of communications agencies specialising in lifestyle and luxury, has published its Digital Influencer Index. Following last year's Blogger Index, the report updates the network partners' intelligence on working with digital influencers and identifies the most influential bloggers, vloggers, Instagrammers and other social stars in the luxury and lifestyle space. It also sets out how to effectively engage these influencers.
The report identifies the following:
DIARY directory speaks to Tanya Hughes, President of SERMO Communications
Instagram's Eva Chen mentioned that it's not a numbers game and that brands need to cultivate an individual over having a top generalised list of influencers, what are your thoughts on this?
I couldn’t agree more! Data is a blunt tool – you need to understand the fit between a brand and influencer and then tailor activity and expectations accordingly. Not every brand wants to or can afford Zoella.
It's been said by Jane Cunningham, editor of BritishBeautyBlogger.com, that brands would benefit from nurturing smaller talent instead of trying to always hit the bigger influencers. What would be your approach / advice to brands as the most cost-effective strategy currently, particularly in light of the rising cost of influencers?
Big stars can be cost effective, if a brand’s smart about its investment. Media buying agencies are all over the big influencers for exactly that reason. But of course not everyone’s got huge budgets, so yes, be open to and flexible about working with and nurturing rising stars.
The influencer market is becoming more and more saturated, how do you think this will change over the next five years and how should brands accommodate the changes?
The good influencers will survive and prosper and there will always be newcomers snapping at their heels. The churn is healthy. It’s up to agencies to keep on top of who’s working well and who’s coming up.
DIARY directory lists a variety of social talent and their agents, and from our experience, brands have had difficulty in communicating with them. Do you have any tips for brands?
Be realistic about expectations and work with digital influencers in the same way you’d work with traditional media – with respect and openness.
Obviously digital media is continuing to grow year-on-year, how has it affected how brands now view coverage in print media?
There’s still a place for print media, it’s just that it’s now part of a portfolio of coverage. It’s up to brands to decide which media works for them – there’s not much point going for a spread in the Financial Times if your audience is millenials. Athough your board might like it!
DIARY directory members can click through on any pink links below to find contact details within the social media influencer section of our database, in addition to hundreds of other influencers's details. If you are not yet a DIARY directory member - please get in touch to organise a free trial.
SERMO’s top 16 list of digital influencers worldwide include:
Camila Coelho – Brazil
Dagi Bee (Dagmar Nicole Ochmanczyk) – Germany
Drea Chong (Andrea Chong) - Singapore
Enjoy Phoenix (Marie Lopez) – France
Fleur de Force (Fleur Bell) - UK
Gogoboi (Ye Si) - China
Elva Ni – Hong Kong
Huda Beauty (Huda Kattan) - UAE
Lauren Curtis – Australia
Lovely Pepa (Alexandra Pereira) – Spain
Maffashion (Julia Kuczynska) - Poland
MDV Style (Mariano Di Vaio) – Italy
Miss Malini (Malini Agarwal) – India
Sasha Spilberg – Russia
Song of Style (Aimee Song) – US
So Sue Me (Suzanne Jackson) – Ireland
SERMO’s rising social and digital stars (by country) include:
Australia: Amanda Mabel, Eleanor Pendleton
Brazil: Lele Saddi, 2Beauty (Marina Smith)
China: ??_ (Wanwan Lei), ???EVE (Zhang Yi)
France: Petits Beguins (Maia Putelat Canet), Souk and Pix (Sonia)
Germany: Caro Daur, Ebba Zingmark
Hong Kong: Xoxofei (Feiping Chang), SueChangg (Sue Chang)
India: Merrylin Boro, Rasna Bhasin
Ireland: Lauren Bejaoui, The Daily S'elf (Nadia El Ferdaoussi)
Italy: Catherine Poulain, Ivano Marino
Poland: Ekskluzywny Menel (Kamil Pawelski), Mr Vintage (Michal Kedziora)
Russia: How to Green (Alexandra Novikova), Polina Rai (Polina Raiskaya)
Singapore: Lennardy (Lennard Yeong), Tabitha Nauser
Spain: MariaFrubies (Maria F-Rubíes Soler), MonicAnoz (Monica Anoz)
UAE: Lebrasse (Kat Lebrasse), Style is Necessity (Samantha Francis)
UK: Livia’s Kitchen (Olivia Wollenberg), We Are Twinset (Sarah Tankel Ellis & Philippa Bloom)
US: Gal Meets Glam (Julia Engel), A Guy Named Patrick (Patrick Janelle)
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The DIARY directory platform provides fashion, beauty and lifestyle industry news, interviews, dates, vacancies and contacts. Our huge database of contacts includes thousands of digital influencers, media titles (UK and overseas) and their editorial teams, freelance journalists and creatives, PRs and brands and representative agencies. Live and sortable social media stats for entries allow comparative analysis and insight within filtered sections, plus additional engagement metrics for industryINFLUENCERS.
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