Top Digital Influencers Identified

Tuesday, 26 April 2016

SERMO, a global network of communications agencies specialising in lifestyle and luxury, has published its Digital Influencer Index for 2016 which ranks bloggers, vloggers, Instagrammers and other social media stars from around the world.  

The report relies on intelligence from SERMO’s 15 PR agency partners worldwide to produce a Top 10 list for each of the 16 markets the network’s partners operate in, as well as a global Top 16 list.

The digital influence scoring algorithm takes into account both an influencer’s 'data score’ (their reach across all their key platforms), as well as a ‘relationship score’ based on each SERMO agency’s relationships with and experience of working with them.

Dubai-based beauty blogger Huda Kattan ranked as the number one digital influencer in the UAE, and was joint third in the list of Top 16 digital influencers globally.

She was also ranked the overall top performer on Instagram with a following of 12.3 million - three times the following of the second highest Instagrammer in the index, Camila Coelho from Brazil. 

SERMO's Top 10 Digital Influencers in the UAE

Score

Influencer

95

Huda Kattan

29

Karen McLean

27

Nadya Hassan

26

Esther Quek

24

Mohsin Khan

22

Natalia Shustova

22

Elias El Indari

21

Andy Scott

20

Natalia and Reem Kanj

20

Michelle Karam

The report also identified the UAE’s Kat Lebrasse and Samantha Francis as 'rising social and digital stars' within the luxury lifestyle space.

Tara Rogers, co-founder and managing partner of Mojo PR, which is the SERMO partner in the Middle East, said: “With the number of digital influencers growing rapidly in the UAE, it has been a valuable exercise to track their performance over the last 12 months and benchmark this globally.

“What the SERMO Index has allowed us to do is show how the industry is professionalising from both a brand and follower engagement perspective. We’re really pleased to see Huda Kattan rank among the top digital influencers globally and to see the UAE’s top 10 digital influencers score favourably against other SERMO markets, considering the relatively nascent stage of digital marketing in our region.”

SERMO's Top 16 Digital Influencers Globally

Score

Country

Influencer

100

India

Malini Agarwal

99

Italy

Mariano Di Vaio

98

Singapore

Andrea Chong

98

UAE

Huda Kattan

98

China

Ye Si

98

Poland

Julia Kuczynska

98

Russia

Sasha Spilberg

98

UK

Fleur Bell

97

Australia

Lauren Curtis

96

USA

Aimee Song

96

Ireland

Suzanne Jackson

96

Germany

Dagmar Nicole Ochmanczyk

96

Brazil

Camila Coelho

94

France

Marie Lopez

91

Spain

Alexandra Pereira

90

Hong Kong

Elva Ni