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Home , Cameron Dallas, Casey Neistat, Caspar Lee, CollegeHumor, Connor Franta, Dude Perfect

3 2 Table of Contents

1 Introduction 6 Gaming 2 About 7 Kids & Toys 3 Methodology 8 Spanish Language 4 Category Overview 9 Best All-Around 5 The Digital A-List

3 About

The following list is comprised of the top 100 social influencers with the most real-time relevance, based on total 90-day engagements across their YouTube, , and channels and ranked. A straight ranking of 1 to 100 was obscuring much of the talent and trends identified in the process, so this list is comprised of five categories. Each individual category highlights a tremendous area in the Influencer space.

4 The ZEFR 100 *Ranking based on total 90-day engagements across YouTube, Facebook, Twitter and Instagram

Digital A-List Gaming

Name 90 Day Engagement Name 90 Day Engagement 1. Rhett and Link 164,794,049 1. DanTDM 426,307,659 2. 161,832,559 2. PopularMMOs 260,707,963 3. Aaron DeBoer 154,463,999 3. WillyRex 191,102,094 4. Rachel Levin 122,472,578 4. 121,335,386 5. 111,651,176 5. Little Kelly 112,333,343 6. Huda Heidi Kattan 92,183,149 6. 94,239,973 7. The Fine Brothers 90,051,302 7. Aphmau 87,132,458

8. What’s Inside? 88,186,441 Sub-Category: Minecraft 8. Ian Stapleton 77,575,311 9. CrazyRussianHack- 83,958,951 9. Little Carly Minecraft 61,960,319 er 10. LittleLizardGaming - Mi- 56,680,471 10. Superwoman 82,572,733 necraft Mods! 11. Dudeperfect 76,968,170 1. PewDiePie 501,940,504 12. GizmoSlip 75,651,938 2. Kwebbelkop 123,959,244 13. W2S 66,539,241 3. FGTeeV 91,168,164 14. TechRax 62,202,505 4. FaZe Apex 65,121,906 15. Mo 59,544,478 5. FaZe Rain 62,256,049 16. DramaAlert 53,356,241 6. MasterOv 60,894,808 17. My Superheroes 52,551,847 7. M3RKMUS1C 58,975,727 IRL 8. FaZe Adapt 55,577,447

18. Lele Pons 48,919,107 Sub-Category: General Gaming 9. miniminter 52,697,135 19. Eva Gutowski 48,115,341 10. Brofresco 48,408,113 20. 46,710,611

Data frozen as of June 1, 2016 5 The ZEFR 100

*Ranking based on total 90-day engagements across YouTube, Facebook, Twitter and Instagram

Kids & Toys Spanish Language Best All-Around

Name 90 Day Engagement Name 90 Day Engagement Name 90 Day Engagement Score 1. CookieSwirlC 251,771,446 1. JuegaGerman 279,911,051 1. Cameron Dallas 99.68 2. Toys and Funny Kids Surprise Eggs 246,808,118 2. Fernanfloo 201,961,472 2. Dan Howell 99.43 3. SR Toys Collection 222,770,922 3. VEGETTA777 138,547,377 3. RomanAtwood 99.39 4. Surprise Eggs unboxing toys 222,646,389 4. TheGrefg 98,452,763 4. 99.31 5. Ryan Toys Review 222,107,843 5. elrubiusOMG 87,998,247 5. DanAndPhilGAMES 99.30 6. ToyMonster 221,692,025 6. Mejores Juguetes 75,588,663 6. Ethan Dolan 99.05 7. Videogyan 3D Rhymes - 215,421,930 7. 74,466,107 7. Markiplier 99.03 Nursery Rhymes & Kids Songs 8. Werevertumorro Sub-Category: Minecraft 70,414,320 8. Hayes Grier 99.01 8. |Hailey’s Magical Playhouse 181,726,099 9. Enchufe.tv 62,521,343 9. 98.94 (Surprise Toys) 10. Sebastián Vilalobos 61,260,195 10. 98.94 9. PomPom 166,681,624 11. DjMaRiiO 51,076,986 11. 98.90 10. SevenSuperGirls 160,059,841 12. MALUMA 49,158,244 12. PewDiePie 98.85 11. FunToyzCollector 153,405,644 13. Folagor03 48,980,175 13. Chris Collins 98.78 12. DisneyCarToys 124,228,364 14. Los Juguetes de Titi 42,870,589 14. 98.75 13. Its Baby Big Mouth 121,301,343 15. Los Polinesios 42,747,811 15. 98.74 14. DisneyCARS 117,030,271 16. Juanpa Zurita 40,137,270 16. kidrauhl 98.74 15. Toy Trains 4u 107,785,358 17. NickyJamTV 40,303,844 17. 5 SECONDS OF SUMMER 98.52 16. Toy Freaks 100,117,550 18. Bautista 37,991,128 18. Johnny Orlando 98.51

17. DisneyToysFan 93,748,939 Sub-Category: The Rest 19. Gona89 36,897,467 19. 98.50 18. SevenPerfectAngels 82,874,101 20. ExpCaseros 35,831,601 20. 98.46 19. Come Play With Me 80,334,841 20. Toy Genie Surprises 78,726,239 *Cross-Platform Engagement Score ranks based on relative level of influence on social platforms plus the relative importance of each platform. Data frozen as of June 1, 2016

6 Methodology

ZEFR’s Influencer Management System (IMS) tracks audience response on billions of social posts each day across millions of potential influencer accounts. Audience response is measured in engagements, which we define as any deliberate viewer actions on a post. Of the millions of social creators considered, only about 78,000 are verified as influencers in IMS based on their ability to meet brand safety guidelines and to clear platform-specific engagement thresholds on multiple pieces of content within a quarter.

While we looked at four social platforms (YouTube, Facebook, Instagram, and Twitter) due to the higher engagement ratings that are naturally associated with video content, Influencers with a strong YouTube presence appeared the most in our results.

With this in mind, we honed in on some of these trends specifically for that platform.

7 Category Overview

Digital A-List Gaming Stars who found success Strategy guides, tips and organically on digital unique adventures through platforms animation and voiceovers in virtual worlds

Kids & Toys Spanish Language Best All Around From unboxing toys to Content that speaks to A weighted cross-platform finding surprise eggs, unique life experiences, ranking (YouTube, Facebook, content that combines not just ethnic identity Twitter, Instagram) based excitement of a new on relative level of influence toy with education and on social platforms plus the beyond relative importance of each platform 8 Digital A-List

9 Digital A-List

Overview What makes an Influencer a Digital struggles, they offer advice from a A-Lister? place of authenticity. Many of their audience members are younger or They might not all have traditional tuning in because they have no one talent found in media, like singing or else to turn to who matches their acting, but what they do have is an demographic or talks openly about ability to engage millions of strangers experiencing the same issues they’re just by acting like goofy, relatable going through. These viewers aren’t people. They have energy that lasts passively watching Digital A-Listers for days on end, or at least appear like they would a TV show—they’re to, but they’ll also let fans know when hanging onto their words. They’re they’re feeling down. They seem to engaged. show every side of themselves to their viewers, which makes viewers As a brand, there’s no better want to open up to them in return. ambassador for your products than an entertainer who can foster This all basically boils down to engagement. Since being genuine personality. Digital A-Listers have and likeable is the cornerstone of any got it. They excel at being “real” and Influencers identity, they’ll choose gaining their fans’ trust. By opening to endorse only the products they up about their own personal lives, truly believe in. Doing any less would whether that means as be at the risk of alienating their LGBT, talking about being the child audiences, and when it comes down of immigrant parents, introducing to it, an Influencer’s audience is the viewers to their siblings/friends, or crux of what they have. opening up about other internal 10 Digital A-List Trends Videos Captures raw, authentic reactions to experiences (made famous by The Fine Brothers). Vlogs Challenge Videos Video blogs - a direct link into an Influencers A digital dare - when fans or other thoughts. Influencers task an Influencer with a challenge. Tour My Life A form of vlogging - captures a unique Sketches experience or an outrageous lifestyle. A skit (often in the form of a comedy or one- person playing multiple characters). Makeup/Beauty/Fashion Tutorials Pranks How to guide for fashion, makeup and beauty advice. Trapping an unsuspecting target while capturing their reactions. DIY Do It Yourself and How-To Guides. Science and Experiments Superhero Cosplay Step-by-step, execution of science experiments from home. Costume play - the act of dressing up like a character from comic book, movie, video Extreme Sports game, etc. High intensity action sports. International Beyond borders.

11 Digital A-List Influencer #1 and Featured Channel Rhett and Link

With a robust presence across multiple to interview celebrities on a YouTube social platforms and two YouTube channel. channels, Rhett and Link have truly carved a career out of being engaging on digital As for their YouTube homages, Rhett & media. A longtime staple of the YouTube Link’s library of content is a best practices community, the childhood best friend duo guide for how to create digital content, have been active on the platform since whether they are Epic Rap Battles, food 2006—just a year after its invention—with challenges, or original parody some of the earliest big name users, like videos. ShayCarl (of the family channel Shaytards) and Alphacat (you might know him for his spot-on impressions).

Overall, Rhett & Link’s videos tend to pay serious homage to their native platform by “intertaining” (their term for being digital entertainers). Their morning talk show, , now boasts traditional celebrity guests like Amy Schumer and Daniel Radcliffe, the two 16590-Day Engagement M have to maintain their YouTube presence because that’s where their fans are, and they would be nothing without the fans who decided to make them famous enough 12 Digital A-List Influencer #2 Influencer #3 Influencer #4 Roman Atwood Aaron DeBoer Rachel Levin

16290-Day Engagement M 15490-Day Engagement M 12290-Day Engagement M

Pranking and vlogging—two of the Aaron DeBoer has grown up this year. Putting a spin on the familiar, Rachel largest video trends and Roman Atwood After building his brand around Drive Thru Levin has built a brand around translating does them both in separate, dedicated Pranks, his content has shifted to a major beloved franchises (like Disney YouTube channels: RomanAtwood and trend: superhero cosplay (costume play). Princesses) and digital mainstays (listicles) RomanAtwoodVlogs. It helps to be at once Featuring both adults and kids playing into relatable, humorous everyday both relatable and outrageous, so these characters like Spider-Man and Disney scenarios. channels have got Atwood covered. Princesses, has tailored his content for the two separate audiences. See: “Disney Princess Carpool Ride” and “If Was a Girl” (a spin on While creating kid friendly content, DeBoer CollegeHumor’s popular “If Google Was a creates separate content with an adult Guy”) edge. Think WWE fights - in terms of props and acting skills, the actors really look like they’re injuring each other, bashing each other over the head with household equipment and fighting on trampolines, sound effects included.

13 Digital A-List Influencer #5 Influencer #6 Influencer #7 Cameron Dallas Huda Heidi Kattan The Fine Brothers

11290-Day Engagement M 9290-Day Engagement M 9090-Day Engagement M

While finding success in short-form content Beauty vlogger Huda Heidi Kattan appeals The Fine brothers, comprised of Benny and Rafi, on Vine, Cameron Dallas has mined the to large audiences, creating videos in both started making videos together pre-YouTube, of taking short content to build out monthly, English and Arabic. Kattan’s DIY makeup eventually moving to and starting their channel in 2007. They’ve built quite the long-form content (reaction videos, fan lessons act as a beauty school for her empire since, thanks to having unearthed a mail, and vlogs). viewers, but it’s not your average beauty YouTube goldmine in the form of React videos. school (see: face shaving for women and React started with the Fines’ “Kids React” series Fans crave an in-depth look into instant facelifts). Kattan is not shy about in 2010, where kids were recorded reacting to Influencers lives and Dallas has figured out sharing her experiences with minor plastic content like viral videos and video games. The how to give fans the best of both worlds. surgery, like lip fillers and Botox. nature of the series is at once comedic and insightful—raw emotion from children combined with a critical look and what’s widely popular in This young heartthrob has also transitioned entertainment. The React franchise has grown to into more traditional acting, with a lead encompass elders, teens and Influencers. The role in AwesomenssTV’s “Expelled” and React videos have inspired some appearnces on TV shows like NBC’s replicate this on their own channels, where it’s “American Odyssey.” gotten pretty meta (reacting to someone reacting to their own videos).

14 Digital A-List Influencer #8 Influencer #9 Influencer #10 What’s Inside? CrazyRussianHacker Superwoman

8390-Day Engagement M 8890-Day Engagement M 8490-Day Engagement M

Built around a simple but compelling For fans of: Consumer Test Labs for Hot Dog A first-generation Canadian born to Indian concept, “What’s Inside?” unboxes objects Making Gadgets parents, Superwoman () is from fireworks to Porta Potties to their known for her sketch videos, in which she, In the vein of channels like What’s Inside?, own YouTube Silver Play Button (which CrazyRussianHacker (Taras Kulakov) performs plays all of the characters. She’s been Creators receive as a congratulations science experiments in his videos, which always at this for long enough that viewers have from the platform for hitting 100,000 start with a branding bump that includes the gotten to know her “characters” subscribers). hammer and sickle, alluding to his Russian roots (Kulakov was born there before moving to the Her popularity has led to her make a The father/son team that runs the channel US). Always beginning with a catchphrase that separate channel for vlogs, go on an names “safety the number one priority” he keeps got the idea from the latter’s second grade parents happy enough to let their kids watch international tour, and make a YouTube science project, in which they cut various him blow things up and set them on fire. Since Red original movie. Her videos strike a sports balls in half to see what was inside. he narrates his experiments step by step, his chord with other first-generation kids. (i.e. a rotating saw blade cutting open a videos encourage high watch times, since every fire extinguisher). step of an experiment is essential to its success. His channel’s appeal goes beyond pyrotechnics and enters the realm of helpful “life hacks” and product demos, which lets older viewers into his audience demographic.

15 Digital A-List Influencer #11 Influencer #12 Influencer #13 GizmoSlip W2S

7890-Day Engagement M 7690-Day Engagement M 6790-Day Engagement M

Having gained enough traction to feature Can an iPhone survive a 100-foot drop Harry Lewis, the man behind W2S (short non-digital celebrities in their videos protected by a pineapple, dirty diaper, for his original handle, wroetoshaw) is an (drone racing with Liam Hemsworth and Jello-O invention? Curiosity, consistency, early twenties, British soccer fan who plays Jeff Goldblum) and attention from ESPN, and the use of explosives drives both virtual soccer (FIFA) and the sport the former college roommates (two of engagement around the joy of watching in real life. The latter he spices up with whom are twins), have made a living from electronics explode. challenge videos (Slip ‘n’ Slide Soccer). living the dude . Featured personality: Brandon Baldwin the Additional, W2S is part of a UK-based Now in their late twenties, the group have much cooler and competent man-living-in- Influencer collboration Ultimate Sidemen made a full-time job out of playing action his-parents’-basement Guy Next Door. (including fellow ZEFR 100 Influencer sports. Miniminter).

16 Digital A-List Influencer #14 Influencer #15 Influencer #16 TechRax Mo Vlogs DramaAlert

6290-Day Engagement M 6090-Day Engagement M 5390-Day Engagement M

Attempting to destroy technology (mainly This Dubai-based vlogger revels in his Shock value garners engagement on and smartphones) in any way possible, city’s luxury lifestyle, showcasing fast off YouTube, and DramaAlert knows just TechRax (Ukranian-born Taras Maksimuk) cars and cash-fueled events alongside how to exploit this entertainment genre. stretches the imagination when it comes to his sister, who’s a regular on the channel. Like TMZ or People, DramaAlert digs testing device durability. Here, voyeurs from around the world get up the dirt on digital (and traditional) a peek into a lifestyle that usually exists celebrities. The channel started out as a technology solely in their dreams (racing Bugattis, tips and review hub, but it’s since evolved collecting extravagant accessories and to its current entertainment-geared format. cars).

Most popular video: The Most Expensive Car Event in the World ( 10MM+ views)

17 Digital A-List Influencer #17 Influencer #18 Influencer #19 My Superheroes IRL Lele Pons Eva Gutowski

5390-Day Engagement M 4990-Day Engagement M 4890-Day Engagement M

With 100% dedication to superhero Having gained popularity on Vine, Eva Gutowski covers the content bases cosplay, these Influencers keep it real Venezuela-born Lele Pons only recently with original music videos, parodies of while still filming their epic fight scenes leveraged that audience to get YouTube navigating high school problems, DIY with living room backdrops. views. She started her YouTube channel videos, and fashion vlogs. She posts in April 2016 and within two months, is weekly and makes sure to involve her nearing 500,000 subscribers. The spirit of audiences by being at once quirky, her Vine content translates well, with fellow inspirational, and straightforward in her Viners appearing on her YouTube channel, DIY tutorials. and themes from her six-second videos now expanded into full minutes worth of video.

18 Digital A-List Influencer #20 Ryan Higa

4790-Day Engagement M

Ryan Higa is a YouTube personality and actor. He is known for his YouTube comedy videos, which have been viewed over 2.0 billion times.

19 Gaming

20 Gaming Overview You’ve likely heard of PewDiePie, But put them in front of these gamer YouTube’s biggest gaming channel influencers and they’ll sit, watch, (not to mention its biggest channel and listen for 15 minutes straight—a run by an individual creator), but lifetime when you consider the length what other Influencers populate the of a typical video in the digital space surprisingly saturated gaming genre (2-3 minutes). on the platform? For that matter, what even makes up this genre, and why But what exactly captivates this does it matter? audience, especially when they could be playing these video The popularity of gaming videos games themselves instead of on YouTube—largely “Let’s Plays,” watching others do it for them? in which a gamer simply plays a There are several reasons. First of game while providing entertaining all, Influencers in the gaming space commentary and pro tips—is provide strategy guides and tips through the roof. Influencers in the and tricks to their viewers. They’re gaming category have figured out considered experts in their fields, how to grab and hold the attention those being either specific games of this demographic so effectively or all games when it comes to the that engagement rankings in this platform’s jack-of-all-trades gamers. category soar above and beyond Secondly, these Influencers tend those in other genres. Gamers can to do more than just gaming. They be a picky and private community, create -like content in which they communicating via jargon that makes spout their opinions about pretty little sense to those on the outside. much any topic under the sun,

21 These Influencers also make their viewers feel like they’re part of a community. The epically popular Felix Kjellberg, aka PewDiePie, calls his followers “Bros,” creating a cult of serious fans who may not feel like they belong anywhere else.

Gamers on YouTube make a living from only gaming and making videos out of it. It’s hard to think of a career that a loving 13-year-old would rather aspire to. Furthermore, the fact that this is their livelihood gives Influencers in this space power. They have nothing else to do but play and critique video games, and a bad review from a popular influencer could mean the early death of a new game. They also review gaming equipment and related products, ranging from consoles to energy drinks.

22 Gaming

Signature Look Trends Whether it’s bright green hair or a pink polo Across the Genre and headband, YouTube gamers cultivate a unique look to stand out from the numerous Stream of Consciousness other gamers on the platform. YouTube gamers tend to keep up a constant stream of narration as they play. Character Crossovers In Minecraft, gamers will play out the Animated Gameplay VO wedding in Frozen or enact a Five Nights at Freddy’s parody. Merging two popular Gamers commission an animator to turn franchises makes for an even higher their gameplay narration into an animated likelihood of viewership. video. Original Songs Fandom Songs that glorify or parody popular video It’s not only gamers who name their fans on games often show up on gamers’ channels, YouTube, but it certainly reoccurs throughout though they’re often accompanied by the genre. PewDiePie call his fans Bros, animated music videos created by other Kwebbelkop calls his Kops, and Brofresco YouTubers. calls his Pimps and Players. Merch Screaming Gamers with larger YouTube presences Essential attribute of Let’s Play narration. often have recognizable logos that work well on t-shirts and other merchandise, which they sell via online stores. Walkthrough Reacting (Meta) A video in which a gamer moves through a game while explaining tips Taking the typical YouTube “React” and tricks. Basically, a video strategy format and making it meta, gamers will guide for viewers. make videos in which they react to their older videos and critique their video edit, gameplay ability, etc. International Gaming is an international language. Slither.io A multi-player game played on web Let’s Play browsers in which each player controls a snake with the aim of eating other snakes in A video of someone playing a videogame the game and growing larger. supplemented by the gamer’s commentary. 23 Gaming Macro Trend Minecraft

Minecraft Videos focused on the game Minecraft in which players build their own worlds or explore ones generated at random by the game. Players can craft, mine, fight, and gather resources. Videos about this game are wildly popular on YouTube.

Animation Mods Voiceover A category of its own, animation In Minecraft, mods stands for Just by adding voiceover, many a videos featuring Minecraft characters modification, and they alter the game Minecraft gamer on YouTube turns has become a staple of the YouTube by changing the setting, speed, their gameplay into a scripted sketch, gaming category. graphics, etc. Users can make mods or even a series. 50290-Day Engagement M using coder packs for Minecraft.

24 General Gaming Influencer #2 Influencer #1 and Featured Channel Kwebbelkop PewDiePie

12490-Day Engagement M What makes PewDiePie this vastly popular? Above all, it’s his personality. Like every successful Let’s Player on YouTube, it’s all about his personality and charisma. His overall demeanor, sound Based in the Netherlands, Kwebbelkop effects, and the fact that his reactions hones in on the funny moments of his to video games—or whatever else he’s Let’s Plays more explicitly than a lot reacting to—feel genuine keep him honest of Let’s Players, in part just by putting in the face of his followers, the Bros (it’s a “Funny Moments” in his video titles. He YouTube trend to name your loyal fans, as often participates in group gaming, and it gives them an identity associated with the atmosphere on the channel is one your channel). of extreme, lively fun with lots of friends. Kwebbelkop’s games of choice? As of late, they’re GTA 5 and Happy Wheels.

50290-Day Engagement M

25 General Gaming Influencer #3 Influencer #4 Influencer #5 FGTeeV FaZe Apex FaZe Rain

9190-Day Engagement M 6590-Day Engagement M 6290-Day Engagement M

Taking the popularity of gaming and A member of the FaZe Clan, a professional Being another member of the FaZe Clan, combining it with family, this Influencer esports team, FaZe Apex has a channel FaZe Rain features FaZe Apex and other as a unique hybrid of family gaming. with a surprisingly low number of Let’s familiar FaZes on his channel. The channel This channel features mom, dad, three Plays compared to the sketches, vlogs, is almost more reminiscent of a YouTube sons, and one daughter, along with dad’s pranks, and attempts to break records boy band channel (like our2ndlife, who’ve twin brother…not to mention that the IRL (In Real Life) as opposed to on the since branched out to pursue solo careers) kids have a channel of their own called leaderboard. than a gamer clan. FaZe Rain focuses a lot TheSkylanderBoy AndGirl. FGTeeV is on life in the FaZe household, because of really the perfect marriage between a course all the clan members live together! gaming YouTube channel and a kids’ He’s also got some prank and react videos YouTube channel. to round out his YouTube presence, but he still doesn’t let gameplay completely fall by the wayside.

26 General Gaming Influencer #6 Influencer #7 Influencer #8 MasterOv M3RKMUS1C FaZe Adapt

6190-Day Engagement M 5990-Day Engagement M 5690-Day Engagement M

With a clear focus on Slither.io, MasterOv Honesty tends to be the best policy on Like the other FaZe channels on this list, knows the game well enough to have YouTube, and M3RKMUS1C embodies FaZe Adapt leans more towards the style plenty of fun with it, whether he’s making this with real critiques of the franchise of a vlogger than it does your average “skins” of other Let’s Players—including he loves—Call of Duty. Engagement YouTube gamer. His sister appears on several on this list, like PewDiePie and also comes his way via shock value, the channel, he gives “tours” of his daily Jacksepticeye—or offering suggestions to with multiple thumbnails that feature his life, and plays Call of Duty IRL with his the game’s developers. MasterOv gets his face with a stunned expression and read fellow FaZe Clan members. The multiple engagement because he’s so responsive “OMG,” “OMFG,” “WTF,” and “YES!” members, and thus channels, in the FaZe to his fans. He fulfills their requests, solicits Clan provides a natural and constant way their opinions, and spells out his Slither.io to cross-promote. strategy by drawing his tactics in a box in the corner of his screen.

27 General Gaming Influencer #9 Influencer #10 Miniminter Brofresco

5390-Day Engagement M 4890-Day Engagement M

A true FIFA fan, Miniminter does not hold With his signature pink polo and back his enthusiasm for the game and headband, Brofresco has cultivated not sport it virtually captures. His real love only a look but also a signature elbow for the game and deep knowledge of tap. He opts for more of an instructional the players makes him the perfect brand angle when it comes to his Let’s Plays, an ambassador. Miniminter’s channel is so angle that makes him valuable for game focused on FIFA that he needs an entirely developers who want to put their products separate channel for his Let’s Plays of within reach of the average to below “random games.” average player. Learning the tips and tricks will rarely fail to get someone more invested in a video game.

42690-Day Engagement M

28 Minecraft

Influencer #1 DanTDM

Like many a successful Let’s Player on the world of Minecraft more interesting. YouTube, DanTDM keeps his viewers For one, he switches between challenge watching by avoiding dead air at all videos, showcases, minigames, and costs. He hardly pauses to take a breath a whole series on Minecraft character Dr. in many of his videos, and his stream of Trayaurus, whom DanTDM has given an consciousness as he explores Minecraft elaborate life of his own. mod after Minecraft mod stays consistently clever. He does this, in part, by playing Overall, DanTDM understands how every time like it’s his first time—he always to make YouTube gaming his career. manages to act surprised at the right His consistent uploads keep fans from moments. Also like many a Let’s Player, he disappointment. His way with words and has some semblance of a signature look— addressing his audience members keep namely his blue hair, which is replicated in them feeling like a part of his world. His his Minecraft avatar. focus on one, incredibly popular game makes him an expert. Viewers defer to his As a Minecraft gamer on YouTube, advice when it comes to Minecraft. And, DanTDM effectively explores all aspects DanTDM has an online merch store so of the game while also managing to keep fans can buy clothing and bags with his his channel fresh. He breaks up the logo —the true mark of being a successful Minecraft focus with Let’s Plays of free 42690-Day Engagement M YouTube Let’s Player. online games and Five Nights at Freddy’s (the latter being unavoidable if you were a gamer on YouTube this past year), and he knows how to make his time in 29 Minecraft Influencer #2 Influencer #3 Influencer #4 PopularMMOs WillyRex Jacksepticeye

26090-Day Engagement M 19190-Day Engagement M 12190-Day Engagement M

Though Pat is the central personality on With one channel focused on general One of the better known Let’s Players on this channel, his wife Jen makes just as gaming and another solely dedicated to YouTube, this Ireland-based gamer has much of an appearance these days, and Minecraft, this prolific, Spanish speaking also worked with YouTube animators to the two banter back and forth as they play creator sprinkles his channel with non- give new life to his gaming voiceovers. His Minecraft and Slither.io. Because there gameplay videos. He might take a tour of involvement with other YouTube gamers are two of them on the channel, playing an independent game developers’ studio also runs deep. He has an established large volumes of challenge games comes to round out his expertise in this YouTube relationship with PewDiePie, the platform’s naturally, and they also both voice the few niche, or he’ll work with other YouTubers biggest gamer who also happened to animated Minecraft videos. While many who sing and animate to produce original shout out his channel years ago, helping gamers on YouTube show their faces in Minecraft homage songs. launch Jacksepticeye to YouTube fame. a box in the top corner of the screen, Pat Though he abandoned Minecraft videos relies solely on narration and his avatars to a while back, he still revisits them in his keep fans interested. “react to my old videos” content.

30 Minecraft Influencer #5 Influencer #6 Influencer #7 Little Kelly Minecraft Markiplier Aphmau

11290-Day Engagement M 9490-Day Engagement M 8790-Day Engagement M

An Irish gamer, “Little Kelly” figures as Another gaming giant on YouTube, Using the tactic of creating an “animated” a main character in a story that plays Markiplier has his signature, radio- looking series by narrating over Minecraft out in the world of Minecraft, released worthy voice that makes listening to him gameplay, this Influencer shows off episodically on a daily basis. The channel narrate gameplays so enjoyable. Though some serious writing chops with highly also uses Minecraft to play out stories he branches out from gaming content developed plotlines. She describes her featuring popular franchises, like Frozen to indulge in other YouTube tropes like channel as “Minecraft roleplay.” and Teenage Mutant Ninja Turtles, and challenge videos, he’s at heart a Let’s skews more towards female viewers than Player, exploring a wide variety of some your average gaming channel. There’s of the most bizarre games developers some animation, here, but largely the have to offer. The weirder the game, the stories move forward thanks to a mix of better it makes for offhanded, hilarious clever voiceover and Minecraft gameplay. comments—a YouTube Let’s Player’s bread and butter.

31 Minecraft Influencer #8 Influencer #9 Influencer #10 Ian Stapleton Little Carly Minecraft LittleLizardGaming -Minecraft Mods!

7890-Day Engagement M 6290-Day Engagement M 5790-Day Engagement M

Known as Ssundee on YouTube, Ian Part of the “Little Club” with Little Kelly and Producing Minecraft content specifically Stapleton plays, reviews and competes in Little Lizard, Little Carly has moments of targeted towards young kids, Little Minecraft. His over-the-top personality and basically vlogging as she (well, her avatar) Lizard’s plot-oriented videos often unfold propensity for screaming helps make his walks through Minecraft. In fact, much of at daycare, where the Lizard hangs Let’s Plays especially engaging. the content on this channel would look like out with other diaper-wearing Minecraft a live action YouTube channel if it were two companions. The channel also riffs on real girls, and not Minecraft characters, popular YouTube trends like Five Nights starring in each video. at Freddy’s and prank videos, all while remaining in the world of Minecraft.

32 Kids and Toys

33 Kids and Toys Overview Welcome to the unboxing category - The thoroughness of the unboxing the new Saturday morning for Kids. videos should appeal to kids and brands alike. Kids get to feel like Once upon a time, kids woke up they’re the ones opening the toys bright and early for the only time of due to the high level of exploration, the week dedicated to a full morning and brands know that someone’s of cartoons. The mornings were doing justice to their product with the filled with seamless intersection of attention to detail that is the hallmark content and toys – as scenes from of unboxing videos. Transformers introduced characters that would later appear in ads. Kids Another device we see across in the ads showed pure excitement this category is making toys into as they open boxes and play with “puppets” and putting on shows their latest action figures. for kids. Sure, kids love cartoons, but animating is a difficult, time- Many years have passed, but the consuming, expensive process that same excitement around unboxing takes patience if not skilled. continues, but outside the limits of not only Saturday mornings, but also With more time, there is more time from a 30 second ad. for exploration, more time to discover easter eggs and more opportunities for education tie ins.

34 Kids and Toys Trends

Unboxing Opening a package and showcasing what’s inside, piece-by-piece. Educational Learning component. Surprise Eggs A surprise to unbox (origins: Kinder Surprise Eggs - a chocolate egg with a toy inside).

Songs & Nursery Rhymes Superhero Cosplay Since YouTube’s youngest audience Sdults and children dressing up in superhero members might have minimal outfits and acting out scenes. understanding of language, songs prove to be the universal tongue. The Finger Family song stands out as a unique phenomenon within this category. “Puppet” Shows Using hands to move the toys with a Sight and Sound voiceover (and a little creativity). Aimed at pre-verbal and international viewers, videos targeted towards kids will often opt for music, sound effects, and Gameplay visual elements to substitute for dialogue. These videos capture creators playing child- friendly games like Minecraft, sometimes to a nursery rhyme soundtrack.

35 Kids and Toys Influencer #2 Influencer #1 and Featured Channel: Toys and Funny CookieSwirlSC Kids Surprise Eggs

Mostly, CookieSwirlSC’s videos exemplify the unboxing genre, featuring an excitable 24790-Day Engagement M voiceover and an out-of-frame narrator whose hands only appear on screen. Everything from the verbal descriptions to the camera angles, make viewers feel like they’re the ones personally unboxing their With high quality Claymation starring kids’ new Shopkins set. favorite characters (from Spider-Man to Peppa Pig) accompanying classic unboxing videos, this channel hardly needs to rely on narration to keep viewers engaged. Music alone plays as on-screen hands open the toys, which are often Kinder Surprise Eggs, and the animation uses sound effects to convey emotion, appealing to pre-verbal audiences. This channel also includes videos in which actual kids perform the unboxing, and it makes an effort to appeal to viewers around the world by featuring text in the language of the toys’ origins. Reaches out to audiences outside of English speaking countries.

25290-Day Engagement M

36 Kids and Toys Influencer #3 Influencer #4 Influencer #5 SR Toys Surprise Eggs Ryan Toys Collection Unboxing Toys Review

22390-Day Engagement M 22390-Day Engagement M 22290-Day Engagement M

This channel also uses toys as teaching Cross-promoting with Toys and Funny Kids Ryan Toys Reviews stars Ryan, a kid tools, narrating the colors of Surprise Eggs Surprise Eggs, this channel hosts similar who loves to play with toys. This channel as they’re broken apart by the hands on content, ranging from skillful Play-Doh includes branded content, like a video screen. stop motion to Surprise Egg “unboxings.” featuring the Home Depot Pro Play This channel takes the Surprise Egg trend Workshop. Since Ryan is so young, an to another level with an animated video adult still needs to direct the show from showcasing fictional eggs. It turns out that behind the camera. the pleasure of revealing the toy inside the egg extends beyond the pleasure of there being an actual toy or egg. Surprise Egg videos on YouTube have truly taken on a life, or a genre, of their own.

37 Kids and Toys Influencer #6 Influencer #7 Influencer #8 ToyMonster Videogyan 3D Rhymes – Hailey’s Magical Playhouse Nursery Rhymes & Kids Songs (Surprise Toys)

22290-Day Engagement M 21590-Day Engagement M 18290-Day Engagement M

Some franchises and characters are We’ve found that songs constitute some Like Ryan’s channel, Hailey’s Magical so popular amongst child viewers on of the most popular content for kids on Playhouse brings the most authentic YouTube that content involving them YouTube. Not only does this channel tap toy experience. The home video feel stands the test of…absurdity. On this into both the familiarity of nursery rhymes of this channel is very different from a channel, we see that Spider-Man and and the soothing qualities of a consistent commercial, and Hailey’s excitement at “Frozen” characters are just as entertaining melody, it also hits on another massive every new giant Surprise Egg is clearly the in the form of adult cosplayers as they are YouTube trend: Finger Family videos. real thing. By nature of its platform, Toys in the form of toys. Like other channels on and Funny Kids Surprise Eggs increases this list, this one seeks to appeal to both its chances for engagement by reaching pre-verbal and international viewers by out to audiences outside of English passing over words in exchange for action, speaking countries. pictures, sound effects, and otherwise zany plots. The lesson here? Never underestimate the value of a zany plotline or the power of Spider-Man with today’s kids.

38 Kids and Toys Influencer #9 Influencer #10 Influencer #11 PomPom SevenSuperGirls FunToyzCollector

16790-Day Engagement M 16090-Day Engagement M 15390-Day Engagement M

When a channel presents an intriguing A sketch channel starring seven (well, Often using the “puppet” technique, this toy by showing how to make it at home, eight) teenage girls, SevenSuperGirls channel puts on a show while organically it’s already brought viewers an extra step reminds us that YouTube is indeed a showing off the toys that star in it. Here, closer to the product. PomPom focuses personality driven platform, and these we see the usual suspects, like Peppa on the squishiest and slimiest of toys, like girls have personality. They toe the line Pig, Frozen characters, and all the Disney stress balls, water balloons, and Orbeez, between ordinary and extraordinary— princesses. Though the narration is in which are squishable balls that come in extraordinary because they’re on your English, the channel’s about page is different colors and absorb water. The screen, ordinary because they’re just like written in six different languages, showing channel uses these toys, along with sweet you. Part of a larger brand on YouTube the key understanding that YouTube is a snacks like milk popsicles, to teach colors. (there are a number of “Seven...” channels global platform. on the platform), the brand recognizes that viewers are more likely to identify with a personality on the channel if there are multiple personalities to choose from.

39 Kids and Toys Influencer #12 Influencer #13 Influencer #14 DisneyCarToys Baby Big Mouth DisneyCARS

12490-Day Engagement M 12190-Day Engagement M 11790-Day Engagement M

Taking more of a family channel route, What better way to teach kids words than Sound effects, and some maneuvering DisneyCarToys has two main narrators, to hide them in Surprise Eggs? Baby from the on-screen hands that are a staple “Spidey” (short for Spiderman) and Big Mouth uses this type of unboxing of the YouTube toys community, bring toys Sandra, whose baby often stars in their video to unveil words one letter at a time, to life on this channel. It also mesmerizes wacky, dialogue-scarce videos. The simultaneously showing off new Marvel viewers with the unbeatable combination couple explores a number of content types products, for example, while teaching kids of gameplay and hauntingly soothing popular on YouTube, from food challenges how to spell “boat.” nursery rhymes, like the ever-popular (with a Baby Alive doll that can actually Finger Family song. “eat”) to Disney princess makeovers with Sandra’s daughters. When an actual mother chooses a certain toy to share with her baby, the endorsement couldn’t be more real.

40 Kids and Toys Influencer #15 Influencer #16 Influencer #17 Toy Trains 4u Toy Freaks DisneyToysFan

10790-Day Engagement M 10090-Day Engagement M 9490-Day Engagement M

Surprise Eggs, counting, and beloved TV Having mastered the art of the thumbnail/ Kids’ YouTube channels are no strangers and movie characters come together on title combo, Toy Freaks knows how to use to mixing genres, so having Spiderman elaborate stop motion sets on Toy Trains emotion to drive engagement. With titles appear as a character alongside the 4u. This channel also plays with a type like “Spiders Attack Girl In Her Bed” (real Frozen cast only makes for a more of stop motion that has become its own girl, fake spiders) and “A Frog In The Tub!! entertaining video. Dressing Frozen’s Anna category on YouTube, brickfilm, which Annabelle Freaks Out,” it can be hard not and Elsa up like mermaids and having is stop motion animation using Legos. to click, especially when the thumbnails Spider-Man save the day is definitely not The accessibility of this video technique show a moment from said freak out. The Disney cannon, so these types of channels inspires kids to do it themselves at home— channel also stars two sisters, so their helps kids dream outside the box of their and to get more Lego sets. interactions with each other, though often favorite franchises. stilted if they’re acting, feel relatable to youngsters with siblings and friends.

41 Kids and Toys Influencer #18 Influencer #19 Influencer #20 SevenPerfectAngels Come Play With Me Toy Genie Surprise

8390-Day Engagement M 8090-Day Engagement M 7990-Day Engagement M

In the same family of channels as Described as a “doll parody channel,” Unboxing videos can get a lot of SevenSuperGirls, SevenPerfectAngels Come Play With Me has toys act out their charm from the voiceover that uses the same format, with different girls scenarios using other toy sets. For accompanies them. With the right narrator, posting videos each day of the week example, Frozen’s Anna and Elsa dolls any toy can sound as exciting as, well, a on a consistent basis. By switching take a bath in Orbeez and ride My Little Kinder Surprise Egg. Toy Genie Surprises video themes every week, like a week of Pony toys. Kids seamlessly integrating has that narrator, and her genuine babysitting videos followed by a week disparate toy sets makes for organic, inter- sounding enthusiasm for the toys she of challenge videos, the channel gets to brand collaborations, not something you’ll opens is contagious. She’s really opening explore a variety of video styles to see usually see in a TV commercial. these toys for the very first time, and she which work best while giving viewers a clearly loves them. reason to return—they’ll want to see how babysitting nightmares play out with each girl on the channel.

42 Spanish

43 Spanish

Overview Spanish The success of Spanish Language Influencers lags behind the attention Trends this category receives in the broader conversation around Influencers. Viewers want media content to reflect their unique life experiences, not just their ethnic identity. This presents a tremendous opportunity in the Influencer space. Soccer Whether it’s expressed Language Trumps by FIFA gameplay, epic Region football challenges, or filmed attendance at matches, When it comes to fan Spanish speaking YouTubers demographics, Influencers from are obsessed with the sport Spain tend to attract large Latin US natives know as soccer. American audiences.

Music Gamer Music substitutes as the universal Influencers create exciting content to language of YouTube, with entertain, teach and interact with fans in the popularity growing in the area of gaming space. bilingual musicans .

44 Spanish

Influencer #1 JuegaGerman

With the second most subscribed-to channel That video now has over 10 million views. on YouTube (only to PewDiePie), Germán Since then, he hasn’t been afraid to be at once Garmendia of HolySoyGerman, JuegaGerman, personable and eccentric, sticking to relatable AND HolySoyGerman2 (his newest channel) has topics. That plus his good looks makes him an received two Diamond Play Buttons—awards Influencer powerhouse, and Spanish speakers from YouTube signifying a Creator’s channel has needed one of those in 2011. They needed reached 10 million subscribers. Yes, Garmendia their own vlogger to bear his soul in a way that has accrued over 10 million subscribers across would also make them laugh, providing the big, two channels, with his principal channel boasting relatable personality they hadn’t seen before on upwards of 28 million subscribers. What is it the platform—quickly becoming someone that his that helped him become the biggest Spanish audience could see being their best friend. speaking Influencer on the platform, as well as one of the biggest across all languages (including the platform’s most popular, English)?

Having started on YouTube in 2011, the Chilean Garmendia tacked on his gaming channel, JuegaGerman, two years later, where he encouraged viewers to come for the fun of watching the gameplay and not just for him.

His content varies from comedy, music (he’s in a band with his brother), and writing (his book, the title of which plays off a common joke saying from 28090-Day Engagement M his YouTube channel, “#Chupaelperro,” came out in April 2016).

His success originally came from his comedy “sketch format” featuring two characters, both played by himself.

45 Spanish Influencer #2 Influencer #3 Influencer #4 Fernanfloo VEGETTA777 TheGrefg

20290-Day Engagement M 13990-Day Engagement M 9890-Day Engagement M

Based in El Salvador and in his early 20s, Characterized by long videos (nearly half of Nearly a cross between a gaming channel Luis Flores of Fernanfloo posts Let’s Plays, the gameplay videos exceed 30 minutes, and a vlogging channel because of animated videos (commissioned from an the shortest ones hovering around 10) and this Spanish Influencer’s propensity to animator), and vlogs on his channel. He plenty of Minecraft, Samuel de Luque of bring viewers along on his “random life plays the same popular games that English VEGETTA777 also participates in gaming experiences,” like going to a water park, speaking Influencer gamers do, but his equipment unboxings, which opens up an David Martinez of TheGrefg definitely makes style is just a bit more over the top, as is his avenue for brands to get involved with the his channel more about him than the games engagement ranking—it exceeds all but three channel. Both of these aspects indicate a that he plays. Being one of the younger on our English language Top 100 lists. His savvy Influencer. He’s also kept up a long- YouTube Creators in this category (at wild energy appears totally genuine, and he term relationship with another Spanish 19-years-old) puts him in that social sweet engages with fans often, soliciting “crazy, speaking Minecraft Influencer, WillyRex. spot, where engagement comes naturally from stupid” questions and supplying “crazy, Though both de Luque and WillyRex come fans who don’t need extra encouragement to stupid answers.” His expressiveness makes from Spain and now live in Los Angeles, go online—they’re already there. With such him stand out even in a genre characterized their fan bases live largely in Latin America, a personality driven channel, TheGrefg’s by its high intensity emotion. showing that culture, not birthplace or product endorsements mean a lot, and he location, is what shapes most of these posts links on his About page to the chair he Influencers’ audience demographics. sits in when he’s gaming and his energy drink of choice with a custom discount code.

46 Spanish Influencer #5 Influencer #6 Influencer #7 ElrubiusOMG Mejores Juguetes J Balvin

8890-Day Engagement M 7690-Day Engagement M 7490-Day Engagement M

Though ElrubiusOMG’s content now runs An animated witch avatar serves as a central A Colombian born reggaeton singer, J Balvin focuses on gaming, Influencer Rubén personality on this kids’ and toys channel, has moved back and forth between his Gundersen initially gained a lot of popularity showing that there are effective alternatives home country and the US to further his music from his significant Chatroulette phase circa to having a live action host. The witch also career, a process that has included learning 2011, in which he’d prank other users on the appears in an animated series on Mejores English. The bilingual aspect of the channel site. His content has evolved with the trends Juguetes, though her series primarily lives on is unique one, as YouTube Creators usually of YouTube, most recently, his travel vlogs, its dedicated channel called “La Brujita Tatty – try to hone in on as niche of an audience as in which he goes to YouTube events, soccer dibujos animados.” In fact, Mejores Juguetes possible when it comes to identity defining games, and encounters real life fans on the populates its homepage with lots of content factors like language. In the music category, street. from other Spanish language kids channels on though, language matters less—or, in a YouTube, including a whole category of apps different light, music substitutes as the and gameplay videos. The focus on products universal language of YouTube, which applies here is strong, and those products tend to be on J Balvin’s song-heavy channel. very similar to those on English language kids’ toys channels, heavily featuring properties like Peppa Pig, Frozen, and Kinder Surprise Eggs.

47 Spanish Influencer #8 Influencer #9 Influencer #10 Werevertumorro Enchufe.tv Sebastián Villalobos

7090-Day Engagement M 6390-Day Engagement M 6190-Day Engagement M

Professional soccer player in Mexico’s third A sketch comedy Influencer from Ecuador, This Influencer’s young age and good looks division, Gabriel Montiel Gutiérrez, started his Enchufe.tv features a whole cast of actors and put him in the category of stars YouTube channel around the same time he a three-video-per-week release schedule— like Nash Grier, Caspar Lee, and Chris Collins. started playing professional soccer, in 2007 one promo for the channels next sketch, He’s leveraged social platforms to build his own at age 16. His content showcases soccer the sketch, and a “microYAPA,” which is a franchise across non-digital media, with a book games from the stands but mostly posts like really short sketch (under 20 seconds). The called “YouTuber School” (titled in English) and your standard vlogger. As an Influencer, production quality is high, which is likely a persona so well known that he’s appeared, as Gutiérrez stands out by having been the first because the channel was founded by a himself, in the Spanish language high school TV roastee on the comedic Latin web series “Mitú production team, Touché Films, in 2011. series, “Soy Luna.” Roast,” an effort put forth by the Mitú network, Some its earliest sketches achieved viral an MCN dedicated to young, Latin talent and video status, like “Compra Condones” (now an indicator that this category is growing ever at over 30 million views) and “ME GUSTA” larger. (which racked up 1.5 million views in the first couple of days after its release and is now at over 19 million). The Influencer has become so popular is has earned its own series on Ecudaorian network Ecuavisa.

48 Spanish Influencer #11 Influencer #12 Influencer #13 DjMaRiiO MALUMA Folagor03

5190-Day Engagement M 4990-Day Engagement M 4990-Day Engagement M

DjMaRiiO is the go-to Spanish speaking Maluma, a Columbia singer and , Folagor03’s Yoel Ramírez Pulido often uses soccer commentator on digital. He plays into is a testament to the size of the young, latin the common English gamer term “fail” as this fandom for his YouTube engagement presence on YT. a play on words with his own YouTube benefit, with his main channel dedicated to handle (“Failagor”) when he, well, fails at the sport (but really mostly its virtual version, gaming. Content includes commentary on the FIFA). The way he plays the game and talks Pokémon TV series and the franchise’s games about real life players portrays true expert and cards. status, giving him an easy in with Spanish speaking viewers who share his passion. Meanwhile, on his secondary channel, Mario switches off between Grand Theft Auto and Call of Duty gameplay, sticking with his expert status persona.

49 Spanish Influencer #14 Influencer #15 Influencer #16 Los Juguetes de Titi Los Polinesios Juanpa Zurita

4390-Day Engagement M 4390-Day Engagement M 4090-Day Engagement M

A trend you won’t see across the most popular A channel operated by three siblings, Lesslie, Rafa, English speaking kids’ and toys channels, Los and Karen, Los Polinesios nearly has their own multi- A Mexican based Influencer with excess energy Juguetes de Titi features multiple “puppet” style channel network, with separate channels for joke/prank and big, blue eyes, Juanpa Zurita falls into the videos starring Barbies and Disney princesses… videos, challenges, tutorials, and video games, not to young, attractive male influencer category. who are pregnant. Either married to their mention Lesslie Polinesia’s individual channel. You can Like many others in that category, Zurita got see the siblings getting more polished as the years respective princes or to Spider-Man, in the case his start on six-second video app Vine. The go on, nearly adopting the wide-eyed, enthusiastic community this app fosters is so strong that it’s of Frozen’s Elsa (since YouTube audiences seem personas of hosts in children’s TV shows. If you look led to ongoing relationships and collaborations to love seeing the two of them together), these at videos from earlier in their careers, they’re not dolls almost act out the whole family channel wearing makeup and their speech is more casual. with both an American and a French Vine trend on YouTube, in which families start filming These days, they’re made up and, if not more scripted, star, Logan Paul and Jerome Jarre, the latter their lives together from the day a new child at least more organized in their dialogue. Essentially, having actually discovered Zurita because enters them. Baby Alive dolls, baby dolls that the content on YouTube is evolving and growing more he made Vines in both his native Spanish “really” pee and eat, also feature heavily on sophisticated as its biggest personalities get older and and English, which Jarre could understand, this channel, revealing a trend amongst young, more experienced. The siblings are basically treating showing just how vast the opportunities are for female audiences who speak Spanish. They their operation like a family business, multiplying their bilingual Spanish/English speaking influencers. are interested in content about growing up and social influence across channels as much as possible. Jarre invited Zurita and some other Mexican When one sibling, Karen, dropped out of their weekly having families of their own. With such a strong influencers to visit the US to collaborate with challenge videos recently, they substituted a rotating him on six-second videos, truly hitting home focus on family in many latin American cultures – cast of other Spanish-speaking Influencers to keep up the importance of collaborating amongst these videos speak to that focus in a way that is the momentum, treating their series like producers of a different than traditional English YouTubers. TV series would by keeping it regular and not missing influencers, no matter where they may be a beat when it comes to replacing a parting cast (language trumps region, and Zurita speaks member with a new one. English). With Paul, Zurita is appearing in a feature film, “Airplane Mode,” in which he plays Paul’s foreign exchange “brother.”

50 Spanish Influencer #17 Influencer #18 Influencer #19 NickyJamTV Mario Bautista Gona89

4090-Day Engagement M 3890-Day Engagement M 3790-Day Engagement M

A young heartthrob type from Mexico City, This gaming channel from Spanish Musician Nick Caminero, better known as Nicky Influencer Gonzalo, aka Gona89, shows Jam, posts both professional music videos Mario Bautista calls himself a “singer-songwriter and homemade vlogs (some made on his and influencer,” which is an apt description. A his knack for branding. His thumbnails smartphone). mix of professional music videos and made-at- clearly indicate the gameplay series home vlogs, his professional music videos are they represent, many of which stem from Born in Boston, Massachusetts, NickyJam’s a hybrid of vlog-like elements (including the different aspects of Minecraft. In one mother is Puerto Rican. They moved there when camera work, direct-to-viewer intros, and sets). series called “Lucky Blocks,” he plays with he was 10, and he identifies with that part of his His songs have been at the top of the charts three other Spanish-speaking gamers on culture. in digital stores, and he’s won MTV awards for both his music and his social presence. the platform to the point where they appear His YouTube involvement extends to the release as regularly recurring characters on his his 2015 for “Forgiveness” at the Frequent collaborator with other Spanish channel. He features their channel names YouTube Space New York. As always, if you show speaking Influencers and playing games, like in his video titles, driving traffic back the platform love, it will love you back. To grow his “cultural trivia.” and forth between their channels (they all English speaking fan base. have between 800,000 and over 2 million He has further promoted his music career with his subscribers each, making this a smart YouTube vlogs titled “ConNickyHastaElAmanecer” approach). In addition, he links to them in (WithNickyUntilDawn), with goes hand in hand his descriptions. Gona 89 nurtured his own with his song whose video was premiering around tightknit gaming community on YouTube. the same time, called “Hasta El Amanecer.”

Fun Fact: The song “Forgiveness” is, after all, an English version of his hit song, “El Perdon.” 51 Spanish Influencer #20 ExpCaseros

3690-Day Engagement M

ExpCaseros (which translates to “home experiments”) embraces gaming trends like Minecraft, general YouTube trends like pranks, and kids’ content trends like make-it- yourself slime.

Appealing to families who watch YouTube together, the Male-Female duo explain experiments and want viewers to give it a try. They are sure to say that younger viewers should not to try these experiments at home without adult supervision.

They appeal specifically to audiences in their native country of Spain with videos in which they try out candies from other countries, like Mexico and the US, showing a more regionally based identity than the Spain-based YouTube Creators who seek to appeal to the identities of a wider ranging Spanish language audience.

52 Best All-Around

53 With a decidedly young audience glamorous and talented but remain base, it’s no wonder that these within reach. They could be your Best digital media personalities are the best friend or your girlfriend/ best all around—the Bo Jacksons, boyfriend. This becomes even more if you will, of social media. Their believable when fans see how close- All-Around audiences practically live on the knit the community of top social Overview various platforms where these digital influencers is. They appear in each influencers post, and the posting other’s YouTube videos, Vines, and supply meets the keen demand. Facebook news feeds—the “popular” group of friends that every kid wants These creators further understand to join and now can, thanks to the that each platform serves a interactive nature of social platforms unique purpose when it comes and the modern celebrity. to engaging fans. While Twitter keeps influencers fresh in their fans’ minds with frequent but brief Methodology for check-ins, Facebook offers that crucial glimpse into their personal Cross-Platform lives, YouTube and Vine provide ZEFR’s proprietary Cross-Platform the entertainment that makes these Engagement Score ranks influencers stars worth watching, Instagram based on their relative level of offers an arsenal for glam shots, and influence on social platforms where showcases their quirky sides. they are active plus the relative Many of these influencers have even importance of each platform. made the crossover into “traditional” entertainment. (For example, Instagram drives roughly 3x more total engagement on Together, all of these platforms influencer channels than Facebook, lead to a perfectly well rounded and our formula weighs each platform image for the digital star—they’re accordingly.) 54 Best All-Around Trends

Digital to Traditional With TV appearances, song releases, movie Collabs cameos, Influencers who found their success These Influencers collaborate with each on digital are continually being pulled into other frequently and across multiple social traditional entertainment. platforms, a route to generating increased Photo Shoots fan engagement and building up a larger fan base through shared audiences. The next level selfie.

Family Life Showing off spouses, partners, siblings, and children brings fans closer to their personal Solidarity lives. This social clan stands together and makes sure to show support for their own across social platforms. Star Siblings It truly is a family affair here in the top ranks of digital stardom, where siblings tend to rise to fame either with one another or with the help of their more famous brother The YouTube Boy Band and/or sister. Whether they’re a musical band or band is just synonymous for “group,” it tends to be the case that five attractive young men garner more engagement across social media than one.

55 Best-All-Around

Influencer #1 and Featured Channel Cameron Dallas

Having gotten his start on six-second video on NBC TV show “The Odyssey” and a 2015 app Vine, Cameron Dallas has grown into rap single, “She Bad.” Like a true digital star, a big enough star that Vine now serves as Dallas hasn’t turned his back on his online a promotional platform for his other social fans, continuing to post regularly on all of his accounts and off-digital work, including music social accounts. and movies. However, that Vine foundation continues to serve him well, as sects of the top Viners make up tight-knit communities with whom Dallas continues to collaborate. Being part of a digital influencer family helps keep Dallas relevant, as if he’s solidified his spot in the “popular group” in high school.

Not only is Dallas in with the other most popular digital influencers of his age group, he’s also made it in with the big Multi- Channel Networks (MCNs) that manage vast communities of creators on YouTube. Both of his big movies were produced by MCNs, “Expelled” by AwesomenessTV and “The Outfield” by Fullscreen. Having navigated 99.68Enagement Score both the social and business landscape of social media, Dallas has crossed over into the traditional media realm with an appearance 56 Best-All-Around Influencer #2 Influencer #3 Influencer #4 Dan Howell Roman Atwood Caspar Lee

99.43Engagement Score 99.39Engagement Score 99.31Engagement Score

With a long history of collaborating with Roman Atwood has got all of his bases Having collaborated with numerous other other early YouTube adopters, Dan Howell covered, with an active presence on Influencers, both on this list and off, established himself as an entertainment Twitter, and a steady posting schedule Caspar Lee has made the crossover into personality alongside fellow Influencer Phil on Facebook and Instagram. He has “traditional” entertainment with a cameo in Lester (see DanAndPhilGAMES below). two popular YouTube channels (one for the UK version of “The SpongeBob Movie: This partnership resulted in a BBC Radio pranks, one for vlogs), as well as an online Sponge Out of Water” and explored the 1 show that relied on lots of audience store that sells merchandise created world of MCN productions by starring in interaction—a specialty for those adept at around his YouTube brand, Smile More StyleHaul series, “The Crew.” His personal navigating social platforms. Overall, Howell (offering everything from baby onesies to life appears intertwined with his online is truly a jack-of-all-trades when it comes balloons). career, as apparently genuine friendships to social media, exploring a wide variety of with other digital stars guide many of his content across all platforms and displaying videos and social posts. a deep understanding of which content goes best where.

57 Best-All-Around Influencer #5 Influencer #6 Influencer #7 DanAndPhilGAMES Ethan Dolan Markiplier

99.30Engagement Score 99.05Engagement Score 99.03Engagement Score

A joint channel between the Together with his identical twin brother Mark Fischbach, aka Markiplier, standouts aforementioned Dan Howell and Phil Grayson, they have the hot- twins-look from the rest of the gaming crowd in how he Lester, who often work as a digital media going for them, and their female fan base uses his following to give back. By hosting duo, DanAndPhilGAMES hinges on the clearly appreciates it. charity gameplay livestreams, Markiplier and wildly popular YouTube trend of Let’s Plays his fans have raised hundreds of thousands (see Gaming section for more). Bringing of dollars for various organizations, giving him a decidedly altruistic persona. The charities this important trend into their already he’s supported include the Depression and expansive on- and offline repertoire makes Bipolar Support Alliance (for which he raised this duo unstoppable in the webscape. over $81,000, compared to his $54,000 goal) and the Cancer Research Institute, among others. He even started his own charitable foundation, Markiplier’s Heroes Charity Foundation, which has donated over $556,000 to various charities. As a full-time YouTube Creator who lives alongside his Creator peers in Los Angeles, the 26-year-old has served as and face of Let’s Players on multiple occasions, like on his “Jimmy Kimmel Live!” appearance and as a host of the South By Southwest Gaming Awards.

58 Best-All-Around Influencer #8 Influencer #9 Influencer #10 Hayes Grier Joe Sugg Troye Sivan

99.01Engagement Score 98.94Engagement Score 98.94Engagement Score

Like Ethan Dolan, Hayes Grier’s With a famous YouTuber sister (Zoella), Of all the top influencers, Troye Sivan stands Instagram—his most followed account—is Joe Sugg has easily made his way into out as someone who used digital platforms to full of selfies he’s taken with his brother the young, online star family with a focus boost a more traditional leaning career path. while his Vine account—his second most on YouTube, where he has over 6 million He’s an accomplished musician, his first EP followed—is full of his live performances subscribers. He does prank, day-in-the- having come out in 2008 when he was just (he also sings) and brand partnerships. life, and gameplay videos, but his most 12 years old—one year after he started using YouTube to share his music. He signed with Another young heartthrob, Hayes Grier popular uploads tend to also feature his major label EMI Australia five years later, after is the younger brother of Vine star Nash sister. which he released the EP TRXYE. He had Grier. garnered enough fame on YouTube at this point, first for his singing, then for his vlogs, for his album to make it to number one on iTunes stores in multiple countries. He went on his own international music tour, Troye Sivan Live, in 2015, but he also stays committed to being a vlogger who’s openly gay and wants fans to get to know him. Here’s an example of an entertainer who explores the best of both old and new media worlds to make it work.

59 Best-All-Around Influencer #11 Influencer #12 Influencer #13 Connor Franta PewDiePie Chris Collins

98.90Engagement Score 98.95Engagement Score 98.78Engagement Score

After establishing a solo channel on Armed with the biggest subscriber count Cover songs have been big enough YouTube, Connor Franta joined the six- on YouTube, PewDiePie (Felix Kjellberg), on YouTube to launch some singer/ boy collaborative channel Our2ndLife, featured as our #1 Influencer in the general ’ careers, and Chris Collins from which he eventually departed to Gaming category keeps his massive falls into that niche. Though he’s still just again carve out his own individual niche audience engaged with his trademark releasing covers on the video platform, across social platforms. Franta’s ensured content style cross-platform. with himself the search traffic he’s harnessed from that his journey as public persona stayed is genuinely entertaining, and reading doing so has propelled him to celebrity personal by coming out as gay to his it reminds even the most skeptical of heartthrob status. It helps that his face fans through a YouTube video. His Twitter users that PewDiePie actually earned his is as pretty as his voice (just check his is also littered with fan adoration, from unprecedented fame. Instagram). Also, Collins’s channel shows pictures of fans wearing his merch and that time and effort pay off. He started posing with him. He also makes clear his out on YouTube in 2010, during the emo strong relationships with other openly hair phase (lots of boys on the platform LGBT Influencers, like Troye Sivan and with hair brushed sideways low across Tyler Oakley (both of whom also made this their foreheads) with single camera cover list), together establishing themselves as a music videos, and now his cover song community for the many LGBT audiences videos have achieved a certain level of who flock to YouTube to find entertainment professionalism—he’s learned the platform made by and for their demographic. and his craft, and it’s paid off.

60 Best-All-Around Influencer #14 Influencer #15 Influencer #16 Nash Grier Alfie Deyes Kidrauhl

Engagement Score Engagement Score 98.74 98.75 98.74 Engagement Score

Having achieved his influencer status on If anyone is skilled at turning a single ’s YouTube channel, Kidrauhl, Vine, Grier has mastered the art of comedy channel into an entire franchise, it’s Alfie launched his career when he was discovered in six seconds. He even has a second Vine Deyes. The British YouTuber currently by a former record company exec searching channel, which is now inactive because has three YouTube channels and two for a music video on YouTube and landed on Bieber’s cover instead of the original song. Even he posts the content that would have gone books that all clearly fall under the same after all of his success, Bieber still provides there on Snapchat (his less serious short “Pointless” brand. The brand itself isn’t fans with updates on the video platform, staying video work—it appears less planned out pointless, his channels are just called loyal to the place where he came into fame. than the videos on his main Vine channel). PointlessBlog, PointlessBlogVlogs, and Fans even celebrated “Kidrauhl’s” eight-year Grier’s success has led to appearances PointlessVlog Games, while his books are anniversary on YouTube with the hashtag on talk shows like “The View” and “Good titled The Pointless Book and The Pointless “#8YearsofKidrauhl” in January 2015. He still Morning America.” Mainstream media has Book 2. With solid branding practices and posts his less professional videos there, many to be intrigued at the status this Influencer a girlfriend who’s also deeply entrenched resembling travel vlogs but with his music in the background, while his JustinBieberVevo has achieved through making six-second in the YouTube community (Zoella aka Zoe channel is dedicated to his polished tracks and videos. He also starred in a Fullscreen Sugg, Joe Sugg’s sister), he’s carved out a music videos. produced movie, “The Outfield,” alongside solid niche for himself in the community. Cameron Dallas in 2015. Why Kidrauhl? With some digging, you’ll find that it’s because of his father, who went by LordRauhl based on a character in the Sword of Truth fantasy book series by Terry Goodkind.

61 Best-All-Around Influencer #17 Influencer #18 Influencer #19 5 Seconds of Summer Johnny Orlando Casey Neistat

98.52Engagement Score 98.51Engagement Score 98.50Engagement Score

More popular musicians who started out Setting himself up to be the next Justin Casey Neistat is the MacGyver of on YouTube covering other artists’ songs, Bieber, Johnny Orlando is only thirteen YouTube, captivating his audience through the Australian band 5 Seconds of Summer and covering the former’s songs in daily endeavors on his electric skateboard (aka 5SOS) has a similar story to Bieber’s. professionally polished videos on around NYC and global expeditions. Drone Initially, they used one band member’s YouTube. Because of his age, he scoops in one hand and vlogging camera in the (Luke Hemmings) YouTube channel to post up all of the youngest fans other, Casey always gets the best shot covers of songs by the likes of -182 on social who might be looking for a even if it involves a paper clip and duct and, funny enough, Justin Bieber in 2011. A label actually sought them out based on more “realistic” crush in the otherwise tape. He regularly features his family in his these videos’ popularity, so they signed with largely 16-and-up pool of famous digital videos and also launched is own social Sony ATV Music Publishing, went on tour with influencers.The youngest on our Best All app called Beme. One Direction in 2013, and the rest is history. Around list, Orlando posted his first video While they mostly use YouTube to showcase to YouTube—a Bieber cover—in 2012, new music videos, they make sure their other when he was just 8 years old. Though he social platforms are dedicated to letting clearly had the help of an adult back then fans into their lives. Fans will find them using (there’s an adult arm playing guitar in the vegemite as a drum set on Twitter, or eating frame while he sings), he now has “official” ice cream cones together on Instagram. music videos and plays to crowds of pre- and young teen fans.

62 Best-All-Around Influencer #20 Tyler Oakley

98.46 Engagement Score

Tyler Oakley started his career in 2007, when he was just a freshman at Michigan State looking to make fun videos in which he could also tell his friends and family about college. Since his videos were public, others started watching, and his popularity snowballed. Perhaps because he got his start on the platform being his true self, he’s dedicated to staying that way, and it shows in his “this is who I am, deal with it” attitude. His YouTube fame has resulted in an international tour that was basically a live stage performance of his YouTube content, and he gained enough traction to host the Vanity Fair Oscar Party red carpet 2016. Next up, he’s got a project with Ellen DeGeneres to develop content for the web and possibly TV as part of the Ellen Digital Network Note: Our list does not include launch. channels in order to focus on Influencer generated content. 63