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, Facebook, Twitter and Instagram 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. Roman Atwood 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. jacksepticeye 121,335,386 5. Cameron Dallas 111,651,176 5. Little Kelly Minecraft 112,333,343 6. Huda Heidi Kattan 92,183,149 6. Markiplier 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 Vlogs 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. Ryan Higa 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. Caspar Lee 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. J Balvin 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. Joe Sugg 98.94 (Surprise Toys) 10. Sebastián Vilalobos 61,260,195 10. Troye Sivan 98.94 9. PomPom 166,681,624 11. DjMaRiiO 51,076,986 11. Connor Franta 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. Nash Grier 98.75 13. Its Baby Big Mouth 121,301,343 15. Los Polinesios 42,747,811 15. Alfie Deyes 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. Mario Bautista 37,991,128 18. Johnny Orlando 98.51 17. DisneyToysFan 93,748,939 Sub-Category: The Rest 19. Gona89 36,897,467 19. Casey Neistat 98.50 18. SevenPerfectAngels 82,874,101 20. ExpCaseros 35,831,601 20. Tyler Oakley 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 coming out 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 React 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 music 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 Barack Obama impressions). Overall, Rhett & Link’s videos tend to pay serious homage to their native platform by “intertaining” (their term for being digital entertainers).