Audience Data 98.75% 6.35% 84,784 645,923 Lieke Martens

84,784 645,923 98.75% 6.35%

OVERALL Engagements Followers Audience Credibility Notable Engagements 64 TO P

rlands The Nethe Age and Gender Split Female 26.48% Male 73.52%

34.19% +4 rankings 19.72% 14.79% 11.10% 6.24% 5.12% 5.72% 1.02% 0.54% 1.55% 13 — 17 18 — 24 25 — 34 35 — 44 45 — 64

Popular # and @ Influencer Brand Affinity Audience Brand Affinity Location by Country

#Nike @Nikefootball UEFA Nike 13.45% Netherlands 20.69% #Fcbfemeni @Fcbfemeni FIFA Adidas 10.95%

#Oranjeleeuwinnen Walt Disney FIFA 6.92% India 9.82% @Zinziworld #Samensterk Netflix Apple 6.44%

@Nikesportswear Nike Walt Disney 3.62% Spain 7.85%

#Fcbarcelona @Toniduggan Influencer Interests Audience Interests Location by City #Barcelona Coffee, Tea & Beverages Sports 53.78% Amsterdam 1.91% @Oranjeleeuwinnen Electronics & Computers Friends, Family & R… 39.21% Stadsregio Arnhem … 1.41% #Forçabarça @Kikavanes Activewear Travel, Tourism & A… 26.73% Barcelona 1.11% #Zinzi @Womenshealthnl Restaurants, Food & Groc… Camera & Photogra… 22.79% Mumbai 1.11% #Bornmercurial @Touzanitv Television & Film Activewear 22.62% Regio Twente 0.96% #Fcbfemini @Svandesanden Rankings

OVERALL OVERALL WERS: 500k LLO - 1 FO m 64 29 25 TOP TOP TOP

ERLANDS ERLANDS ERLANDS THE NETH THE NETH THE NETH

Top 64 Influencer Top 29 Influencer Top 25 Influencer

with account size: with account size: with account size:

Overall Overall 500k - 1m followers

and largest audience: and largest audience: and largest audience:

The Netherlands The Netherlands The Netherlands

Males Females

Gender split Age split

Gender Percent Followers Engagements Age Percent Followers Engagements

Female 26.48% 171,010 22,447 13-17 21.03% 135,848 17,831 Male 73.52% 474,913 62,337 18-24 45.3% 292,579 38,404 25-34 24.84% 160,462 21,062 Ethnicity 35-44 6.74% 43,523 5,713

Group Percent Followers Engagements 45-64 2.09% 13,511 1,773 Hispanic American 11.28% 72,853 9,563 African Descent 13.84% 89,378 11,732 Asian 11.4% 73,605 9,661 White / Caucasian 63.49% 410,087 53,828

Female Age Split Male Age Split

Age Percent Followers Engagements Age Percent Followers Engagements

13-17 6.25% 40,338 5,295 13-17 14.79% 95,510 12,537 18-24 11.1% 71,709 9,413 18-24 34.19% 220,870 28,991 25-34 5.12% 33,065 4,340 25-34 19.72% 127,397 16,722 35-44 1.02% 6,598 866 35-44 5.72% 36,925 4,847 45-64 0.54% 3,477 456 45-64 1.55% 10,033 1,317

Top recent #Hashtags Top recent @Mentions

Hashtag Percent Mention Percent

#nike 36.22% @nikefootball 16.09%

#fcbfemeni 22.83% @fcbfemeni 16.09%

#oranjeleeuwinnen 18.90% @zinziworld 11.49%

#samensterk 11.81% @nikesportswear 9.20%

#fcbarcelona 11.02% @toniduggan 6.90%

#barcelona 10.24% @oranjeleeuwinnen 4.60%

#forçabarça 8.66% @kikavanes 4.60%

#zinzi 5.51% @womenshealthnl 4.60%

#bornmercurial 4.72% @touzanitv 4.60%

#fcbfemini 3.94% @svandesanden 3.45%

Category Criteria Percent Followers Engagements

Location: by Country Netherlands 20.69% 133,673 17,546

Location: by Country India 9.82% 63,421 8,325

Location: by Country Spain 7.86% 50,737 6,660

Location: by Country United States of America 6.14% 39,679 5,208

Location: by Country Brazil 4.38% 28,296 3,714

Location: by Country Indonesia 4.33% 27,970 3,671

Location: by Country Mexico 2.82% 18,213 2,391

Location: by Country Iran, Islamic Republic of 2.67% 17,238 2,263

Location: by Country Germany 2.47% 15,937 2,092

Location: by Country Italy 2.37% 15,286 2,006

Location: by Country France 1.96% 12,684 1,665

Location: by Country Egypt 1.86% 12,034 1,580

Location: by Country Belgium 1.86% 12,034 1,580

Location: by Country United Kingdom 1.51% 9,757 1,281

Location: by Country Iraq 1.31% 8,456 1,110

Category Criteria Percent Followers Engagements

Location: by Country Malaysia 1.26% 8,131 1,067

Location: by Country Argentina 1.21% 7,806 1,025

Location: by Country Colombia 1.16% 7,480 982

Location: by Country Morocco 1.11% 7,155 939

Location: by Country Turkey 1.11% 7,155 939

Location: by Country Bangladesh 1.01% 6,505 854

Category Criteria Percent Followers Engagements

Location: by United States of America state California 1.46% 9,432 1,238

Location: by United States of America state Florida 0.7% 4,553 598

Location: by United States of America state Texas 0.6% 3,903 512

Location: by United States of America state New York 0.35% 2,277 299

Location: by United States of America state New Jersey 0.3% 1,951 256

Location: by United States of America state Virginia 0.3% 1,951 256

Location: by United States of America state Minnesota 0.15% 976 128

Category Criteria Percent Followers Engagements

Location: by City Amsterdam 1.91% 12,359 1,622

Location: by City Stadsregio Arnhem Nijmegen 1.41% 9,107 1,195

Location: by City Barcelona 1.11% 7,155 939

Location: by City Mumbai 1.11% 7,155 939

Location: by City Regio Twente 0.96% 6,180 811

Location: by City Bestuur Regio Utrecht 0.96% 6,180 811

Location: by City Rotterdam 0.86% 5,529 726

Location: by City São Paulo 0.81% 5,204 683

Location: by City Jakarta 0.76% 4,879 640

Location: by City Mexico City 0.7% 4,553 598

Location: by City London 0.65% 4,228 555

Location: by City Istanbul 0.55% 3,578 470

Location: by City Tehran 0.55% 3,578 470

Category Criteria Percent Followers Engagements

Native language English 25.97% 167,751 22,019

Native language Dutch 15.03% 97,091 12,744

Native language Spanish 13.86% 89,539 11,753

Native language Arabic 5.76% 37,218 4,885

Native language Chinese 5.34% 34,521 4,531

Native language Portuguese 4.89% 31,554 4,142

Native language Persian 3.76% 24,273 3,186

Native language Indonesian 2.76% 17,800 2,336

Native language Amharic 2.34% 15,103 1,982

Native language French 2.3% 14,833 1,947

Native language German 2% 12,945 1,699

Native language Swahili 1.96% 12,676 1,664

Native language Javanese 1.63% 10,518 1,381

Native language Urdu 1.38% 8,900 1,168

Native language Russian 1.29% 8,361 1,097

Category Criteria Percent Followers Engagements

Native language Italian 1.21% 7,821 1,027

Category Criteria

Brands:Sports UEFA

Brands:Sports FIFA

Brands:Toys, Children & Baby Walt Disney

Brands:Television & Film Netflix

Brands:Activewear Nike

Brands:Electronics & Computers Philips

Category Criteria Percent Followers Engagements

Interest Sports 53.78% 347,405 45,600

Interest Friends, Family & Relationships 39.21% 253,273 33,245

Interest Travel, Tourism & Aviation 26.73% 172,662 22,664

Interest Camera & Photography 22.79% 147,179 19,319

Interest Activewear 22.62% 146,139 19,182

Interest Restaurants, Food & Grocery 22.3% 144,059 18,909

Interest Clothes, Shoes, Handbags & Ac… 21.42% 138,338 18,158

Interest Toys, Children & Baby 18.92% 122,216 16,042

Interest Cars & Motorbikes 18.76% 121,176 15,906

Interest Television & Film 18.52% 119,615 15,701

Interest Music 18.52% 119,615 15,701

Interest Electronics & Computers 15.14% 97,773 12,834

Interest Fitness & Yoga 15.06% 97,252 12,765

Interest Pets 14.41% 93,092 12,219

Interest Art & Design 12.8% 82,691 10,854

Category Criteria Percent Followers Engagements

Interest Gaming 11.76% 75,930 9,967

Interest Coffee, Tea & Beverages 11.51% 74,370 9,762

Interest Beauty & Cosmetics 9.58% 61,888 8,123

Interest Beer, Wine & Spirits 8.37% 54,087 7,099

Interest Wedding 7.41% 47,846 6,280

Interest Shopping & Retail 6.92% 44,726 5,871

Interest Healthy Lifestyle 6.04% 39,005 5,120

Interest Luxury Goods 4.59% 29,644 3,891

Interest Home Decor, Furniture & Garden 4.11% 26,523 3,481

Interest Jewellery & Watches 3.86% 24,963 3,277

Interest Business & Careers 3.22% 20,803 2,731

Interest Healthcare & Medicine 1.77% 11,441 1,502

Category Criteria Percent Followers Engagements

Brands:Clothes, Shoes, Handbags & Accesso… Nike 13.45% 86,851 11,400

Brands:Activewear Adidas 10.95% 70,729 9,284

Brands:Sports; Gaming FIFA 6.92% 44,726 5,871

Brands:Music; Electronics & Computers Apple 6.44% 41,605 5,461

Brands:Friends, Family and Relationships; To… Walt Disney 3.62% 23,403 3,072

Brands:Television & Film DC Entertainment 3.46% 22,363 2,935

Brands:Coffee, Tea & Beverages Starbucks 3.3% 21,323 2,799

Brands:Activewear Puma 2.98% 19,242 2,526

Brands:Gaming PlayStation 2.58% 16,642 2,184

Brands:Camera & Photography GoPro 2.5% 16,122 2,116

Brands:Cars; Cars & Motorbikes BMW 2.17% 14,042 1,843

Brands:Toys, Children & Baby; Gaming; Tele… Pokemon 2.17% 14,042 1,843

Brands:Television & Film Star Wars 2.09% 13,522 1,775

Brands:Sports UEFA 1.93% 12,482 1,638

Brands:Camera & Photography; Electronics … Canon 1.93% 12,482 1,638

Category Criteria Percent Followers Engagements

Brands:Coffee, Tea & Beverages Coca-Cola 1.93% 12,482 1,638

Brands:Television & Film Marvel 1.85% 11,962 1,570

Brands:Cars; Cars & Motorbikes Ferrari 1.85% 11,962 1,570

Brands:Cars; Cars & Motorbikes Audi 1.85% 11,962 1,570

Brands:Cars; Cars & Motorbikes Mercedes-Benz 1.85% 11,962 1,570

Brands:Clothes, Shoes, Handbags & Accesso… Vans 1.77% 11,441 1,502

Brands:Television & Film Marvel Entertainment 1.77% 11,441 1,502

Brands:Cars; Cars & Motorbikes Lamborghini 1.77% 11,441 1,502

Brands:Camera & Photography Nikon 1.77% 11,441 1,502

Brands:Friends, Family & Relationships Efteling 1.77% 11,441 1,502

Brands:Cars; Cars & Motorbikes Honda 1.69% 10,921 1,434

Brands:Sports; Gaming NBA 1.53% 9,881 1,297

Brands:Electronics & Computers musical.ly 1.45% 9,361 1,229

Brands:Electronics & Computers Sony 1.45% 9,361 1,229

Brands:Electronics & Computers Samsung Group 1.37% 8,841 1,160

Category Criteria Percent Followers Engagements

Brands:Cars; Cars & Motorbikes Volkswagen 1.37% 8,841 1,160

Brands:Beer, Wine & Spirits Heineken 1.37% 8,841 1,160

Brands:Clothes, Shoes, Handbags & Accesso… Ray-Ban 1.21% 7,801 1,024

Brands:Television & Film Netflix 1.21% 7,801 1,024

Brands:Cars; Cars & Motorbikes Porsche 1.21% 7,801 1,024

Brands:Coffee, Tea & Beverages Red Bull 1.21% 7,801 1,024

Brands:Cars & Motorbikes Yamaha 1.13% 7,281 956

Brands:Television & Film HBO 1.13% 7,281 956

Brands:Toys, Children & Baby; Clothes, Shoe… Zara 1.13% 7,281 956

Brands:Travel, Tourism & Aviation; Camera &…Travelgram 1.13% 7,281 956

Brands:Cars; Cars & Motorbikes Ford 1.05% 6,761 887

Brands:Gaming; Electronics & Computers Xbox 1.05% 6,761 887

Brands:Sports The Olympic Games 0.97% 6,241 819

Brands:Music Spotify Music 0.97% 6,241 819

Brands:Coffee, Tea & Beverages Pepsi 0.97% 6,241 819

Category Criteria Percent Followers Engagements

Brands:Activewear Under Armour 0.89% 5,721 751

Brands:Electronics & Computers Beats Electronics 0.89% 5,721 751

Brands:Television & Film Harry Potter 0.89% 5,721 751

Brands:Art & Design; Electronics & Computers Adobe 0.89% 5,721 751

Brands:Clothes, Shoes, Handbags & Accesso… Levi's 0.81% 5,201 683

Brands:Sports; Television & Film WWE 0.81% 5,201 683

Brands:Travel, Tourism & Aviation; Electronic… Google 0.81% 5,201 683

Brands:Restaurants, Food & Grocery McDonald's 0.81% 5,201 683

Brands:Restaurants, Food & Grocery Nutella 0.81% 5,201 683

Brands:Clothes, Shoes, Handbags & Accesso… Supreme 0.72% 4,681 614

Brands:Cars; Cars & Motorbikes Nissan 0.72% 4,681 614

Brands:Gaming; Electronics & Computers Nintendo 0.72% 4,681 614

Brands:Sports NFL 0.72% 4,681 614

Brands:Music Tomorrowland 0.72% 4,681 614

Brands:Restaurants, Food & Grocery KFC 0.72% 4,681 614

Category Criteria Percent Followers Engagements

Brands:Luxury Apparel; Luxury Goods; Cloth… Gucci 0.72% 4,681 614

Brands:Clothes, Shoes, Handbags & Accesso… Converse 0.64% 4,161 546

Brands:Electronics & Computers Amazon 0.64% 4,161 546

Brands:Cars & Motorbikes KTM 0.64% 4,161 546

Brands:Cars; Cars & Motorbikes Toyota 0.64% 4,161 546

Brands:Gaming Activision Blizzard 0.64% 4,161 546

Brands:Gaming Pokemon Go 0.64% 4,161 546

Brands:Sports Besiktas 0.64% 4,161 546

Brands:Toys, Children & Baby Lego 0.64% 4,161 546

Brands:Travel, Tourism & Aviation KLM 0.64% 4,161 546

Brands:Activewear ASICS 0.56% 3,640 478

Brands:Clothes, Shoes, Handbags & Accesso… Tommy Hilfiger 0.56% 3,640 478

Brands:Electronics & Computers Philips 0.56% 3,640 478

Brands:Cars; Cars & Motorbikes Suzuki 0.56% 3,640 478

Brands:Cars; Cars & Motorbikes Maserati 0.56% 3,640 478

Category Criteria Percent Followers Engagements

Brands:Cars; Cars & Motorbikes Bentley 0.56% 3,640 478

Brands:Sports Fenerbahce 0.56% 3,640 478

Brands:Sports UFC 0.56% 3,640 478

Brands:Camera & Photography; Electronics … Snapseed 0.56% 3,640 478

Brands:Jewellery & Watches; Luxury Goods Rolex 0.56% 3,640 478

DO WHAT YOU L VE..... Ready for 2018 A true #Lioness never stops hunting. #TheBest #Nike #football #mecurial ••• What an evening! I'm really proud of what we have achieved as a team! Onto a new … by @liekemartens by @liekemartens cbhya @ptleierk neomwa, rnteenws goals, new targets. Tomorrow our first World Cup qualifier vs Likes Comments Likes Comments LNiokrewsay! Comments 131,545 880 131,377 993 130,487 1,184

Date (UTC) Date (UTC) Date (UTC) 23 February 2018 07:30 03 January 2018 06:22 23 October 2017 08:44

Happy with my new stuff #nike IT'S MY BIRTHDAY TODAY! And because London @nikefootball of that I can give away 10 Zinzi watches to my followers; a beautiful Christmas present. What do you need to do? Follow @zinziworl…d by @liekemartens abny d@ cloiemkemmenatr toenn sthis photo why you by @liekemartens deserve this watch. The 10 best reactions Likes Comments Lwiiklle rseceive thiCs owmamtcehn btesfore Christmas. Likes Comments 128,869 865 1Ha2p7p,y4 C8h1ristm6a,s7 t4im7e with Zinzi! 123,902 419

Date (UTC) Date (UTC) Date (UTC) 29 January 2018 08:26 16 December 2017 09:39 07 February 2018 01:18

@womenshealthnl My own boots! I'm so excited to wear them! Good start of the Algarve cup, good work Thanks a lot @nikefootball #nike @oranjeleeuwinnen #6-2 #vsJapan #mecurialsuperfly #football

by @liekemartens by @liekemartens by @liekemartens

Likes Comments Likes Comments Likes Comments 122,363 834 119,904 1,847 119,080 613

Date (UTC) Date (UTC) Date (UTC) 15 March 2018 08:19 27 October 2017 03:19 28 February 2018 06:19

Deep Social. An influencer ranking, discovery and analytics platform providing in-depth insights into demographic & psychographic data of 43,388,760 Instagram influencers and their audience.

Audience Data. Our data is based only on active engaged audience (likes) for the last 30 days from the date specified at the bottom of this report. Engaged users are the ones who actively engage with the influencer content and are more likely to react to promotions and take actions such as purchase. Hence, our data could be different from official Instagram audience insights as Instagram user insights for audience-related metrics are based on historical followers, only available for business accounts and only for lifetime timeframe. Moreover, according to our research of Instagram audience half of historical followers just passively follow and either don't use Instagram anymore or use it under a different account. Please note that audience data for influencer accounts is updated each month for free. Audience Data is also available via API in JSON format. Please refer to API documentation at https://docs.deep.social/.

Influencers. Instagram accounts with more than 1,000 followers.

Engagements. The average sum of likes and comments on the last 30 posts.

Rankings. Currently Deep.Social ranks most influential Instagram accounts by the absolute size of their active engaged audience for 5,276 different locations, gender and location-gender segments. Rankings are also split by account size like weight categories in boxing ranging from 1k to >1m followers. According to our research of Instagram audience in April 2018 there are [459,000] Instagram accounts that have ranked in top 100 in different categories. You can find out how your friends and favourite Instagrammers rank by entering their Instagram @handle at https://ranking.deep.social/

Audience Credibility. To establish the audience credibility score for active engaged audience we take into account factors such as account’s avatar and bio description, number of posts, number of accounts followed vs following ratio, number of likes received vs number of likes given ratio. Please note that the audience credibility is based only on active engaged audience (likes) i.e. a high credibility score does not necessarily indicate "real followers" - the account may still have bought fake followers, the engagement rate could be very low but those few engagements are real and therefore the credibility score could still be high. Influencers with genuine audience will attain scores of 80 or above. © 2018 Deep Social May 18, 2018 — @liekemartens 22 GLOSSARY & FAQ

Notable Engagements. Shows what percentage of engagements is from influencers. Notable Engagements for 0.99 quantile can largely differ from 3% to 61%

Paid Post Performance. Shows how disclosed sponsored posts perform compared to organic posts in terms of average number of engagements they receive. Paid Post Performance for 0.99 quantile can largely differ from 11% to 276% which means that sometimes you can overpay 9 times for a post if you base your pricing on average engagements as, for example, instead of usual average 10,000 engagements you might get just 1,100 on your sponsored post. Please note that we take into account disclosure both by Instagram Paid Partnerships feature and by 38 sponsored posts including #ad, #sponsored, #paid and others.

Brand Affinity. We determine brand affinities by analyzing posts for caption texts, @mentions, #hashtags and location tags.

Interests. We determine brand affinities by analyzing posts for caption texts, @mentions, #hashtags and location tags.

Ethnicity. We determine engaged audience ethnicity by analyzing profile picture, text in profile description (bio) and selfies in the recent posts. Only available for the audience as an aggregated percentage.

Age. We determine engaged audience age by analyzing profile picture, text in profile description (bio) and selfies in the recent posts. Only available for the audience as an aggregated percentage.

Gender. We determine engaged audience gender by analyzing profile picture, name, text in profile description (bio) and selfies in the recent posts.

Location. We determine engaged audience location (country, state, city) by analyzing location tags, language and caption of the recent posts and text in profile description (bio).

Language. We determine engaged audience language by analyzing caption of the recent posts

Popular #hashtags. Most frequently used #hashtags on the last 30 posts.

Popular @mentions. Most frequently used @mentions on the last 30 posts.

Sponsored Posts. Posts disclosed either by Instagram Paid Partnerships feature or by 38 sponsored posts’ hashtags including #ad, #sponsored, #paid and others.

Popular Posts. Most popular posts by the absolute number of engagements they received.

Influencer contact details. Access to influencer contact information including email, phone, WhatsApp, Skype, Snapchat, Facebook, Twitter, YouTube, Viber, BBM, Telegram, WeChat, Kik Messenger, LINE and such. Feature is only available through API to those subscribed to 1,000 accounts or more. Please note that contact details might be not available for some influencers as we display only public information that can be found on Instagram profile.

Have any further questions? Please refer to our FAQ section at https://help.deep.social/.