WHO ARE THE DIGITAL INFLUENCERS?!Postado em: 5/04/2018
We showed in our previous post significant data of digital market and of the digital influencers. Still somewhat hazy, this happens due to lack of definitions as: Who is and who isn’t an influencer, how much we should play, or even if there are false influencers?
On Saturday, January 27, 2018, the NY Times released an article that explores and examines the phenomena of fake followers, their popularity, and their influence within social media. In the article, it is estimated that one company, Devumi, has an estimated stock of at least 3.5 million automated accounts, providing its customers with more than 200 million Twitter followers. By some calculations, as many as 48 million of Twitter’s reported active users — nearly 15% — are automated accounts designed to simulate real people.
At inCast we consider influencers, even if micro, influencer from 5k followers, with an engagement per post above 1,5%. We realized that the ideal is to cross this information, to minimize a probability of “robots”.
According to data collected by Captiv8, the average value per post to Instagram for average female models is $1,245.51. Male models are charging $704.02 per post to Instagram on average. Celebrities charge between $25,000 to $50,000 for posts across Instagram.
Social networks have built a new job; a new ideal: digital influence. Globally, there are more than 3 billion active social users in the world and 1,78 billion active mobile social users. What amount of that users could be called influencers? One of the most respected company in the space, NY-based influencer marketing startup Upfluence claims that it has/tracks 1,2 million real influencers based on 20+ criteria in 250+ industries. Other respected NY startup Scrunch claims to have one of the world’s largest influencer databases with over 20 million profiles.
According a study from Yahoo, Deep Focus, Shareablee and Ipsos roughly one third of U.S. social media users ages 16-34, or 25.5 million people, is a “social creator” or social influencer, from which:
∙ 4.6 million Or 18% are well-established influencers, termed “socialites”
∙ While 15.5 million or 61% are “rising stars”
∙ 4.3 million Or 17% are “newbies”
In Brazil we can’t find these statistics, so we made the following guess: In 2018, we estimate that there will be about 95, 14 million users of social networks in Brazil, up from 81, 3 millions of users by 2015.
According to influence.co, total number of top Instagram influencers in the United States is 4.871, whereas in Brazil 310. For us important not number, but proportion- 16X. If we estimate that, there are 5 million+ influencers with 1.000+ followers in the United States, in Brazil that amount could be 300.000+. The market is promising, but we still have a lot to discuss, define and learn.