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Top Digital Influencers Identified

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

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

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

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

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

SERMO’s Top 10 Digital Influencers in the UAE

Score Influencer
95 Huda Kattan
29 Karen McLean
27 Nadya Hassan
26 Esther Quek
24 Mohsin Khan
22 Natalia Shustova
22 Elias El Indari
21 Andy Scott
20 Natalia and Reem Kanj
20 Michelle Karam

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

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

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

SERMO’s Top 16 Digital Influencers Globally

Score Country Influencer
100 India Malini Agarwal
99 Italy Mariano Di Vaio
98 Singapore Andrea Chong
98 UAE Huda Kattan
98 China Ye Si
98 Poland Julia Kuczynska
98 Russia Sasha Spilberg
98 UK Fleur Bell
97 Australia Lauren Curtis
96 USA Aimee Song
96 Ireland Suzanne Jackson
96 Germany Dagmar Nicole Ochmanczyk
96 Brazil Camila Coelho
94 France Marie Lopez
91 Spain Alexandra Pereira
90 Hong Kong Elva Ni
Courtesy of Media Source

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