Not just a numbers games: Who are the top digital influencers in lifestyle?

A former radio DJ from India, a UK vlogger, Singapore-based TV host and Los Angeles interior designer are among digital influencers ranked as the world's most influential in the lifestyle and luxury space, a new report finds.

Compiled by SERMO, a lifestyle and luxury comms agency network whose 15 partner agencies are present in 17 different countries, has compiled its Digital Influencer Index which includes a global list, local lists for 16 separate markets and a list of 'ones to watch'.

The scoring system is 70 per cent weighted on influencers' data score - calculated by reach on the top three online or social platforms the influencer operates on, and 30 per cent on relationship score - based on each SERMO agency's experience of the influencers' professionalism, creativity and influence.

The top global influencers are:

  • Malini Agarwal (aka Miss Malini), Indian, widely regarded as India's first celebrity blogger (Score: 100)
  • Mariano di Vaio (aka MDV Style), Italian, who set up his fashion, sport travel and lifestyle blog in 2012 (Score: 99)
  • Andrea Chong (aka Drea Chong, Singapore), Huda Kattan (aka Huda Beauty, UAE), Ye Si (aka Gogoboi, China), Julia Kuczynska (aka Maffashion, Poland), Sasha Spilberg (no pseudonym, Russia) and Fleur Bell (aka Fleur de Force, UK) (Score: 98)

The top-ranking American was Aimee Song (Song of Style, score: 96), in joint 10th position globally.

The report also breaks down major trends - noting the pace of change, saying that only 52 of the 160 influencers featured in the report were also featured in last year's Sermo Bloger Index, and calling this "all the more reason to make sure you and your agencies have got their ears to the ground".

It also noted that female influencers dominate, making up 14 of the global top 16, but adds: "It’s worth seeking out male influencers – they’ll only get more popular." In five of the markets listed (Australia, Brazil, India, Poland and Spain) there is not a single man in the national top 10 list, which only six markets (China, France, Hong Kong, Russia, Singapore and the UAE) have more than two.

Tanya Hughes, president of SERMO, writes in the report foreword: "Working with digital influencers is a mainstay of any communications strategy. Understanding who to work with usually starts with mining the data. But that’ll only give you a big list. We believe you also need the judgement that comes from experience and human insight to be able to understand the value of their influence. In the world of luxury and lifestyle, the power of influence is not just a numbers game."

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