Professional Documents
Culture Documents
Table of Contents
1 Introduction
2 About
3 Methodology
4 Category Overview
6 Gaming
7 Kids & Toys
8 Spanish Language
9 Best All-Around
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.
*Ranking based on total 90-day engagements across YouTube, Facebook, Twitter and Instagram
Digital A-List
90 Day Engagement
164,794,049
161,832,559
154,463,999
122,472,578
111,651,176
92,183,149
90,051,302
88,186,441
83,958,951
82,572,733
76,968,170
75,651,938
66,539,241
62,202,505
59,544,478
53,356,241
52,551,847
48,919,107
48,115,341
46,710,611
Name
Sub-Category: Minecraft
Name
Gaming
1. DanTDM
2. PopularMMOs
3. WillyRex
4. jacksepticeye
5. Little Kelly Minecraft
6. Markiplier
7. Aphmau
8. Ian Stapleton
9. Little Carly Minecraft
10. LittleLizardGaming - Minecraft Mods!
1. PewDiePie
2. Kwebbelkop
3. FGTeeV
4. FaZe Apex
5. FaZe Rain
6. MasterOv
7. M3RKMUS1C
8. FaZe Adapt
9. miniminter
10. Brofresco
90 Day Engagement
426,307,659
260,707,963
191,102,094
121,335,386
112,333,343
94,239,973
87,132,458
77,575,311
61,960,319
56,680,471
501,940,504
123,959,244
91,168,164
65,121,906
62,256,049
60,894,808
58,975,727
55,577,447
52,697,135
48,408,113
90 Day Engagement
1. CookieSwirlC
2. Toys and Funny Kids Surprise Eggs
3. SR Toys Collection
4. Surprise Eggs unboxing toys
5. Ryan Toys Review
6. ToyMonster
7. Videogyan 3D Rhymes Nursery Rhymes & Kids Songs
8. |Haileys Magical Playhouse
(Surprise Toys)
9. PomPom
10. SevenSuperGirls
11. FunToyzCollector
12. DisneyCarToys
13. Its Baby Big Mouth
14. DisneyCARS
15. Toy Trains 4u
16. Toy Freaks
17. DisneyToysFan
18. SevenPerfectAngels
19. Come Play With Me
20. Toy Genie Surprises
251,771,446
246,808,118
222,770,922
222,646,389
222,107,843
221,692,025
215,421,930
181,726,099
166,681,624
160,059,841
153,405,644
124,228,364
121,301,343
117,030,271
107,785,358
100,117,550
93,748,939
82,874,101
80,334,841
78,726,239
Name
1. JuegaGerman
2. Fernanfloo
3. VEGETTA777
4. TheGrefg
5. elrubiusOMG
6. Mejores Juguetes
7. J Balvin
8. Werevertumorro
9. Enchufe.tv
10. Sebastin Vilalobos
11. DjMaRiiO
12. MALUMA
13. Folagor03
14. Los Juguetes de Titi
15. Los Polinesios
16. Juanpa Zurita
17. NickyJamTV
18. Mario Bautista
19. Gona89
20. ExpCaseros
Best All-Around
90 Day Engagement
Name
1. Cameron Dallas
2. Dan Howell
3. RomanAtwood
4. Caspar Lee
5. DanAndPhilGAMES
6. Ethan Dolan
7. Markiplier
8. Hayes Grier
9. Joe Sugg
10. Troye Sivan
11. Connor Franta
12. PewDiePie
13. Chris Collins
14. Nash Grier
15. Alfie Deyes
16. kidrauhl
17. 5 SECONDS OF SUMMER
18. Johnny Orlando
19. Casey Neistat
20. Tyler Oakley
99.68
99.43
99.39
99.31
99.30
99.05
99.03
99.01
98.94
98.94
98.90
98.85
98.78
98.75
98.74
98.74
98.52
98.51
98.50
98.46
279,911,051
201,961,472
138,547,377
98,452,763
87,998,247
75,588,663
74,466,107
70,414,320
62,521,343
61,260,195
51,076,986
49,158,244
48,980,175
42,870,589
42,747,811
40,137,270
40,303,844
37,991,128
36,897,467
35,831,601
Sub-Category: Minecraft
Name
Spanish Language
Methodology
ZEFRs 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.
Category Overview
Digital A-List
Gaming
Spanish Language
Content that speaks to
unique life experiences,
not just ethnic identity
A weighted cross-platform
ranking (YouTube, Facebook,
Twitter, Instagram) based
on relative level of influence
on social platforms plus the
relative importance of each
platform
Digital A-List
Digital A-List
Overview
10
Digital A-List
Trends
React Videos
Captures raw, authentic reactions to
experiences (made famous by The Fine
Brothers).
Challenge Videos
A digital dare - when fans or other
Influencers task an Influencer with a
challenge.
Sketches
A skit (often in the form of a comedy or oneperson playing multiple characters).
Pranks
Trapping an unsuspecting target while
capturing their reactions.
Extreme Sports
High intensity action sports.
Vlogs
Video blogs - a direct link into an Influencers
thoughts.
Tour My Life
A form of vlogging - captures a unique
experience or an outrageous lifestyle.
Makeup/Beauty/Fashion
Tutorials
How to guide for fashion, makeup and
beauty advice.
DIY
Do It Yourself and How-To Guides.
Superhero Cosplay
Costume play - the act of dressing up like
a character from comic book, movie, video
game, etc.
International
Beyond borders.
11
Digital A-List
Influencer #1 and Featured Channel
165 M
90-Day Engagement
12
Digital A-List
Influencer #2
Roman Atwood
Influencer #3
Aaron DeBoer
Influencer #4
Rachel Levin
162 M
154 M
122 M
90-Day Engagement
90-Day Engagement
90-Day Engagement
13
Digital A-List
Influencer #5
Cameron Dallas
Influencer #6
112 M
92 M
90-Day Engagement
14
Influencer #7
90-Day Engagement
90 M
90-Day Engagement
Digital A-List
Influencer #8
Whats Inside?
88 M
90-Day Engagement
Influencer #9
CrazyRussianHacker
84 M
90-Day Engagement
Influencer #10
Superwoman
83 M
90-Day Engagement
15
Digital A-List
Influencer #11
Dude Perfect
78 M
90-Day Engagement
16
Influencer #12
GizmoSlip
76 M
90-Day Engagement
Influencer #13
W2S
67 M
90-Day Engagement
Digital A-List
Influencer #14
TechRax
62 M
90-Day Engagement
Influencer #15
Mo Vlogs
60 M
90-Day Engagement
Influencer #16
DramaAlert
53 M
90-Day Engagement
17
Digital A-List
Influencer #17
My Superheroes IRL
53 M
90-Day Engagement
18
Influencer #18
Lele Pons
49 M
90-Day Engagement
Influencer #19
Eva Gutowski
48 M
90-Day Engagement
Digital A-List
Influencer #20
Ryan Higa
47 M
90-Day Engagement
19
Gaming
20
Gaming
Overview
22
Gaming
Trends
Across the Genre
Stream of Consciousness
Animated Gameplay VO
Original Songs
Merch
Reacting (Meta)
Taking the typical YouTube React
format and making it meta, gamers will
make videos in which they react to their
older videos and critique their video edit,
gameplay ability, etc.
Slither.io
A multi-player game played on web
browsers in which each player controls a
snake with the aim of eating other snakes in
the game and growing larger.
Signature Look
Whether its bright green hair or a pink polo
and headband, YouTube gamers cultivate a
unique look to stand out from the numerous
other gamers on the platform.
Character Crossovers
In Minecraft, gamers will play out the
wedding in Frozen or enact a Five Nights
at Freddys parody. Merging two popular
franchises makes for an even higher
likelihood of viewership.
Fandom
Its not only gamers who name their fans on
YouTube, but it certainly reoccurs throughout
the genre. PewDiePie call his fans Bros,
Kwebbelkop calls his Kops, and Brofresco
calls his Pimps and Players.
Screaming
Essential attribute of Lets Play narration.
Walkthrough
A video in which a gamer moves
through a game while explaining tips
and tricks. Basically, a video strategy
guide for viewers.
International
Gaming is an international language.
Lets Play
A video of someone playing a videogame
supplemented by the gamers commentary.
23
Gaming
Macro Trend
Minecraft
Minecraft
Videos focused on the game Minecraft in which players build their own
worlds or explore ones generated at random by the game. Players can
craft, mine, fight, and gather resources. Videos about this game are wildly
popular on YouTube.
Animation
24
Mods
Voiceover
General Gaming
Influencer #2
PewDiePie
What makes PewDiePie this vastly
popular? Above all, its his personality.
Like every successful Lets Player on
YouTube, its all about his personality and
charisma. His overall demeanor, sound
effects, and the fact that his reactions
to video gamesor whatever else hes
reacting tofeel genuine keep him honest
in the face of his followers, the Bros (its a
YouTube trend to name your loyal fans, as
it gives them an identity associated with
your channel).
Kwebbelkop
124 M
90-Day Engagement
502 M
90-Day Engagement
25
General Gaming
Influencer #3
FGTeeV
91 M
90-Day Engagement
26
Influencer #4
FaZe Apex
Influencer #5
FaZe Rain
65 M
62 M
90-Day Engagement
90-Day Engagement
General Gaming
Influencer #6
MasterOv
61 M
90-Day Engagement
Influencer #7
M3RKMUS1C
59 M
90-Day Engagement
Influencer #8
FaZe Adapt
56 M
90-Day Engagement
27
General Gaming
Influencer #9
Miniminter
53 M
90-Day Engagement
28
Influencer #10
Brofresco
48 M
90-Day Engagement
Minecraft
Influencer #1
DanTDM
426 M
90-Day Engagement
29
Minecraft
Influencer #2
PopularMMOs
260 M
90-Day Engagement
30
Influencer #3
WillyRex
191 M
90-Day Engagement
Influencer #4
Jacksepticeye
121 M
90-Day Engagement
Minecraft
Influencer #5
112 M
90-Day Engagement
Influencer #6
Markiplier
94 M
90-Day Engagement
Influencer #7
Aphmau
87 M
90-Day Engagement
31
Minecraft
Influencer #8
Ian Stapleton
Influencer #9
78 M
62 M
90-Day Engagement
32
90-Day Engagement
Influencer #10
LittleLizardGaming
-Minecraft Mods!
57 M
90-Day Engagement
34
Trends
Unboxing
Opening a package and showcasing whats
inside, piece-by-piece.
Educational
Learning component.
Surprise Eggs
Superhero Cosplay
Puppet Shows
Using hands to move the toys with a
voiceover (and a little creativity).
Gameplay
These videos capture creators playing childfriendly games like Minecraft, sometimes to
a nursery rhyme soundtrack.
35
CookieSwirlSC
Mostly, CookieSwirlSCs videos exemplify
the unboxing genre, featuring an excitable
voiceover and an out-of-frame narrator
whose hands only appear on screen.
Everything from the verbal descriptions to
the camera angles, make viewers feel like
theyre the ones personally unboxing their
new Shopkins set.
252 M
90-Day Engagement
36
Influencer #2
247 M
90-Day Engagement
SR Toys
Collection
Influencer #4
Surprise Eggs
Unboxing Toys
223 M
223 M
90-Day Engagement
90-Day Engagement
Influencer #5
Ryan Toys
Review
222 M
90-Day Engagement
37
ToyMonster
222 M
90-Day Engagement
38
Influencer #7
Influencer #8
Videogyan 3D Rhymes
215 M
90-Day Engagement
(Surprise Toys)
182 M
90-Day Engagement
PomPom
Influencer #10
Influencer #11
SevenSuperGirls FunToyzCollector
167 M
160 M
153 M
90-Day Engagement
90-Day Engagement
90-Day Engagement
39
DisneyCarToys
Influencer #13
Influencer #14
124 M
121 M
117 M
90-Day Engagement
40
90-Day Engagement
90-Day Engagement
Toy Trains 4u
Influencer #16
Toy Freaks
Influencer #17
DisneyToysFan
107 M
100 M
94 M
90-Day Engagement
90-Day Engagement
90-Day Engagement
41
Influencer #19
Influencer #20
83 M
90-Day Engagement
42
80 M
79 M
90-Day Engagement
90-Day Engagement
Spanish
43
Spanish
Overview
Spanish
Trends
Soccer
Language Trumps
Region
Music
Music substitutes as the universal
language of YouTube, with
popularity growing in the area of
bilingual musicans .
44
Gamer
Influencers create exciting content to
entertain, teach and interact with fans in the
gaming space.
Spanish
Influencer #1
JuegaGerman
With the second most subscribed-to channel
on YouTube (only to PewDiePie), Germn
Garmendia of HolySoyGerman, JuegaGerman,
AND HolySoyGerman2 (his newest channel) has
received two Diamond Play Buttonsawards
from YouTube signifying a Creators channel has
reached 10 million subscribers. Yes, Garmendia
has accrued over 10 million subscribers across
two channels, with his principal channel boasting
upwards of 28 million subscribers. What is it
that helped him become the biggest Spanish
speaking Influencer on the platform, as well as
one of the biggest across all languages (including
the platforms most popular, English)?
280 M
90-Day Engagement
Spanish
Influencer #2
Fernanfloo
202 M
90-Day Engagement
46
Influencer #3
VEGETTA777
139 M
90-Day Engagement
Influencer #4
TheGrefg
98 M
90-Day Engagement
Spanish
Influencer #5
ElrubiusOMG
88 M
90-Day Engagement
Influencer #6
Influencer #7
76 M
90-Day Engagement
74 M
90-Day Engagement
47
Spanish
Influencer #8
Werevertumorro
Influencer #9
Enchufe.tv
Influencer #10
Sebastin Villalobos
70 M
63 M
61 M
90-Day Engagement
48
90-Day Engagement
90-Day Engagement
Spanish
Influencer #11
Influencer #12
Influencer #13
DjMaRiiO
MALUMA
Folagor03
51 M
90-Day Engagement
49 M
90-Day Engagement
49 M
90-Day Engagement
49
Spanish
Influencer #14
43 M
90-Day Engagement
50
Influencer #15
Los Polinesios
43 M
90-Day Engagement
Influencer #16
Juanpa Zurita
40 M
90-Day Engagement
Spanish
Influencer #17
Influencer #18
Influencer #19
NickyJamTV
Mario Bautista
Gona89
40 M
90-Day Engagement
38 M
90-Day Engagement
37 M
90-Day Engagement
51
Spanish
Influencer #20
ExpCaseros
36 M
90-Day Engagement
Best All-Around
53
Best
All-Around
Overview
54
Methodology for
Cross-Platform
ZEFRs proprietary Cross-Platform
Engagement Score ranks influencers
based on their relative level of
influence on social platforms where
they are active plus the relative
importance of each platform.
(For example, Instagram drives
roughly 3x more total engagement on
influencer channels than Facebook,
and our formula weighs each platform
accordingly.)
Best All-Around
Trends
Digital to Traditional
Collabs
These Influencers collaborate with each
other frequently and across multiple social
platforms, a route to generating increased
fan engagement and building up a larger fan
base through shared audiences.
Photo Shoots
The next level selfie.
Family Life
Showing off spouses, partners, siblings, and
children brings fans closer to their personal
lives.
Star Siblings
It truly is a family affair here in the top ranks
of digital stardom, where siblings tend to rise
to fame either with one another or with the
help of their more famous brother
and/or sister.
Solidarity
This social clan stands together and makes
sure to show support for their own across
social platforms.
55
Best-All-Around
Cameron Dallas
Having gotten his start on six-second video
app Vine, Cameron Dallas has grown into
a big enough star that Vine now serves as
a promotional platform for his other social
accounts and off-digital work, including music
and movies. However, that Vine foundation
continues to serve him well, as sects of the
top Viners make up tight-knit communities with
whom Dallas continues to collaborate. Being
part of a digital influencer family helps keep
Dallas relevant, as if hes solidified his spot in
the popular group in high school.
99.68
Enagement Score
56
Best-All-Around
Influencer #2
Dan Howell
Influencer #3
Roman Atwood
Influencer #4
Caspar Lee
99.43
99.39
99.31
Engagement Score
Engagement Score
Engagement Score
57
Best-All-Around
Influencer #5
DanAndPhilGAMES
99.30
Engagement Score
58
Influencer #6
Ethan Dolan
99.05
Engagement Score
Influencer #7
Markiplier
99.03
Engagement Score
Best-All-Around
Influencer #8
Hayes Grier
99.01
Engagement Score
Influencer #9
Joe Sugg
98.94
Engagement Score
Influencer #10
Troye Sivan
98.94
Engagement Score
59
Best-All-Around
Influencer #11
Connor Franta
Influencer #12
PewDiePie
Influencer #13
Chris Collins
98.90
98.95
98.78
Engagement Score
60
Engagement Score
Engagement Score
Best-All-Around
Influencer #14
Nash Grier
Influencer #15
Alfie Deyes
Influencer #16
Kidrauhl
98.75
98.74
98.74
Engagement Score
Engagement Score
Engagement Score
61
Best-All-Around
Influencer #17
Influencer #18
Influencer #19
Casey Neistat
5 Seconds of Summer
Johnny Orlando
98.52
98.51
98.50
Engagement Score
62
Engagement Score
Engagement Score
Best-All-Around
Influencer #20
Tyler Oakley
98.46
Engagement Score
63