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Digital marketing agency SuperYou publishes the nation’s 10 most influential thought leaders for the second year in a row, according to a press release. On this occasion, the list was drawn up after analyzing the activity of opinion formers in June-October 2020 on different social networks: Instagram, Facebook and YouTube.
“The goal of the study was to see the most complete picture of the impact of influenza. We analyzed data on visible and publicly available influencers, such as the number of followers, human engagement in the content (video views and comments) and the number of content created and delivered to the public. Additionally, we conducted two surveys: we surveyed nearly 300 marketers and more than 500 social media users, allowing us to compile truly representative lists of the most influential opinion formers, ”says Mindaugas Lataitis, Director of SuperYou agency.
The research was carried out in cooperation with the market research company Kantar, as well as the Lithuanian Marketing Association, which helped to reach out to marketers, and the dissemination partner, the Žmonės.lt portal. The survey formula was implemented based on publicly available statistics collected by Kantar and SuperYou (50%), a survey of marketing experts (35%), and a representative survey of social media users (15%).
At the top: brave and unafraid to mock
Last year, Instagram was the channel that has surely become the most important social network for collaboration. The most influential social network Instagram, as in 2019, was named a star of the social network Karolina Meschino, with 367 thousand. followers, the second place was occupied by the photographer, dancer Naglis Bierancas with 282 thousand. followers. Beata Nicholson, host and cookbook author, came in third place, followed by 167,000 people on Instagram. fans.
Beata Nicholson also established her position on Facebook. Here, her Beata’s Kitchen page is at the top of the list. Second on the Facebook influencers list is blogger Sotera Šveikauskaitė’s “Babyblog.lt” page, who creates content for mothers, and thirdly – Edvinas Krupinskas, creator of humorous content famous for parodies of her mother during the first quarantine.
However, witty content creators are the most influential on the YouTube platform. Safas, the absurd humor content creator, topped the most influential list, the second most influential was video blogger Paulius Mikolaitis, better known as Paul de Miko, and third place went to comedian Mantas Bartuševičius.
The new invasion of TikTok also helped rise
Gintarė Surgutanovienė, Business Development Manager of the digital marketing agency SuperYou, comments that this year the biggest surprise was the top ten opinion leaders on YouTube and especially Safas, who was in first place. “Obviously, this influencer’s success has been driven by constant long-term work on content creation and collaboration with brands. It is worth mentioning that the leadership of the creators of exclusively humorous content on the YouTube platform shows that brands are becoming more and more open and are not afraid to integrate their brand communications into daring content, ”says G. Surgutanovienė.
According to her, the social network TikTok, which became popular in Lithuania during the pandemic, helped some of the influencers to reach the top of the list last year. “Developers who quickly adapted their content to this new network have been able to gain more popularity because this new and still unpredictable platform is visited by a large part of the public. So for influencers like Saf or Edvin Krupinsk, “TikTok really helped shine,” says SuperYou’s business development manager.
Those who tap into different channels are successful
G. Surgutanovienė notices another trend: cooperation with brands is more easily ensured by opinion formers who actively communicate and create content on many social networks. Influencers operating on this principle view their content as mini-campaigns that are integrated across multiple social media channels, thereby expanding their audience and making them more attractive to a variety of brands.
The ten most influential influencers in the country have been selected by the digital marketing agency SuperYou after selecting the 200 most popular opinion formers. True, one opinion maker on the dozens of Instagram and Facebook declined to be identified.
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