Popular Influencers: Shaping the Way We Live and Consume

Social media influencers have become a force to be reckoned with in the digital world. From celebrities to mega-content creators, popular influencers have a strong presence and voice that reaches millions of social media users. So who are considered to be “popular influencers” and why are they important? Follow along to see why.

What is a popular influencer today? 

Many factors categorize a creator as a “popular influencer.” From the total number of followers they have and high engagement rates to the types of partnerships and social status they claim, popular influencers have an incredible reach. 

• • Follower counts: A popular influencer is typically well-known on multiple social media platforms. Their follower counts are usually similar to mega-influencers and web celebrities at more than 1 million. 
  • Engagement rates: Popular influencers have active followers and social media platforms. Engagement rates are measured by reshares, comments, likes, and other interactions on their content directly. 

• Collaborations and partnerships: An easy way to recognize popular influencers is to see the caliber of brands they support through sponsored content. Many popular influencers often represent top brands through sponsored content. Something to look out for is how often these influencers share sponsored content. The more frequent, the more well-known the influencer may be. 

Why are social media influencers so popular?

Influencers play a pivotal role in the marketing process for brands and businesses everywhere. Influencers promote products and services they are passionate about to social media users and potential customers. The direct influence they have on consumers and users is undeniable. According to IZEA’s Trust in Influencer Marketing report, 50% of all social media users have made a purchase after seeing a product used by an influencer. Social media users respond to creators who can relate and showcase products that can benefit them. 

How does working with brands benefit popular influencers?

Popular influencers are often compensated well for their work. The State of Influencer Earnings report found web celebrities, those with more than 1 million followers, were paid an average of $5,865 per post in 2022.

Not only are popular influencers paid well, they also benefit from partnerships because they are given the opportunity to work with brands and showcase products they are passionate about using their own creativity. Many top creators also become brand ambassadors and are offered longer-term brand partnerships. For some top creators, working with brands includes collaborating on products. For example, beauty brand Benefit Cosmetics recently launched a collaboration with Alix Earle for a pink makeup bag. 

Who are the biggest influencers and why?

Popular influencers are those who share content authentically, successfully communicate with their followers, and share a common connection with users and brands. Here are some of the most well-known influencers today.

1. Khaby Lame

Khaby is a video game creator who has created content with celebrities, earning him more than 161.7 million TikTok followers and 79.8 million Instagram followers. His content captivates and entertains his large audiences. Khaby has partnered with many major brands, including Binance and Boss. 

2. Lele Pons

One of the most well-known Vine influencers of her time, Lele has only continued to build her personal brands and platforms up over the years and now has more than 55.3 million Instagram followers and more than 31.7 million TikTok followers. Lele initially took to social media to share her sense of humor but has become more well-known for her modeling, acting and singing. 

3. Huda Kattan

Founder and CEO of her well-known beauty brand, Huda is considered to be one of the “OGs” of the beauty influencer industry as she started out creating tutorials that have attracted more than 4.13 million YouTube subscribers and over 2.8 million Instagram followers. The beauty blogger and influencer has used her platforms to share her talent with others. She often incorporates her products in her content, highlighting her passion for makeup and successful brand at the same time. 

4. Zach King

As another creative talent who began his career in the early days of Vine, Zach has grown his current platforms to be some of the most successful in the industry. By sharing his talents for graphic design and creating content that captures the attention of his audience uniquely, Zach has gained 78.1 million TikTok followers and more than 26.2 million on Instagram. His content includes entertaining skits involving magic. 

5. MrBeast

One of the most followed gaming and entertainment influencers on social media, with over 171 million subscribers on YouTube and 39.2 million followers on Instagram, MrBeast created a name for himself with his high-quality and captivating content. MrBeast is also known for the money he has raised for the good causes he supports. 

Celebrity influencers

While many influencers began their road to fame on other older social media platforms, other popular influencers are well-known celebrities who take to social media to share their high-end lifestyles and experiences. Here are some of the most popular celebrity influencers on Instagram today:

• Cristiano Ronaldo: 597 million followers
• Lionel Messi: 480 million followers
• Selena Gomez: 426 million followers
• Kylie Jenner: 397 million followers
• Dwayne Johnson: 388 million followers

Influencers:

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