24 Influencers Who Can End a Brand With 1 Post
Influencers brands need to know are ones who could help them with their marketing. But the others they must learn about are the ones who are so influential, they could damage their brands with a single post on social media. That’s why Digital Third Coast studied the latter and found 24 such influencers.
“Social Smackdown: Celebrities with the most influence over our opinion of brands” happened because Digital Third Coast leaders noticed “Kylie Jenner famously took Snapchat down $1.3 billion with a single tweet” and the company was curious what other influencers could do the same, they said on July 12.
Using a key of familiarity, trust and influence, cross-tabulated with Twitter and Instagram followings, as well as amount earned per post endorsing a brand, Digital Third Coast found the magic formula.
Based on these factors, The Rock would hit a brand the hardest if he were unhappy with the company. But brands familiar with what The Rock is cooking know Dwayne Johnson holds a warm spot in his heart for Ford, Apple and Under Armour. So his $400,000 “Instagram Quotient” pairs with his 103 million Instagram followers. His 13 million-strong Twitter following pales in comparison. And overall, his 94.9 “Smack Score” surpasses the Obamas. (Granted, the former First Couple only have one brand affinity listed between them.)
Here’s more of an analysis from Digital Third Coast:
“What really knocked Gigi Hadid and Steph Curry down to the bottom of our ranking was familiarity. Although she's not as commonly known, Gigi Hadid still represents the most number of brands out of all the other celebrities, showing that marketers might not be as worried about the concept of familiarity as we once thought. Low familiarity scores also affected Chrissy Teigen and Cristiano Ronaldo, who rounded out the bottom four.
“While the industries of stars representing spots 11-20 vary between athletes, comedians and reality stars, 70% of them are male. Tom Hanks and Leonardo DiCaprio pull ahead in this group with 10 out of 10 in familiarity, but low earning Instagram quotients, especially in comparison to Kylie Jenner and Kim Kardashian, who can earn up to $415,000 and $427,000 respectively per post.
“Oprah brings us into the top 10 with an unsurprising 10 out of 10 in familiarity and fifth place overall in terms of trust. What's a little more unexpected is Rihanna and Katy Perry's surpassing Oprah with total smack scores of 83 and 83.7, respectively.”
In addition to The Rock and the Obamas, Beyoncé, Taylor Swift, Selena Gomez and Ellen DeGeneres are influencers brands need to know could take them down with a single negative post.
What do you think, marketers? What do these influencers know about and think of your brand?
Please respond in the comments section below.
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