• UAE’s Huda Kattan is ranked top beauty influencer and number one Instagrammer

SERMO, the first global network of communications agencies specialising in lifestyle and luxury, has published its Digital Influencer Index. Following last year’s Blogger Index, the report updates the network partners’ intelligence on working with digital influencers and identifies the most influential bloggers, vloggers, Instagrammers and other social stars in the luxury and lifestyle space. It also sets out how to effectively engage these influencers.

In order to compile the index, the SERMO network developed its own unique digital influence scoring algorithm. The algorithm takes into account both an influencer’s ‘data score’ (their reach across all their key platforms), as well as a ‘relationship score’, based on each SERMO agency’s relationships with and experience of working with these influencers. An overall ‘influence score’ has been calculated for each digital influencer and is used to rank a top 10 list for each market the network’s partners operate in (16 in all), as well as a global top 16, comprising the top ranking influencer from each market.[ads1]

The number one digital influencer from the UAE was beauty blogger and business mogul Huda Kattan. She was also ranked the overall top performer on Instagram with a following of 12.3 million, three times the following of the second highest Instagrammer in the index, Camila Coelho from Brazil.

As things change so quickly in the digital world, the report also looks, country by country, at the rising social and digital stars – the people who SERMO considers to be ‘ones to watch’ as their online influence is growing fast.

Tanya Hughes, president of SERMO, comments, “Clients come to us for bespoke, luxury and style digital influencer activation, both globally and in key local markets worldwide. When recommending which digital influencers are the most productive for our clients’ brands to work with, data can only go so far – you need the judgement that comes with experience. Especially in the world of luxury and lifestyle where the power of influence is not just a numbers game. We’ve set out a way that quantifies that human judgement and provides a way to measure digital influence that’s never been done before.”

Tara Rogers, co-founder and managing partner of Mojo PR said, “With the number of digital influencers growing rapidly in the UAE, it has been a valuable exercise to track their performance over the last 12 months and benchmark this globally. What the SERMO Index has allowed us to do is show how the industry is professionalising from both a brand and follower engagement perspective. We’re really pleased to see Huda Kattan rank among the top digital influencers globally and to see the UAE’s top 10 digital influencers score favourably against other SERMO markets, considering the relatively nascent stage of digital marketing in our region.”

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