Mediaboss Marketing

Social media influencers are prominent figures. They dominate the online world and social apps we use daily to become household names.

Social media platforms have elevated individuals around the world to reach an audience of millions, with YouTube, Instagram, TikTok, and X (formerly Twitter) all boasting users in the tens of millions and in some cases, even hundreds of millions.

But every platform is different, with its own style of content and recognizable top influencers. This can make it difficult to tell who the most influential people on social media are, rather than the most popular on one platform.

Weve looked at social media influencers across the most popular social media platforms.

By combining the total number of followers and subscribers across YouTube, Instagram, TikTok, and X (Twitter) for each individual, we created a leaderboard of the top 30 social media influencers worldwide.

A social media influencer, usually referred to as simply an influencer, can be any individual with a significant follower count.

They typically have established credibility within a certain niche and use that authority to connect with people via social media.

However, whats considered large is relative. Mention reports that 26.4% of Instagram accounts have less than 1,000 followers, while almost half have between 1,000 and 10,000.

Although 10,000 may sound like a lot, it is overshadowed by the top social media influencers 622 million Instagram followers.

With a modest following, nano influencers typically have more trusting relationships with followers and are great for hyper-targeted campaigns.

Popular within a specific niche, micro influencers remain relatable and maintain high engagement rates with their target audience while getting more attention.

Macro influencers possess broad appeal which can originally stem from a niche. Their large audience is established over a long time at the expense of lower engagement rates.

These are well-known names in an industry with huge global audiences, making them great options for brand awareness campaigns but will likely cost a lot to work with.

Social media influencers realistically want to reach the largest audience possible. The more people that see their content, the bigger their influence will be.

Thats why choosing the right social media platform can have an impact on how much you can grow as an influencer.

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Despite having fewer active users, Instagram is now considered to be the most popular platform with TikTok gaining year-on-year.

Each platform has its benefits for different types of social media influencers, depending on the type of social content they create:

As social media platforms have grown, theyve developed their main features alongside secondary functions to compete with each other.

This has made it easier for influencers to cross-post and repurpose the same content between different platforms, helping to cross-pollinate audiences and grow multiple followings. For example, users frequently see videos from TikTok appearing on Instagram Reels and vice versa.

Doing this helps social media influencers grow their audiences and boost their influence, which can make them more appealing partners for brands and marketers to work with.

Data from March 2024.

While some social media influencers have grown organically on one of the different platforms, many of the most popular influencers on Instagram, TikTok, and other platforms are offline celebrities first.

As many traditional celebrities grew their popularity decades before social media was around, theyve successfully transferred their established fame into tangible followers in the online world.

With 14 of the names in the list being primarily singer-songwriters, music-based influencers make up the majority of the top 30 list. However, many of them also have careers outside music. In fact, Selena Gomez, Miley Cyrus, Ariana Grande, and Demi Lovato all got their start in acting for Disney or Nickelodeon.

Several Gen Z influencers are also featured in the top 30 who grew up as social media natives, including Charlie DAmelio, Jimmy MrBeast Donaldson, Billie Eilish and Khaby Lame.

Khaby Lame is particularly interesting as he managed to achieve a stratospheric rise to fame during the COVID pandemic without any brand affiliation. His predominantly silent video content focused on satirical teasing of the overcomplicated life hacks that had become popular on TikTok.

Khaby has since gone on to become a key figure in Hugo Boss rebrand and gets paid as much as $750k [paywall] per sponsored post. Impressive for an influencer who is known for saying very little.

Looking at the more straightforward lifestyle influencers, all three Kardashian sisters and both Jenner sisters feature within the top 30. This makes Charli DAmelio the only top lifestyle influencer who isnt part of the Kardashian dynasty.

The world now collectively spends 11.5 billion hours a day on social media platforms, with each average user contributing almost two-and-a-half hours.

That gives social media influencers a lot of time every day to connect with their audience. But it also means theres plenty of potential for brands to work with influencers and capitalize on that time.

Many social media users now rely on influencers, reviewers, or established voices within a niche before making decisions. For TikTok, 65% of users say they rely on content creators and online reviewers to help them make decisions before buying a product.

Rather than promoting your own brand channel organically, you can leverage social media influencers by having them endorse your products or services. It has also been found that trust can be transferred from an influencer to a brand when influencer marketing is done well.

The top influencers also know how powerful it can be. Many have launched their own products to market within their content to capitalize on the benefits themselves. For example, MrBeasts Feastables brought in 70% of his revenue in its second year.

As a general rule the bigger the influencer, the more theyll want in return for a post. Smaller influencers might be satisfied with receiving your products for free, but influencers with large followings will almost certainly charge a fee.

Paid content will also be explicitly highlighted on some platforms, such as the paid partnership label appearing on Instagram.

This came about after the Fyre Festival incident where some influencers were found to be promoting the festival as a personal recommendation when they were, in fact, paid to post about it.

Practically all influencers have built their following within a certain niche. Its important that you work with an influencer that feels like they would naturally align with your brand and has a similar target audience to your own.

A fashion influencer talking about the benefits of a new line of skin care products would feel on-brand. If they were to be promoting power tools or something similarly out of place, then it wouldnt resonate with their audience.

This will likely result in fewer conversions for the partnered business, as well as the audience of that influencer becoming more distrustful of paid sponsorships.

Social media influencers have built their personal brands through the content they make. Their audience will be familiar with how they talk and put themselves forward.

When working with an influencer, its important to make sure any messaging meshes with how that influencer communicates. That authenticity is what will connect with their audience and feel less like something theyre doing just to get paid.

If you have them stick to a rigid script, then you lose what makes an influencer unique their personality and their audience.

We live in a world with more influencers and celebrities than ever before. While many have now achieved the one million follower milestone, the top social media influencers possess almost unbelievably big followings.

Considering Charli DAmelio became the first person to reach 50 million followers on TikTok in April 2020, and then the first to reach 100 million just seven months later, its clear that influencers like her are growing exponentially.

Thats part of the reason influencer marketing is now growing in popularity. When executed well with the right influencers on board, you can raise the profile of your brand at an accelerated rate.

Not only can it introduce you to a brand-new audience, but it can potentially convert those whove seen your brand before but needed some extra reassurance.

If youre unsure about working with influencers, you can always start with a nano influencer on a small, targeted campaign to establish whether it works for your business.

To create the top 50 social media influencers worldwide list, we took the top 100 accounts from each platform based on their follower or subscriber count (Source: SocialBlade.com, Youtube, X, Instagram, TikTok).

We compiled all influencer names across these lists and created a total number of followers/subscribers across all platforms.

These numbers were collected by hand directly from the social media platforms as a rounded figure, or taken from Socialblade.com for a live count.

The list was then reordered based on total follower counts to find the top 30 social media influencers.

More resources:

Featured Image: Roman Samborskyi/Shutterstock

Read the rest here:
The Top 30 Social Media Influencers Worldwide - Search Engine Journal