By Raja Anjana Kothapalli
Female influencers have been ruling the influencer marketplace for quite some time. A majority of the sponsored content is posted on social media platforms by women.
Leaders in the influencer marketplace
Hobo.Video, an influencer platform majorly associated with micro and nano influencers, has observed that in the age group of 16 to 24 years, female influencers account for 57% and males make 43%. Over the age of 25 years, female influencers account for 69% and males 31%.
Currently, lifestyle and fashion influencers dominate the market. They are closely followed by beauty and travel influencers. Also, influencers in other popular niches such as food, entertainment, health, and fitness are on the rise. Female influencers take the larger chunk of the pie in most of these niches. This is a global scenario and this similarity reflects in the Indian influencer marketing arena. As per ClanConnect.ai report, female influencers account for 45% of the top influencers in India, 31% are male, and 23% identify as other categories. Also, 28% of India’s top female Instagram influencers come from the entertainment industry.
Metrics behind top 10 female influencers
Based on the engagement with followers, size of the follower base, quality of content, and relevance between influencer and campaign, Hobo.Video lists down the top 10 female influencers.
Engagement with followers
An influencer’s engagement with followers can be measured using the engagement rate. It is the percentage of followers that have engaged (through online interactions such as likes, comments, shares, etc.) with the influencer’s content. It is calculated as the total number of interactions generated by the content of an influencer divided by the total number of followers of that influencer, multiplied by 100. Usually, less than 1 percent represents low engagement. 1 to 2 percent represents medium, and 3 to 4 percent indicates high engagement. 5 percent or more represents very high engagement.
Size of the follower base
The size of the follower base is the total number of followers of an influencer. While it shows the extent of targeted customers an influencer can engage. It definitely cannot be the sole deciding factor when analyzing an influencer.
Quality of content
Creativity, uniqueness, relevance, visually appealing, originality, clarity of audio, etc., combinedly constitute the quality of content.
Relevance between influencer and campaign
A popular food blogger promoting a chips brand is more relevant than promoting a footwear brand. There should be a good relevance between an influence and the campaign she is associated with.
Top 10 female influencers
Lele Pons
Lele Pons is an actor, singer, and vlogger. She also became the first Viner to reach one billion loops. Above all, she has 43.2 million followers on Instagram with 2,353 posts. She also has 19.7 million fans on TikTok and 17.5 million subscribers on Youtube. Further, 1.8 million followers on Twitter, and 5.6 million followers on Facebook. Her average engagement rate is around 4%. She majorly posts on fashion. She also stars in The Secret Life of Lele Pons, a YouTube Original docu-series. Further, she hosts a podcast titled Best Kept Secrets with Lele Pons.
“To be a successful Viner, you have to find your own style and be consistent. That will help you stand out from the rest.” -Lele Pons
Amanda Cerny
Amanda Cerny is an actor and model. She is also a fitness enthusiast, vlogger, and influencer. Above all, she has 25.3 million followers on Instagram with 2,179 posts. She also has 9.4 million fans on TikTok and 2.79 million subscribers on Youtube, 986.8K followers on Twitter. Further, 9.36 million followers on Facebook. Her average engagement rate is around 2.7%. The majority of her followers being males. In fact, she has more followers from India followed by Indonesia and Turkey. Note that, her niches mainly include fashion, fitness, actors, and celebrities. She also hosts podcasts, sells her own merchandise, and designs custom exercise plans. Moreover, she has become an official United Nations environmental ambassador.
“As an actress, health and wellness enthusiast, content creator, and model, everything I do is intended to help people feel their best. If laughter is your medicine, or you like to break a sweat, #TeamCerny is where you belong.” -Amanda Cerny
Kimberly Loaiza
Kimberly Loaiza is a Mexican vlogger, influencer, and singer. Above all, she has 34 million fans on TikTok and 25 million followers on Instagram with 473 posts. She also has 9.4 million subscribers on Youtube, 5.6 million followers on Twitter, and 11 million followers on Facebook. Her average engagement rate is around 7.3%. The majority of her followers are females. She has more followers from the US followed by Mexico, Colombia, and Ecuador. Further, her niches mainly include fashion, how to style, beauty, apparel, and fitness.
Liza Koshy
Liza Koshy is an American actress, television host, and comedian. She is also a vlogger and influencer. Above all, she has 26 million fans on TikTok, and 18.7 million followers on Instagram with 1,921 posts. She also has 17.8 million subscribers on Youtube, 3.8 million followers on Facebook, and 46K followers on Twitter. Her average engagement rate is around 3.95%. Futher, her niches mainly include fashion and comedy.
“I’m making content to make people feel content.” -Liza Koshy
Kayla Itsines
Kayla Itsines is an Australian personal trainer, author, and entrepreneur. She is also a blogger, vlogger, and influencer. Above all, she has 28.9 million followers on Facebook, and 12.7 million followers on Instagram with 10,017 posts. She also has 378K subscribers on Youtube and 389.7K followers on Twitter. Her average engagement rate is around 0.3%. The majority of her followers are females. She has more followers from Australia followed by the US. Moreover, her niches mainly include fitness, health, diet, and lifestyle. She is also the co-creator at Bikini Body Guides (BBG) community and she designs workout programs.
“The health and fitness industry is confusing, and I’m trying to take some of that confusion away.” -Kayla Itsines
Lilly Singh
Niomi Smart is a Canadian comedian, talk show host, and actor. She is also a vlogger and influencer. Most people know her as the superwoman vlogger. Above all, she has 9.6 million followers on Instagram with 4,570 posts. She also has 14.9 million subscribers on her YouTube channel Lilly Singh. Further, 2.83 million subscribers on Youtube channel Lilly Singh Vlogs. She also has 5 million followers on Facebook, 5.5 million followers on Twitter, and 896.6K fans on TikTok. Her average engagement rate is around 4.8%. Her niches mainly include comedy, skits, motivation, and lifestyle. Moreover, she hosts the NBC late night talk show, A Little Late with Lilly Singh.
“When I started out the videos, I was dealing with depression, and I wanted to make inspiring videos for others, which would end up inspiring me in turn. I wanted to show the world that it was possible to make a positive switch in life and start over.” -Lilly Singh
Nikkie de Jager
Nikkie de Jager is a Dutch makeup artist, vlogger, and influencer. Most people know her as the NikkieTutorials vlogger. Above all, she has 14.5 million followers on Instagram with 3,097 posts. She also has 13.7 million subscribers on Youtube, 2.2 million followers on Twitter, and 1.2 million followers on Facebook. Her average engagement rate is around 3%. Moreover, her niches mainly include makeup, beauty, and fashion. She came out as a transgender in 2020. She was also announced as a goodwill ambassador at the United Nations.
“My love for makeup has always been real. I have always been real.” -Nikkie de Jager
Michelle Phan
Michelle Phan is an American makeup artist, voice actor, and entrepreneur. She is also a vlogger and influencer. Above all, she has 8.86 million subscribers on Youtube. She also has 2 million followers on Instagram with 2,191 posts, 3 million followers on Facebook, 861.1K followers on Twitter, 379.3K fans on TikTok, and 1.2K followers on Twitch. Her average engagement rate is around 2%. Her niches mainly include makeup, beauty, and fashion.
“Makeup is not a mask that covers up your beauty; It’s a weapon that helps you express who you are from the inside.”- Michelle Phan
Louise Pentland
Louise Pentland is an English vlogger, blogger, author, and influencer. She hosts podcasts. She has 2.5 million followers on Instagram with 4,661 posts, 2.3 million subscribers on Youtube, 1.9 million followers on Twitter, and 909K followers on Facebook. Her average engagement rate is around 0.6% with the majority of her followers being females. She has more followers from the UK followed by the US and Italy. Her niches mainly include parenting, beauty, and lifestyle.
Niomi Smart
Niomi Smart is an English vlogger, blogger, author, and influencer. She has 1.4 million followers on Instagram with 2,893 posts, 1.57 million subscribers on Youtube, 1.3 million followers on Twitter, and 62K followers on Facebook. Her average engagement rate is around 1.4% with the majority of her followers being females. She has more followers from the US followed by the UK and Germany. Her niches mainly include fashion, food, health, beauty, and lifestyle.
Rock on!
Influencing marketing has become a platform for many people to express their opinions with transparency, share their experiences with clarity, make connections with followers in niches of their choice, and earn income in the process. Yeah, female influencers are rocking it!
