The phenomenon of network influencers (influencers) has greatly expanded in the last decade, after advertising through network channels has proven to be effective and useful, mainly because the younger generation spends a significant part of their leisure time following content creators on social networks.
The Humanz company, which serves as a platform for hundreds of thousands of network influencers, reveals the internal report for 2022 that ranks the ten biggest influencers of last year. The report refers to all the network influencers and content creators who worked with the company in the last year in Israel.
According to Humanz, the ten biggest influencers are Einav Bobalil, Adel Bespalov, Daniel Amit, Yuval Caspit, Danit Greenberg, Daniela Eifenberg, Miri Cohen, Korel Michaeli, Miren Bozaglo and Nadir Eliyahu.
Adele Besplov, photo: Koko
According to humanz, the average purchase price of customers who came to the site through the 10 biggest influencers is NIS 414.
From "Big Brother" to fame
The influencers are ranked according to clear and tangible parameters, such as how much the customers who came to the website through a certain influencer buy, and more.
Thus, for example, 21.2% of the visitors to the site who came as a result of viewing the content uploaded by Einav Bobalil purchased the product (conversion ratio, the ratio between the number of visitors to the site who came as a result of viewing the influencer's content, and their purchase actions on the site).
The average amount of Bobalil's basket is about NIS 833.
Also, the engagement rate of Bobalil's followers is relatively high, at 3.25%.
The engagement rate weighs the amount of likes, comments, shares and actual actions on the content creator's page.
The data of Adel Besplov are also particularly impressive - 18.7% of all the clicks she brought to the site purchased a product (conversion rate), and an average shopping basket of NIS 296.
Yuval Kasfit has a similar conversion ratio of 18.6%, and an average shopping basket of about NIS 544.
Photo: Police spokesmen // Cash,
Quite surprisingly, in the list of top influencers for 2022 and the list of rising influencers for 2023, you won't find the big and familiar names from prime time.
These are not stars and presenters who started their careers in the worlds of acting, directing, music or modeling, but network influencers and content creators who started their careers and grew out of the social network with a few thousand followers.
Who is next in line?
In addition, Humanz publishes the list of rising influencers for the next year, those who are expected to participate in the most campaigns, even though they are not yet so well known.
The ten rising influencers for 2023: Bar Noa Cohen, Alita Ofek, Talia Sol, Daniel Yona, Lauren Alon, Adi Cohenim, Ann Segal, Tal Medina, Nicole Arabov and Roni Peretz.
It is interesting to note that already today the average shopping basket of the followers of these names is about NIS 380, not bad considering the fact that these are less well-known names.
Miri Cohen, photo: Micah Lovton
The influencers work on the basis of coupon codes - on specific collections, the entire site, or a specific item for a certain period of time.
According to the demands of the consumers, many female influencers receive floods of requests and requests for additional coupon codes, and as a result, the sales are often extended, that is, more sales for the chains.
Social media influencers have become central to marketing efforts in the fashion industry.
Small and medium businesses are people who have built a large following on social media, and by creating commercialized content that focuses on their personal interests and experiences.
Small and medium influencers are considered micro-celebrities because they use their online identity as a branded asset to communicate with followers and achieve fame.
Also, the communication and branding activities of the businesses were found to encourage the creation of anti-social relationships between the brand and the follower.
Mega influencers
There are several levels of influencers: mega-influencers with more than a million followers, macro-influencers with more than 100,000 followers, micro-influencers, whose number of followers ranges from 5,000 to a hundred thousand and nano-influencers with a few thousand followers.
The studies that dealt with the subject show that micro and nano network influencers - that is, up to a hundred thousand followers - generate stronger feelings of identification than celebrities at the mega and macro levels.
With this understanding, in 2017 five programmers from 8200 founded Humanz, a startup that allows content creators and network influencers, however "small" they may be, to work with brands and profit from their influence on the social network.
The Humanz platform is based on artificial intelligence, has developed, among other things, a smart pixel for measuring content creators, characterizes a customer journey (follower) on sales sites and knows how to measure and reflect in real time the success of influencers or content creators up to the level of purchases at the checkout - also on the sales floor.
"Micro and nano network influencers generate a stronger sense of identification than celebs. That's why we founded a company that can enable those influencers to maximize activity with marketers and bring significantly higher results than collaborations with well-known and big celebrities," reveals Liav Chen, CEO of Humanz.
"Hence we expect that SMEs, nano-influencers with a lower number of followers will have higher credibility than those with a higher number of followers or celebrities."
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