These top social stars can’t order a beer yet, but their audience influence could push the major Hollywood stars they trounce to start drinking.
Beauty and lifestyle YouTubers Rachel Levin and Bethany Mota top a new ranking of highest-engagement stars, with scores that trump major broadcast celebrities, according to a new list measuring their online influence.
The ranking was developed by Zefr, a company that helps brands manage their intellectual property on YouTube and other sites. It developed its trending engagement data to measure how much fan interaction an influencer will drive on future posts.
“All the 20 under 21 had higher average engagement than the likes of a big known broadcast talent like Stephen Colbert,” Rick Song, Zefr’s global head of media solution sales, told TheWrap.
He gave the example of Rebecca Black, which concludes the list at No. 20. Black’s 146,000 score — that is, the average engagement she gets across social platforms every time she’s posting — far outstrips Colbert’s average 82,000. Jimmy Fallon‘s 284,000 average is trumped by 17 of the young online stars in the ranking. Top ranked Levin has an engagement score of 2.7 million.
“This has been consistent data we have seen: Just because you have a very high reach doesn’t mean you have high engagement,” Song said.
The full ranking includes other lifestyle vloggers like Meg DeAngelis, comedy sketch entertainers like Kian Lawley and Nash Grier, and Vine celebrities like Lele Pons and “Jack and Jack” duo Jack Johnson and Jack Gilinsky.