SERMO redefines global media with new take on influencer marketing

We’ve launched our third annual Influencer Index – our analysis of the top digital influencers and rising stars in our 18 markets worldwide. The Index is designed to help SERMO clients keep on top of the ever growing influencer talent pool – 79%* of brand decision makers cite identifying the right influencers to work with as their biggest challenge.

This years’ Index also includes a dedicated section on beauty and grooming influencers – an industry that’s led the way in influencer marketing and which continues to innovate.

The Index lists a global top 18 which, along with the top 10 lists from each market, when connected by SERMO’s partner agencies, comprise the new global media. Tanya Hughes, president of SERMO Communications, comments “Global clients come to us for ‘global’ media coverage, but there’s really no such thing as truly global media. Even the major publishing houses can’t press a button for global reach. Together, we believe these influencers constitute the new global media – they’re more flexible and trans-border than traditional media. And when connected via our network partners can create global online reach for brands that delivers real business impact. Our service at the same time, helps influencers grow their global profile.”

The 2017 Index updates our global and local rankings of influencers using our unique 70:30 digital influence algorithm – 70% data (an influencer’s total audience reach) + 30% human judgement (a score based on SERMO agencies’ experiences of the influencers’ professionalism, creativity and peer influence). SERMO partners use the same algorithm when designing bespoke influencer marketing campaigns for clients at both local and global levels. This year, we’ve partnered with influencer relationship management technology provider, Traackr, on the data element of the Index.

The 2017 Index includes:

  1. Seven key trends in influencer marketing – including the dominance of Instagram, the rise of ‘travelling’ influencers, male influencers embracing the growing grooming market, and the backlash from a new breed of sarcastic influencers from China.
  2. A closer look at beauty and grooming influencers around the world and highlights the ways in which beauty brands are innovating and why they’re the sector to watch in influencer marketing

To download your copy of The 2017 SERMO Influencer Index, click here.

*Econsultancy’s 2016 report on the rise of influencers in fashion and beauty