Top 15 Influencers on Twitter by Industry—February RecapMarch 07, 2017
On Twitter alone, your brand now competes with 7,534 tweets each second, shrinking your opportunity to be discovered on a day-to-day basis. But a select number of brands have managed to carve out strong identities, and leverage a combination of great content, good timing, and ripe strategies to boost their ongoing success.
To help you analyze the competitive landscape and draw inspiration from brands that are already succeeding, we’ve created a real-time industry tracker, ZIndex, to monitor the biggest brands on Twitter. View a recap of the top brands, influencers, and social campaigns from February across the below industries, as tracked by ZIndex:
Cosmetics & Beauty
Overview Stats: 304.4K total tweets, 188.9K unique authors, 1.9B impressions, 206.6K people engaged
Top 15 Influencers:@SaffronBarker, @lelepons, @John, @NFL, @Birmingmix, @Weddingmagazine, @lilycollins, @Voguemagazine, @MakeupForWOC, @MomentsES, @CW_Riverdale, @HeartDefensor, @eric_espana, @finesserhudge, @WeareDWGroup
- 71% female, 29% male authors tweeting about cosmetics & beauty
- 64% White, 21% Hispanic, 10% Black, 5% Asian
- 56% Millennial, 23% Gen X, 12% Gen Z, 9% Baby Boomer
Top 8 Hashtags: #win, #freebiefriday, #nflhonors, #vaselinepartner, #flashsale, #dgfamily, #woman, #dreamcushion
— Saffron Barker (@SaffronBarker) February 1, 2017
- Young social media stars wield the influence in cosmetics and beauty, with the three top influencers being internet personalities or creators. One former Vine star, Lele Pons (@lelepons, the most-followed female star on Vine, and the most looped person on Vine with 8.4 billion loops—also creator of the saying “Do it for the Vine”) survives as a YouTube celebrity, publishing comedy sketch videos. This month, she partnered with @CoverGirl as their newest Brand Ambassador. In her announcement video on Instagram, Pons says, “CoverGirl is a brand that believes that makeup should be fun and not taken too seriously.”
- YouTube still takes the cake as a leading source of referral for major cosmetics and beauty brands. This month’s top three influential Twitter authors are YouTube creators—ranking above celebrities such as Katy Perry and Lily Collins—after earning 46,096 likes, 14,564 retweets, and 2,368 replies over 29 tweets relating to cosmetics and beauty.
- @NFL clenched third this month on our influencer list with tweets congratulating Oakland Raiders’ Khalil Mack for winning his first Defensive Player of the Year Award by Old Spice.
Overview Stats: 763.4K total tweets, 451.1K unique authors, 12.6B impressions, 529.7K people engaged
Top 15 Influencers:@ElJuanpaZurita, @theweeknd, @NBA, @paulpogba, @Burberry, @lelepons, @GiGiHadid, @voguemagazine, @john, @nikestore, @VanityFair, @tokiohotel, @ClayTravis, @peta, @lodocomello
- 55% female, 45% male authors tweeting about fashion
- 64% White, 18% Hispanic, 10% Black, 7% Asian
- 53% Millennial, 26% Gen X, 11% Gen Z, 10% Baby Boomer
Top 8 Hashtags: #oscars, #febbringsthebest, #nyfw, #win, #lfw, #dgfamily, #mfw, #MUFC
— The Weeknd (@theweeknd) February 13, 2017
- Cosmetics and fashion shared a couple of the same influencers this month, with @lelepons and @john charting the 15 top influencers again. John Shahidi (@john), CEO of Shots Studios—an entertainment company that produces comedy videos and comedy music—works in partnership with Lele Pons. His tweets are largely in support of Pons and YouTuber/former Vine star Juanpa Zurita (@ElJuanpaZurita), who walked Dolce & Gabbana’s Fall Runway show.
- Dolce & Gabbana earned lots of kudos after tapping Pons, Zurita, and other fashion bloggers, YouTubers, and Instagrammers for their Fall 2017 show during Milan Fashion Week (#FW17, #MFW). D&G also invited internet heartthrobs, such as Cameron Dallas and Austin Mahone, for their prior men’s fall show, receiving praise for their millennial-centric campaign. The company launched a strong digital strategy to promote their runway shows, using hashtags like #DGMillennials and #DGPrinces, and filling their social media channels with backstage teasers. The company has reportedly invited 21 other millennials to sit front row at their upcoming spring runway in September.
Overview Stats: 699.1K total tweets, 384.6K unique authors, 3.4B impressions, 440.4k people engaged
Top 15 influencers: @OriginalFunko, @FoxNews, @bfraser747, @CBS, @carlyraejepsen, @shannoncoulter, @TheAcademy, @Miguel_layun, @DiamondandSilk, @BeladonnaRogers, @Fahrenthold, @funder, @lilyachty, @Lawrence, @shaymitch
- 56% female, 44% male authors tweeting about retail
- 73% White, 13% Hispanic, 10% Black, 4% Asian
- 46% Millennial, 32% Gen X, 15% Baby Boomer, 7% Gen Z
Top 8 Hashtags: #boycottnordstrom, #grabyourwallet, #ad, #trumpsupporters, #thereceipt, #grammys, #oscars, #nordstrom
— Miguel Layun (@Miguel_layun) February 25, 2017
- Social media became noisy after @Nordstrom announced that it would be dropping Ivanka Trump’s accessories and clothing line based on sales. Earlier in November when it retained the line, Nordstrom tweeted, “We hope that offering a vendor’s products isn’t misunderstood as us taking a political position; we’re not.” At the same time, the #GrabYourWallet movement was gaining momentum following the publication of a leaked video of Trump making lewd comments about women. #GrabYourWallet previously listed Nordstrom as a top 10 list of companies to boycott. Now, Nordstrom faces criticisms from consumers who identify themselves as #TrumpSupporters choosing to #BoycottNordstrom. #GrabYourWallet remains active online, boycotting brands like Macy’s, LL Bean, and Bloomingdales’s. President Trump continues to raise ethical questions about the relationship between his presidency and his family’s personal business interests.
- Again, we see politics interrupting business as usual in this month’s top tweet. Soccer star Miguel Layún (@Miguel_layun) tweeted Toys ‘R Us after walking into a Portugal-based store on February 25 and spotting a miniature border wall. “How sad that the @ToysRUs in Gaia has this kind of decoration. We chose to leave when we saw this ‘joke,’” he wrote. Toys ‘R Us promptly replied, “Please know that this is not who we are and we have immediately contacted the store management in Portugal to address this.”
Overview Stats: 115.7K total tweets, 71K unique authors, 754.2M impressions, 88K people engaged
Top 15 influencers: @NFL, @Nationwide, @USAA, @NHLBlackhawks, @NBA, @NBAcom, @AZCardinals, @Sixers, @nationwide88, @meepthebird, @CP3, @SportsCenter, @NFLonFOX, @DeteroitRedWings, @NBATV
- 57% male, 43% female authors tweeting about insurance
- 72% White, 12% Black, 11% Hispanic, 4% Asian
- 50% Millennial, 29% Gen X, 13% Baby Boomer, 8% Gen Z
Top 8 Hashtags: #job, #hiring, #jobs, #insurance, #wpmoy, #sb51, #allstate, #stratifyd
— SportsCenter (@SportsCenter) February 20, 2017
- The Walter Payton NFL Man of the Year Award (#WPMOY) honoring a player’s volunteer and charity work gained traction in early February. The award, presented to the Giants’ Eli Manning and Cardinals’ Larry Fitzgerald by @Nationwide, earned the insurance company 2k total tweets mentioning its handle and the hashtag #WPMOY between Feb. 1 and Feb. 10. Nationwide’s top tweets for the month included special giveaways, videos, and content that built up anticipation, then celebrated, the #WPMOY finalist.
- Interestingly, the Chicago Blackhawks (@NHLBlackhawks), which consistently tweeted about @Allstate’s Play of the Week, came in fourth on our influencer leaderboard while Allstate lagged behind in 62nd place.
Overview Stats: 206.3K total tweets, 31.8K unique authors, 1.5B impressions, 38.1K people engaged
Top 15 influencers: @philstockworld, @SylvaCap, @financialbuzz, @HomeDepot, @charliebilello, @StockTwits, @eWhispers, @GoldmanSachs, @BIUK_Tech, @WDWNT, @appleinsider, @jpmorgan, @FoxBusiness, @cvpayne, @CocaCocaCo
- 68% male, 32% female authors tweeting about Dow Jones
- 71% White, 10% Black, 10% Hispanic, 8% Asian
- 47% Millennial, 30% Gen X, 14% Baby Boomer, 8% Gen Z
Top 8 Hashtags: #apple, #vrai777, #tech, #stocks, #ℑnnovate, #trading, #microsoft, #blockchain
— Phil Davis (@philstockworld) February 22, 2017
- On Feb. 14, Dow Jones hit an all-time high at the time and broke the 20,500 milestone. That day, $XOM saw over 2,100 mentions. The top influencer by far was Phil Davis (@philstockworld), who today has 1.63M followers. His top tweets, which hit 1k retweets and likes respectively, also included $IBM.
- $IBM announced a partnership with $V in the latter half of February. The partnership reflects the IoT trend towards allowing seamless transactions via payments on-the-go and connected devices. It’ll provide $V with more touch points in consumers’ lives, along with a tremendous opportunity to increase volume and revenue.
Overview Stats: 2.5M total tweets, 1M unique authors, 22.9B impressions, 1.2M people engaged
Top 15 Influencers: @NFL, @stephenasmith, @FakeSportsCentr, @49ers, @nflnetwork, @FoxNews, @NASA, @NFL_Memes, @SportsCenter, @BleacherReport, @WORLDSTAR, @AdamSchefter, @ESPNNFL, @Patriots, @nytimes
- 68% male, 32% female authors tweeting about NFL
- 71% White, 15% Hispanic, 10% Black, 3% Asian
- 52% Millennial, 27% Gen X, 12% Baby Boomer, 8% Gen Z
Top 8 Hashtags: #football, #nfl, #superbowl, #sb51, #patriots, #49ers, #riseup, #steelers
— NFL (@NFL) February 5, 2017
- Surprise, surprise! Super Bowl Sunday saw the most activity. The @AtlantaFalcons participated in two big headlines in February surrounding their participation in the big game itself, and their offensive coordinator Kyle Shanahan preparing for his new head coaching job with the San Francisco 49ers.
- The @49ers ended the month at 3rd on the overall influencer list ranking those tweeting about NFL teams, whereas the @Patriots ended at 14th and the Falcons at 15th. @NASA got in on the Super Bowl action, tweeting nighttime images from space of the cities of the participating Super Bowl teams.
Overview Stats: 101.3K total tweets, 65.2K unique authors, 747.8M impressions, 87.7K people engaged
Most Mentioned Brands in ZIndex
Top 15 influencers: @humble, @JaredLeto, @Greenpeace, @ScottPresler, @EcoWatch, @MSF_Sea, @FoxNews, @johnupton, @sharonbyers50, @msf_yemen, @SanFeinstein, @SierraClub, @Maria5Harmony, @MSF_Espana, @dianeguerrero__
- 52% male, 48% female authors tweeting about NGOs
- 75% White, 10% Black, 10% Hispanic, 5% Asian
- 44% Millennial, 33% Gen X, 16% Baby Boomer, 7% Gen Z
Top 8 Hashtags: #GoRedForWomen, #globalgoodemiwetlands, #freedombundle, #GoRedWearRed, #yemen, #aquarius, #orovilledam, #nodapl
— JARED LETO (@JaredLeto) February 11, 2017
- American Heart Month began with a bang, generating 2.6K total tweets mentioning the American Heart Association (@american_heart) and #GoRedForWomen on National Wear Red Day, Feb. 3. #GoRedWearRed, a secondary hashtag promoted by @GoRedForWomen, also generated 1.9k tweets mentioning American Heart.
- Most of February was defined by single-day hashtag campaigns, such as #FreedomBundle and #GlobalGoodEmiWetlands. #FreedomBundle trended highest on Feb. 13 among men, when Humble Bundle, a digital storefront for video games, announced a special one-week $30 bundle in support of the ACLU, the IRC, and MSF. All proceeds went towards fighting Trump’s immigration ban. #GlobalGoodEmiWetlands trended highest among women on World Wetlands Day (Feb. 2) after @EmiForLove, a virtual persona promoting love and peace, tweeted, “Wetlands die we die.”
Overview Stats: 118K total tweets, 77.6K unique authors, 564.1M impressions, 98.5K people engaged
Top 15 influencers: @Espngreeny, @midnight, @espngolic, @hardwick, @Sadieisonfire, @firstwefeast, @BuckIDDeals, @MetroDetroitMom, @SportsCenter, @MktgSciences, @MissJupiter1957, @dawnchats, @TBLightning, @therealsha23, @ModestCube
- 50% male, 50% female tweeting about restaurants
- 71% White, 12% Black, 12% Hispanic, 4% Asian
- 52% Millennials, 29% Gen X, 12% Baby Boomers, 8% Gen Z
Top 8 Hashtags: #metrodetroit, #stickybunwaffle, #theoffice, #cinnarollfrenchtoast, #thedundees, #giveaway, #allinburgerdebate, #cinammonrollfrenchtoast
— Jenna Fischer (@jennafischer) February 5, 2017
- @Applebees has earned plenty of attention with its ongoing “All-in Burger Debate.” Applebee’s has partnered with Pepsi and ESPN’s Mike & Mike to host a contest whereby customers can participate by ordering Applebee’s All-in Burger Meal Deal and posting a picture of their favorite burger on Instagram or Twitter with the hashtag #allintowinsweepstakes. The grand prize winner will be treated to a two-day trip to New York City, enjoy a private tour of ESPN’s headquarters in Bristol, Conn., and get to play producer for a day (among other perks). Of course, Mike Greenberg (@espngreeny) and Mike Golic (@epsngolic) have been promoting the contest heavily on Twitter, ending the month as first and third on our top influencers’ list.
- Comedy Central’s late-night game show @Midnight with Chris Hardwick (@hardwick) poised a Twitter “feud” with Cheesecake Factory (@Cheesecake) via a prank tweet. @Midnight’s tweet earned an upwards of 424 retweets and 564 likes, and Cheesecake Factory plenty of unsolicited attention. Oh and—yes, Cheesecake responded. See the full conversation (rated PG-13). Cheesecake also received promotion from @FirstWeFeast, which published an article on NBA’s “cult fanaticism” with the restaurant.
Overview Stats: 384.7K total tweets, 220.3K unique authors, 3.7B impressions, 291.7K people engaged
Top 15 influencers: @NFL, @NBA, @ValaAfshar, @realDonaldTrump, @slpng_giants, @FoxBusiness, @BrianRoemmele, @pashulman, @cnntech, @blackbookpolls, @FullSail, @USATODAY, @yicaichina, @MikeQuindazzi, @realmadrid
- 62% male, 38% female authors tweeting about tech
- 67% White, 14% Hispanic, 10% Asian, 9% Black
- 49% Millennial, 30% Gen X, 12% Baby Boomer, 9% Gen Z
Top 8 Hashtags: #ai, #iot, #cloud, #sb51, #nflhonors, #pepsihalftime, #mwc17, #superbowl
— Donald J. Trump (@realDonaldTrump) February 8, 2017
- Like with the Insurance industry this month, sports and tech saw mutual benefits from their partnerships with one another. @NFL gained first in this month’s influencer list after tweeting about @Microsoft’s Offensive Player of the Year award, presented to Falcons’ Matt Ryan. Second-place influencer, @NBA, co-hosted a virtual Q& A session between the Celtics’ Isaiah Thomas and a select group of fans on Feb. 28. NBA also praised @Intel after the Magic’s Aaron Gordon decided to creatively fly an Intel Drone for an assist during a dunk contest.
- #AI is the trending topic of early 2017, with powerhouses @Google, @Microsoft, and @IBM developing and predicting the future of AI. The top tweet around #AI was posted by Salesforce’s @ValaAfshar, alleging that Google’s AI translation tool invented its own language.
- Politics made a number of cameos in Twitter conversations around tech this month. President Trump thanked @Intel CEO Brian Krzanich for investing $7B in an Arizona Chip Factory. This follows a legal filing by Intel and more than 100 other companies claiming that Trump’s travel ban was unconstitutional. Around the same time, Afshar reminded that two of the most successful companies, @Apple and Google, were founded by a son of an immigrant and a refugee, respectively. And Sleeping Giants (@slpng_giants), an organization committed to pulling the plug on racist websites, tweeted several tech giants about their ads on Breitbart News.