It’s been over a year since we took a look at the top100 digital marketing influencers, according to data from Buzzsumo, so now seems like a good time to get our research hats back on, and return to Buzzsumo to highlight the top 100 digital marketing influencers in 2020.
Influencer marketing continues to be an extremely popular marketing tool for brands in various industries. According to Influencer Marketing Hub’s2020 State of Influencer Marketingreport, 91% of respondents believe influencer marketing is an effective form of marketing, and 63% were planning to increase their influencer marketing budget in 2020.
As a result of this rise in popularity, brands are spending more time and resources on finding the perfect influencers for their campaign. Thankfully, Buzzsumo (a tool I use a lot!) has handyinfluencer reportsthat make the task much easier. These reports have evolved since last year’s report, hopefully making the findings more valid. For a full overview of everything Buzzsumo, give my blog post on why it’sthe perfect tool for content marketersa read.
BuzzSumo’s influencer tool highlights key influencers from within a certain industry by searching for either a topic, domains, or for specific users. These individuals, or companies, are then ranked depending upon their ‘influence’ on the specific search variable. Influence can be a difficult thing to define, however, Buzzsumo states that someone is influential when they impact the reach of a post or article. The reports have changed in the last 12 months, and you can now refine the search by whether the account includes your search term, shares articles about that search term, or if they share articles from a specific source.
The influencer report then ranks users based on various factors including the content they create and share, the average number of retweets they receive, and the relevancy of their content – in other words, how much they are likely to affect, or influence, a piece of content’s reach.
For this list, I have once again chosen to remove any companies in order to highlight the specific influencers. This has meant missing out on some large brands such as Moz and SEMrush, however the main aim of this task is to highlight the top influencers specifically, and not the top brands. This is the only way that this data has been manipulated, other than that the list is exactly how it has been pulled off Buzzsumo and neither myself nor Browser Media has had any impact on individual ‘rankings’.
- The number of followers for each account varies dramatically from under 2,000 to nearly 1 million, however, the average number of followers is 94,000. This highlights the fact that having more followers doesn’t necessarily mean greater influence.
- On average 20% of all tweets from the top 100 were retweets. This goes to explain why these individuals have been highlighted as the ‘most influential’ as they are likely to engage with posts.
- 38% of all posts from the top 100 are replies, which indicates the fact that they are likely to join in with conversations and engage with other users.
- The average number of retweets users in the top 100 get is 16, therefore, they are being followed by a highly engaged group. This highlights the fact that their audience is likely to engage with their content and share it further with their own followers.
Congratulations to everyone who made the top 100!!
** Disclaimer – Browser Media has had no influence or impact on this list, it is solely based on Buzzsumo’s influencer reports. To ensure the data remains fair and impartial there has been no alteration from any other sources. **