Latvia’s 100 Most Powerful Influencers Have Been Revealed

Latvia’s Top 100 Instagram Influencers has been created as part of the Most Loved Brands’ Chart, and is one of this year’s innovations. Latvia’s most valuable Instagram influencers were announced at the awards ceremony on 3 October at the Daile Music Hall.

The chart includes names that are well-known to the general public, as well as some that are still unfamiliar outside the network of Instagram followers, but who are nevertheless important influencers for their audience. Latvia’s Top 5 Instagram Influencers are: Kristaps Porziņģis (@kporzee), Laura Ķīse (@laurlaacis), Mairis Briedis (@mairisbriedis), Niklāvs Mičulis (@niklavs) and Renārs Zeltiņš (@renarszeltins).

The Top Influencers’ Chart was created in collaboration with the Italian social network research and consultation company ModelTag. The value of each influencer’s entries was determined based on the engagement of followers and active accounts. The resulting value was compared with traditional media costs. In other words, it became clear how much a business would have to pay to achieve the same communication effect by placing an ad in the traditional media. For example, the value of an entry by chart winner Kristaps Porziņģis is EUR 5,040 in Latvia and EUR 28,000 globally.

People still place more trust in direct communication with other people, rather than in media advertising. Therefore, new ways of addressing the audience directly are being continually sought in marketing communication. And one of the current trends is collaboration with influencers. Social network users who have attracted a significant group of followers and successfully involve them in their daily communication can significantly influence their audience’s opinion and shopping habits. Instagram is one of the most popular media outlets amongst social influencers.

Currently, the number of influencers is growing rapidly and it is becoming even more challenging for businesses to understand which ones to choose as their product ambassadors. In this regard, the Top Influencers Chart helps companies get their bearings and ascertain which Instagram stars could collaborate with them most effectively.

The chart also prompts influencers to reconsider their Instagram communication. According to ModelTag’s representative Carlo De Micheli: “We see situations where followers engage highly with entries involving the influencer’s personal life. But then they engage less when an entry has been made in collaboration with a brand. This definitely affects the influencer’s value. The more brands correspond to influencers themselves, the more their followers will associate themselves with these brands. Choosing the most appropriate brands to promote is definitely the right course to take.” You’ll find out more recommendations for effective collaboration between influencers and companies by watching the interview with Carlo De Micheli.

You can check out Latvia’s Top 100 Instagram Influencers and the value of their entries at: zimolutops.lv.

The Most Loved Brands Chart has been compiled since 2004 and serves as an important frame of reference when it comes to reflecting consumer attitudes.