Lollapalooza kicks off its 4-day festival in Chicago with Metallica headlining tonight.
Partnering with influencers on leading social media platforms has become a strategic way for brands to build equity and reach completely new audiences. As Cara Stucker, SponsorUnited’s senior manager of endorsements, explains, “The thing about influencer marketing is, all brands can do it. Working with influencers allows brands extreme flexibility–whatever the budget, target audience, campaign length or type of media, influencers will make it happen.”
UPDATE: Earlier today, news broke of a new partnership with Khaby Lame. Binance has signed Lame as their newest brand ambassador to grow the Binance ecosystem leveraging the power of Lame’s social media. Binance announced the partnership via their Twitter, Instagram and Facebook accounts.
Here’s the list of top influencers (by number of followers) tracked in the SponsorUnited database, and their top three brand deals across all social media channels.
1. Khaby Lame – 144.4M
Hugo Boss, Amazon Prime Student, Disney
2. Charli D’Amelio – 142.8M
Step, Morphe, Takis
3. Bella Poarch – 90.3M
Cash App, Moncler, HyperX
4. Addison Rae – 88.1M
ITEM Beauty, American Eagle Outfitters, Vital Proteins
5. Zach King – 68.8M
Credit Karma, Amazon, Google (Alphabet)
1. Khaby Lame – 78.4M
2. Larissa Machado (Anitta) – 62.7M
adidas, Samsung, Sol de Janeiro
3. Whindersson Nunes – 58.5M
4. Huda Kattan – 50.6M
ASOS, Sephora, Harrod’s
5. Lele Pons – 49M
Adore Me, PUBG
1. Whindersson Nunes – 25.4M
2. Ruben ‘El Rubius’ Doblas – 19.3MM
Amazon Prime Student, Paco Rabanne, Drift Gaming
3. AuronPlay (Raul Alvarez) – 15.9M
Fanta, LG Electronics, Amazon Prime Video
4. Cameron Dallas – 14.8M
boohooMan, Ralph Lauren, Crypto Demonz
5. Felipe Neto – 14.5M
1. Noel Arevalo – 74.7M
Inno Supps, Fashion Nova
2. Alexandra Mary Hirschi (Supercar Blondie) – 47M
VinFast, Driver Ape Racing Club, Xbox
3. Dhar Mann- 28M
4. Kayla Itsines – 28M
sweat, iFit, P.E. Nation
5. Luisito Comunica – 23M
Rey Palomo, Gran Malo, Deigo CDMX
*The nine categories considered when pulling data: beauty/fashion, fitness, food/travel, kids/family, pet, reality tv, tech/science, esports, and other social media influencers.
On the field, there is little Jocelyn Alo can’t do. She is a 2x Women’s College World Series champion, 3x First Team All-American, all-time NCAA home run leader and #1 overall pick in the 2022 WPF Inaugural College Draft.
Festival season is in full swing and given the cancellation of many festivals due to Covid, artists and brands are ready to take center stage. The Governors Ball at Citi Field kicks off today with headliners Kid Cudi, Halsey and J.Cole.
Cole & Kid Cudi both have a strong social following of over 15M however, shockingly enough J. Cole doesn’t have a single deal and Kid Cudi only has one (Cadillac since mid-2021). Halsey on the other hand has leveraged her social media presence of over 45M for her four endorsement deals- Verizon, Ipsy, Magnum Ice Cream & About-Face Beauty.
While the headliners are heavy in followers but light in terms of deals, Jack Harlow stands out amongst the artists having a staggering 140% increase in social followers YoY and brands have jumped on the opportunity to partner with the rising star.
Although Harlow has seen a massive increase in social following due to his rising popularity, Harlow has consistently had 7-10 endorsements over the last three years. A few of his current deals include Sprite, Venmo, KFC, New Balance, & Verizon.
Born in Kentucky, Harlow has stated in an Instagram post that he was going to be the biggest music artist ever to come out of Kentucky. Once he started to establish his dream, there was no better brand to partner with the rising KY star than KFC. As part of the partnership, Harlow’s face and name can be seen on KFC buckets and carryout bags. This is a unique collaboration that very few other artists have had the opportunity to do. Other artists with a unique QSR partnership within the last two years are Travis Scott x McDonald’s, Burger King x Nelly, Lil Huddy x Anitta.
Over the last two years, it’s no shock there has been a rise in family social media accounts and family social media influencers. This goes for those who want to stay in touch, to those who want to rake in the deals. Four semi-known families have managed to turn their family social media accounts into a semi-empire (and no, we’re not talking about the Kardashians’). The Royalty Family, The Holderness Family, The Bee Family and The Bee Family have all established a name for themselves in the Family Influencer space.
Which brands have leveraged these families’ followers?
With 2.1M followers between their Tiktok and Instagram, the Royalty Family utilizes their 17.1M subscribers to showcase their 11 brands deals including notable deals with Chime, Staples and Centrum.
Coming off being crowned the winners of Season 33 of the Amazing Race, the Holderness Family features nine brand deals showcased across their five social media platforms with over 6.5M followers. Some of their more notable deals include AT&T, King’s Hawaiian and Great Clips.
With the most combined followers of the group, the LaBrant Family has over 50M followers across their five social media platforms. With eight brand deals including King’s Hawaiian, Cash App and SHEIN.
Lastly, the Bee Family has secured five brand deals to their 32M followers across five social media platforms. Some of the most notable brands include Welch’s, Kraft Heinz and Team Seas.
These four families have quickly gained popularity over the last two years and enjoyed increased followers and brand deals over this time. As the rest of the year plays out, the family influencer space will be one to monitor for an increase in followers and brand deals.
Checkout some of the brands they partner with and how they leverage brand deals across their social media platforms.
On Thursday May 12th the world celebrated International Nurses Day. A day filled with gratitude toward a profession which has been working tirelessly over the last few years. During the Pandemic, there was a massive uptick in nurses taking to social media to share their stories and shed light on their heroing industry.
Miki Rai, a nurse, now nurse and social media influencer, has secured over 10 deals and has over 2.1M followers across Instagram, Facebook and Tiktok. This nurse’s quick rise to fame has opened the door for unique categories (in particular healthcare brands) to leverage social media like never before.
Rai has endorsed popular healthcare brands including Vicks, Lubriderm, and Unisom. Rai also works with brands to help encourage and educate the next generation of Nurses. Rai alongside the American Association of Critical-Care Nurses and BoardVitals are using her social media presence to help raise awareness for various health issues and help walk prospective nurses on the process of the board exams.
Overall in the healthcare space, BetterHealth leads the way with 60 sponsorship deals. 82% of the sponsorship deals come in the podcast industry with influencers coming in 2nd with nine sponsorship deals. Invisalign comes in second with 49 total deals. 25 of those deals come from the NFL with 10 deals with teams, one with the league, and 14 with NFL Athletes.
Next on the list is Kaiser Permanente which has 39 deals including deals within four of the top five Pro Sports leagues. AdventHealth, Florida Hospital, comes in 4th on the list with 25 sponsor deals spread across various leagues and the state of Florida. Lastly, American Medical Response comes in 5th with 25 deals. These deals are spread across multiple sports teams and leagues including three Buffalo based teams with the Buffalo Bills, Buffalo Bulls and Rochester Americans.