Florence-Vīksne was ahead of last year’s winner Niklāvs Mičulis (@niklavs), as well as popular influencer, blogger and TV host Beāti Bērziņš (@betabeidz).
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Florence-Vīksne won the title of “Grand Prix” and the most influential Latvian influencer, judging by the large percentage of followers from Latvia, which is one of the largest among the TOP5 index influencers, as well as high audience engagement rates of 15% and a follower quality rating of nine. the views of the competent members of the jury on the quality of the created content, visibility on social networks and beyond.
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The most influential opinion leaders were sought in three categories: “micro” or 1,000 to 10,000 followers, “medium” or 10,000 to 25,000 followers, and “macro” or 25,000 followers.
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The winner of the “Medium” category this year went to Daile Theater actress Anete Krasovska (@anetekrasovska), second place to vloger and photographer Viktor Blum (@viktorsblums), while model, TV face Anna Rozīte (@annaroziite) ranks third.
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The winner of the “Micro” category this year is ice cream master, traveler and mother Zane Milzaraja (@ zane.milzaraja), in the second place nutrition specialists Viktorija Zakarkevičs (@ improves) and in the third place – social media “TikTok” stars, sisters Lidija Nizhnikni and Elina (@latvian_sisters).
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According to Arnis Vērzemnieks, a partner of Golin Riga, the creator of the index, the Covid-19 pandemic has also affected the field of influenza – followers are becoming more demanding, the fact that you are a celebrity or with beautifully arranged photos is no longer enough. “Reputation is also more important – 54% of Baltic residents are very worried that influencers do not check the facts and provide false information,” Vērzemnieks explained.
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According to him, the analysis of the Golin Influenza Index 2021 shows that almost half or 44% of entrepreneurs expect to use influenza marketing more and more. On the other hand, the influencers of the “micro” category opinion – experts in their field – are gradually receiving more and more attention compared to those who simply have a large number of followers.
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Assessing the current developments in the social media industry, this year’s Golin Influenza Index identifies leaders in eleven areas, or two more than last year – lifestyle, food, beauty, design, fashion, entertainment, photography & video, sports, youth, as well as family and TikTok . In each of them, with the exception of TikTok, influenzaers were also divided into three categories: “micro” or 1,000 to 10,000 followers, “medium” or 10,000 to 25,000 followers, and “macro” or 25,000 followers.
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Florence-Vīksne has won the “macro” category of the “Lifestyle” area, Rozīte (@annaroziite) has become the leader in the “medium” category and Zane Milzarāja (@ zane.milzaraja) has become the leader in the “micro” category. Zane Grēviņa (@naskoties_zane), a popular blogger, author of the recipe book “Našķoties”, has been recognized as the leader of the “macro” category in the “Food” category for the second year in a row, and Māra Ziemele (@edamskaisti) has been chosen as the leader of the “medium” category. The winner of the “micro” category is nutrition expert Viktorija Zakarkeviča (@improvo).
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In the field of “Beauty”, the honor of the winner of the “macro” category this year was given to the model and supporter of a healthy lifestyle Diana Kubasova (@dianakubasova). Amuna Davis (@amunadavis), the most famous “drag queen” in Latvia, was the winner of the “Medium” category in this field, while make-up artist Jekaterina Giseļevska (@jgiselevska) won the laurels in the “micro” category. The winner of the “macro” category was not determined this year, the leader of the “medium” category is the cartoonist Gatis Šļūka (@karikaturalv), but the winner of the “micro” category is the entrepreneur and art, music, literature project manager Ilze Pīlēna (@ilze. pilena).
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