Study Finds Women to Be the Ultimate Rulers of Media & Influence

It’s official! Women are the ultimate rulers in the new media world of social influence, according to an international survey of over 2000 global digital influencers conducted by indaHash, a technology platform that automates influencer marketing at scale.

According to their research, 68% of social media influencers are female and acting as the new barometers of style, culture, and taste for both women - and men. These influencers tend to live in urban areas or capital cities and their influence extends both on and offline with 88% believing they influence friends in real life, not just their online followings. And in a show of sisterly solidarity, over half (56%) view other influencers as business partners or friends rather than competition. 62% say other social media users help them form their own opinions versus less than half (48%) of male influencers questioned.

The new breed of publisher posts regularly, almost half (47%) upload content 1-3 times a day versus 36% of men and 89% admitting to spending a “few hours a day” on social media with selfies (56%), fashion (40%) and travel/landscapes (34%) the most popular topics.

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The new professional approach has led to the rise of the “pro so” with 64% treating their “influencery” with seriousness with a concrete vision, training and strategy. And there is evidence it is effective with 45% purchasing something they saw in social media in the last week compared to just 31% of men. When working with brands, money is not always the driving factor, with half wanting to recommend good brands and products to their followers.

“As a woman in business, technology and media I’m delighted that feminine influence is at the forefront of our offering and they are driving trends and acting as an authentic communications channel between brands and their followers. We know that influencers work best when recommending products and services they genuinely believe in and as a result their audience trusts what they say. Our female publishers and broadcasters take their role seriously and as a result pose a real threat to traditional media and offer a real alternative for global advertisers,” Barbara Soltysinka, CEO and founder of

indaHash's report is one of the biggest international studies of mid-tier (1,000 to 100,000 following) digital influencersClick here to download the full report to learn how digital influencers tick so you can step up your businesses' social media and marketing game. 


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