According to the Social Media Stars Index, conducted by Starcom Romania, the level of engagement of content creators’ communities decreased on Instagram and Youtube, while on Facebook, it increased in May 2021 compared to the same period last year. This month’s top also comes with novelties in terms of its composition, one of the most notable being the fact that Inna returns to the first place.
Three major trends regarding the level of engagement On the one hand, fans had 40% less activity on Instagram, a social platform preferred by younger age groups, the decrease targeting both reactions (from 73 million in May 2020 to 55 million in May 2021), as well as comments (2.3 million in May 2020 versus 1 million in May 2021).
As for Youtube, the decline is even steeper: 48% in terms of fan engagement and 76% in terms of content consumption. If in May 2020, the posted content was watched almost 720 million times, a year later, the number of views dropped to almost 175 million. Over 85% of this decrease can be attributed to the Gaming category.
On the other hand, Facebook, the social network preferred especially by people over the age of 35, recorded an increase of over 50%. This increase was mainly due to the boost in the number of reactions and comments (from just over 20 million to over 28 million reactions and from 1.2 million to almost 1.7 million comments), while the number of content shares was kept relatively constant, at around 1.3 million.
Răzvan Botezatu, first place on Facebook Răzvan Botezatu holds the first place on Facebook, mainly due to his intense activity, but also to the fact that one of his posts gathers no less than 95,000 comments. However, he does not achieve the same performance on other social networks, so this month, he holds only the 10th place in the general ranking.
Andrei Deiu, first place on Instagram Andrei Deiu’s Instagram account has evolved rapidly in the last year, gathering 46% more fans compared to January 2020, reaching over 4.4 million followers in May. With average performances on Facebook and Youtube accounts, Andrei Deiu ranks third in the overall top.
Bogdan IBMFamily, first place on Youtube Bogdan Iordache (aka Bogdan IBMFamily) manages to reach the 1st place on Youtube, having the posts with the most reactions, over 660,000, but also with an impressive number of comments, over 21,000. Novelties at the top With the reaching of the upper phases of the cooking show Chefi la cuțite, the social media accounts of the three jurors have major boosts: Chef Florin Dumitrescu ranks 4th in the top (being the only one who has an active Youtube channel), Chef Sorin Bontea is on the 6th place, and Chef Cătălin Scărlătescu is on the 36th place.
Irina Rimeș is, for the first time, at the top, propelled directly to 11th place on Youtube by the song “We don’t have time”, which has over 3.7 million views. In addition, this month’s top marks another first: the absence of Adelina Pestrițu from the top 20 content creators. This is due, on the one hand, to her lower activity in the last 6 months, the peak being reached in July 2020, but also to the decreasing interactions of fans with the content posted by her.
Social Media Stars Index – Music Category The leader of the general top, Inna, leads the ranking in the Music category as well Social Media Stars Index – Fashion & Beauty Category In the Fashion & Beauty category, the first place is held in May by Andreea Raicu. In second place is Ioana Grama, followed in third place by Dana Rogoz. Previously, the top position was led by Adelina Pestrițu, who has now fallen to fourth place.
Social Media Stars Index – TV Stars Category The number 1 TV star is Chef Florin Dumitrescu, propelled by the show Chefi la cutite. He is followed at the top by Chef Sorin Bontea, in turn benefiting from the exposure offered by the TV show, and by Răzvan Botezatu, in the third place.
Social Media Stars Index – Entertainment Category Mircea Bravo remains at the top of the Entertainment category. Instead, Selly drops to third place, with the second place now occupied by Bogdan IBMFamily. Social Media Stars Index – Gaming Category Gamers remain an important attraction on Youtube. Romanians’ favourites are Maxinfinite, Andrei Obret and Gannicus96.
Social Media Stars Index – Cooking Category In the Cooking category, Gina Bradea occupies the first place, being followed by Laura Laurențiu. In third place is Jamila Cuisine.
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