NYC Social Media Consumption

Part
01
of two
Part
01

NYC Social Media Communities and Influencers

In reference to our findings, the most followed social media influencers in New York City include Humza Deas, Patrick Janelle, Bridget Sandford, Jessica Wang, and Alexa. On the other hand, the most followed social media groups in New York City include New Fork City, Pretty Cities New York, Tribeca, NY Times Fashion, and Hungry Obsession. Our research methodology and further details of our findings follows below.

METHODOLOGY

INFLUENCERS

We began our research by looking for lists of New York City's top influencers and accounts. Through this strategy, we were able to identify multiple lists, but the most complete were the ones that were created by JuliusWorks, DailyHive, and Feedposts. With these lists, we scanned through all the listed influencers and made sure that the ones we included were influencers who worked with brands and had content on either Facebook, Instagram or Twitter. As the request is focused not only on top influencers, but also on the ones whose work is centered around NYC topics and activities, we only included the influencers who met all these research conditions. We structured our list by number of followers, from the influencer with the biggest following downwards.

As highlighted above, we made sure the identified influencers have worked with major brands and helped to control or drive the conversation and social activities in New York City. With no limitation on the conversation and social activities that the influencer controls, we mainly focused on New York events, architecture, food, locations, and fashion. Additionally, even though the identified influencers do not present a high follower number as compared to other NY located influencers, they were the top five that met all the research requirements. We also provided information on the brands the identified influencers have worked with as available and the total reach they have on social media.

SOCIAL MEDIA GROUPS AND COMMUNITIES

To identify the top social media groups and community accounts, we began by defining the category as either social media accounts that are managed by groups or accounts that seek to involve the community in the posted content. To cover all aspects, we included examples from both types.

We searched for lists of social media groups and social media communities that have a high reach in social media in NYC. With this strategy, we were only able to find a top influencers list. Next, we decided to make use of social media measuring tools like the Influence website where we filtered our search by location (NYC) and top reach social media accounts. We also made use of the lists found on Daily Hive and Duane Streets Hotels. After this, we analyzed each account identified through the above strategies to identify the top accounts that are managed by groups or by community content and that have a history of interacting with major brands. We made sure all the accounts included were part of the influencers lists and that they were focused on promoting events, conversation or activities in New York City.

We also made sure that all the selected groups and community accounts have ever interacted with major brands and we included the brands as available. As in the majority of cases, there were no official sources that indicated brand sponsorship, we scanned through each account's Instagram page in search of any brand-specific sponsored content. We also included each account's total reach and description.

MOST FOLLOWED NEW YORK CITY SOCIAL MEDIA GROUPS AND INFLUENCERS

INFLUENCERS

1. HUMZA DEAS

A photographer who has focused his account on promoting New York's landscape through different kinds of images (e.g. aerial images).

Social Media Following


Brands

Humza Deas has worked with Belief Skateshop. Additionally, he has also been paid to post promotional images for both Acura and Adidas.

2. PATRICK JANELLE

Janelle is one of New York's favorite photographers and he's known by the handle @aguynamedpatrick. He is dedicated to promoting New York scenery.

Social Media Following


Brands

Janelle has worked with American Express.

3. BRIDGET SANDFORD

Through her Instagram handle @bridget, she promotes New York's lifestyle, fashion and brands.

Social Media Following


Brands

Major brands that are featured in her social media account include Revolve, Vital Proteins, Nordstrom, Steve Madden, Google Pixel, and Neutrogena.

4. JESSICA WANG

Her influencer handle is @notjessfashion and she is mainly dedicated to promoting New York's fashion and lifestyle.

Social Media Following


Brands

Some of the brands that she's worked with via her Instagram account include Ebay Fashion, Dunkin, Furla, and T-Mobile.

5. ALEXA

Alexa is a foodie influencer dedicated to showing her followers the best places to eat in New York City via her account @eatingnyc.

Social Media Following


Brands

The brands that she has worked with include the UJA-Federation of New York and Casa de la Mozarella.

SOCIAL MEDIA GROUPS AND COMMUNITIES

1. NEW FORK CITY

This group managed account is dedicated to sharing New York City's food and best eating locations via methods that include community submissions.

Social Media Following


Brands

Even though the group does not mention the brands it has worked with, it mainly works with local restaurants, multinational brands, and food vendors. Brands that we were able to identify from the group's posts include Cacio e Pepe, Kingsco Imperial, Via Carota’s, and Sadelle.

2. PRETTY CITIES NEW YORK

This group account invites people to explore hidden places within New York City such as the most beautiful restaurants, cafés, doorways, nooks alleys, and crannies.

Social Media Following


Brands

Brands that they have worked with include Lewis Miller Designs, Urban Stems, and the Midwest is My Oyster.

3. TRIBECA

The account is managed by the storytellers of the Tribeca Film Festival and it focuses on promoting local events in New York City, particularly in the Tribeca area.

Social Media Following

Brands

Tribeca has worked with AT&T and Nespresso.

4. NY TIMES FASHION

The account is dedicated to the promotion of New York's fashion and fashion events. It was created by the New York Times Fashion group and its considered one of the top influencer accounts in regard to New York's lifestyle.

Social Media Following


Brands

Brand the group has worked with include Cosmopolitan, Patagonia, and BeautyCon.

5. HUNGRY OBSESSION

This group managed account is focused on promoting the best places to eat in New York.

Social Media Following


Brands

The group has previously worked with Beauty Counters, Arlo Hotels, and the Bungalow Hotel.
Part
02
of two
Part
02

LA Social Media Communities and Influencers

Based on a combination of their social media imprint and web statistics, we have identified the following as the five most popular Los Angeles online social communities: LA Weekly, Los Angeles Magazine, Eater (LA), We Like LA, and the Los Angeles County Museum of Art (LACMA). In addition, based on articles tracking social media influencers and their total number of followers, we have identified the following as the most important influencers in Los Angeles: Tyler Oakley, Claudia Sulewski, Mia Stammer, Chachi Gonzales, and Sarai Jones. Below you will find a deep dive into our methodology in selecting each of these sites and individuals as well as an overview of each.

LA ONLINE SOCIAL COMMUNITIES

Determining the relative popularity of sites dedicated to (or at least influential over) Los Angeles' social scene from public resources proved challenging, and we eventually settled on a mixed approach: We started with the sites identified as the most popular in LA by Facebook and Twitter followers by Feedspot and the most popular sites in Orange County by Alexa in the Arts and Entertainment, Recreation and Sport, and Society and Culture categories.
We then used SimilarWeb's "Country Rank" rating to determine which sites truly are the most popular. As total visits are not available for all websites, we did not use this in order to ensure an apples-to-apples comparison. In the end, this strategy served primarily to confirm Feedspot's selection of sites (sans some sites that we set aside as outside of the project criteria, like Curbed). The top five relevant sites according to our research strategy are as follows:
The LA Weekly, "Los Angeles' independent source of local news and culture," is extremely popular despite its local focus, receiving 1.6 million visits per month and having nearly 400,000 Facebook friends and over 724,000 Twitter followers. In addition to news, the site features pieces on music, food & drink, and arts & culture. Their Twitter account is active, with regular retweets (though replies are less common).
Even moreso than LA Weekly, Los Angeles Magazine is almost completely focused on the local culture of the city, with articles featuring everything from "LA's Secret Society of Jeopardy! Champions" to an op-ed piece on the new LACMA Plan. In fact, one of its top menu items is "an online competition for LA's best burger" (under "Burger Bracket"). The site sees 1.43 million views per month and has nearly half a million Twitter followers. The fact that it sports far fewer Facebook followers may, for reasons detailed in our prior report, indicate that it reaches a younger demographic.
Eater is a popular national website dedicated to restaurants across the nation, but its LA page is popular in its own right, with nearly 185,000 Facebook fans and 275,000 Twitter followers. The site sports frequent lists of "essential" and "hottest" restaurants in the city, as well as articles on local news and color, many of which have comments by the readers.
This site publishes similar articles to Eater, but with a much broader range of activity, e.g., "10 Fun Things To Do Today in LA," or "11 Last Minute Easter Brunch Options in LA for 2019." Based on a survey of the most recent articles, the site's primary purpose is to highlight short-term events, many of them free (e.g., a trial membership at a local yoga club). The site draws over 336,000 views per month and has a quarter of a million Facebook fans.
Surprisingly, this is one of the most popular cultural sites in LA, with nearly 334,000 Facebook fans and well over a million Twitter followers. The main website is dedicated primarily to current and upcoming exhibits, which range from visual to musical art, while the Twitter feed highlights the exhibits, historical events (e.g., Shakespeare's birthday), and tweets honoring various artists. Retweets, particularly of tweets showcasing classical art from around the world, are common.

LA'S TOP SOCIAL MEDIA INFLUENCERS

Since attempting to manually pinpoint influencers local to Los Angeles, let alone determine who is the most popular, would take us out of the scope of a single Wonder request, we required assistance. Fortunately, last year Izea published a list of 25 of LA's top social media influencers, complete with screenshots of their channels showing the number of followers each had at that time. We checked this against other lists of top LA influencers. Names on multiple lists went to the top of ours, but we did not neglect those missing from one or more. Rather, we used these as guides only, ultimately making our decision based solely on the number of followers. Since popularity can wax and wane fairly quickly, we pulled up the current channel for each and quickly assessed their current following. Below are the top five influencers of the group:
With 6 million followers on Instagram and over 7.5 million on YouTube, Tyler Oakley is by far the most popular social media influencer in Los Angeles. His pictures and videos regularly feature him not only at LGBTQ events, but at various clubs, gyms, and artistic endeavors (e.g., a pottery shop). Most of his videos are comedic takes on life, but also include interactions with celebrities like Lady Gaga and going to events like the Olympics.
Sulewski's YouTube channel has nearly 2 million subscribers and her videos see anywhere from hundreds of thousands to millions of views. Most of her videos are oriented towards fashion, makeup, fitness, and home decor, with occasional vacation videos mixed in. From time to time, she departs from her usual format to film more personal videos like "7 Biggest Lessons I've Learned in 2017" or "Meet My Mom!!" which helps to maintain her connection to her fans.
Mia Stammer's Instagram page, with 1.8 million followers, is solely devoted to her fashion and glamour shoots in a variety of locales. At first the channel seems more oriented towards one woman's selfies rather than influencing others, but she actively promotes her paid partnerships with organizations like Fan Expo Dallas, Lulus, and EOS Products. In addition, she prominently features a link to the Shein online store at the top of the page, with whom she presumably also has a business relationship.
Chachi Gonzales, another fashion and makeup influencer, also has a link to Shein, which she shares with her 1.6 million Instagram and 1.5 million YouTube followers. (She is also active on Twitter, but only has half as many followers there.) Her pictures and videos are more personal and less focused on brand promotion than many influencers, showing everything from her undertaking various challenges, trying various foods, having fun with friends and loved ones, to running (well, crawling) through a parkour gym.
In an excellent example of how relative popularity can vary across platforms, Sarai Jones, aka krazyrayray, has only about a million followers on Instagram, but nearly 3.5 million on YouTube, making her the second most popular influencer in Los Angeles in video. She is also active on Snapchat (which we did not attempt to access) and Twitter, where she has only 422,000 followers. Her YouTube channel features her doing everything from challenges to giving advice on makeup and fashion, while her Instagram page features fashion and makeup shots promoting a paid sponsorship from Pantene (a recent development) and her personal fashion and location shots.

CONCLUSION

The social media and online community scenes are always in a state of constant flux, with sites and influencers waxing and waning in importance at a pace unheard of in prior generations. Even so, based on their followers and web statistics, it is clear that LA Weekly, Los Angeles Magazine, Easter (LA), We Like LA, the Los Angeles County Museum of Art (LACMA), Tyler Oakley, Claudia Sulewski, Mia Stammer, Chachi Gonzales, and Sarai Jones are among the most important social hubs and influencers currently in Los Angeles, with several having a reach well beyond the city.


Sources
Sources

From Part 01
From Part 02