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What we learned from the top PR influencers

Followers are not everything

The honor of having the most subscribers on the list goes, surprisingly, to the 76th most influential account @simonhuck.

And the follow-up? The account with the second highest number of followers on the list, @publicityguru, returns love by following the highest number of people – but sits at position 77.

Both of these accounts are relatively small in terms of influence, which shows that the number of followers is not the key to being influential. It seems more important to focus on quality content and conversation to create influence.

Always create a conversation

When we focus on the engagement-driven conversational metrics BuzzSumo offers, we can see a different picture of influence. These metrics show the ability of influencers to generate strong engagement – which can often be prioritized over followers – and is extremely important to PRs and their clients.

For example, if you’re launching a new product, retweets will help get the point across, so you’ll want to engage with audiences who are likely to retweet. And if you’re looking for influential PR to inspire you and build a sense of community, you might be more interested in accounts with high response rates, so you can join the conversation.

The list account with the highest average retweets is unsurprisingly among the top 10 PR influencers. Taking position 8, @andrewbloch averages a mammoth of 10 retweets per tweet!

The influence is multifaceted

While the most influential PR account @richleighpr has fewer followers than some of the list accounts, it is part of a tight community that will listen to what it says. He has a blue check mark, 72% of his tweets are replies, and he receives an average of two retweets for each tweet. His influence seems to come from a refined presence and leading the conversation.

All of this shows that while individual metrics matter, it seems the way to get to the top of this list is to have the perfect balance of a few of them – something PRs know a thing or two about. two, given all those hats they wear.

Influence is a fickle creature, especially for PRs, but having a glimpse of what creates it can help. If you want to understand influence or build your own list of influencers, BuzzSumo is here for you – try our 30-day free trial.

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