Survey showed that the top 5 is composed only of women; the best placed man is the actor and presenter Rodrigo Hilbert
The fourth edition of ‘The Most Influential Celebrities’, a survey conducted annually by Ipsos, pointed to Gisele Bündchen as the most influential Brazilian celebrity of 2022. Next, the singer Iza appears, who, in the 2021 edition, was at the top of the list.
Nathalia Arcuri, from the channel “Me Poupe!”, is in third place. Digital influencer Jout Jout and actress Grazi Massafera complete the list. The first man on the general list is actor Rodrigo Hilbert, who appears in ninth position.
“Just like last year, in 2022 the female presence prevailed. The fact that the top eight positions in the ranking are occupied by women highlights their growing role in the media, whether traditional or digital”, says Mariana Andrade, senior manager of creative excellence at Ipsos in Brazil.
To measure influence, the research evaluated how much each of the public figures evaluated can influence the public in the purchase decision, in the opinion, in the trust of a brand or in encouraging the experimentation of a new product.
In addition, the study also measured each celebrity’s image from a list of 40 attributes. “From these two analyses, the attributes are grouped into what we call Drivers and, then, the weights of each driver and their relevance to the power of influence are defined”, explains Mariana.
The study also revealed which celebrities are most remembered by the public in 2022. Singer Anitta leads the spontaneous mentions, repeating the feat of 2021. Next are Neymar, Xuxa, Silvio Santos and Luciano Huck.
When the public was stimulated with images and names of celebrities, the list of the five best-known women is composed by Juliana Paes, Grazi Massafera, Xuxa, Claudia Raia and Sabrina Sato. Among men, actor Lázaro Ramos leads the ranking, followed by Cauã Reymond, Bruno Gagliasso, Marcos Mion and Pedro Bial.
Diversity
Among the drivers that drive influence, two of them deserve to be highlighted for grouping image attributes of topics that are on the rise in current discussions: Empathy and Diversity.
Among the most empathetic, he leads Danrley Ferreira, former BBB and digital influencer. Next appears the youtuber Jout Jout, the singers Emicida and Djonga, followed by the comedian Esse Menino.
In the “Diversity” category, the first position is occupied by the singer Liniker. Soon after is the ex-BBB and also singer Linn da Quebrada, followed by Jout Jout, Pabllo Vittar and Gloria Groove.