Influencers top list of the biggest celebrity endorsers in 2016

Hailey Baldwin, Kendall Jenner and Iris Apfel all featured in the top five biggest celebrity endorsers, according to Celebrity Intelligence.


Social media influencers were among the top celebrity endorsers for brands in 2016, according to a new report by Celebrity Intelligence.

Top names include Hailey Baldwin, Kendall Jenner, Iris Apfel, Vogue Williams and Karlie Kloss. The list highlights that social media influencers are now contending with more traditional celebrities to be brand endorsers.

Model Hailey Baldwin, who takes top spot on the list, is a prime example of how brands are looking to social media followings for their next big campaigns. She is a member of the Baldwin acting dynasty and was rumoured to have had a relationship with Justin Bieber.

She has 942,000 Twitter followers and 318,000 Facebook followers. Brands including Ugg, Triangl, Tommy Hilfiger, Guess and H&M have all used Baldwin in their campaigns in 2016.

“It is evident from the list that 2016 has seen more social media influencers contending with traditional celebrities for endorsement opportunities. This trend is likely to intensify in the year ahead with social media specific campaigns and promotions becoming more important for brands and marketers,” says Sarah Mawson, head of celebrity at Marketing Week’s sister brand Celebrity Intelligence.

Mawson continues: “In 2017 we will see this trend intensify with brands and marketers. Authenticity and truth will be critical, to prevent the dilution of celebrity-led campaigns.”

Dom Smales, CEO and founder of Gleam Futures, an influencer talent agency says he expects brands to be more savvy about who they use in 2017 and that there will be more of a mix in the type of celebrity used.

“Things are changing rapidly. Brands will be looking to endorsers who are in a position to be producers and distributors this year,” he says.

One brand that is already jumping on this trend is Dolce and Gabbana. Its latest ad incorporates both celebrities and influencers, featuring Instagram star Cameron Dallas, Disney star Zendaya, model Cindy Crawford’s son Presley Gerber and actor Jude Law’s son Rafferty Law.

The top 5 endorsers in 2016

1. Hailey Baldwin

@hm shot by @cassblackbird

A photo posted by Hailey Baldwin (@haileybaldwin) on

2. Vogue Williams

3. Kendall Jenner


A photo posted by Kendall (@kendalljenner) on

4. Iris Apfel

5. Karlie Kloss

And the rest…

6. Gigi Hadid
7. Bella Hadid
8. Stephen Curry
9. Emily Ratajkowski
10. Ashley Graham
11. Rebecca Adlington
12. Cara Delevingne
13. Alessandra Ambrosio
14. Jourdan Dunn
15. Louis Smith
16. Kate Moss
17. Cristiano Ronaldo
18. Alexa Chung
19. Shaquille O’Neal
20. Rosie Huntington-Whiteley