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Marketing

MyDeal names Australia’s top online influencers

YouTube stars Brett Stanford, Derek Herron and Scott Gaunson took home first prize at yesterday’s Top 50 Influencer Awards hosted by online marketplace MyDeal.

The trio rose to fame posting basketball trick videos on their channel How Ridiculous, which has received over 74 million views. They now partner with brands to film stunts around the world.

“The calibre of entries were extremely high, and we’re proud to award How Ridiculous for their efforts,” Sean Senvirtne, CEO and founder of MyDeal.com.au, said.

The awards are the first of their kind in Australia and indicate the growing role of online and social media influencers in the digital economy.

Spending on influencer campaigns is expected to double in 2017, while 84 per cent of marketers plan to launch at least one influencer campaign in the coming years, according to Schlesinger Associates.

As the industry matures, it is also coming under increased scrutiny, with the Australian Association of National Advertisers recently introducing new language into its code of ethics to better distinguish sponsored posts on social media.

Speaking to Internet Retailing at the event, Taryn Williams, founder and CEO of The Right Fit, a platform connecting brands and influencers, described this as a good thing that will help legitimise the work of influencers.

That was also the aim of the awards. Influencers had to prove a minimum of 1000 subscribers or followers across public channels and a social media presence of at least six months. They were judged on the quality of their content and their impact through campaigns and initiatives.

Jane Lu of Showpo, which has used social media to great success, was one of the judges, who also included media professionals from Buzzfeed Australia, Cosmopolitan, Business Insider and the Australian Financial Review.

Barrister and ‘Real Housewife’ Gina Liano emceed the awards, which also featured a comedy act by Good News Week’s Claire Hooper.

Australia’s Top 10 Online Influencers

1. Brett Stanford, Derek Herron and Scott Gaunson of YouTube channel How Ridiculous

2. Steve and Lexi of travel and photography blog They Get Around

3. Marcia Leone of fashion and lifestyle-focused parenting blog Not So Mumsy

4. Ashley Schuberg of  fashion, lifestyle and travel blog Miss Gunner

5. Chloe Ting of fashion, lifestyle and travel blog Chloe Ting

6. Li-Chi Pan of food and travel blog Li-Chi Pan

7. Dasha and Colin of fashion blog for men and women The Trend Spotter

8. Jake Bley of lifestyle blog about LGBTQI issues  Diary of Jake

9. Emily Collie of travel blog Melbourne Girl

10. Mitchell and Dylan Orval of comedy YouTube channel Angry Dad

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