Riyaz Aly tops IIHB TikToker community ranking

The Indian Institute of Human Brands has come up with a new report – The DNA of the Indian TikToker – on the key attributes of the TikToker community as a whole, and the relative strengths of each of the Top 10.

Each of the top TikTokers has been analysed over 32 key attributes, ranging from Trustworthy to Topical to Trendy, and from Entertaining and Engaging to Fun and Friendly.

The report also focuses on an amalgamated metric, called the Influencer Index (i2) Score. This score takes into account aggregated numbers that rate the individual TikTok celebrity on Familiarity, Likeability, Trust, Content and Fun.

It has created ‘word clouds’ for each of the Top Tiktokers to provide a one glance assessment of their key promises.

The i2 Score – Influencer Index was calculated on the basis of metrics or data collected from the Target Group for each digital influencer, the key criteria being extent of reach within the TG; rating on Likes (read Hearts), on a 5-point scale; credibility score of the influencer (out of 100 points); engagement with followers (out of 100 points); and power of conversion and stickiness (out of 100 points).

For each influencer, the overall Influencer Index (i2) Score was computed from weighted average score based on these five factors.

Riyaz Aly tops the list with an influencer index of 72. He is followed by Faisal Shaikh (67) and Arishfa Khan (62) among the top 3.

The e2 Index (Empathy / Emulatability) of the report reveals that TikTok followers do not quite look up to their heroes in the same way as fans normally look up to celebrities in Bollywood or in cricket. They do look up to them but do not actually consider them to be role models, be it for clothing and accessories or hairstyling and makeup.