‘The Index seems to be … TikTok’s most followed’ – The Oz’s influencer list faces questions
Several prominent voices in the industry have questioned the metrics used to collate the ‘Influence Index’, released yesterday by The Australian’s Gen-Z-led news platform, The Oz.
The Influence Index ranks the top 100 social media creators in Australia according to how they influence the nation’s purchase decisions, conversations and opinions, highlighting those who wield true power with consumers.
Can we all agree that the reason The Oz created this list in the first place was to generate awareness of its own platform. It’s a genius PR exercise that ensures the hugely popular influencers at the top of the list share the article to their followers – thereby generating traffic.
The fact we are debating the merits of the list means we are feeding the beast.
Well played – The Oz
Not sure I would call it a “genius PR exercise”. I’m sure I have seen this “genius” many times before.
Agreed that the awareness of the platform is now increased. But it’s a safe assumption that the average Mumbrella punter is not the average The Oz reader.
It’s also relatively likely that they have $$$ to spend with The Oz or News Corp generally.
Not sure a list like this inspires confidence. Short burst of traffic from all of the social shares? Perhaps. But that’s rather superficial isn’t it?
Or strange that we are ascribing any value to News Corp judging who is influential in the Gen Z space? If I am looking for rankings of let’s say, the most influential climate deniers globally I think they would be well placed….But for something like this. Maybe not.
I assumed it was a tactical play to take the shine off the YouTube event on the same day. Potentially co-funded by TikTok or Meta?