Celebrities have captured the imagination and interest of the rest of the public and the media for centuries, with their lives often being researched and discussed by people all across the globe. But which aspects of our lives do celebrities have the biggest influence on? By looking at Google search data for popular celebrities in different aspects of life we have been able to establish which parts of our everyday lives celebs influence us the most. 

Moreover, we have been able to determine which celebrities we are most interested in for different aspects of life, as well as an overall ranking of the most popular. 

Beauty

Despite having over 80 million fewer searches than those relating to the personal lives of our favourite celebrities, beauty came in second place, with 10.59 million searches. However, it is clear that beauty-related aspects of celebrity lives are some that greatly interest people, factors such as hair and makeup as well as face and body were used to find the celebrities with the most beauty searches. 

1 – Kylie Jenner: 680,400 Annual Global searches 

Despite only being 23 years old Kylie Jenner is one of the most influential women in the world and one of the chief reasons for this is her company Kylie Cosmetics and the company is perhaps one of the reasons why she had 180,000 annual searches for makeup. Kylie is also big into her fitness, and as a result, she also had 432,000 monthly body searches.

2 – Ariana Grande: 405,720 Annual Global searches 

In second place is popstar Ariana Grande, who scored solidly across almost every category as she ranked in the top ten for four out of the five beauty related categories. She has the third-highest number of searches to do with her hair with 120,000 per year and 144,000 searches to do with her face.

3 – Kendall Jenner: 349,560 Annual Global Searches 

Ranking two places lower than her younger sister Kendall Jenner still comes in an impressive third place with just under 350,000 searches for beauty related terms. Kendall has similar search numbers to Kylie for her hair, but far less makeup searches. Along with her siblings Jenner is extremely philanthropic and has recently used profits from her ZazaWorld brand to help coronavirus relief in poorer countries.

Homes

Where celebrities live is another aspect of life that influences our searches greatly as there were over 4.6 million searches for home-related terms. We looked at searches for celebrities houses, gardens, interiors and cars to find out which celebrities influenced our interest in homes the most. 

1 – Will Smith: 256,800 Annual Global searches 

Whilst he might have only been the Fresh Prince in a fictional TV show, Will Smith certainly lives like a prince as his main home is a Californian mansion valued at £32.3 million and this has helped propel him to the top of the rankings for home-related searches. In fact, 252,000 of his 256,800 monthly home-related searches are to do with his house. 

2 – Justin Bieber: 201,600 Annual Global searches 

The ‘Beliebers’ as they’re known, certainly have an interest in the home of their icon Justin Bieber. One of his main residences is a £18.7 million mansion in Beverly Hills, and he also has numerous other houses as well as one on ‘billionaires row’ in London. Bieber had 180,000 house searches per month, and also 21,600 to do with his cars.

2 – Michael Jordan: 201,600 Annual Global searches

In joint second place with Justin Bieber is sporting superstar Michael Jordan, the former NBA player also received over 200,000 home related searches over the past year. One of Jordan’s homes has been in the news recently (a 56 square foot mansion in Chicago) because he has been trying and failing to sell the £12 million property for over eight years.

Fashion

Fashion is an aspect of life that is of major importance to millions of people around the world, with the estimated value of the fashion industry in Great Britain alone standing at £26 billion. Out of the list of 200 celebrities that we looked at fashion was only the fourth most searched aspect with just over two million global annual searches. 

1 – LeBron James: 297,600 Annual Global searches searches 

Perhaps surprisingly it is a sporting star who is the runaway leader at the top of the fashion rankings with around 140,000 more searches than his nearest competitor. A large reason for this are searches to do with James’ shoes as this accounts for 288,000 annual searches. The LA Lakers star also has his own deal with Nike to sell his personalised brand of trainers.

2 – Kanye West: 157,320 Annual Global searches 

In the middle of the basketballer sandwich at the top of the rankings we find superstar rapper Kanye West. The hip hop artist had over 157,000 annual fashion-related searches. Kanye is one of the few celebrities on the list to receive four-figure monthly search numbers in almost all of the categories. 

3 – Michael Jordan: 137,160 Annual Global searches 

Perhaps the most famous North American sportsman of all time is basketball legend Michael Jordan, and that monumentally successful career resulted in him securing a massive clothing deal with Nike. The Air Jordan brand has become incredibly popular and expensive over the years, and consequently, Jordan receives 137,160 fashion-related searches. 

Fitness

An increasingly popular element of life is keeping fit and healthy, and this is reflected by interest in celebrities fitness routines and workout plans. In fact, celebrities influence this aspect of life by inspiring people to try and follow their example in getting into shape, from sporting professionals to actors celebrities have a huge influence on fitness. 

1 – Joe Wicks: 291,600 Annual Global searches 

Probably the celebrity on this list who specifically influences one aspect of life above all others is fitness instructor Joe Wicks, who as we see here ranks first for fitness despite only being 91st for the combined rankings. Wicks has had a rapid rise in popularity with his short, high-intensity workout videos resulting in 288,000 annual searches. 

2 – Chris Hemsworth: 270,600 Annual Global searches 

Australian actor Chris Hemsworth is known for playing the God of Thunder Thor in the Marvel Cinematic Universe, but he is also known for keeping in incredible shape for his numerous acting roles. As a result, he narrowly misses out on the top of the fitness rankings by 21,000 annually and less than 2,000 fewer a month.

3 – Dwayne Johnson: 67,320 Annual Global searches 

Professional wrestler turned box office movie star Dwayne ‘the Rock’ Johnson came in third in the rankings despite having almost 200,000 fewer searches than the two men above him. The Rock reportedly wakes up at 4am every day to start his workouts and trains six days a week to maintain his imposing physique.

Personal Life

By a landslide amount, the most popular aspect of life that celebrities influence is our personal lives, and we are massively interested in aspects of their personal lives. In total for the 200 celebrities that we looked at there were 96.44 million annual searches for elements of their personal lives, such as their family and relationships as well as how much they earn. 

1 – Justin Bieber: 2,774,400 Annual Global searches 

The celebrity who’s personal life influences the most is singing superstar Justin Bieber who has come a long way from the baby faced YouTube videos that thrust him into stardom as a teenager. Bieber has more searches to do with his relationships, but much fewer to do with his age and family.

2 – Shakira: 2,727,960 Annual Global searches

Columbian pop star Shakira comes in third place in the rankings just behind Biber with a few thousand less personal life related searches. Shakira’s age is the point of interest that appears to intrigue most people, as she very much doesn’t look all of her 44 years of age, she had a few thousand searches to do with her relationship with football superstar Gerard Pique. 

3 – Kanye West: 2,697,120 Annual Global searches

Another musician completes the top three with rapper Kanye West achieving just under 2.7 million annual searches to do with his personal life. West has fairly recently been through a well publicised divorce from Kim Kardashian, but his relationships don’t seem to be the biggest area people find interesting. Instead it was West’s net worth which interested people the most with over 2.5 million annual searches.

Most Popular Celebrities/Influencers 

When combining the areas of our lives that celebrities have the biggest influence on we find that Justin Beiber is the most searched celebrity for all the categories combined with over 3.2 million annual global searches. 

Seven of the top ten overall ranking celebrities are successful singers such as Taylor Swift, Eminem, and Shakira. The highest-ranking singer is Kanye West who is the fourth highest-ranking celebrity, although he is well down on the two presidents ahead of him. The third highest-ranked celebrity is Kylie Jenner (eight places higher than her sister Kim), and along with Michael Jordan, the top ten is completed. 

Methodology

We looked at 200 of the biggest celebrities in the world, taking a combination of those who are known as being influential in the five areas which we’ve decided to look at, as well as those who are just generally well known and influential figures.

For each, we took the number of global searches in the last twelve months for each of the related search terms, according to Google Ads’ Keyword Planner.

Donald Trump did rank highly but was removed from final results due to his removal from social media and therefore lack of ability to influence people online. 

Welcome to our new Head of Agency, Paff Evara. A letter from our departing Head of Agency, Daniella Karaoglan.

When I took over the running of Pilot Fish Media in 2020, we were facing a tough year ahead. Mid-pandemic, with a future full of uncertainty, it was, without a doubt, the toughest situation we had ever found ourselves in as an agency. There was a fine line between protecting our business and helping long-standing clients through an incredibly difficult time. 

My one focus for the year ahead was to get us, and our clients, to the other side of the pandemic safely. In the interest of complete transparency, I was scared that the waves of the pandemic were going to sink us, no matter how hard we tried to float – but we wanted to at least give it our best shot.

We’ve come a long way since then. With help from a brilliant team, we faced a difficult future head on and implemented streamlined practices internally with a specific focus on employee wellbeing. This allowed us more space for creativity and fostered our amazing team’s range of skills. In the last year, we have doubled our team, employing the most brilliant young minds in Scotland to help us on this journey (during a pandemic nevertheless!). The team’s never-ending hard work and fully transparent client relations (as well as quirky and groundbreaking ideas) has seen us acquire many new clients. Most importantly, it has allowed us to help many smaller local businesses through and out of lockdown after lockdown.

Along the way, we’ve onboarded 5 new team members via Zoom. We’ve had work drinks online and have had hard conversations, not face to face, but via a Skype call. It’s not been an easy year for anyone, but ultimately, we’ve helped people. Small business owners, long standing partners, our fellow teammates and Pilot Fish Media as a whole – and for that, I could not be prouder of the team and more grateful to our loyal and happy clients.

But (and we always knew a but was coming), the pandemic was not only hard on us professionally. In fact, I don’t know a single person who hasn’t to some extent reevaluated the way they live their lives due to the pandemic. For me, the pandemic quite literally hit quite close to home. During my 6 years in Scotland, I had always thought, “well, I’m only a plane ride away from Denmark”, where most of my family live. Suddenly, with most planes cancelled, that wasn’t quite the case anymore. Throughout the pandemic, while working with all I had to make us the best agency we could be, I always had a voice in the back of my head saying: “You need to be closer to home.”

When Paff Evara joined our team in early 2021, I felt a sense of relief. Suddenly, I knew that there was someone incredibly passionate and skilled, with outstanding leadership skills and knowledge about both our team and our clients, that would be able to take what I had created at Pilot Fish and run with it. I decided that the ship needed a new captain, and it is with great pleasure that I announce that Paff will be taking over as Pilot Fish Media’s Head of Agency after May 2021.

Paff, who joined us as our Paid Ads Director, has extensive experience in planning, implementing and optimising digital campaigns across the entire purchasing funnel, with a strategic eye like no other I’ve ever seen. As a Digital Marketer of the Year finalist in 2020, I have no doubt in my mind that Paff will (at the expense of my own ego!) take the agency, and our clients, to lengths we could only dream of before.

Paff will run a ship driven by honest and effective strategies, smart data and transparent results, with countless groundbreaking campaigns under their belt already at PFM. They are a lead-by-example leader and incredibly passionate about continuing and improving PFM’s focus on team wellbeing, growth and development – and I for one cannot wait to see where they take the agency from here.

To the brilliant team, thank you to all of you. I couldn’t have done this without your banter, passion and skill. Another big thank you goes to Stephen Gorman, founder of PFM, for trusting in my ability to command the ship. You took a risk, and I couldn’t be more grateful for that.

For me, it is a goodbye to Scotland, and sadly, Pilot Fish Media for now. I will always remain a friend of the agency, all our clients, and most importantly, the incredible team I have had the pleasure of working with for the last two years.

• Develop and execute well-researched ad campaign strategies to meet client business goals
• Frequently test audiences, creative assets, ad formats and copy across platforms to optimise campaigns
• Stay up to date with the latest best practices across platforms
• Advise the creative team on required ad assets for campaigns
• Implement full website tracking for each platform as well as within Google Analytics / Google Tag Manager
• Create monthly reports and recommend next steps for clients through insightful analysis
• Adhoc training and development of a team of 1 (but likely growing) Paid Ads Executive

• You’ll require experience in formulating paid media strategies in order to plan and execute high performing ad campaigns for our diverse portfolio of clients
• Someone with proven ability of implementing and monitoring campaigns that have driven significant ROAS
• Someone with a strategic head on their shoulders – you know the Paid Ads tools inside and out but also can think big-picture in terms of wider digital strategy
• Someone with preferably 3+ years of experience in paid media (Facebook Ads Manager & Google Ads a priority) – but if you’ve proven yourself in less time, just let us know!

• A competitive salary based on your experience.
• Central Edinburgh office.
• A fantastic team to work with. We work hard but a fun, positive atmosphere is very important to us as well.
• The opportunity to work on big global brands as well as smaller local companies and start-ups.
• The opportunity to develop your career and move up the ranks as we continue to grow and expand.
• Regular team lunches/get togethers (on zoom right now, of course!).

Having acquired some fantastic new clients for 2021, we are looking for a super-talented, enthusiastic, and positive account manager to join our growing team.

We are a small but growing team with a full client portfolio, so we need someone who is super organised and efficient, passionate about social and digital marketing and keen to keep up to speed with the ever-changing possibilities for marketing in the online space. Attention to detail is essential. We work to tight deadlines, often with very quick turn-around times which means the pressure is on to deliver excellent work under pressure. We need someone with an entrepreneurial can-do attitude, who enjoys a challenge and is keen to grow with us as new clients come on board. There is huge scope for the right candidate to turn this into a very exciting opportunity.

Our ideal candidate:

Has great attention to detail
Has a ‘let’s get it done’ attitude and is eager to impress clients by going the extra mile
Is confident presenting to and liaising with clients when necessary
Is a team-player who can also work independently and use initiative when appropriate
Is super-organised with an ability to multi-task and manage time effectively during our very busy periods
Is very process and structure focused and knows what it takes to ensure that everything runs smoothly from the brief stage right through to the delivery of the work
You will be data and analytics driven primarily but with a good understanding of what makes for great creative
You must have excellent communication and presentation skills and feel comfortable presenting over the phone, Skype/Zoom and in person.

Your role will involve:

Managing the day to day relationships with all our clients – some of these are international and some are Edinburgh based. This involves weekly catch up and planning sessions as well as some quarterly meetings face to face. This may require international travel.
Writing excellent briefs for our creative team which will ensure we delivery best work possible.
Ensuring all our campaigns are delivered on time and to budget.
Bringing new opportunities for growth and expansion to the table – for example if you think we could be doing more with an existing client or there is scope to develop the relationship further, we would love to hear about it.
Preparing monthly reports for all our clients and making recommendations based on results from the previous month.
Working on pitches and presentations to new clients to help us grow the business.

What we can offer you

•   A competitive salary based on your experience.
•   Central Edinburgh office.
•   A fantastic team to work with. We work hard but a fun, positive atmosphere is very important to us as well.
•   The opportunity to work on big global brands as well as smaller local companies and start-ups.
•   Training, development and mentoring and the opportunity to develop your career and move up the ranks as we continue to grow and expand.
•   Regular team lunches/get togethers (on zoom right now, of course!).

HOW TO APPLY

We’re a creative digital agency – so we’re not old school. Be as creative as you want with your application – just make sure you include an overview of your experience somehow, and tell us what excites you about Digital Marketing. Applications will be open till the 9th of April 2021.

Please send your application to our Head of Agency – [email protected].