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Influencers have been a part of the marketing world for a while now, but influencer marketing has come a long way since Michael Jackson sang about Pepsi.

Nowadays, social media is the place for influencers to collaborate with brands and promote their products.

In recent years, we have witnessed many strong influential women taking over the spotlight on social media and elsewhere.

Women are topping the Billboard charts, winning Nobel Prizes, and changing legislation across the world.

The most recent American elections saw a record number of women elected to take seats in the House of Representatives.

Social media is somewhat of a reflection of what’s going on in society: from hashtags that start social movements to individual tweets that change opinions of millions of people.

And they do listen: with one tweet, Kylie Jenner was able to significantly damage Snapchat’s market value.

That’s the true power of an influencer.

sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.

— Kylie Jenner (@KylieJenner) February 21, 2023

However, there’s one caveat with influencer marketing, and it’s identifying real influencers.

Vanity metrics, such as the number of followers, are often deceitful.

Even social media platforms themselves understand that and try to eliminate “fake followers and paid activity.”

That’s why, to find the most influential women, we’ll look at several factors that may contribute to a person’s influence.

I’ve decided to focus on the number of followers and engagement as the most important metrics.

Let’s start with the most frequently (ab)used metric: the follower count.

Most Followed Women

My first step was identifying the most followed women on Twitter with the help of Awario.

Top 10 most followed women on Twitter are:

For most people this metric would be enough: the more followers you have, the more loyal and passionate members of your audience there are, right?

That makes sense.

But as I said before, the number of followers can be a misleading metric.

I wanted to go beyond it and dive deep into social data to find out who the most influential women on Twitter are, and what marketers can learn from them.

To find out their real influence, we need to see:

How people engage with an influencer.

How much they talk about them.

How they react to their social posts.

An engaged audience is a loyal audience: these people are more likely to be impacted by influencer marketing when making purchase decisions.

That’s why I decided to calculate an “engagement score” for each account first.

Engagement Score

Firstly, I used Awario to find the most popular (i.e., most talked about) women on Twitter. I selected the top 25 women from this list for further research.

Then, I used native Twitter analytics to get more engagement data.

Here are the metrics I used in my calculations:

The average number of retweets for the last 50 tweets.

The average number of replies for the last 50 tweets.

The average number of likes for the last 50 tweets.

I chose to pull the metrics from a certain number of tweets and not from the tweets from a certain period of time to make the research fairer: some influencers tweet much more often than others.

Then I calculated the Engagement score using the following workflow:

For each metric, I found the highest number and assigned to it the value of 100%.

Then I cast the value for other influencers in relation to 100%. For example, since Taylor Swift has the biggest average number of retweets (27,850), I assigned 100% to this number and then calculated Lady Gaga’s retweets value by dividing her number of retweets by Taylor’s.

I did this for each of the three metrics: retweets, likes, and replies.

Then I summarized the three final values for each influencer, divided it by three, and got an ‘x out of 100’ score.

I hope I didn’t bore you with all this math. But now we have the results!

Top 10 most engaged with women on Twitter are:

As you see, the most followed woman barely got into the top 10.

But can we truly call the women that get the most engagement the most influential?

Final Top 10

The engagement and social media buzz you generate is undoubtedly very important.

However, the follower count shows how many people want to consistently interact with you on social media and keep up with your updates, so maybe I was too quick to discard this metric.

There must be a golden mean, so I decided to include the number of followers in my formula to calculate the ultimate Influence score.

And now we have our final list!

Most Influential Women on Twitter

As you can see, the most followed account on Twitter (not just out of women, but in general) doesn’t get that much engagement, which placed Katy Perry at the seventh place on our list.

But why does the seemingly logical assumption that the more followers you get the more engaged members of your audience there are proves to be wrong?

Mystery Behind the Follower Count

Now we know that the number of followers doesn’t always indicate real influence.

There might be a few reasons for that.


The first thing that comes to mind is fake followers and bots which blow up the follower count.

Despite Twitter’s numerous efforts to purge spam on the platform, scrolling through Katy Perry’s followers, you will come across a lot of profiles like this:

But before you light your torches, Katy Perry might not be the one to blame here.

Bots and fake accounts usually follow the most popular accounts automatically, so it’s doubtful that Katy Perry is paying for more numbers in her follower count.

It’s much more likely that bots are just naturally drawn to her account.


Fame can be quite fleeting. Katy Perry might have been all the rage in 2013 when the number of Twitter users was growing rapidly (as some other celebrities such as Jennifer Lopez), but she’s not anymore.

So the account is left with thousands of followers who are no longer actively using Twitter.

Who Are the Top 5 Most Influential Women on Twitter?

After discovering the real influencers, let’s figure out how they managed to build such a dedicated and passionate audience.

The first thing you notice is that most women on the list are pop artists, with a few exceptions, but all of them come from the entertainment industry.

The average age for women on the list is 30 years, and they are all American.

So what does make these women so popular?

And does high engagement and high follower count means that they are actually liked by people?

To answer these questions, I’ve decided to dive deeper into our top 5’s social media presence.

Which of their tweets evoked the most responses?

What are people saying about them on social media and how they feel about them?

I went through their latest 50 tweets and selected those that gathered the most engagement.

I also used Awario, a social listening tool (disclosure: I work at Awario) to analyze the sentiment on social media around each of the women and build topic clouds with expressions most commonly used along with their names on Twitter.

1. Taylor Swift

Lately, Taylor Swift has mostly been tweeting updates on her music, and she hasn’t been active posting less than one tweet a week on average.

However, she knows how to be successful on social media, which is confirmed by her place in this rating.

In her tweets, she shares her daily life and expresses her opinions, making an authentic connection with her audience.

One of her most successful tweets is a picture of herself lounging at home, which basically says “even though I’m a pop star, I drink my self-isolation wine just like everybody else.”

The topics most often discussed in relation to her include her fans, other celebrities.

The two clusters that stand out are related to the Black Lives Matter movement and Burger King.

The first one is easily explained by her tweets about police brutality which generated a lot of conversation.

I’m absolutely devastated and horrified by the senseless, cold blooded, racially motivated killing of Ahmaud Arbery. #JusticeForAhmaud

— Taylor Swift (@taylorswift13) May 7, 2023

The second, ironically, is more complex.

A fan of Taylor asked the official Burger King’s account on Twitter what their favorite song of hers was, to which they sarcastically replied “the one about her ex” (now deleted).

That prompted the fans to start hashtag #BurgerKingIsOverParty and demand apologies from the brand.

That goes to show how one tweet from an influencer (or about an influencer) can generate a lot of buzz.

2. Lady Gaga

The overwhelmingly positive sentiment around Lady Gaga is likely tied to the release of her new single.

After all, one of her most retweeted tweets is her music video release.

Besides promoting the album, she also shares her creative process and speaks directly to her fans explaining the lyrics and origins of her songs.

She also jokes and shares memes related to the album release: an amazing tactic to make promotional social media posts fun and entertaining.


— Lady Gaga (@ladygaga) May 22, 2023

Her topic cloud is expectedly all about the new album. We could say that Lady Gaga and her fans are on the same page when it comes to their Twitter interests.

3. Ariana Grande

Ariana Grande is one of the most successful singers of our time, but it isn’t what takes her to the third place on our list.

If we take a look at her Twitter, there is one thing that separates her from the other women on our list:

She doesn’t shy away from interacting with people.

And not just other celebrities – she talks to her fans all the time.

Influencers that engage with their audience naturally build stronger relationships with them and, as a result, have a stronger influence on them.

So when choosing an influencer to work with, take note of how often they interact with their audience.

You’ll notice that Lady Gaga’s and Ariana’s Topic clouds are quite similar.

That’s because the latest conversation about her on Twitter is defined by her collaboration with Lady Gaga on her new album.

Other women influencers are also mentioned a lot.

4. Rihanna

The sentiment around Rihanna is surprisingly negative, but looking through the tweets found by Awario, I pinpointed several reasons for that:

One of her nicknames is “Bad Girl”, so the tweets that mention it are automatically identified as negative.

Her personal relationship drama is discussed a lot on Twitter.

She often comes up in the conversations around racism. For example, her speech about solidarity with the oppressed groups is the hottest topic of discussion on Twitter.

— 𝓔𝓵𝓲 (@feisty_rihanna) May 28, 2023

Rihanna is also a singer, but you might not guess it from her current Twitter feed.

Instead of music, she uses Twitter to highlight her business: makeup, lingerie, and accessories.

One of her most popular tweets, however, is a casual selfie: authenticity wins once again!

— Rihanna (@rihanna) January 6, 2023

5. Britney Spears

Britney is another musician so it’s only natural that she tweets a lot about her music, however, the way she does it is quite interesting.

She often goes back to her older music to talk about it and tweets videos directly addressing her fans.

One of her most successful tweets is this one, which talks about self-isolation in a funny way.

— Britney Spears (@britneyspears) April 7, 2023

The combination of humor and relevant issues is what generated so many retweets and replies to this tweet – take notes!

As you see, the buzz around Britney is mostly tied to her music: Twitter users are talking about her new single “Mood Ring” and where to stream it.

They are often using the word “emergency” to highlight the importance of the release, like in this tweet.


— Britney Fan (@BritneyHiatus) May 28, 2023

Marketing Takeaway

So now we are certain: vanity metrics, such as the number of followers, do not reflect the real influence.

To win over new customers through influencer marketing, you need an engaged and loyal audience: bots are not going to buy your product.

As with everything on social media, there are trends for influencers.

For example, Ariana Grande may not have as many followers or interactions as some other women on our list, but she is one of the most talked-about and loved women on Twitter.

By using social listening, you can identify how much buzz an influencer has around them, and, therefore, predict how much buzz your social media campaign will generate with them.

There are many tactics that can help you build your audience:

Consistent engagement with your followers.

Relevant and funny content.

Staying on top of trends.


Perhaps the most important lesson of all is to be authentic.

Sometimes a look behind the scenes is much more appreciated than a thought-out campaign.

Take a lesson from our influencers and use it to achieve success on social media!

More Resources:

Image Credits

In-post Images/Screenshots: Created/taken by author, June 2023

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The Best Vr Apps And Games Available On The App Store Right Now

To help you get on top the bulk of apps available and break the tedious ‘download, try and delete’ chain, we have been weeding through the vast app-scape and given VR-ready apps a hard look. If you want to put your new toys to good use, here is a list of some of the best VR games and apps we believe you will want to embark on first.

The best VR games

Commencing with the arguably tougher rubric, VR compatible games are by no means in short supply on the App Store, however you would still be hard pressed to name genuinely good ones on mobile. In spite of the slew of racing and maze games, none of them I would recommend with any degree of confidence.

To date, the downfall of most of these apps are limited playability due to erratic controls or in-app purchases that restrict your experience so much so that you might as well not bother. Having said that, after callously ridding my iPhone of all the letdowns, four apps I would broadly categorize as games are still standing. Here are the ones that made the cut:

VR Sniper

VR SNIPER is available for free on the App Store.

VR Noir Like the name suggests, you’re thrown into an artfully presented crime story set in today’s Sydney, Australia. The player gets involved snooping around multiple rooms and deciding where to take conversations whenever presented with two options to respond. It’s a blend compelling enough to keep your attention for the 10-15 minutes it will take you to complete.

Like the name suggests, you’re thrown into an artfully presented crime story set in today’s Sydney, Australia. The player gets involved snooping around multiple rooms and deciding where to take conversations whenever presented with two options to respond. It’s a blend compelling enough to keep your attention for the 10-15 minutes it will take you to complete.

The narrative is fairly short and over before you really care about any of the characters. Also, ‘to be continued’ endings never really fly with me.

VR Noir is available for free on the App Store.

Haunted Rooms: Escape VR Game As far as free VR games go, this one offers quite a bit of quality content and game time before completion. Walking and picking up objects (to escape rooms) is smooth and some of the in-game riddles require you to put your thinking cap on. 
And, before I forget, there is the occasional scare.

As far as free VR games go, this one offers quite a bit of quality content and game time before completion. Walking and picking up objects (to escape rooms) is smooth and some of the in-game riddles require you to put your thinking cap on. And, before I forget, there is the occasional scare.

Ad pop-ups can be disturbing, but then again the app is free and level progression does not need to be paid for, so perhaps I don’t have a leg to stand on criticising that. The app could also do with a manual – right now you’re thrown in the deep end and need to deduce controls.

Haunted Rooms: Escape VR is available for free on the App Store.

Insidious VR

Insidious VR is available for free on the App Store.

The best 360 experiences

VR footage that puts you into somebody else’s shoes (or parachute, or flippers) was among the first to crop up in the VR realm, and it is easy to see why. Unlike games, which often times grapple with the implementation of comprehensible controls, 360 degree movies allow you to kick back, look around and immerse yourself without having to worry about a thing. Consequently, there are some pretty strong titles on the App Store that promise immersion for hours.


Easily my favorite app to introduce anyone to the world of VR. Within consists of approximately 25 standalone videos which all beautifully parade virtual reality’s allure. Some of these videos are picks from upscale magazines, some are music videos and others again winning entries of film festivals or TV shows. The hands-down best feature of Within is the option to download the videos to your device first, so you don’t have to stream and can be assured your video will look sharp and play uninterruptedly.

Within is available for free on the App Store.

Discovery VR

Discovery VR is available for free on the App Store.

GoPro VR

GoPro’s mission statement is spectacle and extreme sports, and that is exactly what you get in abundance with this one. All videos are naturally captured and uploaded by the GoPro community, which produces some pretty stomach-turning videos. I personally recommend the aviation material, which works best for me.

Again, internet connection is required (a common theme unfortunately among most apps). What’s more is that due to its nature, some of these videos can be hand-held, shaky or just not up to par in the quality department.

GoPro VR is available for free on the App Store.

VR Thrills

VR Thrills is available for free on the App Store.


YouTube is available for free on the App Store.

Twitter Tips: Most Effective Ways To Create Polls

Twitter is back with more examples of good copy versus bad copy when writing tweets, this time with examples related to publishing polls.

Twitter’s Global Creative Lead Joe Wadlington hosts what has now become a monthly video series full of Twitter tips.

Twitter Polls – Engaging & Useful

Polls on Twitter can be a valuable source of market research data, but only if they’re utilized strategically.

When it comes to writing copy for polls, marketers have to find a balance between being engaging while also gathering usable information.

Good copywriting comes into play when writing the body of the tweet and also when crafting the poll options.

As explained later on in the examples, it’s easy to make the mistake of writing engaging copy that doesn’t actually produce any useful data.

In that case – it doesn’t really matter how many people engage with the poll if it does not generate anything your company can benefit from in the long run.

Bad Copy for Twitter Polls

Here’s the example provided of bad copy for Twitter polls:

“We’re completely out of ideas! Tell us what to put on our blog next.”

Blog posts



Cat videos

There are a number of things wrong with this copy, not the least of which is the negative note it starts out on.

After demanding the audience for responses, it goes on to lead them toward a series of skewed answers.

Blog posts and videos are content formats, while how-tos is a topic that could be either a blog post or a video.

Cat videos is a funny and engaging answer, but it’s engaging to a fault.

So that’s the bad copy. Here’s the good copy version.

Good Copy for Twitter Polls

“We want to hear from you! What type of content do you want to see on our blog?“

Product how-tos

Twitter trends

Marketing best practices

Right from the start, this poll begins by soliciting feedback from the audience in a positive way.

“We want to hear from you” shows that you care about what your audience has to say.

Especially when compared with “We’re completely out of ideas!”

This is good copy, and in the end it will provide the business with information it can use to improve its blog.

See the full Good Copy, Bad Copy video below.

Do you know what makes for effective Tweet copy?

— Twitter Business (@TwitterBusiness) April 13, 2023


Twitter is where you go to ask your audience what they want, and polls are a great way to do this. But this is bad copy.

“We’re completely out of ideas! Tell us what to put on our blog next.”

And then each of the answers included in this poll are a little skewed.

Blog posts and videos are a format, whereas how-tos are a topic. And cat videos – well that’s a funny joke answer but everyone’s going to vote cat videos and you won’t learn anything from this poll. This is bad copy.

The good copy version: “We want to hear from you! What type of content do you want to see on our blog?”

Asking questions always stimulates engagement, and each of these answers are something that the poll results can tell you and that you’ll learn from.

Product how-tos, Twitter trends, marketing best practices – this is going to help your team along the way.

It’s good copy.

More Resources

Forbes 100 Most Powerful Women List: 4 Australians To Watch

A mining magnate, former PM, a banker and a colleague of Elon Musk are among the Australian women on Forbes’ The World’s 100 Most Powerful Women List.

A mining magnate, former PM, banker and colleague of Elon Musk are among the Australian women on Forbes’ The World’s 100 Most Powerful Women List

Forbes’ 100 Most Powerful Women List for 2023 features four very influential Australian women.

Australia’s richest person, Gina Rinehart – Hancock Prospecting executive chairman – is ranked the most powerful Australian women on the list (number 45). Worth an estimated US$27.7 billion and the 48th richest person on the planet, the mining magnate re-built her late father’s financially distressed company and is Australia’s second-largest cattle producer.

Macquarie Group CEO and MD Shemara Wikramanayake was the next highest ranked Australian women on the list (number 52). Wikramanayake, who was born in the UK and spent her childhood in England and Sri Lanka before immigrating to Australia at age 13, worked for Macquarie Capital for 20 years before being appointed head of Macquarie Asset Management in 2008. In 2023 she became CEO and MD of the group.  

Tesla Chair, Robyn Denholm, was ranked number 64 on the list. Denholm joined the electric vehicle innovator’s board as an independent director in 2014 and, in 2023, succeeded Elon Musk as its chair. She was previously CFO of Telstra, and is currently operating partner of Blackbird Ventures and chair of the Technology Council of Australia.

Former Australian Prime Minister and Chair of Wellcome Trust, Julia Gillard, also made the list, ranked at number 90. Gillard was the first female Prime Minister of Australia, a role she served from 2010 to 2013. In April 2023, Gillard became the chair of the UK’s Wellcome Trust, a biomedical research foundation with a more-than 25 billion pound endowment. Gillard is passionate about human rights and penned the infamous misogyny speech to parliament in 2012.  

Topping the global list was Ursula von der Leyen, who in her role as President of the European Commission announced three major economic sanctions against Russia just a week after Vladimir Putin’s invasion of Ukraine. The Belgian-born leader banned transactions with Russia’s central bank, closed airspace to the country’s plane travel and barred Kremlin-owned news agencies. Von der Lyen’s influence is unique. No other woman on the list formulates policy on behalf of 450 million people.

More on the full Forbes 100 Most Powerful Women List can be found here.

Australian women: Forbes World’s 100 Most Powerful Women

1. Gina Rinehart, Executive Chairman, Hancock Prospecting

2. Shemara Wikramanayake, CEO & MD Macquarie Group

3. Robyn Denholm, Chair, Telsa

4. Julia Gillard, former Australian Prime Minister and Chair Wellcome Trust

Forbes World’s 100 Most Powerful Women

1. Ursula von der Leyen – President, European Commission, European Union (Belgium)

2. Christine Lagarde, President, European Central Bank (Germany)

3.  Kamala Harris, Vice President, United States (USA)

4. Mary Barra, CEO, General Motors (USA)

5. Abigail Johnson, CEO, Fidelity Investments (USA)

6. Melinda French Gates, Co-Chair, Bill & Melinda Gates Foundation (USA)

7. Giorgia Meloni, Prime Minister, Italy (Italy)

8. Karen Lynch, CEO, CVS Health (USA)

9. Julie Sweet, Chair & CEO, Accenture (USA)

10. Jane Fraser, CEO, Citigroup (USA)

Ai And Deep Learning Can Now Help You Be More Popular On Twitter

What is the point of Twitter? The 11-year-old microblogging platform is a social network, a broadcasting tool, a public relations platform, a joke incubator, and a news aggregator. It’s a daunting medium, but with the help of a little AI, it doesn’t have to be. At least, that’s the premise of Post Intelligence, a social media assistant tool launched this week by a pair of former Google executives.

To this end, a user signs into Post Intelligence with a social media account, and within two minutes it scoops up a user’s data, and then suggests what sorts of things a user might want to share online. In my conversation with Reddy and in my own experience, I focused primarily on Twitter, but the tool is also configured for Facebook, and could be expanded to other social networks.

I was intrigued. So, in preparation for the launch, I decided to turn my Twitter over to Post Intelligence, and see how, exactly, an AI could help me Tweet. I set a few rules for myself: for the two-day trial period, I would only using PI to tweet during work hours. I would keep this up for the two days, and I couldn’t let anyone besides my editor know that this was what I was doing. I’ve been on Twitter for a long time, and have developed what I like to think of as a somewhat distinct voice, so I was curious to see what changed.

Screenshot of a draft tweet in the Post Intelligence console.

In the Post Intelligence console, users can draft tweets, add media, schedule a time, and then see a prediction score ranking for how well that tweet will do. This tweet is just a 2 out of 10.

The short version of the experiment is that Post Intelligence told me to tweet less. The day before I started the experiment, I sent 44 tweets. The first day of the experiment, PI recommended I tweet just 4 times (I ultimately tweeted 7, adding a few others through the tool). It recommended I tweet at 2:30, 3:30, 7:00, and 10:00pm, and when I asked it to schedule a fifth tweet, it put it at 3:00. One of the neat tools in PI is a prediction score, where it looks at the words and attached images or links to a tweet, and gives a score from 1 to 10 on how well it thinks that tweet will do. PI preferred the straightforward description for a story about a comet to my dated meme description for a tweet about anchors.

The second day, I leaned more into the suggestions. A couple gaps in PI’s processing were immediately apparent. It recommended I share tweets from a couple different accounts that I’d muted, and even let me schedule a retweet of a post from an account that I knew had me blocked. (That tweet did not go through, so it looks like Twitter’s own blocking tools caught it before it went live). Instead, I shared suggested tweets from people outside my normal feed, which I might not have seen otherwise, and had about the same level of engagement as if I’d shared from within my normal timeline.

For my second day, too, PI recommended I tweet just four time a say, which was a frequency I matched back when I was posting tweets via text message from a flip-phone. In that respect, the scheduling was a nice break: I felt like I was broadcasting observations on the world, rather than living and breathing with the pulse of a social network every second that news happened.

Which brought me to the first major understanding of what Post Intelligence does in practice. It’s a tool for those new to Twitter, and those with limited time to spend on tweets, to broadcast thoughts into the general news stream as it happens. But it’s not a great tool for interacting with others. Whenever someone replied to one of my tweets, there was no way to see that through the PI interface, and so no way to respond directly.

A graph plotting tweets by success and sentiment

Tweets in green are those evaluated as positive, red and negative, and blue as somewhere in-between. On the x-axis is engagement with the tweet, measured by retweets, likes, and replies.

When I asked Reddy about mentions and notifications in our call before my trial, she suggested it as a possible future feature for PI. Without notifications, PI offers feedback on a few different metrics: first, there’s the likes and retweets of sent tweets themselves, displayed below each published tweet in a column in PI, just like they are on the Twitter app itself. And then there’s a whole analytics section, tracking Follower Growth, a Word Cloud, a Relationship Graph, Posting Patterns, and Sentiment. Sentiment is by far the most interesting, as it breaks tweets down into either “positive” or “negative” (with some falling in-between) and then displays a graph of how well tweets of each type performs.

“’Trump is a very funny guy, haha.’ Is that a negative sentiment or a positive one?,” says Reddy. To tackle sentiment, Post Intelligence has their own API to try and infer context. It’s a task that’s hard for AI and for people, too. “That’s something that social media struggles with, when I’m being sarcastic, people think I’m being literal. If you’re being tongue-in-cheek, people take it literally.”

In my brief trial, it wasn’t sentiment that tripped me up, but just the lack of interaction with followers. A joke made in a moment loses potency the next day, and “I’m sorry, it was funny, but I was testing a tool for work” isn’t the greatest excuse for answering a question a day late.

Still, I think there’s value to a tool like PI, especially for people who aren’t glued to the internet for over eight hours every day. The freedom to plan a day’s tweets in five minutes, with automatically supplied topical content, meant I could focus my attention elsewhere, confident that my online presence was intact.

“Twitter is very addicting, and it is very important, even as a company it may be only worth a few billion dollars,” says Reddy, “but it’s really important to the culture of humanity, in some way I know that’s a strong way to say, it’s proven itself as recently as November 9th, it can change the world. I think more people want to do well on it but don’t, because it’s just so difficult to do well on it.”

Viewed as the only way to experience Twitter, Post Intelligence is a little underwhelming, but as a tool to get into Twitter, without needing to spend hours a day following the news looking for good enough jokes and news to share, Post Intelligence makes a pretty good set of training wheels.

22 Iphone Settings You Should Change Right Now!

New to iOS? Perhaps you’re a regular user perusing the settings, wondering what you can do with your iPhone. I’ve put together a list of 22 essential iPhone settings that you should change now. 

Even if you’re a seasoned iOS user, I bet at least one of the features in this article will teach you something. From preventing unauthorized access to sensitive data, and enhancing your viewing experience to adding an extra layer of protection to your iPhone, you can customize more than you may think.

So, take your pick of the handcrafted list below to configure everything that matters!

22 iPhone settings you need to know about

1. Turn off Personalized Ads

2. Turn off iPhone Analytics and System Services to stop sharing data with Apple

Apple needs to collect diagnostic and usage data from your iPhone to improve your overall user experience. However, you get the complete freedom to opt out of this data collection whenever you want.

To take control of your data, open Settings → Privacy → Location Services → scroll down and tap System Services. On this screen, you can disable the access to a ton of things like Location-Based Suggestions, iPhone Analytics, and more. So, fine-tune everything as per your needs.

3. Disable In-App Ratings & Reviews

At times, In-App Ratings & Reviews can be pretty distracting—especially when they start popping up time and time again. Fortunately, there’s a quick way to turn off such popups.

To do so, launch Settings and head over to the App Store section. Then, toggle off In-App Ratings & Reviews.

4. Disable Video Auto-play

Short video previews of apps and games are helpful because they show you a quick look at what they have to offer. However, they can easily drain your iPhone battery percentage and eat into your cellular data usage.

But don’t worry as you can easily disable video auto-play to browse through the App Store with complete peace of mind.

To get it done, jump into Settings → App Store → tap Video Autoplay. Now, you can choose Off to completely disable this feature, or allow the videos to play only on Wi-Fi.

5. Change Passcode to Alphanumeric

A four-digit password isn’t recommended for a couple of reasons. It’s a tad easier to guess and can wreak havoc on your sensitive info.

To change your iPhone passcode to Alphanumeric, open Settings → Face/Touch ID & Passcode → Enter your current passcode, then tap Change Passcode. Enter your old passcode again → tap Passcode Options → Custom Alphanumeric Code. Remember to set a strong passcode!

6. Disable access to Siri, Home Control, and Control Center when locked

While having quick access to common features like Siri, Control Center, and Wallet right from the Lock screen is convenient, it’s also a detriment to your privacy. It’s best to disable access to essential features such as these.

To do so, launch Settings → Face/Touch ID & Passcode → swipe down to the Allow Access When Locked section.

Now, you can disable access to many functions like Control Center, Notification Center, Siri and more. Make sure you toggle off settings with sensitive info!

7. Enable Two-Factor Authentication for more security

Apple’s Two-Factor Authentication adds another layer of protection to your device. It can go a long way in offering a strong shield to not just your personal device, but your personal data as well. So, it’s wise to keep it enabled.

To get started, open Settings → Your profile → Password & Security → enter Apple ID password → Turn On Two-Factor Authentication → tap Continue. And then set it up by following the instructions.

8. Disable USB Accessories

USB Restricted Mode is a well-thought-out security feature that shields your iPhone against malicious software. It prevents your device from connecting to an accessory if it hasn’t been unlocked for more than an hour.

To make sure this security is enabled, head over to Settings → Face/Touch ID & Passcode. Then, be sure the switch for USB Accessories is turned off.

9. Limit Microphone and Camera access to certain apps

Ever tap “Allow” on an app that asks to use your microphone or camera? Want to stop granting access to those apps? Here’s what to do:

Fire up Settings → Privacy → tap Microphone and turn off the switch next to the app(s) that you want to restrict mic access to.

Similarly, you can tap Camera and then disable the switch for certain apps that you don’t want to access your camera.

10. Enable SIM PIN

What if someone steals your iPhone and starts using the SIM to blackmail others? That would be a disaster to say the least!

Why give anyone the chance to disrupt your life when you can enable SIM PIN and prevent them from using it? To get going, open Settings → Cellular/Mobile Data → SIM PIN → turn on the switch for SIM PIN → enter the PIN and you’re done!

11. Customize Privacy & Security in Safari

Safari offers a pretty secure web browsing experience. However, if you like, you can further customize it to keep spammers or data trackers at bay.

To get it done, head into Settings → Safari → Under Privacy & Security, you have multiple options like Prevent Cross-Site Tracking, Block All Cookies, Fraudulent Website Warning, and more.

So, adjust everything to navigate through the web with more safeguard!

Note: If you recently upgraded to iOS 15 and don’t fancy the search bar at the bottom of the screen, you can change it back to the top under Tabs.

12. Adjust Auto-Lock

iOS automatically locks your iPhone after a predefined time when it doesn’t detect any human interaction. It not only prevents unnecessary power consumption but also stops others from viewing your content.

It’s best to set Auto-Lock to a minimum. The screen automatically dims before 10 seconds, so the 30 seconds option would be a bit too short. For best results, choose either the 1 or 2-minute option to fit your needs.

To fine-tune this; open Settings → Display & Brightness → Auto-Lock. You’ll see multiple options such as 30 seconds, 1 minute, etc. Choose your preferred option and you’re good to go.

13. Enable True Tone and Night Shift

True Tone and Night Shift are designed to enhance the iPhone viewing experience. While True Tone automatically adapts your iPhone display as per ambient lighting conditions, Night Shift alters the colors of the display so that your eyes are more comfortable looking at the screen.

To enable these features, head over to Settings → Display & Brightness. Bring True Tone into action, turn on the switch for it.

To activate Night Shift, tap its settings option and customize it to your liking.

14. Turn on Find My iPhone to track your lost device

Open Settings → Your profile → iCloud → tap Find My iPhone. And ensure that the toggle is on.

15. Enable Wi-Fi Assist

Imagine you’re watching your favorite Netflix show when suddenly your Wi-Fi connection starts dropping in and out—bringing your binge-watching to a grinding halt.

Wouldn’t it be better if your device is automatically connected to mobile data when your Wi-Fi connection goes south? This is where Wi-Fi Assist comes into play. 

To turn it on, fire up Settings → Cellular/Mobile Data → scroll down, and ensure that Wi-Fi Assist is toggled on.

16. Optimize storage with High Efficiency format

To get going, launch Settings → scroll down and tap Camera → Formats → make sure High Efficiency is selected.

17. Turn on Reachability

To enable it, open Settings → Accessibility → Touch →  turn on the switch for Reachability.

To use this feature on the iPhone X series or later, swipe down from the middle of the bottom row of apps.

When you‘re inside an app, touch your finger to the gesture bar and swipe down to invoke Reachability.

On the classic iPhones like iPhone 7/7 Plus, 8/8 Plus with Touch ID, you need to double-tap the Home button.

When it’s activated, the content on the top half of the screen will slide down, making it a lot more comfortable for your thumb and fingers to interact with.

19. Disable Auto-Correction in Keyboards

Don’t get me wrong; I find Auto-Correct very useful when it picks up my mistakes. But at times, it doesn’t seem to work right, and may even hinder typing speeds. If this is the case, you may want to turn it off.

To do so, open Settings → General → Keyboard and then turn off the switch for Auto-Correction.

20. Set Emergency SOS

21. Enable Do Not Disturb While Driving

We must all root for safer driving conditions, ensuring we follow the rules carefully. iOS used to have a feature called “Do Not Disturb While Driving” that muted incoming calls, texts, and notifications when on the go to prevent accident-causing distractions. 

However, this option seems to be missing from iOS 15. Luckily, we’ve come up with a clever workaround that’ll accomplish almost the same thing.

To get started, open Settings and head to Focus → Do Not Disturb. Under the Turn on Automatically section, tap Add Schedule or Automation. Now, tap App. Select either Maps or your preferred music app (Like Apple Music or Spotify) to automatically turn on Do Not Disturb when these apps are open.

As long as you keep the app you’ve added automation for open, Do Not Disturb will remain enabled. As soon as you close the app, Do Not Disturb is automatically disabled.

22. Enable Screen Time

Apple introduced a robust parental control feature called “Screen Time” back in iOS 12. You can use this feature not only to keep track of your iPhone usage but help get rid of smartphone addiction as well. To get started, open Settings → Screen Time. Now, you have multiple options:

Downtime: It lets you set a schedule during which you don’t want to use your device. Based on your needs, you can also customize Downtime to exclude days (Sunday, for instance) or put a restriction for only a few hours on a specific day.

App Limits: You can set daily time limits for app categories. For instance, you can configure the settings to allow Games for just one hour.

Communication Limits: Set restrictions on who can be communicated with and at what times.

Always Allowed: You’ll see the allowed apps during Downtime in this section. You can choose to disallow access to any app by tapping on the “+” icon to the left of it. And just in case you want to remove an app from the Allowed section, tap on the red “–” button to the left of it.

Content & Privacy Restrictions: It provides you control over a ton of functions. For instance, you can use this option to restrict iTunes & App Store Purchases, keep explicit music, news, podcasts away from your device, and more.

One more very important thing: be sure to set a Screen Time passcode to prevent anyone from making unwanted changes. Simply tap Screen Time Passcode → enter a code and confirm.

To get to know more about Screen Time, follow this complete guide.

There you go!

Stay Tuned For More…

Plus, there are quite a few user-friendly features like Continuity that offer a seamless experience across iDevices.

With Apple always trying its best to improve performance, we can expect iOS to continue to push the boundaries of possibility. Let me know your thoughts down below.

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Author Profile


Marcus is a freelance tech writer/editor with a focus on succinctly explaining consumer devices and their software. His previous work has been published on MakeUseOf where he covered everything from iOS to Git and UI design.

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