Social Media Influencers Don’t Want One-Night Stands With Brands: Social Soup Research

Social Media Influencers Don’t Want One-Night Stands With Brands: Social Soup Research
SHARE
THIS



Brands need to create more meaningful relationships with social influences rather than “one-night content stands” or just paying to post, with proposed changes to Instagram making this even more critical, this was the big takeaway from research released by according to research by Social Soup. The Social Soup community is all about getting involved in brand new stuff; trying it, sharing it and giving feedback.

Social Soup questioned 125 Social Boosters who have between 1,000 and 50,000 Instagram followers to understand their motivations on how and why they want to work with brands. While nine in ten said it was a means to share their passions and interests with like minded people, just over half (54 per cent) saw it as a channel that could help their careers with over a third (38 per cent) saying they hoped to eventually make it their day job.

Having a connection to the brand is vital for these influencers with 91 per cent only wanted to work with those that matched their values. Most importantly they prefer ongoing and engaging partnerships with brands rather than just being sent products or being paid to post, the research found.

The findings come as Instagram announces plans to change its algorithm meaning organic reach will be badly hit leading to significant changes in how influencers are used. Social Soup CEO and founder Sharyn Smith (pictured below) said marketers will have to look at different ways to achieve cut through. “Up and coming influencers who retain high engagement with their audiences will be a key channel to build authentic content that integrates the brand and gets the message to a trusting audience once these changes are made.”

sharyn smith

Social Soup has taken its successful peer to peer influence channel to the next level by increasing impact with the addition of Social Boosters to their offering in the past 12 months. Clients currently working with Social Soup and having success with Social Boosters include Bonds, CUB, Frucor and Brother.

“For influence to exist there needs to be trust and authenticity and Social Boosters retain high engagement with their audience without moving to a commercial model where they are being paid to influence which ultimately lowers their influence,” Smith explained.

“We don’t believe paying influencers will generate the best impact for brands and we focus on building the right relationships and matching influencers with products they genuinely love and have shared values. The research shows influencers are looking for meaningful relationships with brands and not one-night content stands.

“Everything we do is based on rigorous research and an understanding of people. We are investing in understanding influencers better to ensure we build the most positive, authentic and impactful campaigns for brands,” she added.

Please login with linkedin to comment

ad blocking Social Soup

Latest News

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]

Headspace Australia Launches Instagram Campaign For Year 12 Students
  • Media

Headspace Australia Launches Instagram Campaign For Year 12 Students

Australian celebrities and creators are sharing their support for Year 12 students this week, in a new initiative from Instagram and headspace Australia. Launched today ahead of end-of-school exam results, #GramFam Australia features messages from ARIA winner Amy Shark, TV presenters including Lisa Wilkinson and Sandra Sully, comedian Peter Helliar, Home & Away star Olivia […]

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences
  • Media

oOh!media & Adshel Combined Business Reaches 90% Of Aussie Audiences

oOh!media’s audience reach has extended to well above 90 per cent of the Australian population with the integration of Adshel’s assets into the business, according to analysis of audience data. The audience reach data was announced as oOh! rebrands the Adshel assets to Commute by oOh!. Audience data from MOVE shows oOh!’s reach is unmatched […]

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer
  • Media

iHeartRadio & Surf Life Saving NSW Revive ‘Surf Life Sounds’ For Summer

The Australian Radio Network’s iHeartRadio Australia has teamed up with Surf Life Saving NSW (SLS NSW) for another year of ‘Surf Life Sounds’. The digital radio station features a mix of this summer’s hits, providing the official soundtrack to a safe summer at the beach while celebrating Australian beach culture. The Surf Life Sounds name […]

Sky News Bolsters Editorial Team With Two New Hires
  • Media

Sky News Bolsters Editorial Team With Two New Hires

Sky News today announced further expansion and investment in its editorial leadership team with the appointment of two new roles across its newsroom operations. Experienced television news director, Chris Willis has been appointed to the newly created leadership position of executive editor of news and talk. In this senior editorial role, Willis will have overall responsibility […]