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

Does TikTok Really Make Sense For Microsoft?
  • Opinion

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

Opinion

by B&T Magazine

B&T Magazine
QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker
  • Uncategorised

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses
  • Advertising

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series
  • Media

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
  • Advertising

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
  • Advertising

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]