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.”
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.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]