Brands need to create more meaningful relationships with social influencers rather than "one-night content stands" or just paying to post, with proposed changes to Instragram making this even more critical, according to research by Social Soup.
Australian influencer marketing agency 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%) saw it as a channel that could help their careers with over a third (38%) saying they hoped to eventually make it their day job.
Having a connection to the brand is vital for these influencers with 91%
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
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) said marketers will have to look at different ways
to achieve cut through.
Says Smith: "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
Says Smith: "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.
"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.
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."