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Social Soup - Social Boosters Research
The document outlines strategies for creating effective influence campaigns using social boosters, defined as up-and-coming influencers who generate engaging content on Instagram. It emphasizes the importance of understanding the motivations of social boosters, their desire for creativity, and fostering long-term partnerships with brands that align with their values. Key takeaways include utilizing social boosters for social impact, focusing on building trust, and leveraging user-generated content to enhance brand visibility.
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Social Soup - Social Boosters Research
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- 2. 2 AGENDA How to create successful Influence campaignswith Social Boosters Understanding instagram and the media landscape Who are Social Boosters? What motivates Social Boosters? How do Social Boosters want to work with brands? A framework for successful Social Booster Campaigns
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- 4. 44 INSTAGRAM LAUNCHED IN2010 3 months to one million users Acquired after 551 days Had never made a cent Employed a dozen people $1 billion
- 5. 5 Instagram usage hasdoubled in the past four years
- 6. 66 26% of theAustralian Population active on instagram 50% 18-29 yr olds active (Sensis 2015) 60% Of users are Female 251 Average no. followers (Instagram Data 2015)
- 7. 7 Instagram usage hasdoubled in the past four years Daily Social Media Usage Over Time (%) D1. How would you describe yourcurrent use of the following social media platforms? Base: Totalsample, n>1000 forall waves 92 97 31 65 56 51 21 1717 9 53 3 0 10 20 30 40 50 60 70 80 90 100 Wave 1 (Nov'12) Wave 2 (Dec'13) Wave 3 (Jan'15) Wave 4 (Jan'16) Facebook Instagram Youtube Snapchat Twitter Google+ Pinterest/LinkedIn
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- 9. 9 Academic research onInstagram finds four key motivations for use CONNECT DOCUMENT COOLNESS CREATE Instagram: Motives for its use and relationship to narcissism and contextual age, Pavica Sheldon, Katherine Bryant Computers in Human Behavior Dec 2015
- 10. 10 The rise ofcreative power corresponds to the growth in instagram “The creative individual is no longer viewed as an iconoclast. He — or she — is the new mainstream.” ― Richard Florida, The Rise of the Creative Class--Revisited: 10th Anniversary
- 11. 11 62% Visit tobe inspired 58% Instagram makes them laugh, dream, or think differently Instagram research with Sparkler 2,000 people ages 18–34 across France, Germany and the UK 2015
- 12. 12 • Instagram is a place people go to be inspired and inspire • People want to create and be creative • It is widely seen as one of the least trolled places on the internet Instagram is a positive place people love
- 13. 13 Why is instagram IMPORTANTFOR BRANDS
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- 15. 15 TRUST IN MEDIA THE LOWEST OF ALL INDUSTRIES
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- 18. 84 37 32 26 25 22 16 14 1110 8 Friends & family Consumer reviews Social media TV In-store display Expert reviews Mags Blogs & Forums Brands own website Radio Email Friends & family, consumer reviews and social media are the most trusted channels “Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 18
- 19. We trust eachother more than any brand message 19
- 20. 20 Incredible growth ofinstagram Tapping into people powered media channels is even more important now Who is driving the user generated content and inspiring the masses?
- 21. What is a SocialBooster? 1 Someone who has focused on developing a following through quality user generated content (UGC) 2 Up and coming influencer who retains high engagement and authenticity (1k-50k) 3 Doing it for passion and purpose before commercial
- 22. Research Overview Research across 125social boosters in Social Soup community (1,000+ Instagram followers) Surveyed across Nov – Dec 2015 22
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- 24. 24 @girleatsmelbourne I draw inspirationfrom my local area and I’m passionate about great restaurants so what started as a hobby has become almost a full time instagram obsession but I love it “
- 25. 25 @sydneyfoodlover Some would sayNilu is living the dream experiencing food all over Sydney. Her instagram following and content has grown effortlessly and organically and is truly passionate about the Sydney food scene
- 26. 26 @SClass_life I love beinga part of the fitness community and I eventually want to start sharing my gluten and dairy free cooking and recipes with everyone “
- 27. 27 @healthyfamily5 Elise’s main focusis on healthy eating and her passion for creating healthy meals for her family. She wants to encourage and show other families how to eat and shop for healthy foods.
- 28. 28 @iamjillwright Jill loves tryingnew things and meeting new people! Instagram is a great avenue for her fashion, modelling, business and everything in between
- 29. 29 @meowscott I use myInstagram to showcase my pet photography. Instagram lets me develop great like- minded friendships about my passion “
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- 31. 94 54 45 40 38 16 To express myinterests/passion To help my career To keep in touch with family and friends Honestly get to try free stuff To eventually make it my job Something else What they aim for from their instagram account 31 Expressing passions and interests the #1 motivation in having an Instagram account Almost half see this as a way to help their career or business “What are your aims for your Instagram account?” Base: All respondents: n=127 All figures %
- 32. They give to grow:shared passion 32 Share discoveries Inspire others Build my Brand
- 33. 33 Let's face it– it's a lot of humble bragging isn't it? Ling, 36 “Instagrammers love sharing discoveries Share discoveries Connecting with like-minded people through passions Positive feedback they get from likes, comments and growth in followers boosts their social cred
- 34. 3434 I honestly justlove to share my beauty tips and ideas makeup looks and favourite products with my audience. We all share the same passion and connecting with them on this is what I love.” Rachel, 31 @insta.beauty.mummy “
- 35. Inspiring others and being inspired 35 Instagram isalso a place for people to contribute and do their bit of good Their accounts inspire and encourage others e.g. to be fit, lose weight, think positively 82% want to work with brands that are striving towards a good cause Inspire others
- 36. 36 “I created mypublic page on Instagram to share my health and fitness journey. Ultimately, I'd love to inspire others to do the same. I love to inspire others to reach their potential Rachel, 34 @rachels_runners “
- 37. 3737 I've been onthere for about 4 years and I love it. I've slowly built up over 2000 followers and I find it to be a much more positive and open space than other social media. I couldn't imagine not being on there” Instagram is a positive inspiring place Meegan, 31 Kim, 29 “ “2011 was the first year I started playing with instagram! I fell in insta- love from the get go! IG was (and still is) such a friendly space. Supportive and encouraging and inspiring!”
- 38. 38 Instagrammers are building their brand throughtheir accounts – the person they want to portray Their Instagram account is a carefully curated brand An Instagram account needs to convey a point of difference, consistency, values and a purpose Build my Brand
- 39. 39 I love usingit to create an idea about myself as everyone has a sort of brand.” Emilia, 18 “
- 40. 40 They are creative Theywant to share They share positive stories They influence through inspiration They build personal brands
- 41. 41 Building a themeand identity Social Boosters
- 42. 42 A theme is: “Anidea that recurs in or pervades a work of art or literature” OED For boosters, passion and interests are curated in a content ‘theme’
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- 44. 44 The more niche the more likeminded youraudience Creating a guiding theme Localised AestheticsNiche Passion time
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- 46. 46 “I know Ineed to remain true to my instagram theme by not posting unrelated sponsored stuff that isn't relevant to my readers” Catherine, 41 “
- 47. 47 Journey of a SocialBooster
- 48. 48 Lauren started her account2.5 years ago, posting photos sporadically when she’s hanging out with friends @laurenminicozzi
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- 50. 50 A year later,she realised she needed to provide a theme for her account to grow followers – people need to know what to expect @laurenminicozzi
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- 52. 52 Focusing her Instagramtheme “I started becoming more prominent on Instagram when I decided to change my profile completely. I started uploading photos of fashion garments food and scenery shots and saw my followers rise. I see myself continuing this profile and hopefully gaining more followers as the year goes on.” @laurenminicozzi
- 53. 53 Growth in engagement andfollowing @laurenminicozzi
- 55. 55 The F3 Equationof Instagram Success Focus = Followers =Instafame
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- 57. 57 98% Must genuinely like it Three bigreasons: 91% Must believe in it and fits with values and passions 82% Brands with good causes build further social currency
- 58. 58 I love beinga part of social media and aligning myself with brands and fashion that share my interests and passions.” Gabi, 20 “
- 59. 59 98 91 82 74 73 63 2 I'm a fanof Whose values I align with That work towards a good cause That show they know me/my Instagram followers That provide something for my followers That pay me Something else Types of brands they want to work with “What sort of brands would you like to work with?” Base: All respondents: n=120 All figures %
- 60. “ April, 26 60 Other reasons 74% Showthey know my Instagram followers 73% Provide something for my followers “Provide something to my loyal followers - I would like to provide some sort of reward to my followers”
- 61. 6161 Building trust iskey to Social Booster success
- 62. How social boosters want to work with brands 62 TRUSTTHEM - they will build trust for you “Give the instagrammer control of what we can post so it's authentic. If people are sold to they don't like it. They want to trust us.” Dominica, 30 “Allow us to follow our own ideas in incorporating brands into a post. It needs to fit with our aesthetic.” Nikolina, 22
- 63. Boosters are not looking for one night content stands 63 Partnership– opportunity to work longer term “I would like brands to create longer term relationships so our audiences feel consistency” Lauren, 32 “It’d be great if brands make it an ongoing partnership and engage with the person they are partnering with.” Mell, 24
- 64. Brands that dothis well 64 Birkenstock & @fionaandbobby “We have worked with Birkenstock footwear and have been great - providing footwear for our adventures around Bali - trusting in our vision to promote their brand on our explorations. We love their products and have promoted their brand and service through our account through photography. We've had a great working relationship with them so far.” Fiona, 37
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- 66. 66 The landscape of influence planning Peer to peer Social Boosters Native UGC Real world influence Brand in hand experience Close interpersonal Boost Social Social Proof Visibility Paid Social Using UGC 1,000x250 50x5,000 1,000,000+ Change attitude Appear popular Change behaviour Change attitudes Switch Building awareness Credibility
- 67. 67 5 things to takeaway from todays presentation 1. Use Social Boosters to scale social impact 2. Boosters are only part of the influence picture 3. Find the right fit for your brand and message 4. Think long-term relationship not paid per post 5. Think beyond the influencer to who you are hoping to influence
- 68. Thank you. +61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2