Why Social Soup?
The Social Soup standard of influence
The Social Soup standard of Influence has been developed from our expertise pioneering influencer over the last 11 years. We have progressed word of mouth and ‘influence as an outcome’ into a proof led marketing discipline that has become a disrupter to the traditional media landscape.
Not all influence is created equal and we have proven that it is a combination of science, the tech and ROI based approach to influence and meaningful connections underpin the Social Soup Standard of influence.
Tiers of Influence
There is no denying that the ability to influence is the key to creating behavioural and attitudinal change in the consumer. However, in today’s climate, the consumers attention is increasingly divided. For this reason, it is necessary to understand the different levels of influence in the world of marketing. From celebrities to micro-influencers to family and friends, everyone has a place on the influence scale.
At Social Soup, we offer several tiers of influence. Depending on your company’s marketing objectives, we can optimize campaigns to incorporate the various tiers of influence and ensure a highly effective marketing strategy:
These accounts are typically focused around a network of friends and family. Whilst networkers have lower social following than other tiers, they tend to have high levels of influence within their community, and help generate positive conversation both online as well as offline through word of mouth.
Micro influencers are known for their niche audiences and their high levels of perceived authenticity and credibility, typically generating high engagement on their content. They are best used in social marketing strategies that require targeting a specific audience and topic. They offer that optimal balance of providing social reach whilst still maintaining authenticity amongst their followers, and help to drive brand advocacy, positive online conversation and consumer sentiment.
Macro influencers offer a slightly broader audience than their micro influencer peers. Influencers in this tier are on their way to becoming mega influencers. They are building their following, and have the ability to reach large audiences with a wide relevance of topics. Since their audiences are still contained, they do not yet carry the tag of being a “mega influencer”, and as such are a cost effective way to increase brand awareness.
Mega influencers are known for their high social reach and their broad audiences. Compared with other tiers, perceived authenticity tends to be lower and as a result, they have a lower engagement rate on content. However, because they have the ability to reach mass audiences, mega influencers can be included in social marketing strategies to lift brand awareness.