A new study has cast doubt on the idea that key social influencers hold massive sway over large portions of social media users.
Social consultancy Lucule has developed a new model they call Pente that looks at a wider range of metrics when comparing social influencers to other variables like time of day, type of message and device.
Their statistical analysis indicates that the influence score accounted for only 3% of the variation in response. That is, 97% of the differences in behavioural response were driven by factors other than social influence. Rohn Jay Miller
This is something that has been spoken in hushed tones but until now there was little hard data to show what really influenced social media users to engage.
Now we have a better idea of the social landscape and can craft our campaigns so they include the right mix of social influencers to good planning and execution.
It’s never wise to rely on influencers to carry your message, even more so now we know they really are only one part of the engagement story.
I don’t think this sidelines influencers, but this new data does allow us to help influencers be more effective at delivering our messages.
Let’s take time of day as an example. Rohn Jay Miller’s excellent post reveals that mobile use is dominant during daylight hours but in the evening it’s the tablets that people reach for.
Consider if it’s wise to push out a campaign video at 5pm when the majority of people are travelling and so on a smartphone. The likelihood is they will skip your video due to bandwidth cost or device constraints.
However, the same video at 7pm is much more likely to reach the largest majority of users who are at home, on wifi and have a PC or tablet. The barriers to engagement fall away quickly.
Now this is a numbers game and you are playing to the majority rule so my advice is to build your campaigns to best talk to the available audience at the time you want to push. If you can create multi-phase campaigns that roll all day so much the better.
If you do you will automatically help your influencers by giving them content that the majority of their followers can engage with.