Social audiences are influenced by authentic posts that make them feel an affinity with the author.
Mediacells can reveal that social media folk respond less to celebrity endorsements and more to meaningful recommendations made by trusted commentators who make them feel special.
We analysed the latest adidas influencer campaign and awarded a lesser-known volleyball player the highest engagement rate, blocking fellow campaign influencers Lionel Messi, David Beckham and Paul Pogba from the top spot.
Mediacells identified 100+ million social views across Twitter, Instagram and Facebook in the context of the adidas social influencer video campaign ‘Calling All Creators’.
The multi-layered story drew on stars from sport, fashion and music to inspire a creative dialogue in 33 countries, using curated video content across social, TV and adidas.com.
The #1 influencer was a US female volleyball star, called Paige Tapp, who inspired 17% of her social audience to share, like or mention the specific campaign in tweets and posts.
Paige, 22, was most effective on Instagram, where her ‘seat at the table’ post won 7.6k ‘loves’. The reactions to the post were deeply personal, with family and friends showing their support, which in turn created a groundswell of positive sentiment around the Team USA middle blocker’s brand messages.
The closest influencer to Paige was Manchester United’s Paul Pogba, who inspired 7% of his audience to join the conversation, while NFL superstar Aaron Rodgers prompting 5% of his fan base to engage in meaningful interactions about the campaign.
From outside the world of sport, rapper Pusha T converted 4% of his social audience to ‘create’ with his ‘Three Stripe Life’ tweets.
The findings come as influencer marketing is becoming the advertising saviour, at a time when the world’s largest advertising and marketing services group, WPP, announced its worst year since 2009.
Brand conversion is becoming less and less about big numbers and more about attributable, authentic conversions from loyal fan bases. Instagram fan Brooke Schwartz responded to Paige Tapp’s endorsement of adidas sneakers thus,
“I have been a Nike girl for 26 years and yesterday I bought my first pair of Adidas because of you.”
CLIENT: Thomson Reuters
WOW: Social Media News Tracer
DATE: October 2017
Las Vegas shooting, October 2017, 1:22am, 58 people dead. Earliest report on Twitter happens simultaneous to the shooting.
Excellent marriage of scientific rigour and human expertise produced Reuters News Tracer social news lovechild breaking global stories ahead of the pack by filtering the firehose https://t.co/lKBOriSPts
— Brad Rees (@BradCRees) December 6, 2017
Every news organisation has an acute problem with fake news distorting the perception of events and there is an added pressure to break news stories as they happen.
The new system called Reuters Tracer examines 12 million tweets a day (2% of the daily total), validates news events and assigns a newsworthiness score with a confidence rating on how likely the events are true.
The algorithm uses data mining and machine learning to pick out the most relevant events, determine the topic, rank the priority, write a headline and a summary. The human involvement comes from a list of Twitter accounts, curated by Reuters journalists.
A citizen journalist tweet at 1:22am about the shooting triggered what is called a ‘Tracer Cluster’ and, after rigorous criteria has been met, the event was included in the news feed at 1:39am
What we love most about the Tracer product is the cooperation between serious data brains in R&D and the human expertise brought in from the Reuters journalists – it’s a lot like how we work here at Mediacells!
CLIENT: Hearst, Esquire
WOW: Power of the human word
DATE: November 2017
Progressive US magazine Mother Jones recently reported that Artificial Intelligence (AI) experts are predicting we will have ‘full human-level AI’ by 2045. Artists? Surgeons? Writers? There’s an app, well, a robot for all that in less than 30 years.
— Brad Rees (@BradCRees) December 5, 2017
However, when you read Kevin Sintumuang’s piece, ironically about driverless cars, there’s little hope for mid-millennium robots mastering the art of magazine writing.
His article on the new Mercedes S-Class is a paean to near-future tech and evokes its benefits with the passion and skill normally reserved for the Times Literary Supplement, rather than a humble car review.
Kevin’s work is indicative of inspired editorial direction at Esquire but also to a bold approach at publisher level, elevating native content above attention-grabbing social media calls to action or the ‘10 celebrity chefs you won’t believe what they cook like now’ clickbait strategies.
Mediacells reckons that even with superior petaflops, your above-average robot won’t ever be able to conclude a car review with:
Are we ready to give up our freedom to take the wheel in exchange for self-driving pleasure pods of the future?
Does a millennial eat avocado toast?
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