‘A return to grassroots influence’: Social Soup reveals new social content research

May 17, 2024 9:45

Australian consumers are leaning more towards relatable content than traditional influencer campaigns when making purchasing decisions, according to new research from Social Soup.

Unveiled on Thursday morning at Social Soup’s second annual Influence Upfronts in Sydney, the preference for information over entertainment was one of the research’s key findings.

It found that informative, relatable, authentic, creative and friendly content were the top five influencing categories, at 52% of consumers, 40%, 35%, 35% and 32%, respectively.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.