Hypetap Intelligence confirms relationship between influencer commentary and consumer beliefs
Hypetap’s research and data insights arm, Hypetap Intelligence, has found that consumer sentiment and influencer commentary found on social media bear “a direct correlation”.
The announcement:
Hypetap, Australia’s leading influencer, creator and content marketing agency, today announced new research through their data insights and research division, Hypetap Intelligence, that demonstrates a direct correlation between influencer commentary on social media and consumer sentiment.
This new study provides unprecedented insights into the role that influencer marketing plays in impacting and reflecting consumer behaviour in Australia.
The research, conducted by Hypetap Intelligence’s data science team, analysed Australia’s most comprehensive influencer database and dataset encompassing billions of social media data points.
“After seeing the recently released data from AMP and NAB, it is clear that influencers in social media are both mirroring consumer sentiment, as well as leading it,” said Dr Melissa Gray, head of intelligence at Hypetap. “The key categories where consumers are pulling back on spending are reflected identically by the top 4 key words associated with the words ‘budget’.”
The research revealed a significant 119.3% increase in the volume of posts about being on a budget compared to the same period last year. The most prevalent terms used when describing budgets and cost-cutting in Australian households are:
- Home Loans / Mortgages: Increase in mentions of mortgage stress, home loan reductions and DIY cost saving tips and techniques. The mention of ‘mortgage’ in all influencer posts has surged by a staggering 688.2% compared to last year.
- Cooking: Increase in mentions of cooking at home, “fakeaways”, meal prepping and budget-friendly lunch box inspiration. With eating out expenses getting cut by consumers, budget friendly posts are driving high engagement across all platforms.
- Entertainment: Increase in mentions of local events, staycations and inspiration for value family activities. While many posts still may describe a big trip or concert, influencers are showcasing how to cut back on other activities to account for that one big experience. For example, budget travel mentions are nearly 100% higher than this time last year.
- Car: Increase in mentions of running costs, insurance deals and vehicle maintenance at home. Cars are mentioned when influencers talk about budgets 194% more this year than last year.
“Influencers are the thought-leaders in today’s society, and with a direct line of communication to their audience, can really emphasise what the wider consumer market is feeling” revealed Gray. “We have taken care to develop proprietary sentiment analysis models to deeply understand the topics that influencers and consumers are talking about. By looking at these trends across the entire influencer landscape, it’s clear that not only is there a direct correlation between influencer commentary and consumer sentiment, but this commentary is also leading the consumer conversation.”
Hypetap believes that this research represents a major breakthrough in understanding the complex interplay between influencer marketing, social media, and consumer behaviour.
“Hypetap is committed to staying at the forefront of data analytics and consumer insights,” said Bryce Coombe, Hypetap managing director. “Our continued research allows us to uncover trends and patterns that can provide immediate benefit to our clients across all categories. By leveraging these insights, businesses can make more informed decisions about their marketing strategies, product development, and customer engagement efforts.”
Source: Hypetap
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