Agency.com reveals significance of uploaders for brand build
Internet users who regularly upload content are a potential resource for brand growth, according to research from Agency.com.
The study suggests that "uploaders" are driving social media and can be powerful brand advocates, promoting products by word of mouth.
Brand Genetics and Hall & Partners carried out the study, exploring the profile and behaviour of uploaders. They found that approximately 2.3m people actively upload content, accounting for 8% of the UK population.
Results suggest this group does not wholly trust advertising, but is positive towards certain brands, with 83% of uploaders actively recommending product or services that they like.
Brand Genetics found that the average uploader's primary motivation for sharing content is to help their community. They are socially very connected, belonging to twice the number of clubs, communities and societies offline as other internet users and belong to four times the number of communities online.
Uploaders communicate to more people more often, sending three times as many SMS messages as those who do not upload.
Agency.com suggests that marketers can engage with these uploaders by inviting them to become brand advisers or form market research panels. Uploaders can also be asked to help inform a brand with its marketing or product innovation.
James Clifton, European planning director for Agency.com, said: "It is important to look at the people driving social media and work out how to engage them, rather than just jumping on the latest MySpace or YouTube bandwagon.
"Uploaders are a powerful force where the worlds of word of mouth marketing and social media collide, and this research provides interesting insights into the make-up of these uploaders, what value they hold for brands and we can start to engage them".
The full research can be found by visiting Agency.com's blog.