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83% of 'Uploaders' Recommend Stuff They Like

Digital "uploaders," by their very nature, have the tools and the reach necessary to be extreme influencers, according to a study released this month by WOMMA member company Agency.com and research partners Brand Genetics and Hall & Partners. The study defines uploaders as internet users who actively post content and reviews to social networking sites. While only 8% of U.K. internet users fall into this category, Agency.com deems uploaders a powerful resource for brands because their voices can be heard by many people around the world.

According to the study, uploaders are motivated to share content because they want to help their communities; they believe that sharing experiences from real people brings everyone closer to the truth about brands, products, and services. Uploaders, according to Agency.com, are twice as likely as average internet users to be category opinion leaders. They also belong to twice as many offline clubs, communities, and societies as other internet users and belong to four times as many online communities.

According to Agency.com, inviting uploaders to become brand advisors and to weigh in on marketing or product innovation increases their Net Promoter Score by 19 points.

Learn more (Press Release)
Learn more (Brand Republic)
Learn more (MediaPost)

Posted by WOMMA Editor on June 28, 2007 9:01 AM

1 Comment
Add your own

David H. Deans said on July 4, 2007

I'm wondering what percentage of the 'uploader' influencer types are also professional marketing communications or PR practitioners. I'm guessing that it's a very small number. Clearly, it's an untapped opportunity for market leadership and differentiation.

Moreover, hiring an individual who is a credible and recognized influencer would surely be more beneficial to a company's Marcom program than hiring people with journalism majors and minimal domain expertise.

Regardless, the latter is still common practice -- even in the technology sector that typically leads the blogging, wiki and online community forum trends.

It amazes me just how much time, effort and marketing budget funds are being squandered in churning out bland press releases -- yet little to nothing is being invested in developing internal 'category opinion leaders' that are truly worthy of assuming the roles described in this research.

David H. Deans
GeoActive Group USA

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