Kitcatt Nohr Digitas

Beyond have just released the results of their research into social consumers in the UK. The highlights are, the more you share, the more valuable you are to a brand. So pay attention, all you brands out there, because you only need to push at the open doors to get your content out there. Which is sort of common sense, isn't it? But no less valuable for that.

'We asked 1,500 UK consumers what most influenced them online, as well as how and why they influenced others. What we found was that the consumer is an increasingly influential part of the conversation. Today’s social consumer is one that can either be categorised as a high or low sharer, who utilises various digital channels differently depending on whether he or she is researching and interacting with high or low involvement products. High sharers prove to be the most valuable to brands as they recommend products 3x more often and influence others’ purchases. By identifying high sharers, their preferred channels, and the reasons why they share, marketers can engage them with sharable content, thereby increasing the dynamic of sharing. This acts as a positive amplifier leading towards a virtuous cycle of recommendation, loyalty and purchase.'