27

Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Embed Size (px)

Citation preview

Page 1: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 2: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

I n f l u e n c e r - L e d R e s e a r c h

Page 3: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

AimsForamonthin2015,Circuit launchedalargescale,open,online consultationwithyoungpeople,invitingthemtocontributetoouractionresearch.Ourprimaryaimwastocollectresponsesonanationalandinternationalscaletoextendthereachofourresearch,seekingtodiscoverwhatyoungpeoplebelievethevalueofartisintheirrespectivelives.

Takinginspirationfrombusinessmodels,ratherthanexistingstrategiesemployedbytheartssector,wecontractedasocialmediaagencythatworkwithbrandstotargetyoungaudiences. SocialLifehaveextensiveexperienceofcreatingmasscampaignsreachingyoungpeople,workingwithclientslikeX-FactorandMTV.Weworkedtogethertodevelopastrategytoinviteresponsesfromyoungpeopletoourquestion,workingwithkeydigitalinfluencerswithmassfollowingsofyoungpeople.

Page 4: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

SocialLifesuggestedworkingwithkeydigitalinfluencerswithmassfollowingsofyoungpeople,totapintotheseaudiencebases,whicharenotnecessarilyconnectedtoartsorganisationsandfrequentersofartsspaces.Thesedigitalinfluencerscreatedsocialmediacontentdesignedtogenerateresponsesfromyoungpeople,pushingthemoutthroughtheirexistingchannels.SocialLifethenaggregatedtheseresponsesbothasquantitativedataandexamplesofkeystatementssubmittedbyyoungpeople.

Ensuringthatthechoseninfluencerscoveredarangeofinteresttopicsandfandoms,hadprimaryaudiencesof15-25s,andreacheddiverseaudiences,wecontracted12influencersandbriefedthemontheprojectaims.Decidingnottoproscribethewordingofthequestion,asthiswaslikelytoappearinauthentictotheinfluencers’audiencesandpotentiallyskewtheresults,weaskedinfluencerstoputourresearchquestionintotheirownwords,andgavethemfreedomtocreatecontentastheysawfit.

Thecampaignwasliveforamonth,andweengaged74,995youngpeoplewithourquestion,andanalysedthe1,171in-depthresponses– lookingforpatternsthatcouldhelpusunderstandwhatitisthatpullsyoungpeopleto,orawayfrom,thearts.

Method

Page 5: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Influencerselection

Page 6: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

E x a m p l e sAfternoonall!I'mhelpingoutonaprojectatthemomentandwouldlovetosparksomeconversationinthecommentsbelow.Doyouthinkartisrelevanttoyou?Dotheartsmeansomethingtoyourlife/youroutlook?I'dlovetoknowwhatyouthinkandwillberespondingtoyourstories!#whyart #ad

Overwhelmed at the responses you left on my recent instagram about #whyart . So much intelligent discussion. To wrap it up, what exactly is it about the arts you enjoy? Is it losing yourself within someone else's creativity or finding a meaning in something you couldn't usually explain? Leave a comment below! Xx #ad

Page 7: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

G e o r g i a LA J o s h D e v i n e

Does art, in all of its forms mean anything to you or your life and why? Why not? For me it's the thing that keeps me silly, creative and happy #WhyArt #OscarWilde

So I'm helping with an interesting project:..Tweet me why you think art is important in YOUR life using #WhyArt hashtag! Get involved 👍

Page 8: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

L u k e F r a n k s

Hello! (thanks if you already did this on Twitter) Could you answer this for me, it's to support a cool project for young people. 'How important are things like art/ music/fashion/photography to you and why?' Pop em below with #whyart and we'll have a chat! Thaaanks x

Page 9: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Numbers

1 2 i n f l u e n c e r s t o o k p a r t i n t h e r e s e a r c h

2 6 # W h y A r t p u b l i c a t i o n s i n t o t a l

s o c i a l p l a t f o r m s

D u r i n g a 1 m o n t h c a m p a i g n📰

A c r o s s 4

Page 10: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

R e a c h G o a l = 1M

4 7 4 % o v e r t h e s t a r t i n g g o a l

5 , 7 4 8 , 5 5 8p e o p l e

r e a c h e d

E n g a g e m e n t G o a l = 1 0 K

6 5 0 % o v e r t h e s t a r t i n g g o a l

7 4 , 9 9 5p e o p l e

e n g a g e d

R e s p o n s e s G o a l = 1K

1 7 . 2 % o v e r t h e s t a r t i n g g o a l

1 , 1 7 1r e s p o n s e s g a t h e r e d

Page 11: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

D elivery

.

Digitalinfluencebeingaglobalmetric,thecampaigncouldn’tbeconfinedtoexclusivelyUK,thoughtocorrespondwithourwiderCircuitresearch,asaprogrammeactiveinEnglandandWales,wewerekeentoreachthisaudience.AsalargepartoftheaudienceofselectedinfluencerswasUKbased,wemanagedtoget37.2%ofentriesfromtheUK.

Facebook,Instagram,TwitterandSnapchat werethe4platformsInfluencerschosetouseduringthecampaign.99.7%ofresponsescamefromTwitter.Instagramcamesecond,withaclearqualitativeaddedvalue,asresponsesweresubstantiallylonger.

Page 12: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Twit ter focus

1 . 9 K m e n t i o n s u s i n g # W h y A r t 8 . 1 M p o t e n t i a l r e a c h

Althoughnotallmentionswereinsightfulenoughtobeusedintheresearch,thevolumeoftweetsthatweobservedwasindicativeofahighinterestinourtopic.

Takingintoaccountalltweets,retweetsandreplies,thecampaign’spotentialreachwasupto8.1Mpeople,710%overouroriginalgoalof1M.

Page 13: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Demographics

Thisgraphicillustratesthegenderbreakdownthroughoutthecampaign.Therewassignificantdisparitybetweengenders– afarhigherpercentageofwomenengagedwithandrespondedtotheresearchquestionthanmen.

Wewerenotabletocollectotherdemographicdata,duetoissuesofdataprotectionandprivacy.

Page 14: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Themes & f e el in g s

Whereasinfluencer-ledcampaignsusuallyfocusonbrand-basedorpeople-basedthemes,responsesto#WhyArt werearticulatedthroughemotions.

Here,we’velistedthecampaign’smost-usedwords.

Page 15: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

A udience sentiment

Whenanalysingtheentriestoourcampaignusingthis,wecanseepositivereactionsareclearlyhigherinvolume- 73.5%fromUKbasedresponders.Belowyoucanalsoseethebreakdownbygender.However,‘negative’doesn’tmeanentriesarenecessarilytalkingnegativelyaboutthearts,butrathertalkingaboutsomethingthatTalkWalker categoriseasnegative(i.e.depression,death,strugglingwithmentalhealthissuesetc).

Companieslookingtoanalyse‘sentiment’fromsocialmediaresponses,useaprogrammecalledTalkWalker,who‘scan’alltheentriestogaugeifit'spositiveornegative.

Page 16: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

E m e r g in g t h e m e s

SELF EXPRESSION

GLOBAL ISSUES

MENTAL HEALTH

SOCIAL TOOL

LEARNING & PERSPECTIVE

Page 17: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 18: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 19: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 20: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 21: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 22: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

Key responses

Page 23: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

R e s p o n s e s

Page 24: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

K e y F in d in g s

Arguably,youngpeoplewhohaveaccesstointernet,followinfluencersonlineandareconfidentenoughtorespondtosuchaquestion,alreadyhaveadegreeofprivilegeandpotentiallyarecriticallyorculturallyengaged.However,astheresultsareonamassscale,andthroughchannelsunconnectedtoinstitutions,wefeelwehavelearntsomethingnewbylisteningtoyoungpeople’svoiceinanorganicspace.

Interestingly,notoneofthe1,171deeperresponsestothequestionmentionartgalleries,organisationsorspaces,indicatingthatyoungpeoplegenerallyseeartassomethingoutsideofthiscontext. ThisislikelytobeduetotheterminologysomeInfluencerschosetouse– ‘creativity’ratherthan‘art’.

SocialLifecommentedthatthroughalltheirworktodate,theyhadnotseenanaudienceopenuptotheextenttowhichtheycontributedmeaningfulandpersonalresponsestothisquestion.Thedecisiontonotimposeourbranding,notusetheinstitutionalvoiceandspeakthroughathirdpartyhasgivenusnewinsightintotheautonomousviewsofyoungpeople.

Page 25: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions

N e x t S t e p sWe’dbeinterestedtohearbackfromyouthprogrammers–

Doyourecogniseanyofthefindingsasoverlappingorlinkingtothoseyouhaveuncoveredthroughyourworkwithyoungpeopleandthearts?Howcouldthesefindingsbeusefulwhenconsideringanddevelopingfutureprogramme?Couldthismethodologybere-purposedforotherareasofaudienceresearch?Ifthisisastartingpoint,whatwouldweasknext?Woulditbeaneffectivewaytoaskyoungpeoplespecificallyabouttheirexperienceofgalleries,orcrowd-sourceideasforprogramme?

Inaddition,weareplanningasecondroundofresearchusingthismethodology,askingyoungpeoplespecificallyabouttheirengagementwithgalleries.

Page 26: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions
Page 27: Influencer- Led Research · PDF fileWhereas influencer-led campaigns usually focus on brand-based or people-based themes, responses to #WhyArt were articulated through emotions