The Oz – The Australian’s recently launched news platform led by Gen Z – has today launched The Influence Index, promising to redefine who in social media is truly influential based on analysis undertaken for the first time into how influence is created.
Available to view on theoz.com.au, The Influence Index ranks the top 100 social media creators in Australia, according to their impact.
It uses a bespoke measurement tool built in partnership with global experts in behavioural science, The Behavioural Architects, and the world’s leading social intelligence monitoring agency, Storyful.
It also provides Australians with unprecedented insight into understanding what makes social media content creators truly influential, far beyond just follower count and engagement, and why they enjoy large followings both in Australia and overseas.
The Oz’s editor, Elyse Popplewell, said: “We can calculate an ‘Influence rating’ for each influencer, allowing us to determine how influential they are. Follower count alone doesn’t demonstrate true influence. The Index reveals that audience size and cross-platform followings only go so far to truly influence people. For the first time, we are also measuring trustworthiness and relatability to understand what really makes an audience move.”
Popplewell added that the Index analyses effectiveness by looking at six weighted indicators based on behavioural science measures using methods that have not been undertaken previously – trustworthiness, attraction, relatability, expertise, content prominence and content frequency, utilising a proprietary scoring system to arrive at a final list.
The Influence Index will reveal three different types of influencers: Conversation Starters, Networkers and Amplifiers.
“It is exciting to apply behavioural science principles to better understand the new economy of marketing and what makes influencers influential,” said The Behavioural Architects founder, Mike Daniels. “With the creation of the world-first Influence Index we now have a behavioural science-based tool to understand the underlying factors driving what makes some influencers more influential than others.”
Image source: Mediaweek
