Super Leaders – a newly-defined digital community of early adopters and brand amplifiers – are now the most influential group in building, or eroding, brand preference, according to the Tetra Pak Index 2017. Companies that fail to engage with Super Leaders in the right way risk missing the opportunity to harness their influence and help them build their business.
Brands need to focus their online engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world, according to the Tetra Pak 2017 Index. The company has identified a group of Super Leaders, the most influential subset of the wider online community. When engaged, these influencers can become brand advocates to spread messages, shape opinions and help build trust in products.
The report shows that third-party, user-generated content is becoming increasingly important, and is often more convincing than direct communications from brands. By engaging the Super Leaders, brands can concentrate their resources on a smaller group, while reaching a wider connected audience. As case studies in the report illustrate, many brands have already begun this approach.