INFLUENCER [in-floo-uh n-ser] A person or who has the ability to influence the behaviour or opinions of others through social media.
Monitoring the impact of your influencer campaigns can help you understand your audience, create more effective content to engage and grow your customer base as well as measure the impact they are having on your brand.
Influencer marketing can yield significant results, particularly on visual-focused platforms such as Instagram, Facebook and YouTube. Since the inception of Instagram in 2010, influencer marketing on the platform has increased exponentially with a growth in social action of 39 per cent in 2018 and a daily active user list of greater than 500 million. Influencer marketing statistics have indicated that 82 per cent of consumers are likely to follow an influencer recommendation and brands have found it to be an effective channel to promote and grow their brands.
At present, more and more brands are including influencer marketing into their overall marketing strategy in order to add value to their brand and better engage with their audience. And although it can be one of themore affordable channels to gain more customers, proper campaign planning is still required to ensure you get the most out of your investment.
According to Influencer Marketing Hub, 10.5 per cent of brands consider the audience relationship to be the most valuable factor when collaborating with an influencer and will more and more brands.
Measuring your success
Measuring the success of your influencers is crucial to understanding if your strategy is working. By utilising social media monitoring, you can monitor information relevant to your business. For example, you might want to track and measure:
Brand mentions (with or without direct tagging)
Relevant hashtags (branded and unbranded)
Mentions of your competitors
Keywords or trends applicable to your industry
Social media monitoring in our Mediaportal helps you track key social metrics such as brand awareness and social share of voice. With this information, you can use it to test social campaigns, track ROI and build on improving future campaigns.
The level of influence
As an influencer is an extension of your brand, it is important to seek out influencers that align with your brand values and align with your products and services. It’s also important to understand the different levels of influencers as their audience size can determine their engagement rate. Interestingly, once a social influencer reaches a critical mass of followers, audience engagement begins to decrease.
Micro-influencer
The largest group of influencers are known as micro-influencers – holding approximately 500 – 10,000 followers. Micro-influencers are a good asset to brands as their followers are interested and engaged with the influencer, which in turn, results in a higher engagement rate – approximately 25 – 50 per cent.
Macro-influencer
Macro-influencers have around 5 – 25 per cent engagement per post with audiences ranging from 10,000 – 1 million. Although the engagement rate is lower than micro-influencers, macro-influencers can reach up to 10 times more people.
Mega-influencer
These influencers could be a social media celebrity. Although they can have a following of over 1 million, their engagement rate is approximately 2 – 5 per cent.
Relevance, Reach, Resonance
Although there are many benefits of influencer marketing, influencers can also go awry if they fall out of favour with their audience or unexpectantly decide to move on from a brand. In addition, like any marketing campaign, there is financial risk with influencer marketing. Unlike the world of cost per click, cost per acquisition and cost per thousand, influencers don’t control who sees their content. Instead, influencers rely on ‘organic reach’, meaning their success is based off the algorithms of Instagram, Facebook and YouTube. Brands face the risk of engaging with influencers that do not have the right type of audience or do not continue to mutually align with the brands strategy.
To mitigate risk when choosing an influencer, an influencer marketing strategy should be created, and the 3 ‘R’s – relevance, reach and resonance are areas that should be a key focus and making your decision.
Relevance
Ensure your influencer is relevant to your brand, one who has expertise and subject-matter credibility, as well as well developed, solid relationships with their followers. Identify the topics of influence that speak to your brand’s target audience and purchasers and determine if their audience is one you would like to engage with. The influencers demographic should also be considered to determine if they are relevant to your brand and will continue to be influential with their audience.
Reach
If you’ve chosen and targeted your influencer correctly, you not only gain the influencer’s responsive audience, you obtain that audience’s audience too. To mitigate damage to your brand reputation and equity, a natural alignment between your influencer and brand messaging is important and it’s crucial your influencer comes across as authentic and real.
Resonance
Seek out and research influencers that will be a good fit to your brand including content quality, reach, engagement, and an alignment of values with your brand
Also ensure all earned media is reviewed and identify which influencers work best for your brand. Repeat this to continue having a strong influencer marketing strategy.
Since influencer marketing is about building strong relationships, a strategy that values a mutually beneficial relationship is important as well as one that aligns with those who are active in the relevant verticals. By tracking conversations that are being had about your brand you can uncover what your audiences actually find engaging and continue providing relevant content tailored to their values, interest and needs.
If you’d like to learn more about social media monitoring or anything media intelligence related, get in touch with us today
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
What began as a localised environmental crisis in South Australia rapidly evolved into a national conversation, shifting from ecological impact to the high-stakes realms of economic survival and political accountability. Our analysis reveals a narrative driven by the devastating images of marine life loss, and by the powerful currents of government action, scientific debate, and the tangible economic pain felt by communities. The coverage shows a pivot from the immediate environmental catastrophe to a sustained focus on two core drivers: the formal political response and the severe economic consequences for the state’s key industries.
How coverage of a natural disaster unfolds in modern Australia
Government and political process are the primary anchors of this coverage, shaping the narratives that dominated media discussion. Two event-driven pillars generated the highest peaks in media attention: the Federal Government's response in July, marked by ministerial visits and the announcement of a multi-million dollar support package, and the highly publicised Senate inquiry hearings in September. These formal processes consistently generated news, positioning political figures like Federal Minister Murray Watt and SA Minister Clare Scriven as the central subjects of the story. Coverage from outlets across the country, not just within South Australia, demonstrates how the crisis was framed as a matter of national significance, with themes of federal support and the Senate inquiry resonating far beyond the affected coastlines.
Local concerns versus big picture narratives: Community or political accountability?
Where the initial reporting centred on the immediate environmental disaster, the visible spread of the bloom and the devastating loss of marine life the conversation quickly broadened. The narrative shifted to system-level impacts, with an intense focus on the economic devastation faced by the state’s vital seafood, oyster, and tourism industries. This is where a gap emerges between the local and national conversation. South Australian media, led by outlets like ABC Radio Adelaide and FIVEAA, remained intensely focused on local hardship, giving voice to struggling business owners and communities. In contrast, national outlets framed the crisis through a lens of policy and political accountability, dedicating more relative coverage to the Senate inquiry and the bloom's connection to broader issues like climate change.
Experts inform the narrative, politicians react
While politicians were the most frequently mentioned subjects of the coverage, scientific experts and industry representatives were the most directly quoted sources. Professor Mike Steer from SARDI, for example, was consistently quoted to provide scientific context, while industry leaders like Tom Cosentino of Southern Rock Lobster Limited and Ben Barnes of the SA Professional Fishers Association gave voice to the economic fallout. This dynamic often placed government figures like the Premier, and the Federal Environment minister in a reactive position, responding to a crisis being defined and explained by the experts and stakeholders on the ground.
The algal bloom may have peaked in the water, but in the media its story is moving, towards accountability, recovery, science, and the politics of prevention.
Algal bloom: The local crisis propelled into national spotlight
What began as a localised environmental crisis in South Australia rapidly evolved into a national conversation, shifting from ecological impact to the high-stakes realms of economic survival and political accountability. Our analysis reveals a narrative driven by the devastating images of marine life loss, and by the powerful currents of government action, scientific debate, and […]
In our last update, housing coverage centred on advice for mortgage holders amid rising rates and cost-of-living pressures. In this second release of the series, the conversation has shifted, with news increasingly framing Australia’s housing challenge through construction, innovation, and government action. Reports highlight fast-tracked developments, AI-powered modular builds, and reforms to cut red tape, alongside community-driven projects in Nhulunbuy and pressures on urban infrastructure, showing that solving the crisis requires building both faster and smarter. The patterns in coverage reveal which stories and policy levers are gaining traction, and how different angles from scale and efficiency to localised community impact are shaping the wider conversation.
Government policy is driving much of this coverage, shaping the narratives that dominate media discussion. First-home buyer programs such as the Home Guarantee (5% Deposit Scheme), Help to Buy, and Regional First Home Buyer Guarantee are frequently cited, alongside social and affordable housing initiatives including the $10 billion Housing Australia Future Fund, NSW’s $610 million Social Housing Accelerator Fund, and state-level projects in Toowoomba and Wagga Wagga. Coverage of supply-side reforms, Melbourne high-rise plans, and debates over negative gearing, capital gains, and rental caps illustrates how policy and regulation frame public debate. Across outlets and regions, the way these stories are told signals which elements of housing policy are resonating, which have momentum, and where attention is likely to shift next.
Where previous reporting centred on interest rates and mortgage advice, a calm, and financial “top-down” discussion, the shift to construction and reform places the emphasis on system-level solutions. Yet, as before, a gap remains between media coverage and social discourse.
On social media, the conversation continues to unfold as a “bottom-up” outcry. This month, debates over housing affordability and accessibility have been increasingly framed through immigration. Political groups such as Pauline Hanson’s One Nation and the Family First Party Australia are amplifying anti-immigration narratives on X and Facebook, claiming that new arrivals are the direct cause of housing stress. These messages are countered by voices rejecting both the logic and the racism seen to underpin such rhetoric, instead pointing to investors as the real drivers of market pressures and reframing housing as a human right. Demonstrations such as March for Australia have further fuelled this dynamic, with slogans tying immigration to Labor, raising the risk of political damage.
The conversation shows right-leaning voices continue to dominate online, with more balanced perspectives struggling for visibility. Policy proposals like a “bedroom tax” appear to have amplified anxieties about population growth, giving further oxygen to anti-immigration claims.
Layered over this, the Reserve Bank’s three rate cuts in recent months have become a fresh point of contention. Some argue that lower rates are simply inflating house prices, benefiting existing homeowners while worsening conditions for would-be buyers and savers deepening the perception of a system stacked against the public.
While the media is foregrounding structural solutions to increase supply, public discourse is still driven by frustration, identity politics, and competing narratives of blame. Solving the housing crisis will not only require practical reforms but also careful navigation of the volatile public conversation that risks overshadowing those solutions.
Housing narratives in the media and online: Building solutions, blaming people
In our last update, housing coverage centred on advice for mortgage holders amid rising rates and cost-of-living pressures. In this second release of the series, the conversation has shifted, with news increasingly framing Australia’s housing challenge through construction, innovation, and government action. Reports highlight fast-tracked developments, AI-powered modular builds, and reforms to cut red tape, […]
How is media coverage shaping views of Brisbane 2032 and its global impact?
The stories that resonate, whether it is a stadium cost blowout, a community campaign to preserve green space, or the push to include Australian Rules Football in the program, capture how Australians are gearing up for a once-in-a-generation Games. These specific, contested, and human stories shape the narratives across news and social media and ultimately reflect how the country is experiencing and remembering Brisbane 2032.
Leading Topics: News vs. social
The difference is while the news media is overwhelmingly concerned with the logistics of the Games, the public is more interested in its social and economic consequences.
On social media, the conversation is a mix of excitement and concern, with a strong focus on what the Games will feel like. Discussions about social impact and economic outcomes are prominent, as people debate everything from housing affordability to the potential for new community arts programs.
In the news, the narrative is far more narrow. An incredible amount of the coverage is dedicated to infrastructure, with a particular focus on the cost and controversy surrounding the main stadium. The second-largest topic is the political jousting that accompanies these infrastructure debates.
The most discussed stakeholders are institutions and communities, not individuals
While politicians dominate the news, what's making a real impact on social media are the communities and institutions at the heart of the conversation.
In the news, the most-quoted voices around Brisbane 2032 are overwhelmingly political figures, led by the Queensland Premier and Deputy Premier. Much of the coverage has centred on Premier Crisafulli’s media appearances, including a notable stop at Rockhampton’s Fitzroy River to promote plans for a feasibility study into using the site for rowing events despite concerns about crocodiles and currents.
The Deputy Premier, meanwhile, has been most prominent for his push to build a new stadium at Victoria Park. That proposal has fuelled debate over whether Brisbane 2032 is shifting away from being a sporting project to a political land grab. The discussion is further sharpened by Queensland’s reported shortage of tradies, with calls for urgent measures to recruit more skilled workers to meet the surge in construction and infrastructure demand tied to the Games.
Even Donald Trump makes an appearance in the coverage, with Brisbane’s bid to host the Quad Leaders’ Summit drawing headlines and gaining the support of Prime Minister Albanese.
On social media, the conversation is being shaped largely by organisations and grassroots communities. Victoria Park, now at the centre of the stadium debate, has become a focal point for how people see the legacy of Brisbane 2032, and Queensland more broadly. Campaigns to preserve the green space are gaining traction, amplified both by smaller local outlets such as The Westender and by national publications including ABC and The Guardian.
Defining "legacy": The public hopes and media narratives
The term "legacy" represents the most significant challenge in the Brisbane 2032 narrative, as the data reveals a mismatch between the public's focus on experience and the media's framing of cost and conflict.
On social media, the legacy conversation is aspirational and driven by the sporting theme, where discussions about preserving green spaces like Victoria Park highlight a desire for tangible, long-term community benefits. Other cities are also seizing the aspirational momentum of events like Brisbane 2032, with figures such as Gold Coast Mayor Tom Tate using social media to highlight for hyper-local audiences the potential returns on investing in this opportunity. News coverage frames legacy as a political and economic undertaking, dominated by the cost of stadiums, the allocation of funding, and the political conflict between the government and its opposition.
Framing the use of the Fitzroy River as an opportunity for sustainability or presenting construction timelines as local job creation makes the connection between political debates and the community and sporting outcomes people truly care about more resonant, while also painting a positive vision for the legacy of Brisbane 2032.
Specificity wins: Vague PR is ignored, detailed stories drive engagement
Generic ‘good news’ posts or Olympic press tend to generate weaker engagement The content that captures public attention is highly specific, and often human-centric or controversial.
On social media, the most engaging content included the debate around HYROX judging standards, the passionate campaign to include Lawn Bowls in the games, and celebrating the specific achievements of individual swimmers.
In the news, it’s not the general updates that resonate, but detailed reports, whether on cost blowouts at specific venues, the impact of turning a local river into an Olympic event site, or the campaign to include Australian Rules Football in the program.
Media moments and narratives gain traction when meaning is applied. Shift content strategies from generalities to detailed storytelling, focus on journeys, the tangible impact of a new community facility, or a transparent explanation of a complex issue for example. The battle for the hearts and minds of the public ahead of Brisbane 2032 will be won in these details.
See how the right analysis can help you anticipate risks, shape messaging and connect with your audiences. Request a free demo.
Winning the Brisbane 2032 narrative: A media analysis
How is media coverage shaping views of Brisbane 2032 and its global impact? The stories that resonate, whether it is a stadium cost blowout, a community campaign to preserve green space, or the push to include Australian Rules Football in the program, capture how Australians are gearing up for a once-in-a-generation Games. These specific, contested, […]
Every stakeholder relationship is different, and managing them effectively takes more than a one-size-fits-all approach.
From campaign planning to long-term engagement, having the right tools and strategy in place can make the difference between missed connections and meaningful impact.
This guide covers:
Identifying and understanding your key stakeholders
Mapping and modelling for influence and engagement
Equipping your team to maintain and grow strategic relationships
