Tetra Pak report looks at super leaders and how brands can thrive in a digital world
The report shows that third-party, user-generated content is becoming increasingly important, often more powerful than direct communications from brands.
The Tetra Pak 2017 Index, produced by Tetra Pak, Vernon Hills, Ill., focuses on Super Leaders, a newly-defined digital community of early adopters and brand amplifiers, and reveals how brands can focus their digital strategies on engaging this new generation of influencers.
The report shows that third-party, user-generated content is becoming increasingly important, often more powerful than direct communications from brands. Super Leaders represent just 7% of the online population. More than half (57%) of them write brand and/or product reviews every week, and nearly two-thirds (65%) say they are more likely to do so after a positive experience. In addition, more than three-quarters (78%) expect brands to reply to their reviews and ratings, saying that interacting with brands on social media improves their opinion of that brand (79%).