The Power Behind Popularity

BrandData’s new systematic method of measuring online brand and celebrity traction has identified monumental changes to audience engagement. Ten years ago, to say that a single individual could have a greater engaged audience than an established brand would have been laughable. In 2015 though, times have most certainly changed.

Critically analysing data and trends is an insightful approach to predicting market trends and new media opportunities. BrandData’s current example? Key creative’s conference, Semi-Permanent versus their guest speaker, fashion designer, Dion Lee. Although Semi-Permanent boasted an engaged an audience of 2,406, Dion’s online presence engaged with an audience of 17,873.

Such stats beg the question, is the future success of brand marketing embedded in the identities of those who advocate them?