Are Only Social Media Professionals Using #SayItWithPepsi?

As it turns out, people in the social media and marketing industry are more likely to participate in social campaigns than typical consumers, such as #SayItWithPepsi.

“Say It With Pepsi” is a part of Pepsi’s latest campaign including social features “Pepsimojis” and unique photo filters. All a part of Pepsi’s mission of “taking the world’s global language – emojis – offline,” according to their press release.

We decided to take a look and analyze the hashtag #SayItWithPepsi to see who was participating in the campaign and what they were interested in. By far, and most interestingly, the number one interest was social media influencers among those who tweeted about #SayItWithPepsi. Any given participant of the campaign was 8.5 times more likely to follow a social media influencer than the average person on Twitter.

Pepsi interest snippet

Also within the top interests were media finance outlets and technology influencers, with financial media outlets actually showing the most depth of interest. It’s very clear this group of people pays attention to industry topics and influencers.

So what does this mean? How do followers of industry influencers, especially in social media, play a role in the #SayItWithPepsi campaign? It seems to us that those responding and participating are the ones who are plugged into social media circles and regularly keep up with industry influencers. This leads us to ask why. Maybe it’s because they have a greater appreciation for social media or are more aware of how to spot and utilize social media campaigns. They recognize the effort that goes into these campaigns and what an impact they can have. An appreciation for the art of the industry can go a long way, even for hashtags.

This is great news if your particular audience includes social media influencers or if you focus on business to business marketing. But what if you’re Pepsi and your audience is the average soft drink consumer or a general market? It might make you wonder if your social media campaigns have been creating the desired effect.

This is where we turn to you for your say on it. What do you think? Are social media campaigns worth it if they’re not necessarily reaching a large, general market? What should be changed in order to reach them? Or is it all ok? After all, social media influencers and industry participants are still people and consumers. The data is fascinating and the #SayItWithPepsi campaign is just one example. Let us know your thoughts on the issue!