A new way to measure true influence

29 September 2022

The supposed power of Influencers has mostly been gauged by the number of followers that have. But solely focussing on one number doesn’t give us the real picture of someone’s true influence.

​​Working with the team at News Corp Australia and its new publication the Oz, we developed a new model grounded in behavioural science which digs deeper into the factors that determine how influential a creator actually is.

The model uses new behavioural-science-based indicators of influence, measuring variables that have previously not been taken into account:

  • Reliability

  • Expertise

  • Trustworthiness

  • Attraction

  • Content prominence

  • Content frequency


Out of the research, we also developed the idea of 'Influence Elasticity’ - the extent to which a given influencer’s influence can stretch from their category of origin to new areas, infiltrating into many networks. These insights are key to giving a deeper understanding and depth of the ever-growing industry of social media influence.

We worked with the Oz to apply the model and rank Australia’s top 100 social media influencers based on their influence on their followers’ behaviours. You can check out The Influence Index here.


“The Influence Index legitimises those in the industry who are having such a big impact on our lives – until now there has been no way to actually measure the effect they have on our decision making.”

- The Oz’s editor Elyse Popplewell


"It is exciting to apply behavioural science principles to better understand the new economy of marketing and what makes influencers influential. With the creation of the world-first Influence Index we now have a behavioural science-based tool to understand the underlying factors driving what makes some influencers more influential than others.”

- The Behavioural Architects co-founder Mike Daniels

Check out the Index here.


 Read more about the project here.


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