At Pepper, one of our most valuable tools is our proprietary audience research service. A foundational step that we use to de-risk influencer marketing campaigns and sharpen our understanding of who our clients’ audiences really are. Before we launch anything, we dive deep into who your audience follows, what they engage with, and why.

A recent pre-campaign study we ran targeting U.S. based science interested audiences gave us powerful insights, and a few surprises that are reshaping how we think about influencer marketing in the STEM space.

The Assumption vs The Reality

When brands come to us looking to reach science and technology audiences, the default assumption is that the best way to engage them is via STEM experts. And yes, those voices are credible and highly engaged (shout out to Hank Green and Mark Rober, two of the most cited names in our research). But the data showed something deeper. Science audiences are much more culturally fluid than expected.

While nearly half of respondents did follow science and tech influencers, over 50% also followed comedy and entertainment creators. Influencers like Mr. Beast, Emma Chamberlain, and even Ariana Grande made the top mentions list! Right alongside Neil deGrasse Tyson and Linus Tech Tips.

In short: even people who are passionate about scientific topics are just as likely to be consuming content from entertainers, lifestyle personalities, and general pop culture voices. Science isn't siloed, it’s social.

Social Media Still Drives Action, But Timing Matters.

Another key takeaway is that  while 79% of our respondents have been influenced to buy something they saw on social media, only 13% acted within 24 hours. A staggering 50% said they took a personal recommendation from someone they knew to nudge them toward conversion.

That means influencer marketing needs a long term approach, not just in terms of content drops, but relationship building. The creators you partner with should show up consistently, mirroring the impact of the Share Of Mind Theory, creating momentum over time rather than expecting flash in the pan conversions.

Science Isn’t Niche, It’s a Cultural Touchpoint.

Perhaps the biggest myth we busted is that science is niche. It’s not. In our survey, over 80% of respondents cited an interest in science, and Health, Earth, and Space were among the top content themes.

But the way people consume science content is through the same entertaining, shareable formats that dominate social media. That’s why part of our strategy is helping clients position their message not just as "informative," but as something people want to share at the dinner table.

In Summary

What this research reaffirmed for us at Pepper is that knowing your audience goes beyond surface level data. Pre-campaign research is not a luxury, it’s a necessity. Because the more you understand about who your audience really is, not just their demographics, but their social media behaviors and cultural intersections, the better equipped you are to connect with them in ways that actually land.

If you’re a brand aiming to speak to STEM communities (or any niche audience), let’s start with the source of truth. We will crowd source the ideas directly with your target audience, and launch a successful campaign from there.

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