Social Soup
Social Soup is an Australian influencer marketing agency serving enterprise brands across FMCG, retail, beauty, and health through its proprietary SMART Platform and AI-powered Content IQ optimization system, backed by a 200,000+ member product trial community.
- Company typePrivate
- Founded2007
- HeadquartersSurry Hills, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Social Soup does
Social Soup is an Australian influencer marketing agency founded in 2007 and headquartered in Redfern, NSW, with additional offices in Sydney, Melbourne, and Brisbane. The company operates a platform-plus-services model built around its proprietary SMART Platform, which spans Sampling, Management, AI-powered analysis, Reviews, and Talent. Its core AI module, Content IQ, scores creator content using two proprietary metrics (Ad Appeal Score and Click-Through Style Score) trained on more than $500 million in ad performance data, predicting which assets will deliver the strongest ROI before amplification spend and yielding a measured 10% CPM uplift on Meta and TikTok. The agency's client base is predominantly enterprise brands across FMCG, retail, beauty, health, baby care, pet care, and consumer goods — including Huggies, ALDI, L'Oréal, Blackmores, PepsiCo, Royal Canin, Philips Avent, and Vicks.
The company monetizes through professional services fees for designing and executing bespoke influencer campaigns, managed services for community-led product sampling, and paid content amplification. Engagements are project-based and scoped through direct sales relationships with brand marketing teams across Australia. Social Soup also operates a 200,000+ member consumer community (Souper Reviewers) that brands access for large-scale product trial and review programs, with cumulative platform outputs of 1.5 million product trials, 457,849 community-written reviews, and $7 million of products tested. Distribution is direct enterprise sales with self-serve community sign-up for consumers. The business remains privately held and founder-led by CEO Sharyn Smith, with no disclosed institutional funding, M&A activity, or public capital markets exposure.
Social Soup firmographics
Firmographics- Name
- Social Soup
- Legal name
- Social Soup
- Website
- https://socialsoup.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Social Soup is an Australian influencer marketing agency serving enterprise brands across FMCG, retail, beauty, and health through its proprietary SMART Platform and AI-powered Content IQ optimization system, backed by a 200,000+ member product trial community.
- Ownership category
- akta.pro rank
Social Soup industry classification
Industry- Product category
- Influencer Marketing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Social Media & Community Management (BPAFAAAE)
- akta.pro secondary industries
- Social Media Management, Scheduling & Community Tools (BPAMALAJ), Social, Community & Creator Platform Feeds (HDAAAGAD), Paid Social Advertising (BPAFACAB)
Keywords
Where Social Soup is headquartered
LocationHeadquarters
- HQ city
- Surry Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Social Soup business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Influencer Campaign Management Services: Full-service agency fees for designing and managing bespoke influencer marketing campaigns including strategy, creative planning, creator recruitment, campaign delivery, and content amplification
- Community & Product Sampling Programs: Connecting brands with 200,000+ product triallers and reviewers in Australia to generate authentic product trials, reviews, and user-generated content
- Content Amplification Services: Paid amplification of creator content across Meta and TikTok platforms, driving measurable ROI uplift with AI-optimized content selection
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Social Soup product offering
Product offeringCore offering
Social Soup is an Australian influencer marketing agency that designs and delivers end-to-end influencer campaigns for brands, including strategy, creator recruitment, campaign execution, and content amplification. Its proprietary SMART Platform combined with the Content IQ AI-powered content scoring system enables brands to run influencer, sampling, and review programs with measurable ROI. The agency also operates a community of over 200,000 product triallers and reviewers used for product sampling and authentic word-of-mouth generation.
Product overview
Social Soup is an award-winning Australian influencer marketing agency offering a platform-plus-services model built around its proprietary SMART Platform. The core offering combines influencer campaign management with AI-powered content optimization (Content IQ), large-scale product sampling programs, and access to a 200,000+ creator and reviewer community. Services span the full campaign lifecycle from brief to content amplification, supporting creators across all tiers from mega to nano influencers.
Differentiator
Problem solved
Functional benefit
Products and services
- SMART Platform Social Soup's proprietary influencer management platform covering Sampling, Management, AI analysis, Reviews, and Talent (creator network) — enabling brands to run influencer, sampling, and review campaigns from a single integrated system.
- Content IQ AI-powered content optimization tool that scores creator content using two proprietary metrics — Ad Appeal Score (attention-capture potential) and Click-Through Style Score (click/conversion potential) — to predict which assets will deliver the highest ROI before paid amplification on Meta and TikTok.
- Influencer Marketing Services Full-service influencer marketing campaigns for brand clients, spanning strategy, creator recruitment across mega, macro, micro, and nano tiers, campaign execution, and content amplification across Instagram, TikTok, YouTube, and Facebook.
- Product Sampling Programs Large-scale product trial and sampling campaigns that engage Social Soup's 200,000+ product triallers community to generate authentic reviews, user-generated content, and word-of-mouth advocacy for brands.
- Souper Reviewer Community A consumer community of over 200,000 product triallers and reviewers (ages 18-80+) who test products from major brands and provide honest feedback, reviews, and social content in support of client sampling programs.
Quantifiable outcome
- L'Oréal campaign delivered 72M+ unique reach and 1.6M+ social engagements
- +4 more outcomes
Companies that use Social Soup
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles1 record
Social Soup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature3 records
Social Soup partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Snap ChatminorSocial Soup team engagement including Snap Chat Breakfast Event and team activities, indicating collaborative relationship with Snap Inc. for platform-specific campaigns and insights
- StarTrackminorTeam event engagement with StarTrack, indicating collaborative relationship for campaign logistics or delivery support
Scale indicators11 records
Recent moves5 records
Expansion highlights5 records
Social Soup competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Social Soup social profiles
Digital presenceSocial Soup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Social Soup leadership team
Management profileNumber of profiles
Profiles1 record
Social Soup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Social Soup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Social Soup
What does Social Soup do?
Social Soup is an Australian influencer marketing agency that designs and delivers end-to-end influencer campaigns for brands, including strategy, creator recruitment, campaign execution, and content amplification. Its proprietary SMART Platform combined with the Content IQ AI-powered content scoring system enables brands to run influencer, sampling, and review programs with measurable ROI. The agency also operates a community of over 200,000 product triallers and reviewers used for product sampling and authentic word-of-mouth generation.
Is Social Soup a public or private company?
Social Soup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Social Soup founded?
Social Soup was founded in 2007. It employs 11 to 50 people.
Where is Social Soup based?
Social Soup is headquartered in Surry Hills, Australia, in the Oceania region.
How does Social Soup make money?
Three revenue lines are on record. Influencer Campaign Management Services are the primary driver. The others are community & Product Sampling Programs and content Amplification Services.
Does Social Soup have an API?
No public API is recorded for Social Soup.
What industry is Social Soup in?
Social Soup's product category is Influencer Marketing Services. Its primary akta.pro industry code is BPAFAAAE, Social Media & Community Management, with a secondary code of BPAMALAJ, Social Media Management, Scheduling & Community Tools. Its NAICS code is 5418 and its SIC code is 7311.