Study reveals corporate influencers stronger than celebrities for customer engagement

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The study has been designed to normalise engagement across different platforms to provide a fair comparison of influencer metrics.

The research revealed that the impact of mega influencers across social media platforms is waning, and micro influencers – and in-house staff – are stronger for marketing.

Farhad Divecha, managing director and founder at AccuraCast, said: "For the major social media platforms bar YouTube, a smart and more cost-effective way to target your key audiences is by partnering with micro influencers to drive engagement.

This is particularly true for B2B brands with LinkedIn revealed as the 'anti-influencer' network. For businesses operating in this area, we would even suggest harnessing the reach of your internal stakeholders or in-house influencers than to partner with micro or mega influencers on this platform."

Click here to read the full report.