Certain elements of a creator’s online activity demonstrate greater authenticity to consumers. This authenticity translates into consumer trust and purchasing intent. Brands must examine these elements to pivot their influencer recruitment efforts accordingly. Furthermore, the survey reveals that social media users are gravitating less toward celebrities and more towards down-to-earth creators. This is good news for brands, since celebrities and influencers with over 1 million followers tend to be more expensive than mid-sized influencers. Overall, consumers are drawn creators that mimic their own lives, address their problems, and/or inspire them to achieve their goals.

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