Influencer marketing is a billion-dollar industry, and its recent meteoric rise has sparked curiosity about which factors makes some influencer posts more popular than others.
In a new paper, researchers analyzed more than 55,000 Instagram posts from the top 763 influencers worldwide during a six month period and discover that posts that read as more authentic to the influencer, for example posts that show close family or friends, receive the highest engagement. They offer considerations for how to harness their findings to improve brand-influencer post success.One week in July, soccer star and entrepreneur David Beckham made four posts on Instagram.
The two other posts — pictures of the athlete with his father and with his wife — received triple that engagement, with 1.3 and 1.8 million likes, respectively.Jaeyeon Chung is the William S. Mackey Jr. Distinguished Assistant Professor at Rice University’s Jones Graduate School of Business. She earned her Ph.D. from Columbia Business School.
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