The researchers analyzed over 55,000 Instagram posts from the top 763 influencers worldwide over six months to understand engagement factors.
Posts that appear more authentic, such as those featuring close friends or family, yield the highest levels of engagement on social media.
David Beckham’s Instagram activity showcases the importance of authenticity; his personal posts received markedly more engagement than promotional ones.
To improve brand-influencer success, the research points to a need for influencers to maintain an authentic connection with their audiences.
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