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57% of consumers follow between 1-5 marco-influencers, according to new Visual Objects data.
The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.
Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.
Kyle Dulay is the director of
Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.