Why influencers are less persuasive and likable

About 1 in 5 Americans, including 37% of adults under 30, regularly get their news from influencers on social platforms. 🔹 85% of news influencers are active on X (Twitter). 🔹 Half have accounts on Instagram, while 44% use YouTube. 🔹 63% of these influencers are men. 🔹 And 77% have NO formal ties to any news organization. Who are news influencers and why do they matter? In this Pew Research Center study, "news influencers" are individuals with at least 100,000 followers on social platforms like Facebook, Instagram, TikTok, X, or YouTube, who frequently post about current events and civic issues. They can be journalists -- past or present -- or independent creators, but they’re always people, NOT organizations. The future of news is social-- and influencer-driven. As their reach grows, these influencers are shaping how millions engage with the news. Are you following any? #SocialMedia #Misinformation #News #InfluencerMarketing

Influencers are the new celebrities SponsorUnited did a study that analyzed the 100 most-followed celebrities and influencers on social media (50 from each group). They found that of the 825 million followers those 100 stars collectively gained in the past year, 70% of that follower growth was among influencers rather than traditional celebrities. That movie game we used to play as kids where we name an actor then movie then actor then movie is going to turn into an influencer game since younger generations don’t even know actors these days. I still think the defacto spokesperson brands work with are traditional celebrities, but that will change with time. It’s an influencers world now. We are all just living in it. Here’s a link to the study 👉 https://lnkd.in/dqAcKVea #influencermarketing #socialmedia #creatoreconomy

Influencers are The Next Big #Celebrities Influencers are no longer confined to their early days—they have become a formidable presence in the film industry. Personalities like #Kusha Kapila, #Bhuvan Bam, and RJ #Mahvash have transcended social media to break into mainstream #entertainment. To encash this popularity, the casting landscape is also evolving. Be it OTT, Movies or Reality shows, to put salt in the Food influencers are being used. Your #follower counts: In a recent conversation with one of India’s top film editors, I learned that social media following heavily influences casting decisions today. Here’s how influencers are changing the game: ✅The Power of #Attention: In an era where capturing attention is everything, influencers excel. Like the #Kardashian phenomenon, they have mastered the art of keeping #audiences engaged, translating into higher viewership for any project they’re part of. Their existing fanbase guarantees instant reach. ✅Authenticity & Relatability: Influencers have built a deep connection with their followers by sharing real-life moments, struggles, and #achievements. This relatability is often what resonates with audiences more than traditional celebrities. ✅Built-in Communities: When an influencer joins a project, they don’t just bring themselves—they bring an entire #community. Their followers become your film’s or show’s audience, reducing the need for extensive marketing efforts. Aspiring actors, your social media profile is more important than ever. Be mindful of the content you create and how you engage with your audience. You’re not just building a profile, you’re building a community, and that’s what makes you valuable in today’s entertainment landscape ————————————————————- Ankit Jain is helping young Actors to get their Dream Roles in Industry with Right strategy and Tactics. #100dayslinkedin #actors #digitalbollywoodhub #Auditions

💬 In a jam on social? Don't disable your comments! A Journal of Marketing study finds that turning off comments is more reputationally costly than leaving them on, even when the displayed comments are mostly negative. The study finds that influencers are less persuasive and likable when they disable social media comments because influencers are perceived as less receptive to consumer feedback and therefore less sincere, which in turn leads to professional and interpersonal consequences. The research posits that influencers who leave their comments on appear to show they are at least interested in hearing from the public and learning from their actions, while those who turn them off signal their dismissiveness of other people’s opinions. When an influencer is perceived as trying to take reasonable measures to protect themselves during times of emotional turmoil and distress, they are not penalized to the same degree for disabling comments. Learn more here: https://lnkd.in/gEDnRiDU Study authors: Michelle Daniels and Freeman Wu #influencermarketing #socialmediacomments #marketingresearch Culverhouse College of Business Vanderbilt University - Owen Graduate School of Management

Gulp. Nearly 40% of young adults under 30 rely on news influencers to stay updated on current events and politics, according to Pew. The vast majority of those influencers – 77% – are NOT affiliated with a news organization or have never worked in the news industry. https://lnkd.in/eSrK4wyG

“One newsroom that has started to embrace this approach is Yahoo News, which earlier this year launched a creator program that pays influencers a share of advertising revenue in exchange for posting content to its site. Though Yahoo News mostly aggregates articles from other publications, it could serve as an early model for the broader news business hoping to find more views and subscribers.” - and just to add my own thoughts: this extraordinarily in depth analysis of the generational cliff facing news consumption comes from . . . *a local newspaper in Spokane*: one of the few independent family-run newspapers remaining in the country. Community-rooted journalism matters but it needs to adapt to the needs of the next readership, which has already decoupled their news consumption from legacy media.

"Unveiling the Dark Side of Social Media Influencing" As we marvel at the seemingly glamorous lives of social media influencers, have you ever stopped to consider the unseen side of these famous celebrities and influencers? In my latest YouTube video, I delve into the darker aspects of social media influencing, using the poignant example of Seo Won Jeong, a South Korean influencer who was charged with sexual assault charges. Let's work together to promote authenticity, self-care, and mental health awareness in the influencer marketing space! 📌 Watch now and join the conversation: [https://lnkd.in/dhsU52_B] #SocialMedia #InfluencerMarketing #MentalHealthMatters #Authenticity #youtube #tiktok #korea #creator #awareness

Maybe it's just me, but the late stage of the influencer era feels like we live in a reality show gone wrong. The rise of micro-influencers and engagement farming has created a hollow race for clout, leaving us wondering: Where’s the substance? "Everyone is now frantically focusing on a personal brand, because social media companies decided for us that it’s the only way to stay relevant. Just being good at what you do is not enough. You need to be a brand and be well known." As the digital landscape is shifting, the constant noise and superficiality are making it harder to find real, authentic voices. As brands and people, we need to ask ourselves: Are we contributing to this echo chamber or do we try to stand out with genuine messages? Do we continue with meaningless short form clickbait or do we dare to create long form substance? Here's a good, old-fashioned article on this topic for the start. #socialmedia #influencer #personalbrand https://lnkd.in/eKkpHu5w

No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments "Presumably in an effort to reduce cyberbullying and promote mental health, online influencers often limit viewers’ ability to post comments. In this research, we find that influencers incur significant interpersonal and professional repercussions for doing so." "we find that consumers form more negative impressions of and are less persuaded by influencers who disable social media comments." Interesting research and findings ... Think this extends to other media sources as well. We don't live in the past anymore where content is pushed without people expecting to be able to immediately comment on it. #Cyberpsychology #communication #socialmedia https://lnkd.in/dC-MsTrN

New on The BASIS: We review a study by researchers from the Institute for Health Transformation that examined youth perceptions of celebrities and social media influencers in gambling advertisements. https://lnkd.in/dBhbbK7i