Twitter knows the value of its influencers. A study by the platform found that 40% of their users follow brands on the network, and over 30% of Millennials follow “a creator” on Twitter or Vine. Those creators can increase a brand’s ROI: purchase intent increases nearly 3 times when exposed to tweets from brands—but increases by 5 times when exposed to tweets from both brands and influencers. Social influencers’ opinions are trusted almost as much as actual friends: 56% of users turn to friends for recommendations, and 49% rely on Twitter influencers. (Adweek)
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