Applying neuroscience to influencer marketing

Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.

Whalar, an influencer marketing agency, teamed up with Neuro-Insight to test whether influencers evoke intense emotions and create lasting memories in a study that involved three cells of 60 respondents: followers of micro influencers (10k to 100k followers), followers of macro influencers (100k to 500k followers) and followers of celebrities.

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