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Are celebrity influencers losing their touch?

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It turns out 'normal people' are favoured over celebrities on social media. When asked who they would rather follow, more than half (56%) of consumers stated 'normal people', followed by celebrities (34%), subject matter experts (29%) and social media stars (25%).

Subject matter experts (39%) and everyday people such as friends or family (38%) are the most trusted sources for authentic and genuine content—far ahead of celebrities (14%) and social media stars (9%).

And 86% of........

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