Two thirds follow creators for authenticity, and most feel a personal connection
68%
seem authentic and relatable
60%
feel personal connection
StatTrends
68% of people follow creators because they seem authentic and relatable, and 60% feel a personal connection to them. The mechanism behind creator effectiveness is parasocial trust, not reach.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
VML Intelligence SONAR, The Future 100: 2026, s. 106-107
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