Some opinions matter more than others when it comes to influencing what people buy. And we’re not talking about celebrities on Instagram. It’s actually micro-influencers who are supporting brands best in earning consumers’ purchases—and trust.

What our study proved about our micro-influencers:

• They care enough to gain in-depth knowledge about products and brands they believe in
• They have over 22x more conversations involving active product recommendations than others
• 82% of those who received their recommendations were likely to follow through on them