Brands are too obsessed with celebrities on social media

Research unveiled at Cannes today (22 June) by Ogilvy & Mather and Twitter found that secondary influencers – defined as those that share content from other influencers – are a bigger determinant of whether a video goes viral and achieves the highest possible level of reach and engagement.
The study of the sharing patterns of 66 video campaigns found that just one in five managed to motivate second wave influences. But of those more than 90% were deemed successful based on reach