B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
82%
82% -- consumer recommendation follow rate for consumers (2025)
82% of consumers were likely to follow a recommendation made by a micro-influencer.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
82%
Unit
Percentage
Data Vintage
2025
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Jonah Berger / Keller Fay Group
Primary
Tier C
https://evolvez.co/blog/top-brand-ambassador-campaigns-part-2 ↗
Source Article
Not long ago, EvolveZ published a blog post titled “Top 5 Brand Ambassador Programs.” Now, we’re thrilled to unveil a fresh batch of Brand Ambassador programs that are not only reshaping the marketing landscape but also fueling their respective companies’ growth. The role of Brand Ambassadorships in…
Original Research
Jonah Berger / Keller Fay Group
· Original study ↗
Methodology
Study by Professor Jonah Berger (University of Pennsylvania) in collaboration with the Keller Fay Group, as cited by EvolveZ
Methodology documented
Segmentation
IndustryRetail
RegionUS
Channelinfluencer
Cite this stat
Plain Text
consumers: 82% consumer recommendation follow rate. Source: Jonah Berger / Keller Fay Group (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/micro-influencer-recommendation-follow-rate
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<blockquote cite="https://lighthousedata.io/data/micro-influencer-recommendation-follow-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>82%</strong> -- consumer recommendation follow rate for consumers<br><small>Source: Jonah Berger / Keller Fay Group (2025) · <a href="https://lighthousedata.io/data/micro-influencer-recommendation-follow-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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