Damon Centola of the Annenberg School for Communication spoke about findings from his recent study showing that social influencers may be ineffective when it comes to changing people’s beliefs and behaviors. Rather, he said, “every network has a hidden social cluster in the outer edges that is perfectly poised to increase the spread of a new idea by several hundred percent.”
https://www.fastcompany.com/90657798/want-to-go-viral-influencers-wont-be-much-help-if-youre-trying-to-spread-a-complex-idea Fast Company