An new study by the marketing firm Ogilvy & Mather suggests that the raw numbers of a social media influencer’s followers may not tell the whole story—rather, the influencer’s ability to engage fans and build an online community is more meaningful to brands. For influencers, this means that while growing subscribership remains important, creating content that engages, entertains and keeps fans coming back for more may be the best measure of success—and of a brand’s interest in working with you. This study is consistent with other studies that show social Next Gen 2015: YouTube’s Top 30 Influencers