Here's what you should learn from social media influencers for your own business marketing. Photo via Getty Images

Influencer marketing is booming, with companies allocating 10 to 25 percent of their advertising budgets to influencer-led strategies. Between 2016 and 2020, the number of sponsored posts rose from 1.26 million to 6.12 million, and overall spending in the past few years has grown by billions.

When partnering with online ambassadors, brands certainly want a large influencer audience. However, audience size does not necessarily reflect the amount influencers are paid. Influencers with similar-sized audiences can be paid very different amounts.

That’s partly because brands also want an engaged influencer audience. An influencer may have many followers, but if those followers don’t actively interact with content, the influencer’s reach is limited. Engagement metrics like comments, shares and “likes” are often a more reliable indicator of impact than follower count alone.

The problem brands face — no matter who the influencer is — is that sponsored posts typically see a plunge in engagement, making it difficult to measure their success. Very little research examines this effect and how influencers can mitigate it.

In a new study, Rice Business professors Jae Chung and Ajay Kalra take up this issue, along with Stanford professor Yu Ding. According to the researchers, one way of boosting engagement overall, even on sponsored content where engagement often falls, is for influencers to increase audience perceptions of authenticity, perceived similarity, and interpersonal curiosity.

Even in a world full of filters and careful staging, authenticity is a key differentiator for leaders, businesses and personalities. One powerful way of appearing true to one’s own personality or character is to effectively share life stories. But social media influencers walk a fine line between presenting their authentic selves and monetizing their platforms.

To attract followers and content sponsors, influencers must curate the images they share, the words they say, and the timing and cadence of their posts. It’s a delicate dance between providing value through a genuine audience connection and aligning with brand interests.

Here are three simple but powerful ways that influencers can boost engagement by highlighting close relationships:

  • Post photos that include one or two close friends or family members.
  • Mention friends and family in the caption.
  • Use first-person language (e.g., “I,” “my” and “we”).

Referencing close social ties is an especially powerful way to boost engagement. According to Professor Chung, “Intimate social ties can make influencers seem more authentic and sponsored messaging seem less transactional.” This effect holds true even when controlling for variables like gender, frequency of posting, use of emojis and hashtags, and audience familiarity with the influencer.

The team analyzed over 55,000 Instagram posts from 763 top influencers during the second half of 2019. One of their most distinctive findings is that, in terms of boosting audience engagement, the ideal number of faces in a photo is three — the influencer plus two friends or family members. For an Instagram audience, this numerical face count proves a surprisingly effective metric for assessing the closeness of relationships.

Influencers can also seem more genuine to followers by referencing intimate social ties in their captions. Terms like “grandpa,” “bestie” and “soulmate” give followers access to an inner circle usually reserved for loved ones, making them feel more connected and invested in the influencer’s world and worldview.

In one experiment, study participants were shown a series of Instagram posts supposedly written by actor Jessica Alba. Testing the impact of language on the perception of close ties, the researchers wrote three different captions for the same image. One caption mentions Alba’s daughter (“Styling by my daughter. Isn’t this outfit cute?”). Another references a distant tie (“Styling by designer Kelmen. Isn’t this outfit cute?”). A third post provided a baseline by indicating no ties at all.

Study participants were asked to select which posts they liked most. The results supported the research hypothesis. Posts mentioning close relationships are significantly more likable than posts mentioning distant ties or no ties.

The team also examined the impact of expressing emotion on Instagram. Does sharing feelings — either positive or negative — help or hurt audience engagement? Using the Linguistic Inquiry and Word Count (LIWC) language processing program, the researchers categorized and analyzed the strength and valence of emotion-related words and emojis (e.g., “love,” “nice,” “frustrated,” “sad”).

What they found is surprising. Expressing emotion boosts audience engagement, perhaps because it bridges a perceived gap of celebrity between influencer and audience. But what’s interesting is that negative emotions are more powerful than positive ones. According to the researchers’ dataset, negative emotions are expressed only 9.08 percent of the time, while positive feelings are shared 36.03 percent of the time. So, one way of interpreting the finding is that the comparative rarity of negative feeling could take some readers by surprise, and thereby incite a stronger sense of authenticity.

Importantly, all of these findings regarding audience engagement most likely apply to platforms where a gray line exists between private and public life.

And, on this note, the researchers warn against the potential for oversharing and exploiting family and friends for the sake of monetizing content.

But the study shows how brands can strategically sponsor posts that incorporate close ties in photos, express emotion, or share anecdotes in first-person language.

By quantifying tactics to achieve a greater perception of authenticity, the research provides valuable guidance on how to cut through the noise on social media. One of the paths to a more engaged audience, it turns out, runs through an influencer’s inner circle.

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This article originally ran on Rice Business Wisdom and was based on research from Jaeyeon (Jae) Chung, an assistant professor of marketing at Rice Business, Yu Ding an assistant professor of marketing at Stanford Graduate School of Business, and Ajay Kalra, the Herbert S. Autrey Professor of Marketing at Rice Business.

Investors gravitate toward funds ending in the number zero over those ending in the number five, a Rice University researcher finds. Because of this tendency, some investors expose themselves to financial risk and loss of wealth. Photo via Getty Images

Rice University research finds that investors might have a bias towards the number zero

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When the Dow Jones Industrial Average hit 18,000 a few years back, the nicely rounded number dominated the news. When teens take the SAT, those who just miss scoring a round number are more likely to seek a do-over. And, research shows, major league baseball players are four times more likely to end their seasons with a .300 batting average than a .299.

There's something irresistible about figures ending in zero. But does that extend to our decision-making? Does our instinctive love for round numbers affect our financial plans?

The answer is yes, says Rice Business professor Ajay Kalra. Along with Xiao Liu of NYU Stern and Wei Zhang of Iowa State University, Kalra looked at data from thousands of investors in Target Retirement Funds (TRFs), which generally assume retirement at age 65 and ask employees to pick a fund with a year ending either in zero or five (e.g., 2040, 2045) that is nearest to their planned retirement date.

Investors whose birth year doesn't already end in zero or five must round up or round down to choose their TRF.

The zeros clearly win investors' hearts. Succumbing to what the researchers call "zero bias," investors consistently choose to sink their retirement dollars into funds that end in zero, not five. For many of the investors Kalra and his team looked at, especially older people, men and those with higher incomes, this meant choosing a retirement age of 60 or 70 rather than the standard 65.

The choice was often costly. Many investors who rounded up or down to find a fund year ending in zero exposed themselves to real financial risk.

That's because TRFs are graded portfolios — meaning they start out stock-heavy, move to a mix of stocks and bonds and finally emphasize bonds. Investors who rounded down for a too-young retirement target gave themselves less time to benefit from a stock-dominant portfolio. Investors who rounded up for a too-old retirement target ending in zero contributed less money to their retirement because they assumed they had more time to invest. Investors who rounded down did worse than those who rounded up.

Who is most susceptible to losing hard-earned retirement dollars this way? The researchers looked at people born from the 1950s through the 1980s. Of these investors, those born in years ending between three and seven selected the appropriate fund. The zero bias was prevalent in those born in years ending in eight or nine, who tended to project their retirement age as 60, and those born in years that ended in zero, one or two, who favored retiring at 70.

Overall, the researchers discovered, 34 percent of people born in years ending in eight or nine picked retirement funds that targeted too-early retirement — and ended up financially worse off. Meanwhile, 29 percent of investors born in years ending in the numbers zero, one or two picked later TRFs. With the exception of those who were risk averse, these investors ended up better off than those who chose too-early TRFs. Overall, however, investors who picked funds with mismatched retirement dates (that is, inconsistent with retirement at 65), saw more losses than gains.

The infatuation with zero held up even when the researchers replicated their study in an experimental setting. So they tried something different: they presented participants with math problems to coax a "calculative mindset." It worked. Rather than gravitating to zeros, these investors chose retirement funds that matched their ages. Straight talk in the form of a 30-minute one-on-one financial planning session helped too. At least some investors who got this counseling made better choices.

Rounding up or down to zero can be a nice mental shortcut when stakes are low and time is short. There are good reasons, for example, to go for the zero in calculating sales tax when you're buying a book, or tallying how many party guests want cake.

But when it comes to life savings, instinct-based math can be trouble. Financial firms should be aware of this and discourage preference for the shiny number zero. Advisors should nudge clients toward funds that will truly enhance earnings. Most important, however, investors themselves need to keep their heads, think of the future and resist the allure of round numbers.

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This story originally ran on Rice Business Wisdom. It's based on research by Ajay Kalra, a professor of marketing at Jones Graduate School of Business at Rice University.

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18 Houstonians land on Forbes world's billionaires list for 2025

World's Richest

The world’s richest people are wealthier now than they've ever been, and more billionaires have made it onto the 2025 World's Billionaires List than ever before, according to Forbes. This year, 18 Houston-based billionaires are among the richest people in the world, with hospitality honcho Tilman Fertitta leading as the richest Houstonian.

Fertitta, 67, ranked No. 220 overall with an estimated net worth of $11.3 billion, which steadily increased from his 2024 net worth of $9.4 billion.

In addition to owning the Houston Rockets, the busy billionaire owns Texas-based hospitality and entertainment corporation Landry's, and he authored a book about business leadership in 2019. He most recently was nominated as the new United States ambassador to Italy by President Donald Trump.

Ranking 248th overall is oil and gas chairmanRichard Kinder. Forbes estimates his net worth at $10.6 billion, up from $8.1 billion in 2024.

Kinder cofounded pipeline giant Kinder Morgan in 1997, and stepped down as CEO in 2015, though he still retains his seat as chairman of the board. The company is the largest energy infrastructure firm in the U.S., Forbes says, and it owns 79,000 miles of pipeline.

New to the 2025 list is Perry Homes executive chair Kathy Britton, whose company has built over 65,000 homes across the U.S., according to Forbes. Her late father, Bob Perry, founded Perry Homes in 1967. Britton ranked No. 1408 with an estimated net worth of $2.6 billion.

Mercedes-Benz mega-dealer Joe Agresti is another newbie to the list, ranking No. 2790 with a net worth of $1.1 billion. He owns Dream Motor Group with former football coach Nick Saban.

14 additional Houston-area billionaires that made Forbes 2025 world’s richest list are:

  • Houston pipeline heir Randa Duncan Williams: ranked No. 307 with an estimated net worth of $9.3 billion, up from $7.7 billion in 2024. Fellow pipeline heirs Dannine Avara and Milane Frantz tie for 311th nationally. Each has an estimated net worth of $9.2 billion, up from $7.6 billion. Scott Duncan ranks No. 329 with a $9 billion estimated net worth, up from $7.6 billion in 2024.
  • Houston oil tycoon Jeffery Hildebrand: ties for No. 411; $7.7 billion, down from $12.6 billion
  • Toyota mega-dealer Dan Friedkin: ties for No. 411; $7.7 billion, up from $6.4 billion
  • Houston Texans owner Janice McNair and family: No. 561, $6.2 billion, up from $5.6 billion
  • Energy exploration chief exec George Bishop: No. 717, $5 billion, up from $3.2 billion (based in The Woodlands)
  • Westlake Corporation co-owners Albert Chao, James Chao and their families:tied for No. 902, $4 billion, down from $4.9 billion
  • Hedge fund honcho John Arnold: No. 1266, $2.9 billion, down from $3.3 billion
  • Houston Astros owner Jim Crane: No. 1513, $2.4 billion, unchanged from 2024
  • Former Houston Rockets owner Leslie Alexander: tied for No. 1850, $1.9 billion, unchanged from 2024
  • Frontier Airlines chairman William Franke: No. 2623, $1.2 billion, down from $1.3 billion

Elsewhere in Texas, Austin-based billionaire Elon Musk topped Forbes' list as the world's richest person in 2025. The Tesla and SpaceX founder knocked French luxury goods magnate Bernard Arnault down to second place this year.

Forbes declared Musk the first person to reach the $300 billion status. His current net worth stands at $342 billion, which is a staggering $147 billion more than his 2024 net worth.

"It’s another record-breaking year for the world’s richest people, despite financial uncertainty for many and geopolitical tensions on the rise," said Forbes senior editor of wealth Chase Peterson-Withorn. "And, from Elon Musk to Howard Lutnick and the other billionaires taking over the U.S. government, they’re growing more and more powerful."

In Dallas-Fort Worth, Walmart heiress Alice Walton became the wealthiest woman in the world in 2025. Forbes declared Walton's net worth at $101 billion, which is $28.7 billion more than her 2024 net worth of $72.3 billion. She is now one of 15 individuals to claim 12-figure fortunes, also known as the "$100 Billion Club."

State-of-the-art innovation hub opens in Houston Energy Corridor

flagship facility

French multinational company Schneider Electric has opened a new 10,500-square-foot, state-of-the-art Energy Innovation Center in Houston.

The new facility is located in Houston’s Energy Corridor and is designed to “foster increased collaboration and technological advancements across the entire value chain,” according to a news release from the company. The new Houston location joins Schneider's existing innovation hubs in Paris, Singapore and Bangalore.

The venue will serve as a training center for process control engineers, production superintendents, manufacturing managers, technical leads and plant operations personnel. It can simulate various real-world scenarios in refineries, combined-cycle power plants, ethylene plants, recovery boilers and chemical reactors.

It includes an interactive control room and artificial Intelligence applications that “highlight the future of industrial automation,” according to the release.

"Digitalization is significantly enhancing the global competitiveness of the U.S. through continuous innovation and increased investment into next-generation technology," Aamir Paul, Schneider Electric's President of North America Operations, said in the release.

Texas has over 4,100 Schneider Electric employees, the most among U.S. states, and has facilities in El Paso, the Dallas-Fort Worth metroplex and other areas.

"This flagship facility in the Energy Capital of the World underscores our commitment to driving the future of software-defined automation for our customers in Houston and beyond,” Paul added in the release. “With this announcement, we are excited to continue supporting the nation's ambitions around competitive, efficient and cost-effective manufacturing."

Schneider Electric says the new Houston facility is part of its expansion plans in the U.S. The company plans to invest over $700 million in its U.S. operations through 2027, which also includes an expansion at its El Paso campus.

The company also announced plans to invest in solar and battery storage systems developed, built, and operated by Houston-based ENGIE North America last year. Read more here.

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This story first appeared on our sister site, EnergyCapitalHTX.com.

9 can't-miss Houston business and innovation events for April

where to be

Two new conferences will launch while another longtime business competition celebrates its 25th anniversary this month in Houston. Plus, there are networking opportunities, family tech events and more.

Here are the Houston business and innovation events you can't miss in April and how to register. Please note: this article might be updated to add more events.

​Ion Block Party: Art Crawl

Network and socialize with other tech enthusiasts and business-minded individuals while taking in the new gallery at Community Artists’ Collective and experiencing the immersive dome at Omnispace360. See work by Joel Zika, who will showcase his digital sculptures through augmented reality screens, and other public art around the Ion while also enjoying food and drink.

This event is Thursday, April 3, from 4-7 p.m. at the Ion. Click here to register.

​CLA Presents: Raising Capital over Happy Hour

Gain a better understanding of the capital-raising process and various funding opportunities at this educational happy hour. Keith Davidson, the market leader for CLA in Dallas and former CFO of ICS, will present.

This event is Thursday, April 10, from 4-6 p.m. at The Cannon. Click here to register.

Rice Business Plan Competition 

The Rice Alliance for Technology and Entrepreneurship will host the 25th annual Rice Business Plan Competition this month. Forty-two student-led teams from around the world, including one team from Rice, will present their plans before more than 300 angel, venture capital, and corporate investors to compete for more than $1 million in prizes.

This event is April 10-12. Stream the Elevator Pitch Competition and Final Round here.

RSVF Annual Conference

The Rice Student Venture Fund will host its first-ever Annual Conference to celebrate the university's entrepreneurial spirit and the rising generation of student-led innovation. The conference will include live startup demos, an RSVF fund update, a keynote fireside chat, a builder-investor panel and networking. RSVF welcomes students, alumni, investors, faculty and staff, and innovators and community members of the broader tech scene.

This event is Monday, April 14, from 4-8 p.m. at the Ion. Click here to register.

​TEX-E Conference

TEX-E will host its inaugural conference this month under the theme "Energy & Entrepreneurship: Navigating the Future of Climate Tech." The half-day conference will feature a keynote from Artemis Energy Partners CEO Bobby Tudor as well as panels with other energy and tech leaders from NRG, Microsoft, GE Vernova and TEB Tech.

This event is Tuesday, April 15, from 1-4:30 p.m. at the Ion. Click here to register.

Houston Methodist Leadership Speaker Series 

Hear from Dr. Jonathan Rogg, Chief Quality Officer and Vice President of Operations at Houston Methodist Hospital and a a practicing emergency medicine physician, at the latest Houston Methodist Leadership Speaker Series. Rogg will present "Leadership from the Bedside to the Boardroom."

This event is on Wednesday, April 23, from 4:45-6 p.m. at the Ion. Click here to register.

Ion Family STEAM Day– Let's Build a Tripwire Alarm

STEAM on Demand will host a hands-on, family-friendly engineering lesson for young ones on the Ion Forum Stairs. Kids will learn to create and test their own working alarm system. The event is geared toward those ages 7 to 14.

This event is Sunday, April 26, from 10 a.m. to noon at the Ion. Click here to register.

 Greentown Houston Fourth Anniversary Transition On Tap

Climatetech incubator Greentown Labs will celebrate its fourth anniversary with a special edition of its signature networking event, Transition On Tap. Entrepreneurs, investors, students, and friends of climatetech are invited to attend.

This event is Tuesday, April 29, from 5:30-7:30 p.m. at Greentown Labs. Click here to register.

Integrate Space Technology Into Your Small Biz

The SBA Houston District Office and the UH Technology Bridge will host a collaborative event designed to help small businesses leverage space technology for prototype development. Attendees will also hear from industry experts on resources and gain access free technical engineering assistance to help accelerate their businesses.

This event is Wednesday, April 30, from 9:30-11:30 a.m. at UH Technology Bridge Innovation Center. Click here to reserve your spot.