Socialbakers’ State of Influencer Marketing Report highlights the effects of COVID-19 on the industry over the past few months. It reveals data that shows how brands have adjusted and adapted to the environment brought on by a worldwide pandemic.
The initial impact of the coronavirus seemed to be an overall tightening of marketing budgets, which was also reflected in a decrease of #ad usage among influencers partnered with brands. However, there were developments after that, including a pivot towards smaller influencers who now may offer more value considering budget limitations.
While influencer interests changed to reflect the cultural moment, the use of influencer marketing didn’t disappear and in fact may be even more prevalent going forward as brands look for ways to connect with their audience.
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