Executive Summary

The pandemic has disrupted the influencer marketing industry. But it’s not time to completely throw out the rulebook, as most of the changes are accelerations of pre-existing trends, rather than transformative shifts in the market.

How has the pandemic changed the influencer landscape?

Simply put, the pandemic has sped up changes that were already underway, such as the trend toward “unfiltered” or less-scripted content, the rise of TikTok and the popularity of “everyday influencers.” Industries like finance that hadn’t invested heavily in the tactic earlier are also learning to navigate the space.

What challenges have been presented to influencer marketing during the pandemic?

Marketing budgets—and thus creators’ paychecks—have shrunk, meaning brands have less money to spend on influencer marketing, and influencers are less likely to partner with a brand for free. Influencer marketing still tends to be used more for brand awareness than sales, which may prove challenging in an economic downturn as brands have revenue goals to meet.

Why are brands turning to influencers during the pandemic?

Cooped up at home, consumers have been spending more time on social media and interacting actively with content creators. Influencers can also provide brands with quick, less-expensive and easy-to-produce creative at a time when large-scale ad production may be difficult.

What are best practices for working with influencers during the pandemic?

Turning to trusted brand advocates, giving creators more creative control (to an extent) and focusing on how brands can add value to people’s new realities can help companies succeed with their influencer marketing strategies.

WHAT’S IN THIS REPORT? This report explores the impact of the pandemic on influencer marketing, including spending, content creation, partnerships and platforms.

KEY STAT: As of May 2020, US and UK consumers who followed influencers were most interested in influencer content that entertained or helped them with their daily lives amid the pandemic.