Influencer marketing campaigns declined 3% even as social media usage increased amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 07, 2020, 1:17 AM UTC

Forrester’s recently conducted an analysis with 20 influencer marketing businesses.

The findings note that while influencer marketing campaigns slipped 3% during the early days of COVID-19, activations returned to “near normal” levels by April and May. In that period, 46% to 51% of US adults increased social media usage, as per a cited eMarketer study.

Although consumers are spending more time online, Forrester predicts a 10% to 20% drop in social media marketing in 2020. 13 of the 15 large brand marketers that were polled in April, expected influencer investments to increase, despite the other investments remaining flat.

Blatantly commercial posts by influencers may be considered as "mercenary and inappropriate” amid the pandemic. On the broader advertising front, major ad holding companies reported significant drops in revenues, a 23% drop for Omnicom.

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