The evolution of influence
Tight marketing budgets and spiking social media consumption created a massive opportunity for creators, especially those with smaller audiences. In early 2020, nano-influencers with audiences under 15,000 increased brand partnerships by 10 percent, while influencers with more than one million followers saw a corresponding drop.
As the pandemic forced the world into lockdown in early 2020, a third of advertisers reported canceling or pausing campaigns. Global ad spend declined by 4.2 percent. However, digital media grew by 8 percent.
of United Kingdom and United States audiences reported spending more time on social media during the pandemic
72%
of brand partnerships in 2020 involved influencers with audiences of 50,000 or less
40%
Two-thirds of this audience planned to continue using social media to the same extent post-pandemic.
Creators aren’t new, but they’re evolving
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