STUDY: COVID-19 Shakes Up Digital Marketing; Influencers Remain a Go-To Strategy
SocialPubli study offers an inside look at the impact of COVID-19; 90% of marketers say influencer marketing results as good or better than pre-COVID
SocialPubli, the leading global micro-influencer marketing platform, announced the release of the 2020 Influencer Marketing Report: A Marketer’s Perspective. The report highlights the trends, goals and attitudes of marketers working with influencers to enhance brand visibility.
In this study, SocialPubli polled 200 marketing professionals from 15 countries worldwide to gain insights on:
- Influencer communication strategies, platforms and ROI
- The effects of the COVID-19 pandemic on their influencer partnerships
- Opportunities for growth and impact through influencer partnerships
The surveyed professionals work in marketing, public relations, social media, and advertising, and partner regularly with influencers and influencers platforms.
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Findings from the study emphasize the ongoing value of influencer partnerships, even in times of uncertainty. When asked to rate the success of their influencer marketing campaigns during COVID-19, 90% of marketers stated their results were the same or better than pre-COVID. In terms of influencers’ response to the pandemic, 89% of marketers believe that their attitudes and reactions have been normal to very positive.
The post-COVID world hasn’t left marketers and their efforts unscathed. 38.2% of marketers reported making overarching changes to their marketing budgets and investments. However, a smaller amount (32.8%) report major changes in influencer marketing spend.
“During a life-altering event like the COVID-19 pandemic, people are hungry for connection and normalcy. Social media plays an even larger role in their daily routines; businesses need to shift their attention to the same platforms,” said Ismael El-Qudsi, CEO of SocialPubli. “By partnering with influencers, brands are able to create stronger connections and find a way to be included in their prospects’ and customers’ daily lives. Businesses are relying on influencer marketing to uphold their positive brand image, increase awareness and reach new audiences during these difficult times. By investing in influencer engagement, they’ll be more likely to forge a lasting connection, one that will extend far beyond the impact of COVID.”
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