The COVID-19 outbreak has upended people’s daily lives and businesses across the world. Anyhow, in many countries, the initial acute phase of the COVID-19 outbreak has passed and we’re now entering a transitional phase; one where many countries are easing lockdowns, people are starting to return to work, not only that but also businesses are looking at ways to operate again.

This age of influence insights sheds the light on influencer marketing along with existing research on COVID-19 to dig into the impact the pandemic has had.

72% of Consumers Who Follow Influencers in the U.S. and the UK Say They’re Spending More Time on Social Media Per Day Since the Outbreak of COVID-19

During the lockdown, many people have turned to many forms of entertainment to occupy their time, and this definitely reflected in their social media behaviors.

According to influencer marketing research, 72% of consumers who follow influencers in the U.S. and the UK say they’re spending more time on social media per day since the outbreak of COVID-19.

• Moreover, men and women are equally likely to say they’re spending more time on social media at 72%.
• Needless to say that influencer marketing is giving brands an essential means to reach and engage audiences in ways that are meaningful and relevant to them, fulfilling their need for connection, as well as building up a brand’s position as we start to enter a new phase.

Based on the age of influence report, the following figure shows the percentage of consumers who follow influencers and say that they’re likely/unlikely to continue using social media to the same extent once restrictions are lifted.

• According to the figure, 57% of Gen Z who follow influencers say that they’re likely to continue using social media to the same extent once restrictions are lifted.
• Not only that but also 63% of Millennials say the same thing.
• Based on the age of influence insights, 68% of consumers say they’re likely to continue using social media to the same extent once restrictions are lifted.
• Also, 69% of Baby Boomers are likely to continue using social media to the same extent once restrictions are lifted.

The Age of Influence: 74% of Consumers Say That They Used YouTube Before the Outbreak:

It is completely understandable that social media platforms that consumers who follow influencers used before the COVID-19 pandemic to follow creators/influencers and the platforms they started using since the outbreak.

Based on the age of influence report, the following chart shows the percentage of consumers who follow influencers that say they used the following platforms before the outbreak:

• Based on the above figure, 74% of consumers say that they used YouTube before the outbreak.
• Moreover, 66% of consumers who follow influencers say that they used Facebook before the outbreak.
• Along with 58% of consumers who used Instagram before the outbreak.
• Not only that but also 51% of consumers used Twitter before the outbreak.
• Finally, only 44% used Pinterest before the outbreak.
• According to the age of influence insights,  YouTube is the top platform used to follow creators by all generations.

Download the full “Age of Influence” report and know how to personalize social media.