R E P O R T 

Social Influencing in a Time of Social Distancing:

How Creators & Brands are Adapting Their Influencer Marketing Strategies in Response to COVID-19


How Creators & Brands are Adapting Their Influencer Marketing Strategies in Response to the COVID-19 Pandemic 

Published: April 12 2020

About this Report

This is a new frontier for all of us. With increasing cancellations, closures and restrictions being implemented due to the COVID-19 global pandemic, every aspect of the way we have led our lives and conducted business has been disrupted entirely. 

This is a period of unprecedented circumstances, but not one we’re entirely unprepared to manage. We know consumer, marketer and influencer behavior is shifting as a result of COVID-19. Some of those shifts are likely in our industry's favor (e.g. more social media consumption and online shopping), while others will not be (e.g. less offline spending, influencers not wanting to leave their homes, marketers pausing commercial shoots). With these challenges come new opportunities for brands to engage creators and consumers thoughtfully during this time of evolving change and uncertainty. 

We surveyed hundreds of creators to understand the impacts of the COVID-19 pandemic on the creator economy and influencer marketing industry. In this report,  we share the results of the survey and recommendations for practicing influencer marketing during this period, including:

  • How the COVID-19 pandemic is impacting Creators’ habits and behaviors.
  • The ways Creators and brands are adapting their social media and influencer marketing strategies in response to the COVID-19 pandemic. 
  • Examples of how B2C enterprise brands are adapting to align with Creators to #CreateForGood and make content that benefits all.



Thank you for your interest in our research on the impacts of COVID-19 on the influencer marketing industry. We know many of you are personally impacted by COVID-19, and hope you, your teams, and your families are healthy and well. We appreciate that you've chosen to spend your time and attention with us as we all continue to navigate these circumstances. 

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