Trends Report

The Pandemic Slowed Influencer Marketing For Just A Month; Now Growth Is Back

July 22nd, 2020

Summary

With B2C marketers’ budgets under pressure, every penny counts. This story helps marketers determine how they should adjust their budgets and work with digital influencers. Forrester forecast that investment in social advertising as a whole would fall 10% to 20% in 2020 due to the pandemic; data collected from IMS vendors suggests influencer investment will be flat, or even rise, in 2020. Instagram users engaged heavily with influencer content that reflected normalcy amidst the pandemic, and some social good campaigns also struck a positive note. Treat influencers as a pandemic-proof source of content and consider them for important customer messages that need broader reach. Schedule an inquiry to sharpen your influencer strategy.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.