Influencer Marketing Trends During the Covid-19 Pandemic
Introduction
The Covid-19 pandemic in 2020 disrupted global markets, consumer behaviour, and business operations at an unprecedented scale.
For many organisations, established marketing strategies were quickly disrupted, forcing rapid adaptation. Despite these challenges, the crisis also accelerated digital transformation and reshaped how brands approach marketing, especially in the areas of social media and influencer marketing.
Marketing Resilience During the Pandemic
Despite global uncertainty, many businesses continued to invest in marketing rather than scaling back.
According to KLAVIYO, surveys across approximately 30,000 companies showed that:
Over 28% of businesses reported increased sales during the pandemic
A significant portion maintained positive growth expectations
Key insight:
Brands that maintained or increased marketing activity were better positioned to:
- Sustain visibility
- Build customer trust
- Maintain engagement during disruption
Reducing marketing spend often resulted in decreased brand awareness, while consistent investment created competitive advantage.
Shift to Digital Advertising
The pandemic accelerated a major shift from physical retail to digital commerce.
As consumers stayed home, brands increased investment in:
- Social media advertising
- Search engine marketing (SEM)
- Programmatic display campaigns
- Influencer collaborations
- Core driver of this shift:
Consumers were now:
Spending more time online
Relying on digital platforms for shopping and information
Expecting seamless online experiences
Digital channels became the primary touchpoint between brands and consumers.
Growth of Influencer Marketing
Influencer marketing experienced significant growth during the pandemic as audiences turned to trusted online creators for information and connection.
According to CreatorIQ:
Over 800,000 Instagram posts used Covid-19-related hashtags
These generated more than 2.9 billion engagements
The hashtag #coronavirus alone appeared in 466,175 posts, generating nearly 1.9 billion interactions
Key insight:
Influencers remained highly effective communication channels due to:
- Trust and authenticity
- High engagement rates
- Strong community influence
Brands benefited from partnering with influencers who could communicate in a relatable and human way during uncertain times.
Increase in Social Media Engagement
Global lockdowns significantly increased time spent on social media platforms.
Users engaged with content for:
Information and news
Entertainment and distraction
Emotional connection and reassurance
Social impact content performance:
480,000 influencer posts focused on public service messaging generated 1.5 billion engagements
The hashtag #stayhome appeared in 173,005 posts and generated over 512 million interactions
Key insight:
Content that was:
Empathetic
Socially responsible
Informative
performed significantly better in terms of engagement.
Surge in Online Food and Grocery Conversions
Consumer behaviour shifted rapidly toward essential goods and convenience-based services.
Sector performance differences:
Finance and non-essential industries saw increased traffic but lower conversion rates
Online food and grocery platforms saw a 60% increase in conversions
Key insight:
Safety
Convenience
Reliability
Businesses that offered seamless digital purchasing experiences saw the strongest performance.
Key Learnings for Businesses
The Covid-19 pandemic accelerated several long-term shifts in marketing:
1. Consistency in Marketing Matters
Brands that maintained marketing activity remained more visible and resilient.
2. Digital Advertising is Essential
Online channels became the primary method for reaching and engaging customers.
3. Influencers Drive Trust and Engagement
Authentic creators played a key role in communication and brand connection.
4. Conversion Optimisation is Critical
Traffic alone is not enough; user experience must support conversion.
5. Adaptability Determines Success
Businesses that pivoted quickly based on consumer behaviour performed better.
The Covid-19 pandemic reshaped marketing by accelerating digital adoption and increasing reliance on influencer and social media channels.
Source: Coronavirus (COVID-19) Marketing & Ad Spend Impact: Report + Stats (Updated April) 2020, accessed 6 June 2020, <https://influencermarketinghub.com/coronavirus-marketing-ad-spend-report/>.
