influencer-2020年意见领袖的时代（英文）-2020.8-35页_3mb

The Age of Influence: How COVID-19 Has Propelled Brands into the Era of Influencer Marketing

Core Content Overview

This report explores how the global impact of the coronavirus pandemic has accelerated the role of influencer marketing in the consumer landscape. It highlights the shift in consumer behavior, the evolving relationship between consumers and creators, and the new opportunities for brands to connect and engage with their audiences in a more meaningful way.

Main Points

1. The Impact of COVID-19 on Social Media Usage

• Increased Engagement: During the pandemic, 72% of consumers who follow influencers in the U.S. and UK reported spending more time on social media daily. This peaks at 84% among Gen Z and is still high at 68% among baby boomers.
• Long-Term Shift: Around two-thirds (68%) of these consumers expect to continue using social media at the same level post-pandemic, indicating a lasting change in behavior.
• Platform Adaptation: TikTok emerged as a popular new platform, with 10% of U.S. and 17% of UK followers starting to use it during the outbreak. It's especially favored by younger generations.

2. Changing Content Needs

• Top Categories Before the Outbreak: Food (45%), music (43%), news and current affairs (39%), and travel (36%) were the most followed creator categories.
• Post-Outbreak Growth: News and current affairs, food, physical wellbeing/fitness, and health food/nutrition saw significant growth in followers.
• Preferred Content Types: How-to tutorials (40%), memes/funny content (37%), and short-form videos (33%) are the most desired content types from creators.
• Generational Preferences:
  • Gen Z: Memes/funny content (45%), behind-the-scenes content (37%)
  • Millennials: Memes/funny content (49%), how-to tutorials (49%)
  • Gen X and Boomers: How-to tutorials (43% and 47%), news updates (47% and 22%)

3. Consumer Expectations for Brands

• Brand Attributes: Consumers want brands to be informative (47%), positive (41%), purpose-driven (37%), and more human (35%).
• Gen Z Preferences: They prioritize brand purpose over just providing information, indicating a shift in values.
• Post-Pandemic Influence: 31% of consumers in the U.S. and UK say they will consider buying from brands that supported them during the outbreak.

4. Influencer Marketing as a Tool for Engagement

• Role in Purchase Journey: Creators influence consumer decision-making, with 68% of followers researching a product/service after viewing a creator's post.
• Case Study - Superdry #FitnessMyWay: The campaign adapted to the pandemic by shifting focus to Instagram Live content, offering free fitness routines and aligning with consumer needs.

Key Takeaways for Brands

• Personalization and Authenticity: Brands must embrace personalization and authenticity to build stronger connections with consumers.
• Leverage Creator Insights: Understanding the emotional impact of creators and aligning with the right creators can help brands stay relevant and trusted.
• Adapt to New Platforms: Brands should consider platforms like TikTok to reach new audiences and maintain engagement.
• Focus on Purpose and Empathy: Especially for Gen Z, brands that demonstrate purpose and empathy will have a greater impact and long-term appeal.

Methodology

• Survey Data: The findings are based on a custom survey conducted in May 2020, involving 1,056 UK and 1,038 U.S. consumers aged 16-64 who follow influencers.
• Combined Research: Insights are drawn from both influencer marketing studies and previous coronavirus research to provide a comprehensive view of consumer behavior and trends.