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RESEARCH, ANALYSIS & TRENDS

Have you seen more competition with other influ- And 21% have switched their content so much so that
encers since the pandemic started? they abandoned their original content focus over the
past 12 months.
64% also say they’ve seen more competition with other
influencers. On average, how many hours do you spend work-
ing on your social media influencer job each day?
What types of brands have been coming to you
more since the pandemic started asking to collabo- The majority of influencers spend between 1-2 hours
rate? on their social media job each day (52%). A smaller
percentage spend more than 5 hours per day (15%).
Influencers say that clothing brands have been coming
to them the most for collaborations since the pandemic What time of the day do you typically find yourself
started (45%), followed by health and wellness (35%), working on your social media profile?
food and drink (31%) and electronics (14%).
Influencers say that they find themselves working on
Have you changed your content since the pandem- their social media content all day (35%) and a quarter
ic started? work on it during the evening (24%).

60% of influencers have changed their content since What could you refuse if this guaranteed an annual
the pandemic started, and they’ve started posting more contract with your favorite brand?
(42%). Others have used more targeted hashtags
(24%), posting at different times of the day (22%) and 38% of influencers would give up their morning latte if it
switched the focus on their posts (21%). meant a guaranteed annual contract with their favorite
brand, followed by a streaming service (33%), their job
If yes, have you switched your content focus so (20%). 6% would give up their partner.
much so that abandoned your original content fo-
cus in the past 12 months?

Do you feel pressured to create content these days? If yes, why do you feel pressure to create new con-
tent?

66% feel pressured to create content right now, and 62% feel pressured to stay relevant. 40% say their pressure
is related to the amount of new influencers they’ve seen pop up since the pandemic started, and 37% feel pres-
sured to create new content to make money.

June 2021: Social Media & Influencer Marketing 5