Influencers, Brands and Agencies research

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

HypeAuditor surveyed almost 1,000 of their influencers and agencies to take a deeper look into influencer behavior during the pandemic.

Influencers research

Which of the following platforms do you use?

The most popular social media platform among influencers

The most popular platform for influencers is Instagram, followed by YouTube and TikTok.

Which of the following platforms do you use most?

The most used social media among influencers

Instagram is also the platform that influencers use the most.

Have you seen an increase in brands wanting to work with you since the pandemic started?

Chart: Brands have wanted to work with influencers since the pandemic started

59% of influencers say they’ve seen an increase in brands wanting to work with them since the pandemic started

Have you seen more competition with other influencers since the pandemic started?

64% of influencers say they’ve seen more competition with other influencers since the pandemic started

64% also say they’ve seen more competition with other influencers

What types of brands have been coming to you more since the pandemic started asking to collaborate?

Graph: Types of brands that have started working with influencers since the pandemic started

Influencers say that clothing brands have been coming to them the most for collaborations since the pandemic started (45%), followed by health and wellness (35%), food and drink (31%) and electronics (14%)

Have you changed your content since the pandemic started?

Chart: 60% of influencers changed their content since the pandemic started

If yes, how? (Please select all that apply)

Graph: How creators have changed their content since the pandemic started

60% of influencers have changed their content since the pandemic started, and they’ve started posting more (42%). Others have used more targeted hashtags (24%), posting at different times of the day (22%) and switched the focus on their posts (21%)

If yes, have you switched your content focus so much so that abandoned your original content focus in the past 12 months?

Graph: 21% of influencers have abandoned their original content focus since the pandemic started

And 21% have switched their content so much so that they abandoned their original content focus over the past 12 months

On average, how many hours do you spend working on your social media influencer job each day?

Chart: the number of hours creators spend on their influencer job

The majority of influencers spend between 1-2 hours on their social media job each day (52%). A smaller percentage spend more than 5 hours per day (15%).

What time of the day do you typically find yourself working on your social media profile?

Chart: time of the day influencers typically work on their social media profiles

Influencers say that they find themselves working on their social media content all day (35%) and a quarter work on it during the evening (24%)

What you could refuse if this guaranteed an annual contract with your favorite brand?

Graph: things influencers could refuse to get an annual contract with their favorite brands

38% of influencers would give up their morning latte if it meant a guaranteed annual contract with their favorite brand, followed by a streaming service (33%), their job (20%). 6% would give up their partner.

Do you feel pressured to create content these days?

Chart: 66% of influencers feel pressured creating content these days

If yes, why do you feel pressure to create new content?

Graph: reasons influencers feel pressured creating new content

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 pressured to create new content to make money.

Have you ever turned down a brand deal?

Chart: 77% of influencers say that they’ve turned down a brand deal

77% of influencers say that they’ve turned down a brand deal, while 23% say that they’ve never turned down a brand deal.

If yes, why?

Graph: reasons influencers turned down a brand deal

The reason they have turned down a brand deal is because they didn’t like ro agree with the messaging (47%) or that the brand didn’t look credible (43%). Other reasons include they didn’t offer enough money (31%) or that the brand values conflicted with their own (27%)

Brands and Agencies research

Do you work with influencers currently?

Chart: 73% of agencies are currently working with influencers

73% of agencies are currently working with influencers, and 69% have seen an increase in potential influencers to work with since the pandemic started

Have you seen an increase in potential influencers to work with since the pandemic started?

Chart: 69% of agencies have seen an increase in potential influencers since the pandemic started

Have you seen an increase in sales when working with social media influencers over an online advertising campaign?

Chart: 63% of influencers have seen an increase in sales while working with influencers over online ads

62% of agencies say they’ve seen an increase in sales when working with social media influencers on an online advertising campaign

If yes, why?

Graph: reasons why agencies see an increase in sales when working with influencers

40% say they’ve seen better engagement and 37% say they have more trust from consumers

Have you allocated more money to influencer marketing since the pandemic started?

Chart: 49% of agencies have allocated more money to influencer marketing since the pandemic started

Agencies are split–50% say they’ve allocated more money to influencer marketing since the pandemic started and 50% say they haven’t

If yes, how much more money?

Chart: 47% of agencies have allocated less than 10% more of their budget to influencer marketing

47% have allocated less than 10% more of their budget and 19% have allocated 10-20% more of their budget.

Have you switched the type of influencer you’re working with since the pandemic started?

68% of agencies have switched the type of influencers they work with since the pandemic started

One third have switched the type of influencer that they’re working with since the pandemic started

What types of influencers do you find get the most engagement and convert the most sales?

Graph: types of influencers that get the most engagement and convert the most sales

52% of agencies say that they get the most engagement and convert the most sales from lifestyle influencers (52%), followed by fashion (32%), health and wellness (31%) and beauty (28%). Other choices include:

  • Fitness–21%
  • Parenting–15%
  • Gaming–9%
  • Electronic–8%

What size of Instagram influencers do you usually work with?

Graph: the size of Instagram influencers agencies typically work with

50% of agencies say that the sweet spot for influencer size is those who have a following of 5k-20k. Also popular is influencers with 100k-500k (37%).

Do you plan to work with influencers on holiday content?

Chart: 64% of agencies are planning to work with influencers on holiday content

64% of agencies say that they are planning to work with influencers on holiday content

On average, how many influencers do you regularly and consistently work with (work with them on multiple campaigns throughout the year)?

Chart: the number of influencers agencies usually work with regularly

44% of agencies say that they work with less than 5 influencers regularly and consistently.

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