Social Media Influencers Weigh In On Coronavirus Trends With New Survey

Social media influencers have power in the marketplace at any given time, directing attention and smiling on chosen products, brands, experiences, etc. During the ongoing struggle against COVID-19, their insights can reveal how the virus is effecting consumers.

A new survey from marketing firm Influence Central explores the interplay of social media, virus and market. The study asked 370 influencers “in close contact with trusted audiences” to see how the illness is changing what influencers do, what they post and what consumers see from them.

The survey results report Instagram and Facebook use both up 36%. Pinterest is up 37%, and overall blog platforms are seeing a 34% increase. That makes sense considering millions of people are now quarantined at home with their devices in hand to explore social media.

According to the survey, 50.2% of influencers plan to create and post more video content. Again, that scans as influencers also have more time on their hands at home with their social media channels waiting. Also, with the offices of advertising studios quiet, home-filmed and influencer-promoted video content becomes an essential form of engagement for many brands.

With a more local focus, 88.9% of influencers actively seek ways their content can help small businesses and homegrown brands while brick and mortar locations are forcibly closed.

The study unveils 73.6% of those surveyed already addressed COVID-19 and the current “stay home economy” with their audiences, while only 26.6% focused on their regular content in spite of the crisis. Another 70% feature their social media audiences turning to them for guidance on how individuals can help during the Coronavirus battle.

Much like the rest of Americans, 87.1% of influencers are shopping online more now than pre-virus. The increase for online shopping for social media stars breaks down to:

1. 92%   Groceries and household essentials.
2. 83%   Health and beauty products.
3. 62%   OTC medicines and supplements.
4. 56%   Games, Toys and Kids’ activities.
5. 54%   Clothing and footwear.
6. 51%   Home improvement.

Mirroring the outside world they guide with recommendations, 64% of those surveyed shop solely online for groceries and household essentials, while 55% go to the internet for non-essential items — all arriving via shipment.

If not using shipping services, 51% of these influencers shop for groceries and household essentials, but look to pick it up curbside. That number falls to 24%    for non-essentials bought online before grabbing it at the curb.

Most importantly, influencers are turning to their social media channels in large numbers not only to announce that they’re taking all of these steps, but to remind and urge their fans to do the same in the hope of flattening the curve and getting everyone back out into the world again.