Influencer Marketing and COVID-19

1. Influencer Marketing
And COVID-19
The impact of COVID-19 on social
media and influencer marketing

2. 2
Instagram Stories Activity
Instagram Stories Impressions
Global Social Media Usage Rates
US Social Media Usage Rates
Instagram Live On the Rise
IG Live Trends: Talk Shows, Fitness
Sessions, Cooking Lessons, and Virtual
Parties
Influencer Marketing Examples: Nike,
Barilla, and FRYE
Contents
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7
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3. The coronavirus pandemic has had a swift
and profound impact on our world. With
businesses closing doors and pausing
operations, many wonder what this means
for their industry.
In our latest study, we look at global social
media trends, to help brands better
understand how this unprecedented
situation is impacting consumption and
usage.
We use March 15th as our benchmark date,
as it is when most countries began
implementing social-distancing and
analyze the three weeks prior to the
three weeks after.
Not only did we identify serious
increases of social media activity and
consumption, our analysis was
segmented by region to better
understand how different Geos have
been impacted by the pandemic.
Methodology:
● A survey of over 1000 Instagram
users
● Performed a statistical analysis of
trends and demographics using our
SIGIR award-winning influencer
measurement technology
Klear Research is committed to
providing quality, data-driven research.
Our data science team is constantly
producing industry-leading insights that
are available and beneficial to all.
Introduction

4. 4
Key Finding #1
The week of March
15-21 users posted
6.1 Instagram
Stories a day, a
15% increase from
the week before

5. COVID-19 Social Media Impact
March 15-21
Instagram stories were posted a day
March 7-14
Instagram stories were posted a day
Global Instagram Stories Activity
15% Growth
15%+ Stories Per Day
15%
Growth
5.3
Stories/Day
Mar
7-14
Mar
15-21
6.1
Stories/Day

6. Key Finding #2
Stories impression (#
of people who view a
story) increased 21%
the week of March
15-21

7. COVID-19 Social Media Impact
March 15-21
Daily Instagram Story impressions
March 7-14
Daily Story impressions
Global Instagram Stories Activity
21% Impression Increase
21%+ Story Impressions Per User
21%
Growth
1x
Impressions
Mar
7-14
Mar
15-21
1.21x
Impressions

8. Key Finding #3
The UK, France, and
Spain saw the
biggest increase of
Instagram Activity

9. Global Social Media Usage
How global Instagram usage has been impacted by COVID-19
When analyzing countries with high
COVID-19 infection rates, we observed
that Instagram usage in the UK increased
37%, the highest overall.
Comparatively, social media usage in Italy
was down 5%. Perhaps, because Italy was
affected by COVID-19 before many other
countries.
Countries With Highest % Increase
30%
35%
38%
39%
UK 37%
France 25%
Spain 25%
US 22%
Mexico 20%

10. Key Finding #4
The US states with the
highest increase of
Instagram activity
were Massachusetts,
Washington, and
Oregon

11. Instagram activity in Massachusetts
increased 125% during the coronavirus
pandemic, the state with the highest %
increase.
Activity in New York increased 25%, while
activity in Hawaii decreased -28%.
Social Media Usage In The US
How US Instagram usage has been impacted by COVID-19
30%
35%
38%
39%
Massachusetts 125%
Washington 85%
Oregon 58%
Maryland 56%
Virginia 45%
Top 5 US States With Highest % Increase

12. Key Finding #5
Instagram Live daily
mentions increased
288%, during March 14
- April 15

13. Instagram Live Grows In Popularity
March 15 - April 14
Instagram “live” mentions surged 288%
compared to the month prior.
“live” keyword mentions, Global, Instagram Stories
288% Growth
288%+ “Live” Mentions Per Day
288%
Growth
1X
Mention/Day
Feb 15 -
Mar 14
Mar 15 -
Apr 14
3.8X
Mention/Day

14. Key Finding #6
IG Live is being utilized
more than ever, with 4
trends emerging: Talk
Shows, Fitness
Sessions, Cooking
Lessons, and Virtual
Parties

15. Trend 1: IG Live Talk Shows
Celebrities are using IG Live to host daily talk shows
As studio production has shut down,
celebrities are using IG Live to host daily
talk show. Shows have an unedited
format and often utilize IG Live’s “add
friend to join broadcast” feature, allowing
for co-hosts and interviews.
Tune In 📺
#BrightMinded with @mileycyrus
#HomeTogether with @mariashriver
#LightsOut with @davidspade Things will DEFINITELY become
more official today! Tune in at 11:30
AM PT! #BrightMinded
#LiveWithMiley
326.1K
@mileycyrus

16. Trend 2: Virtual Fitness Sessions
Fitness studios and influencers are hosting Live sessions
One of the industries to quickly adapt to
social distancing is Fitness, with many
studios and influencers now hosting
sessions through instagram live. This
early adoption may indicate a lasting
trend for the industry.
Bonus Trend Alert 📣
Brands and influencers are monetizing IG
Live by utilizing Instagram’s “close friend”
feature, and offering exclusive, paid
access to live for a select few.
Join us on @instagram Live this
week. Our omazing CorePower
teachers from around the country
are here to help you take care of
your physical, mental and spiritual
health. 🙏
1.4K
@corepoweryoga

17. Trend 3: Virtual Cooking Lessons
Join chefs and foodies for live cooking classes
Video content and cooking go
hand-in-hand, so it’s no surprise to see
chefs, food bloggers, food content
creators making use of IG Live. From
michelin-starred chefs to home-bakers,
kitchens around the world are opening
their “virtual” doors.
Get Hungry 🍝
Daily Cooking lessons with @barilla
Start baking with @breadaheadbakery 👨‍🍳SCONE TUTORIAL👨‍🍳
Time to get a nice cuppa ready.
Tomorrow at 2pm we will be
making scones from the Bread
Ahead Cookbook.
2.6K
@breadaheadbakery

18. Trend 4: Virtual Parties
IG Live is now being used to host parties
With social gathering banned, Instagram
users are finding unique ways to come
together and celebrate. Influencers and
celebrities are using the feature to host
virtual parties, letting users dancing to
their favorite DJ or celebrate with their
favorite celebrity from home.
Get Your Freak On 💃
Go Dance with @ryan.heffington
Hit Up Club Quarantine with @dnice • LET’S DANCE IT OUT • invite a
friend!
9K
@ryan.heffington

19. Key Finding #7
During COVID-19,
brands are adapting
their influencer strategy
to address the
pandemic while
expressing brand
values

20. Example 1: Nike
Brand Values: Strength, Sportsmanship, Power, Unstoppable
Nike uses the hashtags #playinside and
#playfortheworld to say that
staying-home is the most powerful thing
one can do.
Why It Works: Nike is able to use core
brand values, relate them to the current
climate, and encourage everyone to
participate and feel powerful.
Now more than ever, we are one
team.
#playinside #playfortheworld
674K
@nike

21. Example 2: Barilla
Brand Values: Family, Passion, Food Expression
Barilla’s #athomewithbarilla campaign
perfectly addresses a global experience:
being stuck at home and needing to cook.
Why It Works: As an Italian-owned
company, Barilla’s campaign carefully
takes into account the current situation of
followers, while still sharing a passion for
food in a relatable and useful format.
Staying home doesn’t have to mean
staying alone. This is why we’d like
to keep you company and invite you
to stay #athomewithbarilla during
this unusual period.
886
@barilla

22. Example 3: FRYE
Brand Values: Americana, Artisanal, Timeless, Social Responsibility
Frye began #AtHomeWithFRYE, an
initiative encouraging fans to post a
picture at home in a pair of Fryes. For
every photo, the brand would donate $1
to Feeding America.
Why It Works: Frye’s campaign is
extremely authentic because it promotes
an NGO the brand has a history of
supporting and uses its products as a tool
to raise awareness about an important
issue.
Today we’re kicking off
#AtHomeWithFRYE, a way for us to
support @feedingamerica.
664
@thefryecompany

23. The New Standard in
Influencer Marketing
Klear is the leading influencer marketing
platform for Fortune 500 brands and
agencies.
Powered by award-winning influencer
measurement technology, Klear is setting
a new market standard for finding social
creators, assessing influence and
measuring ROI.
This report is brought to you by Klear, the leading influencer marketing platform for Fortune 500 brands and agencies.