Before the onset of the Coronavirus, social media influencers already faced a changing role in the marketplace. After an initial boom period, their role was debated as to exactly what effect they have on everything from sales to promotion to public image.
Now, a new study explores how the public views those social media influencers during and after the COVID-19 pandemic. The new research comes from Fullscreen, a social content company supporting both brands and creators. Describing themselves as “cultural anthropologists,” the team at Fullscreen study brand and consumer behavior, with a focus on how Generation Z and Millennials function.
According to Fullscreen’s data, 34% of 18-to 34-year-olds say they now watch more inﬂuencer content during and because of the COVID-19 pandemic. That would seem like a promising bump in business for the social media mouthpieces.
That said, 82% of the same group report they have less tolerance for regular advertising during this crisis. That could mean an even more expanded