| The age of influence How COVID-19 has propelled brands into the era of influencer marketing Contents 03 04 05 11 15 22 31 34 Foreword Introduction The impact of COVID-19 Staying relevant post COVID-19 Building connections and trust The purchase journey Key takeaways for brands Methodology 02 THe age Of InfluenCe | Foreword Ben Jeffries Chief Executive Officer Jason Mander Chief Research Officer It has been clear to us for a long time that creators have become an integral part of peoples lives. We rely on them for meal inspiration, for news updates, for morale boosting content and for product recommendations. We feel sad when they go through breakups, we relate to them when they discuss their mental health, we even feel proud when their children start school. And never has this been so clear as since the outbreak of the coronavirus. We have turned to our favorite creators to fill the void left by friends and family we were unable to see. But the coronavirus hasnt created this new normal of more meaningful relationships between creators and consumers. It has simply propelled influencer marketing along the trajectory on which it was already heading. We are proud to partner with GlobalWebIndex to quantify the new normal of influencer marketing; to explore the creator-consumer relationships adopted during the lockdown and forecast which are here to stay; to examine and understand consumer purchasing behavior across a number of verticals; and to share our in-depth findings on the relationship between consumers, creators, and brands in 2020. Across virtually any commercial touchpoint, consumers increasingly want things on their own terms, suited to their own preferences. As researchers and marketers, our discussions around this simple fact have largely revolved around product features, advertising, and recommendations. But theres a more qualitative aspect of personalization at our disposal. How do you personalize how someone perceives and relates to your brand on a deeper level? In a world where culture changes rapidly and new emerging interests can crop up beneath our radars in a flash, influencer marketing offers important ways of staying in tune with consumer expectations through the personalities at the heart of these cultures. Throw in a global health crisis which has thrust brands even closer to consumer needs, and its not difficult to see why influencer marketing is becoming even more relevant by the day. Were extremely pleased to partner with Influencer to understand influencer marketings role in the future marketing landscape, drawing insights from our commissioned research, combined with previous coronavirus research to quantify and track major shifts in the consumer landscape. 03 THe age Of InfluenCe | Introduction Theres no doubt that 2020 hasnt panned out how people, businesses, and governments expected. The outbreak of coronavirus has upended peoples daily lives and businesses across the world. However, in many countries, the initial acute phase of the coronavirus outbreak has passed and were now entering a transitional phase; one where many countries are easing lockdowns, people are starting to return to work, and businesses are looking at ways to operate again. As our attention turns to what comes next, we need to be pragmatic about the pandemics material impact. In the context of consumer behavior, the coronavirus has been many things. Its been a disruptor and an agent of change, but most of all its been an accelerant of existing trends. Throughout our COVID-19 research, weve seen that when people are forced to abstain from the day-to-day routines they took for granted, they find new creative ways to gain fulfilment. In many ways the pandemic has been a proof of value among consumers for many emerging trends weve tracked for some time. Digital connectivity has been the safety net in keeping society running, and as people have turned to online channels and platforms to fulfil their needs, theyve also uncovered the benefits of using them. Influencer marketing is a powerful example of this. For some time, weve seen a growing consumer sentiment expecting brands to have more of a voice and a personality. But under the extraordinary circumstances of the pandemic, qualities like empathy, authenticity, and compassion are now underpinning the brand-consumer relationship. At a time when brand building and audience engagement is absolutely key, influencer marketing is giving brands an essential means to reach and engage audiences in ways which are meaningful and relevant to them, fulfilling their need for connection, and also building up a brands position as we start to enter a new phase. In this report, well leverage custom research in the U.S. and UK on influencer marketing alongside existing research on the coronavirus to dig into the impact the outbreak has had on consumers behaviors, the effect on influencer marketing and the consumer-creator relationship, how purchase behaviors ar