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Consumer brands have historically used social media influencers to present authentic unbiased advertising to appeal to prospects and customers. The pandemic amplified the impact influencers have on the purchase of products, due to a limited ability to shop at stores.

Social media use dramatically increased during the pandemic and research firms believe this trend will be lasting. A recent study found that 40% of people reported that they purchased a product online after seeing it used by an influencer on YouTube, Instagram or Twitter. As a result, there is an opportunity for brands to utilize social media influencers more now.