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Report finds that just 4% of people are interacting with creators less than pre COVID-19

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July 6, 2020 | 4 min read

A report published by Influencer and GlobalWebIndex has discovered that 96% of consumers who follow influencers say that they’re engaging with creators more or to the same extent as before the outbreak.

Report finds that just 4% of people are interacting with creators less than pre COVID-19

Report finds that just 4% of people are interacting with creators less than pre COVID-19

The latest insights from their recent report was based on custom research on influencer marketing alongside existing research on the coronavirus to dig into the impact the outbreak has had on consumers’ behaviors. The survey taken in May 2020, defined their audience as internet users who say they follow content creators/influencers on social media. This definition rendered a sample of 1,056 (UK) and 1,038 (U.S.) internet users aged 16-64.

One of the key insights from the report was that 96% of consumers who are following influencers say that they are engaging with creator content more than normal, or to the same extent as before the outbreak.

This news comes as no surprise - many industry experts had predicted that people were engaging with creators more fully and in a more emotional capacity due to coronavirus, but this research proves those predictions to be true.

Many consumers have been actively engaging with influencers during coronavirus, likely due to the fact that they have been isolated and at home. The report found that 37% of consumers actively watch influencer’s live videos, 34% leave comments on their posts and actively watch their stories, and 41% of followers also engage with creators when they’re simply scrolling through their feed.

Active engagement

The report also found differences between the age groups, with baby boomers being one of the most actively engaged audiences. Baby boomers were more likely to interact with creators by actively watching their lives videos or leaving comments on their posts at 41% for both.

Gen Z are also engaging with creator content more fully, however they are more likely to engage with creators as they scroll through their feed. Still, a massive amount - 38% - say that they engage with creators by actively watching their stories on the likes of Instagram and 33% actively watch their live videos. This really highlights the importance of video-based content in engaging audiences of different ages.

When it comes to Millennials, this group was found to also be actively getting involved and taking part, with around 1 in 4 saying they get involved in quizzes and take part in creators’ giveaways/contests.

The results prove that engagement with creator content is at an all time high due to coronavirus. In fact, perhaps the most telling of all of the insights was that 47% of consumers who follow influencers say they’re interacting with creators more, while 49% say they’re interacting the same amount – just 4% say they’re interacting less. This shift is likely due to the lockdown period, with people relying on creators for entertainment whilst they have been restricted.

Both active and passive social media users have engaged with creators more since the outbreak. 66% of active engagers (those interacting with giveaways and quizzes) say they’re engaging with creators more since the outbreak, compared to 49% of passive engagers (those who interact when scrolling through their feeds). These results from the report prove that all users are engaging with creator content more regularly due to the coronavirus outbreak, and this shows huge potential for influencer marketing as a tool for brands going forward.

Read the full report here: The Age of Influence: How COVID-19 has propelled brands into the era of influencer marketing

Marketing Open Mic Social Media

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We are the originators of influencer marketing.

Influencer is an agency built at the intersection of creativity, data, and technology with a unique ‘people power & platform power’ approach.

From big brand launches to shifting perceptions and from riding fast trends to driving footfall, Influencer builds ideas with impact to deliver outcomes that drive your business forward via an unmatched client experience.

Campaigns are underpinned by Influencer’s game-changing proprietary technologies, which are supercharged by official partnerships and data integrations with the world’s leading social platforms for real-time and accurate reporting. Influencer is an Official Global Marketing Partner of both TikTok and Meta.

We believe the more tangible, scaled outcomes that creators produce drive impact beyond just likes and impressions. Influencer is championing the ‘True Human Influence’ movement; on a mission for creator campaigns to be judged in the same way as other media activations - underpinned by measurement partners such as ThisThat, Neilsen, and Relative Insight.

Founded by OG YouTube creator Caspar Lee & entrepreneur Ben Jeffries, Influencer has been helping brands navigate the ever-evolving influencer marketing landscape since 2015. In that time they have developed valuable knowledge, experience, and technology that have enabled them to deliver thousands of campaigns, for hundreds of brands in markets across the world. Today, Influencer has a team of 120+ of the best talent in the industry, working across Europe, North America, and the Middle East. From Google to Coca-Cola, from Amazon to Microsoft, and from TikTok to Meta - they work with companies, brands, and agencies across every vertical, building meaningful relationships between brands, creators, and their audiences.

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