Advertising has taken a hit across the board due to coronavirus lockdowns. Now data from Socialbakers confirms that use of the #ad hashtag by Instagram influencers dropped 45% in the US from its October 2019 peak.
The latest Social Media Trends Report Q1 2020 discusses the impact that the coronavirus pandemic is having on social media marketing.
It found that influencers were hit by fewer marketers and advertisers using their services.
At the same time, engagement with relatable influencers was up during lockdowns.
During Q1 2020, more top influencers were authentic and natural types posting real-world type content to inspire and engage.
The report argues that this type of content may provide a better basis for driving a community connection.