Infographic: Despite Public Scrutiny, Consumers Still Engage With Celebrity Content

Brands that had partnerships with stars saw spikes in traffic

Illustration of Kevin Hart, Sophia Bush, Steve Aoki and Priyanka Chopra
Brands that used celebrities in Instagram posts saw 1.5 times more traffic in 2020 compared to 2019, according to CrowdTangle. Carlos Monteiro
Headshot of Nicole Ortiz

Though influencers and celebrities have come under scrutiny for some of their actions during Covid-19, research from UTA Marketing, a division of United Talent Agency, found that consumers still enjoy seeing sponsored content from their favorites.

UTA used third-party social tool CrowdTangle to compare Instagram traffic of certain celebrities from mid-March to mid-May, comparing the numbers to the same period in 2019. The findings showed that brands that used celebrities in Instagram posts saw 1.5 times more traffic in 2020.

In a virtual graduation ceremony hosted by Chase, Kevin Hart, Serena Williams and Stephen Curry asked recent graduates to “Show Me Your Walk.” Chase saw its largest weekly audience gain after the video was posted. Another spot that did wonders for brand engagement was Steve Aoki shooting a slow-mo video of himself and his mother on Mother’s Day for a Samsung Galaxy partnership. And Priyanka Chopra became a Crocs ambassador during quarantine, which led to 3.1 times more interaction for the brand.

This story first appeared in the July 13, 2020, issue of Adweek magazine. Click here to subscribe.
@neco_ornot Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.