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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.