What Happened to Influencers and Their Content in 2020?

Extreme social media use is here to stay, as some categories saw remarkable change

social
Who was in and still got a lot of likes? Photo Illustration: Trent Joaquin

Social media engagement increased during the pandemic by 61%, and American adults spent about seven more minutes per day on social media than in 2019, thanks to the turbulence of 2020. Instagram influencers saw their average likes increase by about 68%, and their comments by 50%. Views in some content, such as cooking and fitness, doubled during the Covid-19 crisis.

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This story first appeared in the Feb. 15, 2021, issue of Adweek magazine. Click here to subscribe.
@brandonperlman Brandon Perlman is founder and CEO of influencer marketing agency Social Studies, named one of Adweek's Fastest Growing agencies in 2019 and 2020.
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