Of US and UK consumers who follow social media influencers, 72% are spending more time on social since the outbreak, according to a May 2020 GlobalWebIndex and Influencer survey.

And 64% of respondents are likely to continue using social media to the same extent once pandemic-related restrictions are lifted.

"Social media has received a significant and sustained boost in usage during the pandemic," said Jasmine Enberg, eMarketer senior global trends analyst at Insider Intelligence. "Most of the heightened activity on social media is also taking place on platforms where influencers were already active, and that has helped boost user engagement with influencers."

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