PR consultancy Brandnation has released its Annual UK Influencer Survey for 2020. The company reached out to its network of over 10,000 UK and international influencers. The information presented in the survey is intended for the use of brands. 

Brandnation's MD Mary Killingworth said: "It's a short snapshot of what's happening in the world of Planet Influence and explores pertinent issues about what influencers actually want from brands, how they want to work with them and what they are prepared to do for them." 

This year Brandnation has looked at how COVID-19 has affected its influencer business model and the ongoing implications on the industry. 

Key points:

• COVID-19 has adversely affected the income of over 85% of influencers. 
• 51% of influencers are optimistic that the influencer market will bounce back from July 2020. 
• 70% of influencers believe celebrities are becoming less relevant.
• 62% of influencers have no limit when it comes to how many brands they would work with.
• 55% of influencers are looking for long term relationships with brands rather than one-offs.

Influencer content:

• 80% influencers said that Instagram was the top-performing platform. 
• Top performing posts were body positivity, beauty tips, lifestyle imagery and food.
• 80% stated that long term brand partnerships created more engagement. 

Partnerships:

• 90% stated that they have to love the product/offering as well as the brand values, before they can agree to partnership.
• 75% do not mind how large the brand is when it comes to showcasing it on their platform.

Celebrity marketing: 

• 44% Celebrities are becoming a lot less relevant.
• 26% Celebrities are a little less relevant.
• 20% The same.
• 10% Celebrities are more relevant.

You can view the full report by visiting brandnation.co.uk or contacting the agency.