Digital research agency Attain Design has published a study on The Impact of Coronavirus on Instagram Influencers. Attain studied more than 500 influencers using Instagram across lifestyle, beauty and fashion, and recorded a 65% dip in sponsored content from 12 March to 7 May, compared with the previous eight weeks.

The influencers studied ranged from celebrity icons to nano-influencers so that the company could better understand the extent to which earning potential has been impacted by COVID-19.

The main points to take away from the study are:

• 65% of influencers are earning less compared to the previous eight weeks.
• 66% of influencers are earning less compared to the previous year. 
• Influencers have lost an average of 33% of their potential earnings. 

Travel influencers are been the worst affected:

• 79% of travel influencers are posting less sponsored content with their potential earnings reduced by 47% on average.
• 68% of lifestyle influencers are posting less partnered content and are losing on average 46% of their potential earnings. 
• 65% of fashion influencers are working less with brands to produce partnered content and are earning 31% less on average.
• 65% of influencers that found fame on Reality TV are posting less sponsored content and are earning 24% less on average. 

However, the study did find that engagement rates are improving as influencers adapt their content strategies and learn new skills. 

Attain's report stated, "With engagement rates generally improving and influencers possible having to reduce fees due to a temporary decline in demand, brands that have the fortune to be able to spend a Marketing budget may see improved returns compared to previous campaigns, but also compared to other channels that may not be performing as strong during the lockdown."

To see the full report please visit weareattain.co.uk.