As brands seek ways to establish more personalized connections with consumers, they’re engaging social media influencers more heavily than in previous years, according to a recent Nielsen assessment. The pandemic has accelerated the trend, given the elevated need for connection amid the isolation wrought by lockdowns.
Pandemic aside, the focus on influencers addresses both fragmenting media consumption and the significant engagement that influencers boast across channels like YouTube, Instagram and TikTok.
Nielsen’s tallies show just how huge those engagement tallies are.
