“Extreme social media use” is here to stay, but it doesn’t necessarily mean more engagement for brands. 

“Extreme social media use” is here to stay, but it doesn’t necessarily mean more engagement for brands. According to a Kantar study, social media engagement increased by 61% during the pandemic. Instagram influencers saw their average likes increased by 68%, while comments rose by 50%. Views on topics like cooking and fitness “doubled” during this time. But users’ increased social media use didn’t necessarily lead to “roaring success for most brands.” Extraordinary world events won their attention, while many felt like they related to other people (like influencers) better than brands. For instance, beauty, food, and travel brands saw drops in engagement rates while fashion influencers thrived. YPulse’s social media marketing research also found that the number of young consumers who engaged with sponsored brand posts dropped significantly in 2020. (Adweek)