in the face of the unknown effects of a slew of shelter-in-place orders and a global pandemic.
But in the last few months, some brands have begun to hire influencers for sponsored posts and campaigns, even in theNew data from, a social-media marketing company, looked at data from over 8,000 brands to track the efficiency of partnerships on Instagram between April and July of 2020. Socialbakers defined "efficiency" as the difference between the engagement on an influencer's branded post and the average engagement of that brand's Instagram content.
Socialbakers found that healthcare, as a category, had the highest efficiency, with an efficiency index of 4.99. Airlines had the lowest efficiency during this time period, with an index of 0.08. Socialbakers said it considers any efficiency index of 1.00 or greater as the sign of a successful brand partnership.
In April, Socialbakers' data showed a decline in influencer marketing efficiency across all industries. But by July, the overall influencer marketing efficiency rate had started rebounding. Here are the industries with the highest influencer-marketing efficiency between April and July 2020:
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