The Cosmopolitan Influencer Survey Question Title * 1. What platforms did you use the most before the pandemic, please rank from highest to lowest usage, 1 being the platform you used the most and 7 being the one you used the least. Question Title * 2. What platforms do you use the most now, please rank from highest to lowest usage, 1 being the platform you use the most and 7 being the one you use the least. Question Title * 3. Has who you follow and what you look for from influencers changed over the course of the pandemic? Yes, considerably Yes, somewhat No, not really No, not at all Other (please specify) Question Title * 4. Before the pandemic, what did you look for most in the influencers you followed? Please tick no more than three. Product recommendations and reviews Humour and/or memes Inspiration and body positivity Expert advice and tips News and commentary on topical events General lifestyle content and personal stories Purpose-driven or activist content Insider gossip Other (please specify) Question Title * 5. What do you look for most in the influencers you follow now? Please tick no more than three. Product recommendations and reviews Humour and/or memes Inspiration and body positivity Expert advice and tips News and commentary on topical events General lifestyle content and personal stories Purpose-driven or activist content Insider gossip Other (please specify) Question Title * 6. What sort of influencers do you follow? Please pick no more than three. Beauty influencers Fashion influencers Homes influencers Fitness influencers Body positive, inspiring influencers Food influencers Travel influencers Sex and love influencers Purpose-driven, activist accounts Topical, educational or news-based influencers Humour/meme accounts Celebrities Other (please specify) Question Title * 7. Has who you follow changed during the course of the pandemic? Yes No Question Title * 8. If you answered yes, how has it changed? Question Title * 9. How much do the personal values, behaviours and beliefs of the influencers you follow matter to you? A lot, it is the main reason I follow them A moderate amount, but it’s not a reason I would unfollow them Not at all Question Title * 10. Please rank the following in order of who you trust the most (to least), with 1 being the most and 8 being the least. Question Title * 11. Has your trust in influencers increased or decreased in the last year? It has increased (I trust them more) It hasn’t changed (my trust in those I follow has stayed the same) It has decreased (I do not trust them as much as I used to) Question Title * 12. When an influencer puts #ad or #spon on their post, does it make you trust them more or less? More (it aids transparency) The same (I expect it or am used to it) Less (I feel like they are only promoting for cash) Other (please specify) Question Title * 13. Do the influencers you follow affect your purchasing decisions? Yes, all the time Sometimes, occasionally Rarely Never Question Title * 14. Have you ever bought products because an influencer has done a post about it? Yes, I do it a lot Sometimes, maybe a few times Rarely, maybe once No I have not Question Title * 15. Have you ever used a promotional code or similar discount from an influencer’s post to buy something? Yes, I do it a lot Sometimes, maybe a few times Rarely, maybe once No I have not Question Title * 16. When seeing an influencer you like promote a brand or product, how does it affect your opinion or feelings towards that brand? I like the brand more No change I like them less Question Title * 17. After looking at an influencer on social media, in general I feel… Better (about myself) About the same Worse Question Title * 18. Who makes the best type of influencer? Someone who looks good Someone who has good morals / ethics Someone who is funny Someone I can relate to Someone already famous Someone who is passionate Someone who provides me with information and advice Someone who is an expert in their field Don’t know / not sure Other (please specify) Question Title * 19. Are there any topics you think influencers should NOT try and tackle? Yes No Question Title * 20. If you answered 'yes' to the question above, what are the topics you think influencers should not tackle? Question Title * 21. Which of the following type of social media user do you consider yourself to be? Influencer (following above 70k followers) Micro-influencer (following of 5-70k followers) Casual user (following under 5k followers) Don’t know I don’t use social media Question Title * 22. How many followers do you have on your priority / biggest platform? Under 500 Under 1,000 Under 3,000 Under 10,000 10,000 or above 70,000 or above Question Title * 23. Has the pandemic affected how you see ‘influencing’ as a career? It used to feel like a more viable career option - it seems harder now Not really- it feels like an equally viable career option now It feels easier to make a career out of it now I don’t know Question Title * 24. If you are currently an influencer or micro influencer (over 5k followers), how have you found securing paid work over the last year? Easier than it was before About the same as it was before Harder than it was before Not applicable Question Title * 25. If you are currently an influencer or micro influencer (over 5k followers), how has your following changed over the last year? Strong - I have noticed my followers growing faster than before Average - my following and/or growth is about the same as it was before Challenged - I have lost followers at a faster rate than before and/or growth has slowed Not applicable Question Title * 26. If you are currently an influencer or micro influencer (over 5k followers) how has the demands of your work changed over the last year? It feels easier than before to create content my followers want / I feel my work is more valued It feels about the same as pre-pandemic It feels harder than ever to produce content my followers want / I feel my work is less valued Not applicable Question Title * 27. If you are currently an influencer or micro influencer (over 5k followers), how has your attitude to your work changed over the last year? I feel more motivated than ever before I feel about the same I find it more challenging than before I have considered quitting over the last year Not applicable Done
