Social Media MarketingInfluencer marketing has changed substantially with the pandemic
The pandemic has turned influencer marketing around like a sock, which in the months to come will be at the mercy of some of these trends.
The coronavirus pandemic has had a major impact on influencer marketing. And although this discipline soon seemed doomed to become a victim (yet another) of the coronavirus, COVID-19 ended up becoming a kind of trigger for marketing with prescribers.
In the end, the time invested by Internet users on social networks has reached astonishing heights in recent months as a result of the pandemic. And the influencers that operate on 2.0 platforms are in the eyes of many users their particular beacon when it comes to buying and also making more transcendent decisions.
According to a recent study carried out in Germany by Pilot Y Buzzbird, These are the main influencer marketing trends emerging from the womb of the coronavirus:
1. Goodbye to superficiality
More than a few social media personalities have reacted to the pandemic by providing their fans with more information about their inner world on an emotional level.
In this sense, the prescribers have to some extent emancipated themselves from “posturing” to share with their “followers” the troubles that affect their own soul on a personal level.
The fact that influencers have planted superficiality to some extent in recent months has also led them to sink their teeth into socially relevant issues such as the “Black Lives Matter” movement or protection measures to avoid COVID-19 infections.
It also appears that this trend will continue in the coming months. In 2021, purpose and ethics will occupy a very prominent place on the influencers’ agenda, and brands will take advantage of this circumstance to gain the positive image enjoyed by the prescribers with whom they choose to collaborate.
Still, both brands and influencers will need to fly the flag for authenticity (which tends to spring from the amalgam of purpose and entertainment).
2. Long-term collaborations
Long-term collaborations between brands and influencers fuel the trust placed in both sides by users of social networks.
When developed over the long term, such collaborations are also more fruitful financially, as they often take root in different channels and lend themselves to greater scalability.
3. Storytelling + ROI
That branding and performance are not always perfectly aligned in influencer marketing has never been a hindrance for this discipline.
But it seems that in 2021 branding and performance will make better friends than ever to put the so-called “brand performance” under the spotlight.
This will be possible thanks to the new batch functionalities introduced by social networks to properly and more effectively measure influencer marketing campaigns.
4. Live content (for bonding creators and their community with super glue)
The suppression of events of a physical nature gave boost to “live streaming” in 2020 and in the coming months live and direct content will continue on the crest of the wave.
Of particular relevance will be enjoyed in the arena of “live streaming” Twitch, a platform that, although originally focused on “gaming”, is making more and more brands of all lines of activity tick.
The direct ones will also be in the foreground on Instagram, where a trend coming from Asia (“live shopping”) could hit very hard this year on this social network.
5. Social shopping
The phenomenal “mix” of e-commerce and influencer marketing will translate into quite a few sales in the coming months.
Sheltering in its bosom the closeness to the community that influencers promote with innovations of a technological nature that make products more tangible, social shopping is destined to hit the stretch in social networks this year.
In the future, and with the help of social shopping, influencers will somehow become “personal shoppers”, sellers and buyer advisors to turn online shopping into an event that will have little or nothing to envy shopping in traditional physical stores.
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