No doubt, pandemic affected all of us in one way or another. A lot of businesses switched their focus to online. E-commerce boomed, as a result of restricted lifestyles, lockdowns, and closes of physical stores. Did this shift influence influencer marketing?
Indeed, COVID-19 has made people spend more time at home, leading to more time for the Internet and less on social interactions. A Global Web Index survey shows that over 80% of US and UK consumers watch more content during the pandemic. Seeking social interactions online, people turned back to influencers where the interactivity of social media can help followers feel personally connected to the content creator. Influencers are as influential as ever and brands have to adapt to capture the attention of consumers that changed their behavior. This is why more and more brands are turning to influencers during the pandemic.
Youth marketing experts YPulse recently published an article covering how Gen Z and Millenials coped with 2020. The article reveals the changed behaviors of young consumers that turned to social media to deal with their emotions. 64% focused on making their home more comfortable, 73% started cooking more, 58% explored various places in their home towns by car. Influencers that switched to these categories or adapted their content showing more unique content in gaming, cooking, DIY have been favored by increased engagement and significantly more interactions.
According to Forbes, the increase in social media usage during the coronavirus pandemic has the potential to alter long-term habits. These trends appear likely to give influencer marketing a boost going forward.
Covid-19 increased social media traffic, gave more power to influencers, formed a bit different content based on changed consumer behavior, and is continuing to raise the importance of social media and influencer marketing. Now it is time more than ever to jump on the bandwagon and reach your brand’s target audience through influencer marketing.
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