Changes to the Influencer Landscape in a Post-Covid World

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Changes to the Influencer Landscape in a Post-Covid World

Trends | Nov 29, 2021

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It’s affected every aspect of life, from the day-to-day activities of your average Joe to the business models of big corporations.

Everyone has had to make some changes to adjust. During this time, influencer marketing gained a big boost in popularity––so much so that it has become an integral part of digital brand marketing strategies.

Rise of the Influencer Era

Although influencers were common on Instagram and Facebook even before Covid, with a lot of sway over their audiences, it’s TikTok that really defined the influencer era during Covid.

According to surveys, 56% of brands have plans to incorporate TikTok influencers in their future marketing campaigns. This alone is an indicator of the impact Covid has had on the influencer landscape.

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Are Influencers Here to Stay?

It’s obvious from their popularity that the hold influencers have on brand marketing is here to stay, at least for now. People have become used to getting information from their favorite social personalities.

Additionally, though it’s a false sense of connection, it’s similar to how we prefer to buy brands and products that someone in our circle has tried personally. When a product is reviewed and endorsed by a beloved influencer that we feel connected to, it gives us the courage to buy it and try it out for ourselves.

So, if influencer marketing isn’t going anywhere, how might you see these changes in the influencer marketing landscape play out post-Covid?

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More Live Content

Everyone is familiar with the popular social feature, Instagram Live. Although it wasn’t widely liked initially during Covid, it picked up in popularity and became a great way for people to communicate remotely.

Influencers held Instagram Lives to communicate with their audience in real time and their audience responded well to these activities since suddenly, everyone had a lot of free time on their hands. Soon after that, brands got wise to the trend and started using the Live feature to promote products and services.

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More Storytelling

Who doesn’t like a good one-minute comedy video? Or a post with a heart-melting or relatable caption? Both are now preferred ways for influencers to communicate with their audience and promote engagement on their posts.

Smart brands will choose to work with influencers that fit in well with their brand story. That way, any marketing content they’re asked to share won’t seem out of place and their audience will be more likely to trust endorsements they may make.

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Influencers Will Gain the Upper-Hand

When content creators first started out as professionals on social media sites, most brands didn’t take them seriously. However, in a post-Covid world, influencers now have the upper hand.

That means they will have more options when choosing what brands they would like to work with, what kind of content they are willing to create for that brand, as well as how to share it, whether that’s via pictures, videos, reels, or lives.

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Will You Make Influencer Marketing Part of Your Brand Strategy?

There’s no denying that the influencer marketing landscape has changed and––dare we say––grown up significantly. Maybe that means it’s time to consider adding influencer marketing to your own toolbelt of tricks. After all, if you want to grow your business, it’s good to try new things!

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