3 Ways The Pandemic Has Affected Influencer Marketing in 2021

3 Ways The Pandemic Has Affected Influencer Marketing
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When it comes to business, our clients all agree that the last year and a half have been turbulent in the extreme for businesses. The goal now is to maximise R.O.I.(Return On Investment). But how can you get the maximum return for every pound that you spend on marketing? Influencer Marketing, which has been a force over the last few years, continues to have an impact in this area.

The trouble with using celebrities, even home grown varieties, is that they cost a massive amount of dosh. Even influencer marketing, with it’s home grown variety, has significant outlays. So, let us examine 3 Ways The Pandemic Has Affected Influencer Marketing.

 

The first way is that the pandemic has sped up influencer marketing’s trend toward “unfiltered” or ‘real world’ content,

 

Before we look at this area, what exactly is Influencer Marketing? According to one source: “Influencer marketing involves a celebrity or other public figure endorsing a product or service.”

The problem with that strategy is, simply, outlay. Using a ‘Movie Star’ or other celebrity has never been cheap. And, with the Pandemic, purse strings have significantly tightened. Fortunately, life always finds a way! Many Vloggers and YouTubers have shown a remarkable relatability to audiences, and, the good news is, that an upcoming YouTuber can sometimes cost significantly less than an established ‘Celebrity’.

Using an Influencer who is self made has another clear advantage too. The reason why these influencers have become successful is that they have gained large followings. This is often the result of either being relatable to their audiences, or promoting a lifestyle that an audience believes that it can achieve!

Being believable and relatable is also about operating in an unfiltered, or ‘real world’ environment. As such, the Pandemic has shown Advertisers that they need to adapt, to move with what the trends are…this means focusing more on unfiltered and real world content.

 

The rise of Tik Tok et al

 

Tik Tok is on the rise

 

It goes hand in hand of course, that if influencers who project a ‘real world’ image are successful, that platforms that focus on this content will also benefit. And so it has proven to be. Tik Tok and other intermediaries who focus on this type of content have seen a large increase in market share in recent times.

The trend towards influencer marketing platforms that cater for this kind of content is a trend that will likely continue. Influencers will continue to use platforms that have established a reputation for success in these areas. As such, we can expect the stock for Tik Tok and other new entities that emerge to rise, and keep rising for the foreseeable future. But do the statistics prove that this is correct?

Well, the answer is a resounding YES! According to one report: “96% of US and UK consumers who followed influencers were engaging with them more or to the same extent as before the coronavirus outbreak.” So, the trend is not only a massive paradigm shift, but it’s entrenchment signals that it will likely continue for some time.

Whilst nothing in life is guaranteed, expect Tik Tok and others of the same ilk to continue their upward trajectory.

 

Brands are more and more turning towards micro and nano influencers, kid influencers, gaming influencers, and virtual influencers to gain results.

 

Gaming Influencers
Gaming Influencers

 

The great thing about these Influencer subsections are that their niches are on the rise. Take for instance the game ‘MineCraft’. It’s a blocky game that shuns the movement towards 3D and other ‘Virtual Reality’ RPG’s. However, throw in a few good looking YouTubers, who energise their audiences and Voila! You now have a game that is suddenly popular once again.

Marketers are not blind to this. They watch, listen, and learn. They have their fingers on the pulse of what people, especially young people, want.

Kid influencers such as ‘Ryan’ and others of the same genre have been amazingly successful in recent times! You would have to be blind Freddy to not have noticed this, and advertisers have too! As such, they have overcome their pride, steered away from traditional, expensive, celebrities and moved towards the non traditional influencers to get results.

The Pandemic has only caused this trend to speed up. It will generally cost far less to hire a Game Vlogger, than it would to hire a ‘Movie Star’. The beauty is that they still reach a massive audience, get their brand across to large numbers of potential clients, and most importantly..deliver results for their clients.

 

 

Editorial Comment

 

Wow, what a torrid last year or so it has been! The World, it seems, has been turned on it’s head. Business is not exempt from this either, but it WILL change, adapt, and thrive!

 

The upshot of it all is that the trend is towards ‘Real World’, ‘Unfiltered’ content and the platforms that support it. If you are preparing your advertising budget for 2022, these are trends that it is unwise to ignore. However, you react to the trends, using influencers to promote your brand is, at this stage, not a bad idea!

 

We hope you every every success for the rest of this year, and on into the next. If you need to get your Brand ‘out there’, there will likely be an every increasing amount of influencers who can get you noticed, get clients through the doors…and put money in your hands! So, as they say in the States ‘Have At It’!

 

 

 

 

 

 

 

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Indonesian News | UK Business Directory

Indopost local UK business directory provides the best in finding 'local businesses near me' for you. In addition, we provide the latest news for Indonesians. We provide local listings, reviews, directions, maps, and contact details. Need more? Ask Stan!
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