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How Has the Pandemic Changed Influencer Marketing?

Most of the changes ushered in by COVID-19 have accelerated existing trends, not created new ones. In many instances, this bodes well for influencers. That’s according to a new report from eMarketer.

corona 4893276 640 smallOne such trend is the movement toward “unfiltered” content—content which isn’t scripted. Another is the growing popularity of platforms like TikTok and “everyday influencers.” Brands are turning to influencers as a way to reach consumers, who are spending more time in their homes and in their own social media ecosystems.

Marketing firm A&E surveyed 1,000 influencers, which revealed three big trends all marketers should understand, as reported by Forbes.

The first big trend is that influencers have managed to sidestep many of the pitfalls others have faced during the pandemic and their engagement has actually increased. For example, Instagram influencers saw their average likes jump more than 67% and the number of comments grow by more than 50%. Their success is due to, in part, the fact that influencers were already recording content from their homes. During the pandemic, they were able to focus their content in a way that connects with their audience.

But, influencer pricing has only grown by a modest amount—just 3.1%. This presents a possible opportunities for brands.

The second big trend is a big increase in social media traffic. For example, Facebook and Instagram traffic has grown by 40% among those under the age of 35, according to a Kantar study.

Lastly, influencer marketing is offering a better value with more targeted messages. “…For every 1,000 followers, higher engagement means more of the target market are actually reached,” according to the Forbes article, citing the A&E article.

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