Influencer marketing can gain greater importance in the post-pandemic market​

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2020, 5:13 PM UTC

One-in-five influencers said brand collaborations have become their main source of income.

Influencer marketing has taken a centre stage in brands’ promotional activities as users are increasingly trusting influencers as subject matter experts. Though social distancing in sectors like retail, dining and travel has brought a noteworthy decline to influencers’ revenues, this piece argues the pandemic can also have a positive impact on influencer marketing.

Influencers who create content that genuinely adds value to the audiences’ lives are likely to survive even after the pandemic ends. During the times of crisis, influencers turned out to be beneficial for companies, which wanted to get their messages out in the public on a scale.

The article states that consumers will continue to consuming more streaming content and fewer ads even when the crisis is over. So, brands will have to turn to other channels like influencers, for marketing their products.

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[5 minute read]