Influencers lift their masks
Content creators are revealing more of their personal lives during the pandemic, and those that have adapted best are the best bet for marketers, writes Publicis Media’s Dina Alsayej
Publicis Media’s Dina Alsayej examines how the coronavirus has changed the way influencers, brands and consumers relate.
I n an era when often more questions arise than answers, people are eager to read, share and explore everyone’s views on a particular topic. With the world transforming as a result of the Covid-19 pandemic, marketers are struggling to find effective ways to engage members of their audience.
Amidst all this chaos, content creators – influencers – have found ways to increase their engagement in the face of the present crisis. Not only are influencers helping their online communities cope with fear, but they are also helping them make critical buying decisions. THE TRUTH BEHIND THE MASK
In an ever-changing industry like ours, we often wonder what is real, who is real and is everything we see on social media as pretty as they make it seem? I often get asked these questions from friends in different fields, along with the questions: Are influencers as nice as they seem on social media? And are they who they claim to be?
Covid-19 is affecting every corner of our lives, yet, with strength and resilience businesses and influencers are looking to find a new normal amid the crisis. With everyone staying indoors, life has become digital-first, with content consumption skyrocketing. And to give credit where credit is due, influencers have for the most part provided us all with at least a few hours of entertainment. The challenge for them was to shed all their layers and open up to a whole new level of personal. They not only took us into their homes but are constantly showing us new sides of themselves in the process.
However, this did not come easily. While the first few weeks gave room for throwback pictures and positive motivational content, the reality was they needed to create more. And with this we not only witnessed a change in the content styles and formats but a shift in platforms. Fashion influencers shifted to making funny TikTok videos and fitness influencers became the kings and queens of Instagram, with hordes of fans seeking home workouts.
In a sense, influencers have shed their masks and are allowing people into their lives in a completely new way, which could be carried into a post- Covid world.
The question remains: How has the influencer marketing industry adapted to this new phase? The headlines show the industry is divided between those who believe this could be the end of the industry as we know it, and those who feel in light of the increased content consumption there are even more opportunities to collaborate with influencers. Something we can all agree on is that selecting the right influencer has never been more crucial. Content creators who have adapted to the current situation will have a much higher engagement rate during this time.
INFLUENCER MARKETING OPPORTUNITIES IN LIGHT OF COVID-19:
Demand for content: Research shows that the average screen time is up to 5h 40m per day, an 18 per cent increase from the weeks prior to Covid-19. With that said, an automatic demand for content and engagement levels has increased by 46 per cent across all social platforms as well as TV in comparison to this time last year, as people seek information and guidance. A higher proportion of people are watching YouTube and browsing Instagram ‘more often’, with YouTube and Facebook being the top most consumed media platforms in this wave, followed by TikTok. Increased interactivity through emerging platforms and content: With the rise of TikTok, influencers have ventured into creating different and unique content that is mirrored across multiple platforms, enabling them to engage with their audiences and get closer to them.
Agility in creating or adapting content: Our ability to produce content is very limited due to movement restrictions, and with the rise in demand for content, influencers are the best solution for brands to ensure quality, relatable and adaptive content while steering away from having total control over sponsored influencer posts and swapping creative direction for creator direction. The beauty of social creators is they know how to convert, without the hard sell. At their best, collaborations feel like a recommendation from an expert you admire, or a style suggestion from the person you wish you dressed like.
Potential for e-commerce: Product demos and direct links to purchase are proven to be a moving purchasing force due to the current inaccessibility of physical retail stores. While these times remain uncertain, one certainty is that the influencer economy is striving for survival and brands and influencers will need to work together to earn their consumers’ trust.
‘‘IN A SENSE, INFLUENCERS HAVE SHED THEIR MASKS AND ARE ALLOWING PEOPLE INTO THEIR LIVES IN A COMPLETELY NEW WAY.”