Influencer-marketing couldn’t escape the impact of the coronavirus pandemic, but it may have helped it to find a new purpose. As brands paused their sponsorships, influencers went from having an average of 35% paid posts to only 4% in April. However, as the months have gone on, businesses and creators in the industry have adapted, with many shifting their focus to other streams of revenue that allow them to create DIY content without having to leave their homes.
Influencers have adjusted their content to become more relevant. There’s been a huge uplift in tutorials relating to fitness, recipes and hobbies, as the focus to helping one another and giving new perspectives has grown. It’s no surprise therefore that the7stars quarterly tracker – The QT – highlighted that social media usage increased by 47% in May, with it continuing to rise again in August. With more time spent online, consumers are more receptive to the content of these influencers than ever before, and value turning to those who are most closely aligned to their priorities. Niche influencers such as ‘plantfluencers’, have seen spikes in followers during the pandemic as people congregate around those that fit their needs.
By adjusting content to become more audience focused and specific, influencers have seen an increase in engagement. Instagram influencers, for example, have seen likes increase by an average of 68%, as well as a 50%+ uplift in comments. Rather than influencers leading completely different lives to their followers – jet setting, making personal appearances and attending launch parties – they’re spending more time at home and consequently, spending more time connecting with their followers mirroring their environments and situations.
This increase in engagement suggests that now is a good time for brands to re-evaluate the influencer landscape. Many influencers are arguably now closer and more relatable to their followers than they have been previously. The rise in niche influencers also facilitates targeting audiences authentically by aligning to what they’re truly passionate about.
The7stars QT, August 2020