01: There’s More “Real” Content
If you’ve been a little down in the dumps throughout the pandemic, you aren’t alone! Influencers and celebrities have opened up about their own struggles with being isolated. Sharing “raw” or “real” content about their lives, instead of the typical glamorous photos you’d see showing influencers travelling, at lavish parties and more. This type of content is more relatable and it’s safe to say that it’s resonating with their audience!
Brands are taking note and have changed their marketing tactics to keep up. L’Oreal for example, had Eva Longoria film a tutorial from home, using their hair dye to colour her grey roots. It was simple, yet effective!
02: People Are Going “Live” More Often:
Before the pandemic hit, the Instagram ‘Live’ function was barely being used. With more time spent at home than ever before, influencers and brands are using it to connect with their audience in a more meaningful way. Everyone is missing a sense of connection and these videos make them feel like they’re a part of something!
Miley Cyrus took note of the platform and created an Instagram show called “Bright Minded”, where she brought on other celebrities and influencers to discuss a variety of topics. She isn’t afraid to show her true colours (wearing the same sweatpants for five days in a row, with zero shame) and her audience loves it.
03: They’re Sharing The Uplifting Content We All Needed:
Before the pandemic influencers were generally sharing positive content but we’ve recently seen them get creative with how they’ve spread words of positivity. John Krasinski from The Office started his very own news channel called “Some Good News” where he highlighted people who were doing good and even held a virtual prom for all the graduates of 2020!
Brands have hopped aboard the positivity train and it’s changed influencer marketing. Things have become more inspirational and about truly helping people during this time. The main focus has been on #WFH life and how people can take care of themselves right now!
04: Brands Are Working With Influencers to Utilise Storytelling:
Storytelling has always been an important aspect of marketing but it’s become a staple in influencer marketing campaigns throughout COVID-19. TikTok users have been through the roof and people are especially interested in hearing others’ stories.
Brands have sought out influencers who can use their products at home and integrate it into an entertaining video on TikTok and other platforms!
05: Influencers Are Becoming Activists:
British beauty and lifestyle blogger Fleur de Force enlisted the help of over thirty influencer buddies to implement a charity auction.The money raised from the auction funded over five-hundred individual therapy sessions for NHS workers.
Fleur is already part of the NHS volunteer service but hasn’t yet been called to action due to the fact that she lives rurally and wanted to do something that united the influencer community and harnessed its collective voice to raise awareness for a new and pivotal charity.
Content creators have been putting some of their pandemic induced spare time to good use, and been keen to take part in philanthropic activity. Getting involved in something they truly believe in, by putting their platform to good use and helping those in need has been seen across the board. Creators are leveraging their influence in positive ways right now, which doesn’t always have to mean fundraising, many have taken to social to raise awareness and support around topics that need attention, such as climate change, Black Lives Matter, gender equality, the freelancer pay gap, mental health, and several other topics.
To sum up…
The pandemic has changed influencer marketing in many ways, mostly seeking a deeper connection between the product/service and the audience, whilst keeping their messaging positive, fun and light hearted.
Things are ever-changing in the world right now, as is how the internet reacts to these changes. We can’t wait to witness this continual evolution and be part of the innovative, positive ways brands are leveraging working with the power of influencers!
