Jun 15, 2020
Covid is Changing Brands and the Influencer Ecosystem
Commentary by Jeevandran Raghavan
Despite a few reports suggesting a decline in the power of influencers during lockdown, they remain a vital part of the promotional ecosystem, particularly on platforms such as Instagram, Facebook, YouTube and TikTok.
From a global perspective, the type of influencers people have wanted to listen to during lockdowns (and subsequently) are those who have authority and expertise on the subject, and are able to provide credible and trustworthy information to the public. Some could even argue that this could be a shining moment for certain influencers; a moment where they could put their platforms to good use to spread messages of hope to ‘weather the storm’.
To err on the side of caution, many brands who aim to capitalise on influencers who are focusing on “purposeful” messaging, and some influencers are following suit.
So how should brands decide if they should work with influencers in this climate?
Read more at: https://orchanpr.blogspot.com/2020/06/covid-is-changing-brands-and-influencer.html
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