Image by: Angelica Cionci
“Carefully managed, close relationships with influencers can help companies continue to deliver higher quality content during uncertain times.”
Influencers are at an advantage
The Coronavirus pandemic has changed all of our lives and the way we do things. It has disrupted all industries and ways of life, including how brands market their products. At the start of the pandemic this past March, influencer marketing campaigns came to a halt as marketing products seemed “tone-deaf” to consumers in these uncertain times. As we are approaching 6+ months with Covid-19, brands are now using influencer relationships to their advantage. Brands have really been relying on influencers for marketing rather than other marketing channels. “As consumers look to influencers as a voice of authority, brands who leverage these relationships will win.” With most people working remotely, social media engagement is at an all time high. Influencers are creating 50% more content. I have found myself following more influencers in the last few months for recommendations and inspiration.
My Experience with Influencer Marketing during the COVID-19 Pandemic
I am a big fan of influencer marketing. I use influencers for inspiration in my professional and personal life whether that be for the digital animations I draw, fashion, home décor and healthy living. Influencer marketing also takes out all of the work out of shopping which I love. I follow a ton of fashion/amazon micro-influencers that have the same style as I do and usually just shop their looks. Before Covid-19, I would occasionally purchase a product recommended by influencers but now I find myself purchasing pretty frequently from an influencer’s recommendation on Instagram. I feel that I can trust the influencers I follow and their recommendations of the products.
I do not follow social media influencers specifically for fashion, I also follow them for recommendations and suggestions for leading a healthy lifestyle. While quarantining at home, it has been really hard to stick to a healthy lifestyle, especially in the months when gyms were not allowed to open. I started following influencers who would post workouts and recipes for healthy meals. I was surprised to see how much this encouraged me and actually kept me on track. I felt accountable to get a workout done after seeing an influencer post their workout for the day. Below are some of my favorite Instagram influencers:
Image by: Angelica Cionci
During quarantine, I picked up hobby of drawing digital animations. I was inspired to do so after seeing influencers post illustrations followers had made for them and wanted to give it a try. I follow many other graphic designers and digital illustrators for inspiration and tips to make my work better. Many of the influencers I follow post tutorials, free Procreate brushes or will walk through their illustration process which has been extremely helpful in me growing as an illustrator.
My digital Illustrations
Influencer marketing it has been extremely valuable in my personal and professional life. Do you follow social media influencers? Have you ever purchased a product based on an influencers recommendation?
Gilliland, Nikki. “How the Influencer Marketing Industry Is Adapting to Coronavirus.” Econsultancy, 18 July 2020, econsultancy.com/how-the-influencer-marketing-industry-is-adapting-to-coronavirus/.
Moore, Kaleigh, et al. “Influencers’ Currency Has Increased during Covid-19 Crisis.” Vogue Business, 13 Apr. 2020, www.voguebusiness.com/companies/influencers-currency-has-increased-during-covid-19-crisis-marketing.