The aftermath of Covid-19 pandemic, has resulted in individuals focusing their attention to social media which has in turn increased the number of users across the various social media platforms-Instagram, Facebook, TikTok, and Twitter. The wave of individuals shifting their focus on social media has been attributed to the stay-at-home directives, in a bid to mitigate and prevent the risks of infection. Nevertheless, social media has been widely adopted and utilized in both formal and non-formal settings. On similar account, influencers and brands have embraced this opportunity as a chance to get their products recognized by millions of users across social media platforms. Additionally, this has also triggered and forced other businesses not previously on social media, to join the wave.
Social media marketing has been on the rise, availing two options to potential online marketers-users utilizing their business accounts to run ads across the platforms and brands partnering with famous influencers to market their products, which has been widely adopted. In turn, the influencers market either through paid placements or partnership. An example is where musicians have turned to TikTok to market their products, whereby, content created on the platform features musicians and through this, their products are extensively marketed and promoted to the millions of users using the platforms.
Influencers have the power to affect what people purchase, wear, or feel. However, this power can be embraced negatively (the Kardashian’s have overly been criticized for the promotion of harmful dietary habits), as well as positively. An influencer’s massive following on social media is the main reason which triggers organizations and brands to contact influencers. In August, sources have confirmed that the government contacted various social media personalities to promote the NHS system. More than 7 million users were reached by the post, which provided exclusive information on how individuals can access information on how to book for a Covid-19 test online. Among the various people reached by the post include former Love Island Contestants. Influencer marketing not only helps to reach a wide audience but also help in promoting information that enhance the wellbeing of individuals.