Influencer Marketing, one of the main advertising channels used by brands to reach the right audience and establish the right interaction, was also affected by the COVID-19 epidemic, as in every sector. With this event affecting the whole world, marketing methods can also turn to different ways.
The reason why influencers are preferred as an effective advertising channel is their ability to build a community that can interact with their audience. By taking a role in the marketing of products suitable for their audience, they can ensure that brands reach the right effect.
Especially in this period that has spread all over the world, it is necessary to include influencers in campaigns as part of the creative team. In this way, they can go beyond being a part of marketing and be in a position to make consumers forget the situation we are in or to help them get over it. In this period when consumers most need content that will make them feel normal, brands turn to influencers to meet these needs. This gives everyone a beautiful way to show their true colors.
Thanks to the magnificent COVID-19 vs Influencer Marketing report prepared by our partner Unite.ad, one of Turkey’s largest Influencer Marketing Agencies, we interpret how the influencer marketing industry is shaped around the world and in Turkey. You can access the full report at the link here.
Within the scope of the research carried out by the Global Web Index in March, it was determined that men spend more time on game consoles, laptops and smart televisions, with women turning to smartphones and tablets.
Within the scope of the research carried out by the Global Web Index in March, it was determined that men spend more time on game consoles, laptops and smart televisions, with women turning to smartphones and tablets.Within the scope of the prominent figures, it is seen that the 16-23 age group produced 23% more video content in this process. According to the data discussed in this context, it can be concluded that advertising channels are more diversified in the field of influencer marketing. At the same time, it is seen that there is an increase in the right audience that can be reached, with 58% of the 16-23 age group spending time on social media. Based on this right proportion, an opportunity is presented for the audience within the scope of influencer marketing to overcome the bad days with good methods by using the right campaigns.
In which direction are the changes within the scope of Influencer Marketing moving?
With people living their lives more online in this period, digital transformation is expected to accelerate in social media. According to the analysis performed on 235 influencer and celebrity accounts and 10,034 shares in micro, macro and mega categories for influencers:
Content shared in March generated 4.5% more engagement than content shared in February. Influencers and celebrities produced 12.4% more content in March compared to February, with the effect of #evdekal. Among the influencers that received the most feedback are Orkun Işışık, Duygu Özaslan, Reynmen, Alper Rende and Zeynep Bastık. Celebrities with these names include Burak Özçivit, Aras Bulut İynemli, Hazal Kaya and Can Yaman.
How should influencer communications be in the new era?
The consumer’s quest to forget these bad times and to make the process go better is at a very critical point among influencer communications. In order to get more information, relax, spend time and have fun, they spend time on the content of reliable organizations, brands and influencers they follow on social media.
For this reason, brands need to run the right campaign with effective influencers to meet these needs. Reaching the masses with the right information sharing with entertaining content and promising approaches to reduce fear becomes the most important point.
What are the emerging trends?
The trends used to reach the right audience with influencers are also changing. Appropriate trends are born with each era creating its own trend. Among the rising trends in this period, the trends are mostly live broadcasts, podcasts, entertaining content, new influencers involved in the game world, online tournaments and sports activities at home. In addition, cooking and house cleaning, which are traditional activities done at home under normal conditions, are now more trendy in social media.
We would like to thank Unite.ad family on behalf of our article, which we interpreted based on the correct and effective data it provided us in the COVID-19 vs Influencer Marketing presentation.