{"id":6147,"date":"2020-09-24T15:06:24","date_gmt":"2020-09-24T15:06:24","guid":{"rendered":"https:\/\/www.solutionhow.com\/?p=6147"},"modified":"2020-09-24T15:07:01","modified_gmt":"2020-09-24T15:07:01","slug":"influencer-marketing-be-this-time-next-year","status":"publish","type":"post","link":"https:\/\/www.solutionhow.com\/en-us\/digital-marketing\/influencer-marketing-be-this-time-next-year\/","title":{"rendered":"A sign of the times: where could influencer marketing be this time next year?"},"content":{"rendered":"
\"influencer

Influencer Marketing<\/p><\/div>\n

As has been widely acknowledged, collaboration between brands and online influencers to market products or services (or even to boost brand recognition itself) has experienced unprecedented levels of success. Such is its perceived power that influencer marketing has blossomed into a \u00a35-\u00a310 billion global industry.\u00a0<\/span><\/p>\n

While such figures may seem astonishing, hefty budgetary commitment to influencer marketing begins to make a great deal of sense when one considers the statistics driving the industry\u2019s continued rise.\u00a0<\/span><\/p>\n

For instance, according to research conducted by Edelman, <\/span>35% of consumers trust what influencers say due to shared values<\/span><\/a>. This concurs with previous findings from a <\/span>2016 Think with Google report<\/span><\/a>, with four in 10 Millennials expressing that \u201ctheir favorite creator understands them better than their friends\u201d.\u00a0<\/span><\/p>\n

But how, if at all, has the COVID-19 pandemic affected expectations for the development of influencer marketing?<\/span><\/p>\n

How COVID-19 has shifted expectations<\/h2>\n

One would be forgiven for assuming that the coronavirus pandemic, and the ensuing lockdowns, might have adversely affected the influencer marketing landscape. Indeed, influencer campaigns and sponsorships that required any form of outside activity or location shooting were largely postponed or cancelled at first.<\/span><\/p>\n

While COVID-19 may have inspired certain hesitancy on the part of brands in proceeding with influencer marketing-based strategies, the industry was later seized by a distinct shift in priorities that effectively transferred demand elsewhere, instead of removing it entirely.\u00a0<\/span><\/p>\n

For instance, while the categories of fashion and travel experienced a decline in sponsored content, other areas, including home fitness, saw sudden growth in correlation with the onset of the stay-at-home economy.<\/span><\/p>\n

As a result, instead of putting influencers out of business, the pandemic has merely encouraged a rethink in content creation, with the focus shifting to activities followers currently most relate to \u2013 like home workouts and beauty tutorials.<\/span><\/p>\n

Authenticity and the future of influencer marketing<\/h2>\n
\"Boost

Boost Your Marketing<\/p><\/div>\n

Although an exact deadline for COVID-19\u2019s curtain call remains unclear, the industry of influencer marketing \u2013 while perhaps not in the areas we might have expected pre-pandemic \u2013 continues to thrive. Several key areas, in relation to the future development of influencer marketing, have been identified:<\/span><\/p>\n