In times of corona-related contact and exit restrictions in the past year, social networks and applications have helped create “new closeness”. In addition to communication, consumer behavior also shifted towards online due to the lockdown. This also led to new developments in influencer marketing, as the marketing agencies Pilot and Buzzbird highlight in their latest trend report.
The advertising expenditure of companies for this form of marketing also decreased in the past year, but: “The crisis has brought influencers and their community closer together”, according to the study, which is available from OnlinehandelNews. At the same time, the influencer business has developed overall in the past year. “More relevant content and new features in the area of social shopping, for example, would make influencer marketing, which is now often referred to as creator marketing due to its creative component,” an indispensable part of the media mix, “it continues.
The reason: The influencers are to some extent replacing the personal contact that consumers are used to in brick-and-mortar stores because they know the needs and requirements of their followers – this enables them to adapt the marketing.
Clear attitude and content with added value
In addition, this marketing area also reflects the fact that companies are increasingly having to show their own stance on socio-political or environmentally relevant issues and also have to act morally. The study authors call this the trend towards intellectualization. Behind this is the desire to have social role models, which is why people are increasingly turning to brands that are morally accepted here. Influencers can also make drier scientific or political topics more entertaining. Cooperation with the Creators makes it easier to communicate brands, values and morals more clearly.
In addition, it is important that companies do not simply present content in the influencer area as clumsy advertising, but deliver content that is actually relevant. This could be done with storytelling, for example. Live streams, virtual trade fair visits, concerts and sports challenges with influencers can also provide this additional benefit, as shared experiences strengthen contact with the community.
Authenticity, reach and a sense of responsibility are the keys to success
In addition to live formats and social shopping offers in popular networks such as Facebook, Instagram, YouTube or TikTok, podcasts and the gaming industry also serve as communication channels. In particular, Amazon’s live streaming video portal Twitch – on which video games are primarily streamed – has a lot of potential. “It is remarkable to see the creativity and entrepreneurial spirit with which influencers and creators gather around them. Companies can find important partners for their communication where authenticity, reach and a sense of responsibility come together, ”summarizes Pilot Managing Director Kristian Meinken. The full study can be viewed on the Buzzbird website be obtained.
Companies should also pay attention to legal aspects when working with advertising partners – we have compiled information on this at this point. In addition, in the course of the implementation of the Omnibus Directive, which modernizes almost all EU regulations on consumer law, new requirements for labeling advertising, especially for influencers, can be added.
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