Brands and Retailers Are Changing Their Approach to Influencer Marketing – eMarketer

As the pandemic continues to alter consumer behavior, some brands and retailers are shifting influencer marketing initiatives to highlight products and services that are now in demand. Influencer agencies and platforms are seeing more interest from industries that were not investing heavily in influencer marketing previously, and some marketers are taking a more performance-based approach to working with creators.

“Advertisers that would normally work with creators on makeup and skincare products have switched to household goods, like cleaning products, air fresheners and hand sanitizers,” said Mary Keane-Dawson, group CEO of influencer marketing agency Takumi. “They’ve been using the same influencers, but to activate very different products that we haven’t really experienced before.”

Alessandro Bogliari, co-founder and CEO of The Influencer Marketing Factory, said his clients in the toy industry—who often rely on traditional media like linear TV ads and industry fairs—have been spending more during the pandemic. Bogliari also noted increased activity from app developers, notably in the fitness, food delivery and personal finance spaces.

“It’s really interesting to see the polarity in decisions from different brands,” said Jennifer Piña, global director of brand partnerships at social commerce platform MagicLinks. “Some are quite literally frozen in time and can’t do anything. Others are moving forward with business as usual, seeing the best sales they’ve ever seen before.”

Despite heightened interest from some marketers, influencer marketing has suffered due to the pandemic. A survey conducted in mid-March by influencer marketing firm Source…