Can influencers connect during a pandemic? – RetailWire – RetailWire

May 22, 2020

Tom Ryan

According to Advertising Age, influencer marketing in mid-March came to a halt as the pandemic “made much of what influencers once did look tone-deaf.”

The killer fashion looks and glamorous trips many blogged or vlogged about suddenly appeared insensitive with the arrival of COVID-19. Travel restrictions, business closures and cancellations of events such as Austin’s South by Southwest also made creating fresh content a huge challenge.

Yet surveys show that influencers wield some influence:

  • According to Edelman’s 2019 trust barometer report, 63 percent of 18- to 34-year-olds trust influencers’ opinions of brands more than advertising done by the brand itself.
  • “The Influencer Report” from Morning Consult that came out last November found that 52 percent of Millennials trust influencers they follow on product recommendations, compared to 38 percent for their favorite celebrities.

Influencers do have an advantage at this time because their followers are typically more engaged on their devices and social media as they shelter at home. Although commercial production is generally locked down, influencers can film
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