The fact of the matter is that in this age of technology, lots of consumers are digital-savvy and are wise to mega marketing techniques, which makes it even harder to meet the desire for true authenticity. And that’s what consumers want—authentic and transparent content from brands, something that has only been amplified as people live in the age of Covid-19.
But how has the coronavirus had such an effect? The answer is three-fold. Firstly, people are spending more time at home—according to the Office for National Statistics, 46.6% of the UK workforce was working remotely due to Covid-19 in April 2020. And this means consumers are spending longer on their devices.
Secondly, while consumers were once most likely to get their retail therapy on the High Street, lots of us are now buying products online instead.
And thirdly, the coronavirus pandemic has highlighted what ‘really matters’. We’ve clapped for our carers, we’ve hailed key workers as ‘heroes’, we’ve got a newfound respect and appreciation for our health and wellbeing and crave purpose and authenticity more than ever.
This means that influencer marketing has to meet the challenge of adhering to brand values and standards while staying true to its platform for ‘real’ consumer voices.
One recent survey shows that 63% of marketers will invest in more influencer marketing this year, using an influencer’s fan base where they have already build trust and can therefore help elevate brand awareness.
So how exactly will brands use this influencer marketing to produce more engaging yet authentic content for their audiences? According to one recent report, there are seven main ways in which brands will do this in 2020:
1. Long-term partnerships between brands and creators.
2. Video content will continue to dominate other content.
3. Micro-influencers will be more in demand.
4. The rise of influencer ‘networks’, i.e. influencers grouped as a team.
5. More focus on authentic connections over ‘Likes’.
6. Reusing and repurposing created content.
7. Community-driven selling.
With nano influencers on the rise, it’s time to boost your brand with a nano influencer marketing platform today.
