A recent Kantar survey found consumers don’t want brands to stop advertising.
While people are social distancing and self-isolating due to the pandemic, they are trying to stay more connected through social platforms. Consequently, influencers are seeing an increase in engagement on sponsored posts with people spending more time on platforms like TikTok. But, Businesses should understand consumers are more willing to follow the advice of a person they trust, rather than a “large or faceless brand.”
Live streams, which allow influencers to engage and interact with audiences in real-time, has seen increased engagement. Live streaming platform Twitch observed a 10% rise in viewership during the weekend of March 14.
The article states influencer marketing is more relevant now than ever before and organisations like BBC are using it. Brands should focus on creating enjoyable content that helps audiences “pass the time”.
[6 minute read]