The Corona virus forced the newborn to replace their pictures in front of the waterfalls in Bali with one inside their homes on the sofa, and the pictures of artistic cafes and gyms were replaced with snapshots of exercises from within their living room.
However, changing the content that influencers publish takes on other, more important dimensions, the marketing model that accounted for most of their income that was affected after the outbreak of the new Corona virus, with the withdrawal of many brands of profitable sponsorship deals and advertising revenue from the products they promote through their accounts on site platforms Social media, as the world faces a new economic era.
Over the past decade, the emergence of influencers has changed the way brands reach consumers. According to statistics, the value of the marketing industry through influencers reached nearly $ 6.5 billion in 2019, and nearly half of marketers spent more than 20% of their budget promoting their products. Through influencers. The combination of accessible celebrities and their large audiences enabled them to target their customers in a more personalized way.
Companies pay influencers with more than a million followers $ 10,000 or more for a one-time publication of their products.
While 2020 was supposed to be the year in which actors focus on a more credible relationship with their audiences after some influencers promote products that harm users or do not match specifications that have been announced, for example, many influencers are forced to focus To survive the economic recession of 2020 instead of seizing the opportunity to grow their business.
On the other hand, a strategic expert who provides consulting services to companies that use social media to enhance their brand pointed out that "due to the disruption of commercial operations, many companies face financial challenges, and in light of this, they reduce all unnecessary expenses, and some companies are hardly able to pay their employees." .
Although 69% of brands expect to reduce their advertising spend this year, according to the Guardian website, the amount of time we all spend on our devices increased after quarantine and isolation measures in light of the spread of the Corona virus, which means increased rates of interaction across platforms Influencers.
For his part, professor of marketing and social media marketing author Michael Solomon believes that people are beginning to be disappointed by influencers who have lost their objectivity, and regardless of the effects of the spread of the Corona virus on the way marketing through influencers, influencers need to return to provide a more influential message and find ways to help In overcoming the crisis through constructive suggestions, in times of instability people look to reliable sources to follow what they propose.