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Do Brands Really Need Influencers in the New Normal Scenario?

Updated: Jul 28, 2020

Before all these pandemic discussions came about, brands and influencers have fostered a unique relationship that can be considered to be a winning formula. Brands roll out new products, influencers communicate these products out, then people buy it. This symbiosis has traditionally worked well to complete the narrative which could make or break any company or campaign.

Under the current global conditions, brands are suddenly prompted to find more ways of being more creative. With people unable to go out and are now using various platforms to get information and entertainment, there has been a surge of opportunities for other platforms other than Facebook, Instagram, and Google. Video platforms like Youtube, TikTok, Twitch, among others have also been a viable source of online traffic that both brands and influencers can use. The thing is, not all influencers and celebrities are able to adapt with this trend. Although brands are in a better position to shift platforms, the same could not be said for the latter.

The various platforms available online have also given rise to so- called micro-influencers. These are not your traditional celebrities or big influencers but normal people like you and me. The main difference they have from the traditional ones is that they are tech-savvy and creative enough to produce content that is pleasing to the senses. These micro-influencers have also been game changers as people rely on their honesty and integrity whenever they review or patronize products that they themselves like. For the past few years, micro-influencers have influenced how traditional celebrities behave.

This is where the need for authentic content would come in. Influencers both traditional and micro-influencers fill in the need to produce content that is relatable, raw, and unfiltered so to speak. Unlike in traditional forms of media where scripts and storyboards rule, digital platforms give an avenue for influencers to just be themselves.

People respond better to brands and influencers that they can relate to. In an article by Forbes based on a Defy study, 58% of millennials would buy something if it is endorsed by an influencer they look up to. Influencers and celebrities have considerable followers and social media footprint. People look up to them as a source of information and entertainment that brands can tap in their respective campaigns. Each influencer caters to a specific market demographic based on their commercial appeal and persona. This persona also serves as a unique selling point for brands to consider as influencers make brands become more relatable and accessible to their intended target market.

The bottom line is, companies do need influencers and celebrities. Even if the parameters and marketing channels change, relatable and authentic content will always be effective in communicating brand ideals that lead to conversions. Trends in digital platforms will also come

and go like they always have in the past. Content and choosing the right influencer will always cause new trends. Even in a post-pandemic scenario, this relationship between brands and influencers will always remain significant and relevant.

[May 25, 2020]

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