During the most critical moments of the pandemic, we were faced with the absence of the “look of the day”, fashion events, incredible trips and recommended hot spots. In such a scary scenario, showing off the latest workout routine or skincare product no longer made much sense. Influencers with millions of followers were canceled for throwing parties in the middle of a pandemic or for expressing their anti-vaccine and anti-mask stances. As a result, they lost followers and, as every influencer fears, lost sponsorship deals.
It was the moment when we saw the following question arise in a market that seemed solid and secure: does detachment from reality in favor of entertainment still make sense? Pinterest's December 2021 report outlined slowdown, which is the biggest enemy of this commitment, as a certain trend for 2022. According to the research, searches for a simpler lifestyle connected to nature increased by 95%. Internet content consumers became more aware of what influencers were posting, determining whether they aligned with world events and how they expressed themselves about specific events.
The emergence of new voices
The pandemic has brought about irreversible changes in the singapore whatsapp data content creator market, and it was precisely when microbiologists, doctors, sociologists, psychologists and other specialists who previously had no representation on the internet gained a position on the internet. In other words, while influencers used to focus mainly on fashion, beauty and gaming, the rules have evolved and expanded.
We’ve seen the sudden rise of influencers who use their social media channels to make high-quality, free material about their expertise available in a transparent and accessible way; we’ve also seen the rise of influencers who express a greater purpose of solidarity and change in the world. The era of likes is over and the era of engagement has begun. And engagement is more than just comments like “I love it” or “beautiful.” When we talk about engagement, we’re referring to followers who identify so much with a particular influencer or brand that they are true fans. They comment on posts, save content because they feel it adds value to their lives, and share it with their friends because they really believe in what’s being said.
And isn't that the biggest desire of every company's social media?
Given this context, and to help companies, we have compiled a list of 5 tips for brands to consider when working with content creators in a post-pandemic world.
1. Less can be more
Many people today argue that likes are a vanity metric and that they don’t always translate into sales for brands. Naturally, the more followers an influencer has, the more people will be exposed to your brand. But what good are many followers if only a small percentage of them are actually interested in the product or service you are offering? So before signing a contract with the influencer with the most followers in your industry, get to know the smaller influencers. Their follower base is almost always loyal, and therefore the chances of buying a product recommended by that influencer are much higher.
2. Be part of the influencer’s routine
Find a name that actually uses your product or service and loves your company. The logic is very simple: if they are fans of your brand and already consume it, their followers will see the ad more naturally. Followers know the influencer's tastes and routines very well and will immediately notice whether the association with a certain brand is genuine or just for money. If you think it's the second option, the content creator and your brand image will suffer. The more integrated your product or service is into the influencer's real life, the greater the chances that their followers will buy. If you have an influencer in mind who is not yet familiar with your product or service, offer them a free trial before signing up. Let them see how relevant your brand is to their life and only then propose a deal.