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Influencer marketing has evolved a lot since the first months of the pandemic, and luxury players have decided to adopt new strategies, more relevant to consumers’ new expectations. What will be the trends in influencer marketing in tomorrow’s world?
During the health crisis, influencer marketing was one of the sectors that had to adapt the most to remain competitive despite the various health restrictions imposed to contain the pandemic. Today, its resilience is no longer in question, and many trends have emerged, profoundly modifying its functioning. What does the future hold for influencer marketing post-pandemic ?
TikTok will strengthen its influence
With the health crisis and related confinements, a large part of the world’s population had to spend much more time at home. Thus, from the beginning of 2020, social networks have taken an even more important place in the lives of consumers.
One social network in particular has been able to pull its weight and has recorded the strongest growth: the Chinese social network TikTok. Indeed, TikTok has seen a 96% growth in downloads in 2020, and now has 850 million monthly active users.
TikTok is the preferred social network of Gen Z, and more than half of TikTok users are from Generation Z. It is the only social network with a majority of users from this generation : 42% of users are between the ages of 18 and 24, while only 22% of Instagram users are in that age range.
If the social network has gained so much influence, especially in the luxury sector, during the health crisis, it is because of its target audience. These young buyers who are interested in China, born after 1995, already have a strong appetite for luxury, and represent a generation that is globally more affluent and more digitally oriented that it becomes necessary to conquer.
Ethics will remain inseparable from influence
In 2020, the world has been shaken by a wave of protest movements, from PETA activists organizing actions against certain luxury brands to movements calling for greater equality and an end to social and racial injustices.
The most important of these is the American Black Lives Matters movement, whose influence spread around the world when police officer Derek Chauvin killed George Floyd in Minneapolis, provoking worldwide indignation and outrage.
Other protest movements such as claims against the treatment of Uyghur communities in China, animal welfare and environmental issues, feminism, and LGBTQ+ rights have been at the center of consumer concerns.
Social networks have gathered the voices of these movements and users and influencers have used their platform to get a message across or to express their anger. Environmental issues will become more prominent in influencer marketing.
More and more brands are advocating a spirit of diversity, equality, and unity in the face of social and racial injustices. They are also taking more environmental measures, as is the case with luxury leaders LVMH and Kering.
Influencer campaigns will thus call upon NGOs and associations more in the future and ethics will be at the heart of brands’ concerns in the coming years.
Rethinking influencers
Before the pandemic, a large majority of influencer-stars were focused on lifestyle content. But with the various confinements and curfews imposed, another category of influencers has emerged: expert influencers.
Expert influencers, such as sports coaches, chefs, personal development coaches, are attracting more and more followers, who appreciate the advice and learning provided by these accounts.
The current system of collaboration between brands and influencers will have to adapt in the coming years to the changes, in order to rethink the influencers as relevant as possible. The influence strategy of brands will also become more affordable.
Indeed, nano and micro influencers will gain importance and have a key role in the influencer marketing strategy of brands. This would reduce the price of marketing campaigns, but also make them accessible to small and medium-sized businesses.
Finally, the need for digital is now indisputable, and brands have understood this. The majority of companies, and even the smallest players, have been forced to find an alternative to physical sales, and digital has immediately become a must.
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Influencer marketing has evolved a lot since the first months of the pandemic, and luxury players have decided to adopt new strategies, more relevant to consumers’ new expectations. What will be the trends in influencer marketing in tomorrow’s world?
During the health crisis, influencer marketing was one of the sectors that had to adapt the most to remain competitive despite the various health restrictions imposed to contain the pandemic. Today, its resilience is no longer in question, and many trends have emerged, profoundly modifying its functioning. What does the future hold for influencer marketing post-pandemic ?
TikTok will strengthen its influence
With the health crisis and related confinements, a large part of the world’s population had to spend much more time at home. Thus, from the beginning of 2020, social networks have taken an even more important place in the lives of consumers.
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Influencer marketing has evolved a lot since the first months of the pandemic, and luxury players have decided to adopt new strategies, more relevant to consumers’ new expectations. What will be the trends in influencer marketing in tomorrow’s world?
During the health crisis, influencer marketing was one of the sectors that had to adapt the most to remain competitive despite the various health restrictions imposed to contain the pandemic. Today, its resilience is no longer in question, and many trends have emerged, profoundly modifying its functioning. What does the future hold for influencer marketing post-pandemic ?
TikTok will strengthen its influence
With the health crisis and related confinements, a large part of the world’s population had to spend much more time at home. Thus, from the beginning of 2020, social networks have taken an even more important place in the lives of consumers.
[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…
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