Influencers also see Corona crisis as opportunity
The COVID-19 crisis is also affecting the influencer community. A survey by HashtagLove found that nearly half are using the crisis as an opportunity for self-reflection and want to reconnect with their community. Just over half are also being more careful about what they post and have cut back on branded content.
54.1% of respondents state that the coronavirus crisis has had an impact on their collaborations as influencers. Although a good half say that they have not yet had any collaborations canceled or postponed due to coronavirus, and 80.9% say this applies to collaborations they had planned themselves, 54.5% say that fewer sponsored posts are being published overall. Most (60.7%) have up to a quarter fewer collaborations than before the crisis. Just under half of influencers would like to see entertainment and lifestyle electronics as campaigns. Sectors that have proven to be resistant to the crisis.
Influencers plan changes
Only a minority (17.2%) are worried about publishing advertising posts during the coronavirus pandemic and possibly experiencing a shitstorm. However, a good half see the crisis as an opportunity and are planning to make changes in connection with branded content.
"Our survey shows that in times of coronavirus, influencers want to choose their collaborations more carefully. A smart matching logic and mechanism for selecting collaborations, as used by HashtagLove, supports credible influencer marketing and is extremely important for both brands and opinion leaders. Experience, advice, expertise and an understanding of both the customer and influencer side are important factors for successful influencer marketing," says Kirsten Hücker, Deputy Managing Director at MSM.digital.
The influencer marketing platform HashtagLove has been part of the omni-channel marketing agency MSM.digital since May 2020. More than 13,000 influencers are registered with HashtagLove.
