In the 2020 quarantine, we relied on social networks more than ever as an escape from the harsh reality that set in as people around the world were confined to their homes. This trend was not only seen with entertainment and information platforms grow, however. The sale of online products also increased exponentially as e-commerce changed the rules of the game for many sectors. According to data from Pulso on the top 10 sectors with the most activity, restaurants went from second to fifth place in the ranking and the textile sector dropped from seventh to last place, while other areas began to arouse greater interest among consumers.

This is the case of the fitness industry, which due to the pandemic saw gyms and fitness centres closed, and leading its professionals to turn to digital alternatives to teach their courses. Another example is the case of Peoople, the social network for recommendations, which strategically bought out its rival, 21 buttons, in order to take control of this market segment. And finally, there are influencers who use their platforms to recommend products such as María Pombo or Dulceida, which is another trend taking off, pushing advertising over to social networks for users at home.

Further, the “Sinnfluencer,” which is a type of influencer looking to share a positive message and motivate their audience, has also grown in popularity due to the demand for brands with noble purposes. According to a Deloitte study, 79% of consumers remember brands that responded promptly to the changes brought by Covid-19 by providing facilities to their customers, employees and communities. This new trend in marketing was first raised by the German company Mintel, which found that one in four users was looking for information on political or social issues in relation to the “Influencer marketing” sector.

It was in this way that different brands began to view “influencer marketing” as a way of maintaining close contact with their audiences at times when it was necessary to keep their distance. Likewise, influencers themselves have had to create new approaches when reaching their audiences which demands more personal and useful content.

Influencer marketing continues to reinvent itself day by day and brands are already placing their trust in the channels they provide. It’s now become clear that this type of marketing will continue to be a safe bet for visibility and brand perception and will be sticking around for the foreseeable future.



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