Influencers can still be influential - Deepstash

Influencers can still be influential

In some ways, influencers are more influential than ever. They get more reach now from self-isolating fans.

The recession stands to remake the industry and force it to mature. Massive followings alone won't promise security. Influencers will have to demonstrate their value and remain adaptive to the fast-changing world.

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MORE IDEAS FROM The Influencer Economy Hurtles Toward Its First Recession

If a recession brings shopping to a standstill, marketers may not return to the type of broad branding campaign currently used in the influencer world.

Marketers are still in demand, but brands may demand evidence that the influencers give them sales, not just exposure.

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  • There is less money to go around. Since March, about a third of influencers were already seeing fewer collaborations.
  • This is also an awkward time to advertise, while so many are unemployed or facing a life-threatening illness. Brands don't want to alienate their market.
  • Some retailers are doing better, while other online retailers may not last. Categories like fashion, beauty, and luxury will likely suffer first and hardest.

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The influencer industry has operated in boom times. As more Americans have taken their cues from social media about where and what to buy, brands started to use their marketing budget on influencers.

But if the world is going to face a recession, the influencer lifestyle will come to a halt. It's not clear what the lasting impacts will be.

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Influencer marketing

Influencers are individuals who have a dedicated social following and are viewed as experts within a niche. Influencer marketing is a kind of social media marketing where influencers endorse and mentions products.

Influencer marketing works because of the high trust that social influencers have built up with their followers. Therefore, recommendations from them are seen as proof to the brand's potential customers.

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The influencer

The term "influencer" may not produce thoughts of profound social or economic disruption, but it has changed the way we measure success as societies.

An influencer selling us stuff is a powerful driving force of change and presents a new opportunity for entrepreneurial success.

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TikTok: Buy This Now!

TikTok is the home of many viral videos in which influencers and enthusiasts do a ‘show and tell’ of make-up related products and other oddities. The social media marketing strategy shows quick and tangible results, with the advertised products getting out of stock in minutes.

Products like apple juice, rollerblades and stuffed animals show a jump in demand just as the video gains popularity, resulting in manufacturers taking advantage of this phenomenon and using TikTok to market specially created products.

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