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Unless you work for a supermarket, pharmacy or retail giant, chances are you’re facing pandemic-related budget cuts. Marketing is often the first to be told to do more with less. This can be discouraging, especially given that 2020 was supposed to be the biggest year in influencer marketing history.In many ways, it still might be. While the pandemic may have canceled exotic influencer trips, store opening parties and on-location photo shoots, it’s accentuated the importance of authentic influencer relationships and influencer-generated content.
Screen time has skyrocketed. People are socializing and shopping from their phones more than ever. But to survive long-term stay-at-home orders and encourage people to shop e-commerce, marketers need new ways to create content and expand their reach.
For brands, if there is a silver lining to the quarantine, it’s that influencer marketing is experiencing unprecedented growth, sophistication and creativity. According to Traackr data from over 30,000 beauty and fashion influencers, mentions of TikTok on their Instagram feeds increased 99 percent in the first month of quarantine.
Everyone, influencers included, is trying out new content and formats. Whether brands are tapping into organic advocates, scaling ambassador programs or leveraging influential creators to produce quality content for their …
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