Individuals are spending more time on social media, and content consumption is at its peak
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July 7: Several variables combined to catapult the influencer industry to rapid expansion during the first and second waves of the viral pandemic. First and foremost, with most people staying at home during the national lockdown and present statewide restrictions, screen time surged dramatically across all age groups, ethnicities, and socioeconomic groups.
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Individuals are spending more time on social media, and content consumption is at its peak. This thing almost always aids content creators in reaching a broader audience and having a more significant effect on their content.
Role of Influencers during COVID-19 Pandemic
In the world’s second-most populous country, social media, which was once chastised by fake news, has evolved into a massive humanitarian platform, with vulnerable people posting messages looking for hospital admissions, ICU beds, oxygen cylinders, plasma donors, and medications. Millions of volunteers are responding to their pleas by reposting and attempting to assist as best they can.
According to 2020 Statista estimates, social media consumption increased by 75 percent during India’s lockdown last year, and these numbers are anticipated to remain high. In the wake of the country’s unparalleled and deadly second COVID-19 onslaught, hundreds of social media influencers, some with millions of followers, have transformed into resource accumulators, information sources, SOS message broadcasters, and in some instances, rescuers.
From WHO’s a collaboration with ‘Dude with a sign’ to Dettol’s #HandWashingChallenge on TikTok, marketers harness the power of social media in every way possible to raise awareness about COVID-19. Influencers are also assisting them in amplifying the campaign and gaining traffic.
It is a source of pride for the entire business that the influencer community is at the vanguard of a nationwide movement of humans helping humans during this time of distress.
Impact of Influencers on Consumer’s Purchases
Social media can be used by businesses to trigger consumer’s product demands by boosting brand awareness with dialogues based on positive aspects of a product. Furthermore, companies are using the posts of satisfied clients and social media influencers to generate persuasive stimuli. Businesses are also hiring elite influencers to post good product or brand information on social media to increase product awareness.
Many businesses are preferring YouTube, Instagram, and Snapchat influencers over celebrities. People admire these online stars because they provide authentic product reviews. In fact, according to research, marketers aim to raise influencer market spending this year. Many products reviewed by influencers are readily purchased by their followers, such as the iPhone 12 Cover and iPhone 12 Pro Cover. Thus the influencer’s words have a substantial impact on their followers, and brands are taking advantage of this bond of trust and admiration.
Social media influencers are not only rising from India’s small towns, but they are also becoming younger by the day. This bold new breed displaces established market channels to the point where Sumit Walia, chairperson of product and marketing at Oppo in India, refers to them as “key opinion leaders.”
Even though the COVID pandemic has drastic impacts on the country’s economy, the social media influencer market has performed well. A single Instagram post might be worth up to ₹1.2 lakh, while a YouTube video can be worth up to ₹10 lakh. Numerous small enterprises and vendors prefer to sell and advertise their products online, resulting in more significant opportunities for social media influencers.
Influencers in a Post-COVID Era
Influencers are finding it challenging to create content when people are unable to purchase necessities. Some social media influencers are running out of things to say because they have nowhere to go and no events to attend. Furthermore, the dread of the virus and news of imminent economic doom is making the influencing task more difficult.
Perhaps in a post-COVID world, luxury will be muted, and there will be no obnoxious brandishing of logos and ultra-luxe accessories. Followers may also begin to see the world through fresh eyes. The influencer’s business may not entirely vanish, but they will have to work hard to reinvent themselves.
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