Initially, we were all scared by this pandemic, as so much was going to change and many were afraid of their own survival, including influencing marketing.
However, Christoph Kastenholz, CEO and co-founder of the agency Pulse advertising explains that they had a rather weak quarter, but that afterwards, their income from influencing marketing campaigns has hit the ground running, while the third and fourth quarters have improved on the first, still showing quite positive results.
Katrin Kolossa, managing director of influencers marketing agency Buzzbird, also sees increased demand for prescriber campaigns and says that approximately 60% of influencers are experiencing increased demand from brands.
They agree with the results of Eqolot’s recent study, which commented that 35% of influencers said their situation had improved this year, while 27% assume they will manage to maintain the level of 2020.
The reason for this is because the use of social networks has skyrocketed in recent months, with TikTok standing out, where it is not just young people who are venturing out, although in the world of influencer marketing it is essential to be fast by getting on the right trains, and to do this you have to look beyond and seek inspiration from international markets.
Beyond TikTok, in the last year another platform has been playing a major role in the influencing marketing arena: Twitch. In this channel, live shows often reach figures in the millions.
With the growing momentum of TikTok and Twitch, both Facebook and Twitter have lost relevance in the world of influencing marketing, while YouTube is suffering as a result of the bidding of short videos.
Finally, it is clear that 2020 has been a time of great joy for influencing marketing, but we do not know what will happen in 2021. It seems that there is no battle in sight in this area, although agencies are aware of emerging platforms such as Triller. On the other hand, beauty, fashion and gaming, will continue to be the dominant themes, although the food sector will also be much talked about.