Influencer marketing: Best practices, trends & Covid’s impact

Discusses best practices for influencer marketing and looks in particular at the impact of the COVID-19 pandemic on it.

The growth of social media has made online influencers a more important marketing tool than ever before. At the same time, influencer marketing is growing more complex: Options are increasing and in today’s climate, striking the right tone with consumers is more important than ever before. What consumers want to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted from a focus on major celebrities to niche, micro-influencers. In sum, finding the right influencer is crucial and yet can be challenging.

The 2020 pandemic has increased the popularity of influencers. Lockdowns,...

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