Higher Standards, More Competition: The Post-COVID Influencer Reality
As markets begin to emerge from lockdown restrictions and return to the workplace, influencers are adjusting to a changed world of social media usage and connection. Weber Shandwick Australia social media strategy director Mollie Fearnon explains in this piece.
Upon being impacted by the pandemic, video usage on messaging apps in most markets had a tendency to climb. In many, it more than doubled.
In some ways, it’s unsurprising. However, it’s a development that reflects a much broader shift for social media usage and the influencers, communicators, and brands that rely upon it. As COVID-19 separated us physically and geographically, it simultaneously fostered a greater need for connection, escapism, and expression than we’d ever had to contend with before – and things have changed.
In addition to more video calling and messaging, for example, content creation and consumption has similarly risen. Global Web Index found that over 80 per cent of consumers are consuming more content since the outbreak. Many have joked about the influx of new podcasts birthed under lockdown – but it goes much further. Digital content platforms of all kinds have seen boosts in creation and consumption.
It’s not likely to go away, either. Weber Shandwick’s research into recovery habits and intentions in China have revealed that, even months after lockdowns have been lifted, many of the habits and priorities developed under quarantine continue into recovery. Even as stores and centres re-open, many consumers will continue to be careful, remain indoors, and focus on the hobbies and passions developed under restrictions.
For professional content creators and communicators, it represents a new world.
Audiences for influencers, for example, have only grown larger. A number of major platforms reported usage had increased by over 40 per cent. The combination of increased screen time for consumers and new voices on content platforms has led to increased engagement from audiences – with nearly 80 per cent of influencers reporting higher engagement from their followers through the pandemic.
As businesses begin to re-engage with their stakeholders, it represents substantial opportunity. However, it also represents heightened risk. With increased audiences has come increased scrutiny and sensitivity. If a mistake is made, it can echo much further for influencers and brands alike. An evidence-led strategy informed by data and social listening, therefore, is more beneficial than ever.
As an industry, we’ve long since moved beyond simply picking an influencer with a sufficient following or jumping on a rising trend. But, in a post-COVID reality, there are even more factors to consider in developing successful social campaigns. The type of content, for example. Our larger and more engaged audiences are no longer as interested in distractions or aspirational aesthetics; they want something practical and substantial.
Whether it’s recipes, workouts, or tutorials, consumers are prioritising content and creators that support them in their personal growth and well-being. It’s consistent with emerging trends in China and Singapore that indicate consumers have returned from lockdown and quarantine with a new commitment to invest more in their own security, stability, and comfort.
It’s a tendency that’s already driving a new trend in content in terms of solution-based work. Increasingly, new influencers are delivering tutorial-style guidance with a focus on self-help, mental health, or wellbeing advice. The growing need for connection and heightened competition has also seen investments in more collaborative work between influencers and between influencers and their audiences.
To truly succeed in engaging stakeholders in a post-COVID influencer ecology, it’s these movements that brands, communicators, and creators will need to leverage – and leverage with greater strategic precision. As we all continue to reach out for greater connection, we’re reaching for deeper, more engaging content. Higher standards, greater competition, wider audiences, greater risk – it’s a new world.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.