Why influencers continue to be the focus of marketing strategies

Like all other professions, influencers have been hit hard by the pandemic. At the beginning of the health crisis and in a certain form of panic, some marketing budgets even tended to decline. While e-commerce has seen a phenomenal boom, brands have understood the interest in this form of communication with consumers.

This is exactly what a study by Linqia shows. To compile their report, the analysts interviewed 163 marketers and agency professionals from various industries.

Micro influencers are becoming increasingly popular

One thing is clear from the start: Brands are trusting more and more influencers. 71% of those surveyed said that their company has drawn up a budget that provides for an increase in their spending in 2021 compared to 2020.

Among the other lessons of this survey, we see massive use of micro-influencers, followed by 5,000-10,000 people. 90% of marketers say they want to work with them, compared to just 80% last year. In addition to the lower prices, companies also value the fact that they often have a very strong connection with their community. The reports are more direct and the impact of the message is stronger.

After all, professionals rely on the same platforms they did last year to communicate. Unsurprisingly, Instagram takes the lion’s share ahead of TikTok and Facebook. Follow YouTube, Pinterest, Snapchat and Twitter, but are a little less popular.

As a reminder, this growth in influencer marketing is tied to changes in consumer habits that have occurred in recent years and were further exacerbated by the pandemic. According to a US study by TheInfluencerMarketingFactory, 62% of Generation Z (ages 13-23) said they would rather shop online than visit stores.

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