As the world is sailing through the effects of the biggest pandemic ever social media plays a major role in helping people to stay calm and positive in their area of activities. People all over the world are panic –struck as they see the future of most of the businesses to pick up in a very slow pace. Social media influencers have played a major role in spreading optimism among the social media users with their information on health and wellness and with the tips to keep calm during the hours of crisis.

As the coronavirus disease (COVID-19) continues to afflict thousands worldwide, influencers have been forced to rethink their perfectly curated aesthetics. Gone are the brightly filtered contents with out of the box thinking instead, quick workout videos and makeup-free selfies are flooding our social media feeds as people practice social distancing in a bid to curb the spread of the virus. 

Influencer culture has certainly helped the digital world during the time of lockdown, by serving as clusters or communities that followers could turn to many useful messages and information’s like health, coronavirus prevention tips and immunity boosting lifestyle. Many findings on influencer’s culture during the social distancing period points to the fact that a decrease in sponsored content among influencers that are partnering with brands and a pivot toward influencers with smaller, more niche followings that may offer greater value to brands with tighter marketing budgets. The amount of sponsored content posted by Instagram influencers, and the number of brands who partner with influencers, dropped significantly compared to last year. The decrease of ad usage in 2020 was likely tied to the worldwide pandemic. As brands cope with tighter marketing budgets, the data shows they are increasingly investing in influencers with smaller followings.

The social media influencers, who make online communications about lifestyle, consumption and communication, are faced with the necessity to change the way they attract followers and market goods. The retail sector is already facing difficulties and for this group of people is crucial they generate a new way to live with the virus beyond just promoting brands. With the virus came the realization that they need to make a positive impact on the audience amid economic and social instability. Social influencers in China were getting used to a standardized promotion norm: posting tailored content, attracting followings, seeding ads, and gaining revenue. Losing their base due to lockdown orders, this group has been pushed to understand that this job is filled with larger social responsibilities. At a time when people are spending less on advertising budgets advertisers depend mainly on social media influencers.

This pandemic has made changes in every arena of businesses and activities. Things which were extremely normal and casual have become a bit more special at the present scenario. After all this is the time of survival of the fittest. And this concept has very well influenced the working pattern of the social media influencers also. Influencers are here to stay with novel ideas and the social media will see drastic changes brought out by the influencers during this Covid -19 pandemic.

Source- OMNES Editor