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The Role Of Influencer Marketing In A Post-Pandemic World

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Did you know that the U.S. influencer industry was at a record 16.4 billion dollars in 2022? This figure is expected to rise over the upcoming years, so if you haven't already engaged in this rising marketing technique, now is the time to do so.

The COVID-19 pandemic has had a significant impact on the world, including the marketing industry. As the world starts to recover from the pandemic, businesses are exploring new marketing strategies to connect with their target audience. One marketing strategy that has gained popularity in recent years and has become even more significant during the pandemic is influencer marketing.

In this article, we'll explore the role of influencer marketing in a post-pandemic world and discuss how businesses can leverage this marketing strategy to succeed in the new norm.

What Is Influencer Marketing?

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Influencer marketing is a marketing strategy that involves partnering with individuals who have a significant following on social media platforms or other online channels. These individuals, known as influencers, have built up a loyal and engaged audience around a particular niche, interest, or topic.

The goal of influencer marketing is to leverage the influencers' credibility and reach to promote a product or service to their followers in a more authentic and relatable way. Unlike traditional advertising, which can often feel forced or overly salesy, influencer marketing feels more organic and natural because it's integrated into the influencer's content.

Influencer marketing typically involves a collaboration between a brand and an influencer, where the influencer creates content that promotes the brand's product or service. This content can take many forms, including social media posts, blog articles, YouTube videos, or product reviews.

The influencer's content should align with the brand's values and messaging, and it should resonate with the influencer's audience. By partnering with an influencer, a brand can tap into the influencer's audience and reach consumers they might not have been able to reach through traditional advertising channels.

Influencer Marketing During The Pandemic

A woman promoting sunglasses on her influencer marketing campaign

How ‘influential’ were these influencers, really?

During the pandemic, people spent more time online, and the demand for digital content increased. The quantity of traffic that was directed to influencers' social media accounts increased, and they even witnessed a 67% increase in the number of likes on their feed and a 51% increase in the number of comments that users left on their posts.

This led to a surge in influencer marketing, as more and more brands turned to influencers to reach their target audience.

The Role Of Influencer Marketing In A Post-Pandemic World

An influencer taking notes on how  to promote her content

Influencer marketing will continue to play a significant role in the post-pandemic world, and here are some reasons why:

Trust and authenticity

Influencer recommendations for products are trusted by 50% of Millennials.

In a post-pandemic world, consumers are looking for brands that they can trust. Influencers have already built a relationship of trust with their followers, and this can be leveraged by brands to connect with their target audience. Influencers are seen as authentic and relatable, which makes them more trustworthy than traditional advertising.


Influencer marketing can be a cost-effective way for brands to reach their target audience. Instead of spending a significant amount of money on traditional advertising, brands can work with influencers to create content that resonates with their target audience. Influencer marketing can be particularly effective for small and medium-sized businesses that have a limited marketing budget.

Targeted marketing

Influencer marketing allows brands to target their ideal audience. Brands can work with influencers that have a following that aligns with their target audience. In comparison to traditional advertising, which involves simply putting your ad out there and hoping the correct people see it, this allows brands to more successfully reach their target audience.

Increased engagement

By integrating influencers into their marketing plan, both during and after the Covid-19 outbreak, it can help increase engagement with a brand's target audience. Influencers have a dedicated following that actively engages with their content. By working with influencers, brands can tap into this engagement and increase their reach and engagement with their target audience. 33% of Gen Z buyers have made purchases as a result of influencer recommendations.

Long-term relationships

Influencer marketing can lead to long-term relationships between brands and influencers. Brands can work with influencers over an extended period, which can help build a more meaningful relationship with their target audience. This can lead to increased brand loyalty and repeat business. Latest statistics shows that social media influencers are followed by 72% of Gen Z and Millennial users.

Drive purchasing decisions

According to 38% of marketers, increasing sales is the main objective of influencer marketing.

Without a doubt, brand mentions by influencers on social media result in sales. Customers are turning to influencers for advice on what goods or services they should buy more frequently now. Social media's capacity to connect with your target audience has grown along with its popularity. Influencer marketing can significantly boost your sales if your firm wants to broaden its customer base (and what business doesn't?).

Final Words

Influencer marketing will continue to play a significant role in a post-pandemic world. As businesses explore new marketing strategies to connect with their target audience, influencer marketing offers a cost-effective and targeted way to reach consumers. Influencers can help build trust and authenticity, increase engagement, and create long-term relationships with brands.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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