The new coronavirus pandemic affected brands and influencers. The fight against coronavirus brought the need to inform the population. In addition to encouraging quarantine for those who could stay at home. The importance of addressing a range of other topics has grown, from financial issues to mental health.
In this way, companies want to associate their images with influencers capable of creating relevant content. These contents must be linked to a cause, and not simply selling products.
One of the most striking cases about this transformation was that of “cancellation” - jargon used in the networks to designate a boycott - of the influencer Gabriela Pugliesi. One of the main voices in the wellness segment, she was one of the first celebrities to contract covid-19. After she was cured, she posted pictures of a meeting with friends in the middle of the pandemic.
At the same time, there is an increasing frequency of advertising campaigns with influencers who defend a cause or encourage more relevant debates.
With a loyal and engaged audience, the influencer is the one who gives the cards in advertising. He defines how to create something for his community.
The next few months will be spent watching the public, brands and influencers themselves. However, even if purchases are back to the level they used to be, unrestrained consumption should not be reflected in the creators' content.
Source: Exam.
