Your influencer marketing newsletter

Welcome to your fortnightly update on industry news.

What you will read about today:

  • Doctors are the new social media influencers.
  • Influencers get more ‘real’ during the pandemic.
  • Schick uses influencers in TV commercials.
  • Some great insights into the influencer marketing industry with our podcast guest, James Creech.

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Doctors are now the new social media influencers

It’s no surprise that in times of crisis people turn to experts for information and doctors have become popular influencers during the time of the pandemic. Many TV doctors, in contrast, have landed themselves in hot water downplaying the seriousness of the virus and this also gave non-famous doctors their well-deserved rise into the spotlight on platforms like TikTok, Instagram and YouTube. ‘Real life’ doctors are great at combatting the deluge of misinformation out there.

This, yet again, proves that influencers are built around their expertise and the relevance of it at the time. Before the pandemic the beauty and fashion niches were the most popular, but now people are more concerned with their health and keeping safe.

Read the full article here.

Doctor

‘We’re binge-eating chips not quinoa’: How influencers have pivoted in generation lockdown

In a span of a couple of weeks, influencers pivoted their content from being mostly aspirational to being a lot more ‘real’. Everyone finds themselves scared of the virus, trying to keep themselves and their families safe as well as being on some form of lockdown. Being stuck indoors means more relatable content than ever.

Many influencers have also joined the cause and spreading useful and critical information about COVID-19, encouraging their audiences to donate to relief funds or volunteer if they can.

The relatable and educational content has been welcomed.

Read the full article here.

Lockdown influencer

Schick brings social media influencers to TV commercials

Traditionally TV commercials feature actors and models, but Schick decided to go a different way. The brand decided to cast popular influencers to star in their latest commercials wanting to appeal to the 18-34-year female demographic who, in general, would know who the influencers are. Using YouTubers were also a strategic decision as they are already comfortable being in front of a camera.

Schick is not the first brand to use influencers in their traditional advertising campaigns, and they won’t be the last. Influencers are the new celebrities and consumers favour them over traditional celebrities in many ways. Using influencers in this way is smart and ensure even more cohesiveness in 360 campaigns.

Read the full article here.

Schick hydro

Podcast: In conversation with James Creech

We chatted to James Creech, CEO of Paladin, to pick his brain on the industry.

Below is a snippet and you can listen to the complete episode here.

 

We are Nfluential…

Nfluential is an influencer marketing strategy boutique agency that focuses on creating ‘road maps’ for influencer campaigns. If you don’t know what success looks like for your campaign, how would you know you achieved it? We also offer education sessions on the industry.

Get in touch:
anne@nfluential.co.za
+2772 412 4749

Follow us on Twitter and LinkedIn

 

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The digital survey provides insights for brands into the South African consumers' change in social media behaviour since the lockdown. 

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