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COVID-19 Might Change Influencer Marketing Forever

1 MINUTE READ | April 29, 2020

COVID-19 Might Change Influencer Marketing Forever

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David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

The health crisis gripping the U.S. right now may change the influencer economy forever and is certainly causing many brands and influencers to rethink their long-term strategies. So says an article in WIRED, which makes the case that the industry will undergo some necessary evolution. PMG’s Angela Seits also shared her thoughts in the piece, including cautioning that making it through the crisis intact is not guaranteed.

“If you think about the way an economic recession works, some companies survive and some companies don’t,” said Seits. She adds, “I think that could be the same thing that happens in the influencer industry.”

Seits also commented about the likelihood of marketers returning to broad branding campaigns circa January and February of 2020. Rather, they will want proof their dollars are driving performance and not just exposure.

“Brands are going to be a lot more cautious about how they approach their marketing spend and their collaborations with influencers,” she said. “Now, we’re seeing more of an emphasis on performance.”

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Read the full article to see how influencers are handling their first recession.

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