PMG Digital Made for Humans

COVID-19 Might Change Influencer Marketing Forever

1 MINUTE READ | April 29, 2020

COVID-19 Might Change Influencer Marketing Forever

Author's headshot

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.”

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

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


Related Content

thumbnail image

Social MediaStreaming & VideoPlatforms & MediaConsumer Trends

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

thumbnail image

Consumer TrendsStrategy

October Brings Fresh Perspectives on Economic Sentiment, Consumer Confidence

8 MINUTES READ | October 6, 2020

thumbnail image

Will Instagram Reels Overtake TikTok?

4 MINUTES READ | August 7, 2020

thumbnail image

What to Expect During Big Tech’s Big Week

5 MINUTES READ | July 27, 2020

thumbnail image

Understanding the Recent TikTok Tensions

7 MINUTES READ | July 14, 2020

thumbnail image

Understanding the Genius Bar Index

4 MINUTES READ | July 13, 2020

thumbnail image

How the Facebook Boycott (Most Likely) Ends

7 MINUTES READ | June 29, 2020

thumbnail image

Will UGC Be the Norm in a PostCOVID World?

6 MINUTES READ | June 26, 2020

ALL POSTS