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The Coronavirus Has Put Influencer Marketing Under the Microscope

1 MINUTE READ | April 15, 2020

The Coronavirus Has Put Influencer Marketing Under the Microscope

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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.

Influencers — most people love them or hate them, and there is little in between. Not that there weren’t any before, but the current health crisis has helped reveal tone-deafness in many influencers. However, consumers still eagerly seek out content from their favorite creators, and a few bad apples shouldn’t spoil the bunch. So says PMG’s Angela Seits, in an Adweek story about how the COVID-19 crisis has impacted influencer marketing:

“There is a lot of media scrutiny around some of the influencers that haven’t necessarily made the most self-aware choices about how to handle some of these circumstances,” said Seits. “But on the other hand, there’s been a really positive case for influencers, because so many people are at home, spending so much time consuming social media, and they’re turning to their favorite content creators for inspiration and entertainment.”

Influencers have evolved and adapted their content, and while some brands have pulled out of the affiliate marketing offers that incentivize influencers in showcasing their products and services, many influencers are actually seeing growth because of their success pivots.

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For a deeper look into the impact on influencers, check out the full story here.

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