As the global pandemic of Covid-19 continues, digital marketing is rapidly adjusting their strategies to survive the storm.
Many business are being forced into conversations on how they can trim marketing budgets and maximize efficiency. And now they are turning to social media influencers as the solution.
Why Social Media Influencers are better than Celebrities?
Because of their smaller number of followers, they serve a niche market that tap into a specific market, and that allows brands to target their audience better. Also, a smaller community means that they can have more individualized, genuine interactions with their followers. And research found that audience believe influencers are generally more trustworthy and have stronger social presence than celebrities.
Here are some social media influencers that thrive under Covid-19:
Skincare: Skincare by Hyram (3.15m Subscribers on Youtube)
Hyram is a skincare content creator who is well-known for his knowledge and passion for skincare ingredients and formulas.
His focus on non-comedogenic and fragrance-free products has gained him substantial popularity across Youtube, Instagram & Tik Tok with more than 3.15M subscribers on Youtube to date. And the growing tag of ‘Hyram Approved’ indicates skincare routines that are approved by the skincare influencer.
His top endorsements include brands the Ordinary, Youth to the People, Cetaphil & Cerave. And an endorsement by Hyram means big sales for brands, Peace Out Skincare’s pore strip sales saw a fourfold increase in 24 hours after his review video of the product. See here.
Why do Millennials and Gen Z love him?
First of all, he does not hold back his criticisms. But he always makes sure his videos are filled with information, with a bit of entertainment. His authentic approach and strong skin-care knowledge speak to the socially aware millennials and gen-z.
Beauty: Tina Yong (3.13M Subscribers on Youtube)
The Sydney-based beauty and lifestyle YouTube Tina Yong has 3.13M subscribers on Youtube and 195.2k followers on Instagram to date. As a makeup artist, she frequently posts about makeup tutors and product review videos in her ‘Tina Tries It’ series.
She plans, films and edits everything by herself in her apartment. And since the rapid growth of her channel, she has collaborated with brands such as Sephora, Mecca, and L’Oreal Paris.
Why do Millennials and Gen z love her?
Because her videos are simply entertaining and fun to watch. Plus she has the most soothing voice ever. From her weekly product review series ‘Tina Tries It’, Tina tries to engage with her audience where she tries the newest and interesting makeup trends and skincare products. See below her most viewed video on Youtube where she tried and reviewed peel off lip & eyebrow tattoo.
Fashion: Brittany Xavier (2.8M followers on Tiktok)
Style influencer Brittany Xavier has 1.5 million followers on Instagram and 2.8M followers with more than 77.6M like on Tiktok to date.
She creates content from fashion trends to styling tips of clothing and handbags. In 2018, Brittany has successfully launched her first fashion line that sold in both Macy’s stores and online, in collaboration with Inspr.
She works with her husband that helps her shoots all her photos and videos, and their daughter is also heavily featured on a lot of her videos where they appeared in cute matchy mother-daughter outfits.
Why do Millennials and Gen Z love her?
She is known for her chic clothing style that focuses on affordable clothing as well as high-end brands that she thinks worth the investment. Her content offers easy styling tips for everyday wear and also some sneak peek of the branded industry when she attends fashion shows including Chanel, Miu Miu & Louis Vuitton.
While the Covid-19 pandemic has greatly changed the way marketers advertise their products, it looks like social media influencers will continue to rise.
