Influencer marketing is a huge business, and for some talented social media gurus, it’s their main source of income. However, with the recent coronavirus pandemic causing a domino effect of economic and social issues, this lucrative marketing method is taking a major hit.
According to Business Insider, brand integrations and campaigns are coming to a screeching halt. The U.S. recently enforced a European travel ban to help stop the spread of coronavirus, also known as COVID-19. It’s a new strategy that directly affects Instagram travel bloggers.
“I think a lot of people in the travel industry are holding their breath,” said travel blogger Oneika Raymond. “Companies are reluctant to take on anything new and therefore that is impacting the income of creators.”
Paid trips and brand deals with luggage companies are postponed due to the severity of the deadly virus.
“We aren’t wanting to travel much as we don’t want to set a bad example and be worsening the issue by thinking it’s OK to be jetting across the world and potentially spreading the virus,” Travel influencer, Lauren Bullen told BI.
In contrast, TikTok and Instagram creators who don’t rely solely on travel are seeing an uptick in traffic on sponsored posts.
As people practice social distancing as a measure to contain the coronavirus, users have more time to scroll apps. As a result, sponsored ads by influencer marketers are seeing a boost in numbers.
Influencer marketing agency, Obviously reports a 76 percent increase in the number of “likes” on sponsored posts on Instagram in the past two weeks. Additionally, there has been a 27 percent increase in engagement on sponsored posts on TikTok between February and March.
Before the virus, TikTok videos had already become an internet sensation. Thanks to an original dance by Jalaiah Harmon and catchy tracks such as Megan Thee Stallion’s “Savage,” the vid-sharing app is all the rave. Now, altered daily life is making it easier for digital marketing consumption.
“Everyone is home and is on TikTok actively, and everyone’s social distancing,” said Mae Karwowski, the company’s founder and CEO. “We’re just consuming so much more content.”
Over the next few weeks, marketers are expected to pour more money into social media advertisements.
“Because people are staying at home, I think that they’re going to be watching a lot more TikToks and a lot more social media,” Ariana Jacob, founder of the influencer marketing agency Influences, said. “It’s not necessarily a bad thing for my content creators.”