During the Salon du Luxe Paris, which is currently being held online, Guillaume Doki-Thonon, CEO of Reech, shared his insights on the trends in influencer marketing during the Covid-19 crisis and the industry’s key points for the upcoming months. In his speech, he discussed the initial assessment of the influencer industry post-Covid 19.
Doki-Thonon acknowledged that like many other industries, the first week of the health crisis was a shock for the influencer marketing field. Brands and influencers were uncertain about whether to continue their collaborations or communicate at all. As a result, the number of partnerships between brands and influencers dropped from an average of 2,300 per week to 1,500 during the first week of lockdown.
However, influencers played a crucial role during this period by sharing health recommendations, raising funds for medical staff, and creating content to help people cope with the lockdown. They became a source of inspiration and entertainment, providing tutorials on mask-making, homeschooling, and organizing one’s wardrobe. This shift in influencers’ role led to a positive change in public opinion towards them.
Doki-Thonon addressed concerns in Asia about a potential backlash against influencers who were too present during the lockdown and are now associated with painful memories. However, he did not believe in this theory. He stated that people formed new habits during the lockdown, such as following influencers for exercise, which are likely to continue even if the frequency may decrease due to lack of time. He emphasized that these habits and the influencers who helped create them will not be rejected outright.
To learn more about brand purpose, influence purpose, the new relationship with brands, and the future of micro-influence, you can watch the full interview with Guillaume Doki-Thonon in video format on the Salon du Luxe 2020 platform.
Useful links:
1. Salon du Luxe Paris
2. Reech
