Social Media Marketing

The Near-Term Impact of COVID-19 on Influencer eCommerce

Would you tell me, please, which way I ought to go from here?

Insights from Jennifer Piña, Director of Brand Partnerships — Global, MagicLinks

COVID-19 is polarizing reactions across leading brands in the retail space. Sharing this observation on the heels of crucial conversations we’ve had with many of you over the last couple of weeks.

On one hand, some of our brand partners are pausing due to fulfillment concerns, or shifting to conservative models faced by the unknown. On the other hand, many brands are doubling-down to capture the rise in demand. We would never ask for the circumstances that brought us here, but the reality is that people are at home, screen time is through the roof, and eComm is having a moment.

We are here to support you. In chaos and confusion, new resources arrive; new ideas emerge. We are here to help you navigate this changing space with confidence, continue to find your audience, and g r o w your businesses. With that, here’s some interesting data…

Since broader social distancing began on March 17th, globally we are seeing +25% more influencers sharing products, +39% transaction volume, alongside a -22% dip in AOV (more below). These reflect the fast changing movements of new communities online and a shift in spending behaviors.

Amidst the raucous influx of media; the genuine connection influencers have developed with followers means in this time of uncertainty, they have the one commodity no one can buy: trust.

The product trends are pretty fascinating. With traditional segments (fashion & beauty) still leading the way, never-before-seen categories emerged in the top, such as protective gear (10%), home office furnishings, and toilet paper (bidet, anyone?) at 6% of click volume during March 10-16.

Things are moving fast. With 18,000 high-powered influencers launching 100s of videos each week, we are staying close to shifts in our proprietary data; and the insights they give us mean we can find you opportunity, and effectively adapt at warp-speed. Please feel free to reach out at any time — we’d love to share how we can help grow your sales during this unusual period and ensure influencer ROI now that the microscope is in full zoom.

Current and future clients alike, we are grateful for your partnership and at your service,

-Jennifer + The MagicLinks Team

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