2020年疫情对网红市场的影响分析报告 - Obviously（英文版）（28页）.pdf

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1、TRENDS REPORT: THE IMPACT OF CORONAVIRUS ON INFLUENCER MARKETING April 2020 by Obviously obvious.ly TABLE OF CONTENTS BACKGROUND TOP INSIGHTS Infl uencers as Production Agencies Video Content is Exploding Niche Verticals Go Mainstream TikTok Gains Ground Community and the Collective Good TOP TRENDS

2、Top Social Trends Top Charitable Causes Top Ways of Practicing Self Care RECOMMENDATIONS Put People First Expand and Experiment Focus on Video Brand Ambassadors are the best Allies ABOUT OBVIOUSLY . 3 . 4 5 8 11 15 18 . 21 22 23 24 . 25 26 26 27 27 . 28 Exceptional infl uencer marketing for the worl

3、ds most iconic brands. BACKGROUND In late March 2020, we surveyed more than 1,000 Obviously infl uencers to gauge the sentiments and content that are most important in the midst of the COVID-19 global pandemic. We also analyzed Obviously data that included 7.5m Instagram posts, 260 campaigns, and 2,

4、200 TikTok infl uencers. Better understand the changing ways people are using social media in this unprecedented time Develop new strategic insights about the evolution of infl uencer marketing in the months to come Offer recommendations and best practices for brands and infl uencers navigating this

5、 new landscape alongside us Our goals were to. 3 salesobvious.ly TOP INSIGHTS INFLUENCERS AS PRODUCTION AGENCIES VIDEO CONTENT IS EXPLODING NICHE VERTICALS GO MAINSTREAM TIKTOK GAINS GROUND COMMUNITY AND THE COLLECTIVE GOOD 1 INFLUENCERS AS PRODUCTION AGENCIES INFLUENCERS AS PRODUCTION AGENCIES Shel

6、ter in place provisions across the country have forced creative and production agencies to temporarily shutter, and made traditional photo and video creation all but impossible. With studios closed and shoots cancelled, brands are turning to infl uencers to create their marketing assets. These creat