Business Daily Media

Men's Weekly

.

Brands maintain a steady cadence of influencer marketing campaigns during city-wide lockdowns



New data released from
HypeAuditor, the AI analytics platform for brands seeking fair, transparent, and effective influencer marketing, shows the extended lockdowns across Sydney and Melbourne have not stopped brands from engaging in influencer marketing. And in the same vein, there has been no significant spike or dip in the stream of sponsored activity from social media influencers since the end of lockdowns. 


Between October 1st and October 28th, there were 3,179 sponsored posts from 1,651 influencers (categorised as those with an authentic following of more than 1000) with the hashtag #ad and/or #sponsored, slightly down from 3,722 sponsored social media posts in September when both cities were in lockdown.


Alexander Frolov, CEO and Co-Founder, HypeAuditor commented: “Australian brands and marketers understand that influencer marketing is a foolproof strategy within their overall marketing plans. A significant by-product of city-wide lockdowns was people being on their devices and on social media more than ever, seeking new forms of entertainment. Influencer marketing proved to be one of the best ways to reach consumers during a lockdown, and keep the marketing lights on when people are not out and about.”


While the brands’ influencer marketing campaigns were running as usual during lockdowns, influencers were quick to embrace #freedomday on their social media platforms. Between October 1st and October 25th, 794 influencers shared 1,037 posts using the hashtag #freedomday, reaching 2.5 million people.


The use of the hashtag #freedomday spiked on October 11th, which marked a sweep of restrictions lifting across Greater Sydney, with 213 posts by influencers on this day. On October 22nd when Melbourne’s lockdown ended, influencers posted less than half as much, with just 95 posts. Considering it was Melbourne's sixth lockdown in 2021, the novelty of #freedomday has clearly worn off.


“#freedomday for influencers means more creative freedom to create paid content for brands, as they are no longer restricted to the confinement of their homes. Over the next few months, we can expect to see a spike in travel-related content from influencers as interstate as well as international borders reopen and travel brands come back in full force after the devastating effects the border closures had on the industry,” added Frolov.

Minns Labor Government shutting down the Business Connect program

The NSW Opposition is concerned that the Labor government will shut down a support program that has assisted New South Wales businesses. In a media ...

Samsara Eco appoints Dr. Lars Kissau as General Manager for Asia

Australian biotech innovator Samsara Eco has announced the appointment of Dr Lars Kissau as its first General Manager of Asia. Based in Singapore...

From the first bounce to the final siren - small business lessons from the AFL Grand Final

The AFL Grand Final is one of the most anticipated days on the sporting calendar. This Saturday, the Geelong Cats and Brisbane Lions will battle i...

Australia’s top finance leaders recognised as CFO role expands

Amid surging regulatory demands and rapidly evolving industry, Australia’s most influential Chief Financial Officers will be honoured at the inaug...

Why outdated security leaves small businesses exposed to crime

Small and medium businesses in Australia are under increasing pressure to address security gaps that criminals readily exploit. An unlocked door, an...

Why it’s time telcos rethink location and put customer experience first

Maurice Zicman, Vice President - CX Strategy at TP in Australia unpacks why the telco industry must rethink old assumptions and focus on digital-f...