91ŃÇÉ« expert is available to explain how influencers are changing their game

TORONTO, April 27, 2020 – Influencers are known for using social media to flaunt their extravagant lifestyle of luxury trips, shopping hauls and fine dining but the COVID-19 shutdown has put a stop to most of their “aspirational” posts, says Mangala Rao-D’Sa, an influencer marketing expert in 91ŃÇɫ’s School of Continuing Studies.

D’Sa, who is an instructor in 91ŃÇɫ’s  certificate program, says influencers, who earn money from brands by posting sponsored social media content, are having to pivot. With most people staying at home, paid influencers are switching it up to promote more of a back-to-basics lifestyle.

“Everyone is on their screens right now and they’re hungry for content so influencers are capitalizing on this by creating different content,” says D’Sa.

“Prior to COVID-19, influencers were sharing a lot of aspirational content like travelling the world and showing how they are leading their best life,” she says. “These influencers have now pivoted to more of a community focus and they’re sharing how they are leading their best COVID-19 life indoors – doing workout videos, cooking meals at home and giving back to their communities.”

The World Health Organization has even recognized the power of influencers. WHO has teamed up with influencers to spread safe practices to combat the virus and solicit donations to its COVID-19 Solidarity Response Fund.

D’Sa says mega influencers, like celebrity Taylor Swift and media mogul Arianna Huffington, are also using their Instagram accounts to urge millions of their fans to practice social distancing and follow the recommendations from public health officials. Canadian influencers are helping too, she says, citing the example of actor Ryan Reynolds amplifying Hockey Hall of Famer Hayley Wickenheiser’s Twitter call for medical supplies for front-line health care workers, which sparked a crush of donations.

For paid influencers, companies are still relying on them to keep their brands top of mind for consumers.

“Brands are using influencers to stay relevant to people so that when the stay-at-home order is relaxed, influencers will show their followers how to come back to their favourite brands,” explains D’Sa. “Brands still want to stay engaged and top of mind during this time with their community, but still in a way that is authentic to the brand.”

D’Sa is a senior marketing executive with more than 20 years of experience working in the food and retail sectors. She has an MBA in digital transformation and is an expert in influencer marketing, digital marketing and advertising

She can comment on:

• How influencers are changing their game during the COVID-19 pandemic
• Why brands are still using influencers to promote their products and services
• How mega influencers are using their voices to combat the virus
• The difference between mega, macro and micro influencers and why it matters
• How brands are planning to use influencers once the shutdown ends

91ŃÇÉ« champions new ways of thinking that drive teaching and research excellence. Our students receive the education they need to create big ideas that make an impact on the world. Meaningful and sometimes unexpected careers result from cross-disciplinary programming, innovative course design and diverse experiential learning opportunities. 91ŃÇÉ« students and graduates push limits, achieve goals and find solutions to the world’s most pressing social challenges, empowered by a strong community that opens minds. 91ŃÇÉ« U is an internationally recognized research university – our 11 faculties and 25 research centres have partnerships with 200+ leading universities worldwide. Located in Toronto, 91ŃÇÉ« is the third largest university in Canada, with a strong community of 53,000 students, 7,000 faculty and administrative staff, and more than 300,000 alumni.

91ŃÇÉ« U's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education.

Media Contact: Vanessa Thompson, 91ŃÇÉ« Media Relations, 647-654-9452, vthomps@yorku.ca

The post Could the COVID-19 pandemic kill the influencer trend? appeared first on News@91ŃÇÉ«.

91ŃÇÉ« expert is available to explain the trend of ordinary people as influencers

TORONTO, January 13, 2020 – Celebrity influencer marketing is shrinking in favour of regular people endorsing brands to their social media audiences, says Mangala Rao-D’Sa, an influencer marketing expert in 91ŃÇɫ’s School of Continuing Studies.

D’Sa, who is an instructor in 91ŃÇɫ’s certificate program, says the  thousands of people who descended on Toronto’s Eaton Centre this month for an impromptu meet-and-greet with four influencers – all regular people made famous on the social media platform TikTok – is proof that the influencer trend is changing.

Celebrities like reality star Kim Kardashian used to rule influencer marketing with brands relying on their social media endorsements and product plugs to generate sales. But as celebrities are working less with brands and more on marketing their own products, D’Sa says the new trend is for marketers to use ordinary people, known as micro-influencers, who have small communities of engaged followers.

“Your traditional celebrity would be someone on TV, in movies, or making music but nowadays your neighbour could be a celebrity influencer with over a million followers,” says D’Sa. “Influencers started off as brand endorsers and then became brand collaborators to then transform into creators themselves.”

The social media platforms of choice for most influencers are YouTube, Instagram, Facebook and Snapchat, with growing use of newer platforms like TikTok, explains D’Sa. And it can be very lucrative. The 10 highest paid YouTubers in 2019 earned a total of $162 million U.S.

Topping that list is 8-year-old toy reviewer who earned $26 million in 2019. D’Sa says Ryan, YouTube celebrity makeup artist , and local celebrities like 16-year-old Toronto singer are examples of ordinary people who started as micro-influencers and became mega influencers with more reach than some celebrities.

D’Sa is a senior marketing executive with more than 20 years of experience working in the food and retail sectors. She has an MBA in digital transformation and is an expert in influencer marketing, digital marketing and advertising.

She can comment on:

• The evolution of influencer marketing from celebrities to ordinary people
• Why brands are using influencers and digital marketing, instead of traditional advertising, to sell to consumers
• What it takes to be a successful influencer
• How regular people become paid influencers
• What strategies retailers use to encourage people to buy their goods and services

91ŃÇÉ« champions new ways of thinking that drive teaching and research excellence. Our students receive the education they need to create big ideas that make an impact on the world. Meaningful and sometimes unexpected careers result from cross-disciplinary programming, innovative course design and diverse experiential learning opportunities. 91ŃÇÉ« students and graduates push limits, achieve goals and find solutions to the world’s most pressing social challenges, empowered by a strong community that opens minds. 91ŃÇÉ« U is an internationally recognized research university – our 11 faculties and 25 research centres have partnerships with 200+ leading universities worldwide. Located in Toronto, 91ŃÇÉ« is the third largest university in Canada, with a strong community of 53,000 students, 7,000 faculty and administrative staff, and more than 300,000 alumni.

91ŃÇÉ« U's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education.

Media Contact: Vanessa Thompson, 91ŃÇÉ« Media Relations, 647-654-9452, vthomps@yorku.ca

The post Is the “Kim Kardashian” influencer trend dying? appeared first on News@91ŃÇÉ«.