Influencer marketing post Covid-19: Notes on being a personal brand

Influencer marketing, where brands collaborate with opinion leaders to engage with users, has been prominent in the marketplace. Such collaboration is under threat during this unprecedented crisis. This impact paper discusses the role and the content strategy of social media influencers during the pandemic and beyond. With a particular focus on the two critical success factors in the field, authenticity and relevance, we examine how influencers could evolve and remain consistent in building their personal brands. Based on the scope and the types of personal brands, whether with the emphasis on professional or personal-self, we make recommendations on the future communications strategy.