“Genuinfluencers” are here—and they would rather promote ideas than products. COVID has certainly changed the influencer marketing space, and one trend that’s emerging is the new crop of “genuinfluencers” who are promoting something different: ideas and truths. Last year, the WHO used a virtual influencer for its COVID prevention campaign, the U.K. government hired reality show stars to promote their NHS Test and Trace program, and local health departments in the U.S. have teamed up with lifestyle bloggers and fitness experts to spread the world about the vaccine rollout. However not all influencers are genuinflencers and vice versa—some are already experts in a particular topic and “use their platforms to give users informative content.” YPulse’s influencer research found that online influencers are the type of public figure that young consumers trust most. (Fashionista)
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