Since 2020 was a year like no other in our lifetimes, it will come as little surprise that the routes to commercial success were often very different to those of other years. However, these new methods of achieving a major impact on marketing are set to outlast the pandemic.

Digital marketing was always likely to get a boost in a year when online communication and remote working became more important than ever, and with people spending more time consuming online material, the situation was perfect for influencers.

Speaking to Forbes Magazine, the chief executive of AI-based tech platform Influential, Ryan Detert, suggested that nano influencer marketing had a field day in 2020.

He explained: “Home-grown content clearly dominated 2020, and verticals that either previously existed in that market or were able to successfully adapt to at-home life amid the pandemic fared the best.” He listed topics cooking, fitness, beauty, lifestyle and houseplants as areas where online influencers were able to capitalise on the new normal.

The importance of using influencers will not waver in 2021, Mr Detert predicted, partly because even with the rollout of vaccines it will be some time before people are willing to get out and about and visit “bricks-and-mortar” premises. In addition, the experience of the pandemic has normalised elevated use of the internet for everything from shopping to interpersonal communication and entertainment.

“Now that we’ve completed almost a year of lockdown, there’s no doubt that we’ve successfully adjusted to this life and reliance on digital is only going to get stronger,” He remarked.

Mr Detert, whose firm works with major brands including McDonalds, Uber and Wells Fargo, notes that the route to success for firms using influencers is to pick those that “align with their brand values”.

This approach is certainly one student influencers can tap into. By being part of the same demographic in terms of age, education and resent life situation, marketing doors will be much easier to open for those giving shout outs to brands.

With the Influencer Marketing Hub also including the growth in importance of nano influencers in its predictions for the sector in 2021, now is clearly the time for firms to make this a key part of their marketing strategy.