Social media, based on user-generated content, connectivity, and participation, have
become a new environment for brands to capture attention and build lasting relationships
with customers and fans. Participating in these platforms demanded a paradigmatic
shift in branding and brand communication, who became more focused on listening
to consumers and fans, interacting and collaborating with them, and nurturing mutually
beneficial relationships. Digital influencers act as mediators between brands and
their followers and play a pivotal role in Instagram marketing strategies.
The COVID-19 pandemic, and the resulting confinement of the population and emergency
status adopted in many countries, is having a profound impact on brands. Many
of them, unable to produce and market their products or offering their services, are focusing
on their communication, on remaining relevant or becoming more relevant for
their fans and customers. Brand communication on Instagram has changed during this
short period, and our exploratory study sets out to map the main changes and to understand
how both brands, influencers and users perceive them. This article presents results
from an online survey to a purposive sample of 160 Instagrammers, addressing
their perceptions about the impact of these changes on their relationship with brands
and influencers. We complement the perspective of users with interviews to 25 other
relevant agents, namely Instagram influencers, marketing agencies and brands with relevant
presence on Instagram
