The place of Influencer Marketing today
COVID-19 has caused many brands and organisations to re-think their marketing strategies. From information found in the Influencer Intelligence:What COVID-19 means for Influencer Marketing Report we will discuss how and why in this changing landscape – brands should adapt their marketing rather than cease it altogether.
Restrictions are affecting most industries worldwide causing massive shifts in consumer behavior. New routines are emerging that could be temporary or last for the foreseeable future. In times of like this – it is important to use creative and adjusted messaging rather than ceasing promotional marketing entirely. Ceasing marketing activity may protect a brand from any potential criticism – but it also passes up the opportunity to showcase genuine brand purpose with consumers that are more receptive than ever before. Purpose-led marketing should be followed when designing influencer marketing campaigns at this time – as it will allow brands to connect and communicate with consumers in a meaningful way.
Due to consumers having more restrictions and vast amounts of free time – many will be looking for information that is helpful, solution-based, entertaining or informative. Influencers that are giving advice or providing a solution to everyday challenges (such as relieving boredom, frustration or anxiety) are seeing an increase in engagement. Brands should therefore be looking to partner with content creators that have expertise, talent and knowledge in an area – rather than just a following.
Another way to tackle the recent changes whilst promoting long-standing brand allegiance is for brands to do something for the good of society. Chris Davis, Head of Brand Partnerships at talent agency Gleam Solutions mentioned– brands should be using talent to humanise themselves at this time rather than being too sales forced. In times of crisis, combining the use of influencers to humanise alongside a focus on the good of society will inevitably have positive long-term impacts for brands.
The power and influence of content creators has been recognised by the Government and has been utilised to spread accurate information about COVID-19. The New Zealand Government partnered with influencers to encourage New Zealanders to stay calm, be kind and work together to halt the spread of coronavirus (NZ Herald). Now is the perfect time for brands to be partnering with influencers who share their values and ethos to spread important messages and champion philanthropic efforts.
Putting purpose above profits, entering meaningful influencer partnerships and producing sensitive and sensible content are all steps that will help brands long-term and in the post-coronavirus recovery period. This is a chance for brands to future-proof their strategies and build long-term partnerships which will pay dividends in the future. With social isolation the new normal – brands that can use influencer partnerships to connect and communicate with consumers in a meaningful way will triumph.
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All information for this article was sourced from the Influencer Intelligence:What COVID-19 means for Influencer Marketing Report unless otherwise referenced
