Time and the economy seem be screeching to a halt. People are captive at home and active on social networks and e-commerce more than ever, seeking entertainment as a distraction. Brands are now questioning their marketing practices, especially with influencers – should we pause everything or try to make our mark and remain proactive?
Here are bicom’s best influencer marketing practices in the time of COVID-19.
Don’t set your plans on fire
We’re in a period of adaptation; this means being sensitive and adapting messaging and campaigns rather than slashing them. Breaking news: spring has arrived, and summer will be here before we know it! People don’t want to consume content exclusively about the crisis and will continue to use social media to make purchasing decisions. People won’t be spending as much as before – but, when they do make purchases, your active online presence may influence them.
Combine the useful with the pleasant
This is an exceptional time to develop useful influencer content that stays true to your brand tone and DNA. There are many angles to consider: ideas to get kids moving, recipes to make as a family, tips to relieve boredom and nurture your mental health. The climate may seem uncertain and tense, but humour (in good taste) can soften everyday life.
Be there for your community
Is your goal to grow your community and show your commitment to them? This is a golden time to communicate positive messages, all while delivering your news – don’t hesitate to get personal & create video content. Your influencer partners should be considered an extension of your company. How can you support them? Have you changed any policies to accommodate the situation? Communicate by being transparent and available.
Supporting the local economy
Influencers are largely self-employed. Their income stems from creating content through paid brand partnerships. Advertising budgets on social platforms continue to be allotted, so it’s important to consider influencer content creation as a way to support the local marketing ecosystem. These content creators have even seen an uptick in engagement since the beginning of the COVID-19 crisis – this means your brand can benefit from their visibility.
Reach target audiences
Remarkably, the Premier of Quebec recently called on influencers to convey public service announcements. Even more interesting, influencers were asked to reach an often-neglected audience: boomers. During this period of social distancing, self isolation and quarantine, people are interested in discovering and trying new products. Turning to nano-influencers with smaller followings – but whose conversion rate is 10x higher than that of celebrities – could be optimal brand positioning, available through a program like bicom’s B Nation.