The Evolution of Influencers During a Pandemic | Moroch’s Macey Reed Weighs In
Communications Coordinator, PR, Moroch
The outbreak of the coronavirus has changed the landscape of industries everywhere and has led to brands altering their 2020 marketing plans. If you’re looking for a brighter side of the pandemic, there is a marketing strategy that has steadily become stronger during these uncertain times. Influencers. If you’re not using influencers, you may be missing a huge opportunity to engage your audiences.
Facebook reported that they have seen 70% more time spent across their apps. Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion.
Influencers have been used as a method to affect the purchasing decision of others because of their authenticity, knowledge, niche focus, and strong relationship with their audience. During this time because people are isolated and restricted to their homes, there has been an increase in data usage and users on social media. Facebook reported that they have seen 70% more time spent across their apps (source). Instagram and Facebook Live views doubled in a week and global TikTok downloads have reached over 2 billion. People are not only wanting to stay up to date on the news, but re looking for ways to be entertained. This gives brands the perfect opportunity to partner with influencers to build organic relationships with consumers and drive conversations around their product in fun and entertaining ways.
There are a few trends from recent influencer campaigns where brands chose to capitalize on the opportunity to connect with consumers and provide value amidst everything going on. However, a few steps were taken to ensure the message was on-brand and relevant to their audience.
To have a successful influencer campaign during a pandemic, it starts with the right content and message. Brands are adapting to the current reality and altering initial plans and messaging. Users want to see relevant content, that is authentic, and provides value.
The Moroch team recently activated influencers for clients in the food industry to highlight the family meal options and curbside pick-up at their restaurant. For retail clients the influencer campaigns included sharing how the products can benefit consumers at-home style or sharing virtual shopping experience options for consumers. Both campaigns saw higher engagement with the branded content and drove traffic to the Website impacting total purchases and return on investment.
With brands cutting back on ad spend, influencer campaigns that followed correct guidelines are keeping brands top of mind for consumers. Many campaigns have seen great results as there is a surge of impressions and engagement for influencer content. According to Ad News, “36% of influencers are seeing a significant increase in impressions and engagement within their Instagram audiences.”
Users are looking for guidance and people to trust in a time of crisis. Influencers are that trusted source on social media, and can serve as a trusted source for your brand as well We are all adapting to new strategies and solutions, but let’s continue to think creatively and purposely to provide data-driven results to our clients. If you haven’t explored including influencer campaigns in your marketing mix, now the time to do so.