Influencer strategy, if properly managed and creatively done, has the potential to be a powerful extension of brand purpose and voice in the social media landscape. However, what happens during challenging times such as a global health crisis like COVID-19 (Coronavirus)?
How do strategies change, and partnership dynamics evolve to be sensitive to real-time events? With marketing brand leaders and communications teams pacing through an unprecedented and quickly escalated challenging environment, not only is pressure on for surviving operationally as the economy is strained, but responsive actions both internal and publicly are now being watched carefully to ensure marketing tactics are at maximum sensitivity.
There is a positive bright spot to all this for brands and social content partners alike, as social distancing efforts and virtual connectivity take place Nielsen estimates a 60% spike of content consumption in households. Already, reports indicate US consumers are spending an estimated 12 hours across media platforms. A recent Statista survey clearly indicated an intended increase usage especially on social media as well.
As budgets are reorganized, the opportunity on digital media and social becomes a stronger option more than ever.
Influencers active at all levels across social platforms can step in to help carry momentum and connect a brand to a community through a voice that resonates at a level tailored to followers who most likely share similar values and engage in their content value. Take Millennials and Gen Zs, who are naturally hyper-connected and carry a higher receptivity to product messaging if partnership promotions are structured around genuine, purposeful, and positive causes. This is one way to engage during this time, and an example of this at mass scale is CPG giant Proctor & Gamble, launching a strategy and effort leveraging Tik Tok and one its top social celebrities, Charli D’Amelio, creating the #distancedance which in part powers donations to Feeding America and Matthew25.
Smaller businesses and brands shouldn’t deter from the possible strategy, or continued partnerships in place. In fact, it would be opportunistic as reports of reduced rates and negotiations are on a rise and trending.
If your brand is in a sector with increased digital engagement, find ways your content creator network can help integrate educational references and insight into how they leverage a product or service in this new sheltered reality. Let’s face it, many are cooped up in home-quarantine without access to backdrops, social settings, and how they would normally setup a perfect picture or video for brand integration. This challenge is finding its way into innovative new ways to create and engage and should be explored.
It’s also advisable for content creators and brand partners to avoid the hard selling messages on sponsored products and services. Does your essential necessity brand product have a discounted offer to help a struggling community, or timely free access now to health and fitness content for that home workout like Nike Training Club? Get influencers involved to voice and showcase how they are personally, and genuinely using the product during this time. With Facebook sharing new insight to its Instagram and Facebook Live views and usage increasing exponentially, it could be the right time to explore real time engagement with integrated brand presence.
Empathy to follower’s potential hardship, health, and stress shouldn’t be received with tone deaf regular communication strategies. Keep in mind that posts and engagements are now sandwiched between an influx of COVID-19 related content, and ensure influencer strategy is consistently brand safe and has strict guidelines for dos and don’ts. A rule of thumb regardless of any situation should be selective content creators that can keep a consistently clean, brand safe, and thoughtful presence.
To learn more about social media marketing, contact Anvil today! We have excellent support with our in-house social media marketing team.