As brands and businesses try to navigate the evolving nature of the coronavirus pandemic and its influence on their markets and customers, many will – quite rightly – be reviewing their marketing budgets and ad spend to see what offers the best ROI.
Right now, many businesses we work alongside are understanding the power of PR, integrated communications, and ensuring their customers and clients view them positively. Brands want to be seen as stable, adaptable and progressive – particularly digitally – to align to our new online world during isolation.
One strand of these marketing reviews will, no doubt, be influencer marketing, which has become a key element of so many B2C marketing campaigns for brands wanting to connect to their customers through advocacy.
But, as we know, the negative impacts of coronavirus on the influencer marketing world has been overwhelming over the last few weeks, with many campaigns, events and collaborations paused, or in some cases completely halted.
For commercially savvy influencers and brands, this pause in activity could provide a clean slate to allow them to once again evaluate their collaborations – existing and potential – as well as the types of content, outputs and pricing they consider in a post-COVID-19 world.
During this pandemic we’ve seen many influencers beginning to reduce their fees and rates for sponsored content, which means brands have the potential to capitalise on targeted campaigns for a fraction of the price compared to, say, three months ago.
Many brands haven’t entered the influencer marketing world yet too, as they are still unsure about the benefits of an influencer-backed campaign, but whilst the industry is adapting to this changing landscape; now could be the opportune time to trial a campaign and see if your audience is socially influenced. Let us explain why:
We’re currently glued to our phones
Admit it. Who’s switched off their screen-time reporting on their iPhone? I know I have.
New data from media insight firm, Kantar, recently revealed that social media has seen a huge spike in usage during isolation, with Facebook and WhatsApp reporting a 40% increase during the lockdown period. According to the data, this growth was the largest in 18 to 34-year-olds.
In correlation with this, influencer marketing platform, Fohr, also released data which found that 30% of mobile users were spending an average of between six to eight hours per day on their phones.
To us and the brands we work with on influencer marketing, that’s six to eight hours of opportunity and potential exposure for their products or services. However, with brands preferring to stay in the conversation, rather than be the conversation, how do they connect with their audiences without being shamed for trying to capitalise on something as serious as a global pandemic?
This is where channels and individuals with real influence come in.