InfluGlue - Why is Influencer Marketing Important During the COVID-19 Crisis

1. Why is Influencer Marketing Important During the COVID-19 Crisis?

2. Influencer marketing has always been about building trust, educating your audience, and creating new connections. But it is particularly relevant now as an appropriate channel for sharing your values and creating a sense of community.

3. Introduction With marketing focuses shifting during the COVID-19 crisis, and the ideal brand tone now becoming one of solidarity and honesty, influencer marketing is more important than ever and can provide real value to marketers.

4. Influencers can help to educate your audience. Audiences have a lot of trust in influencers, making them ideal for sharing key messages during these difficult times. In March, the United Nations published their ‘Global Call to Creatives: An Open Brief from the United Nations’, which called for creatives, influencers, celebrities, talent networks and media owners to create shareable content that can be used to help spread essential public health messages. Influencers, celebrities and public figures all got involved, creating and sharing handwashing videos and reminder messages to their audiences. This makes it clear that influencer marketing is crucial at a time where more traditional marketing methods are becoming redundant.

5. Influencer marketing acts as an extension of your brand. With so many businesses now jumping online, brands need to continue to come up with fresh ideas to connect with their target market in an increasingly saturated marketplace. As most businesses are now working from home, that means many potentially can’t access the equipment they need to continue with their marketing efforts. That’s where influencer marketing comes in. Influencers create content for a living and regularly think outside of the box. And being stuck at home hasn’t dampened that ability.

6. As we adapt, marketers need to recognise that the market has changed. As we’re now all confined to our homes for the foreseeable future, many companies have started to pull their more traditional advertising. In the current climate, it makes sense to transfer these budgets into digital marketing efforts. At the end of the day, we’re all looking for a distraction to the challenging times we’re living through, and influencer marketing offers just that – the ability to escape while also creating that connection that many might be craving at a time where we’re far apart.

7. Things your Influencer Marketing strategy needs now

8. Ensure your content is useful While the number of solutions-based content being produced by influencers has risen, no-one wants overly fabricated posts or unattainable images at this time, they simply want honesty. Find new ways to connect to your audience It’s no longer enough to churn out the same content. Brands need to consider how they can best reach customers by creating more interactive content, hosting webinars, and online events, etc. Practice empathy Working with influencers who are trusted, and already have a loyal community, can be a great way to highlight the issues that are important to your brand. Think about the future Creating strong relationships with influencers not only offers brands the opportunity to continue creating, and sharing, high-quality content, but provides a solid partnership that you can benefit from after the pandemic.

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