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Yesterday, we looked at why influener marketing could be on the heavy decline in 2020 after early, pre-coronavirus, expectations that there would be a huge increase in brand spending on influencers. Today’s post a bit more optimistic. It highlights why influencer marketing actually has the potential to more quickly show its true value to brands during the tough times of COVID-19.
An article was recently published on the 9 reasons (even though the article states that there are 10 reasons in the headline) that influencer marketing is thriving during the coronavirus crisis. We summarize the 9 reasons here.
- Socia media usage has skyrocketed. Some reports show a minimum of a 20% increase in social media usage during the COVID-19 crisis.
- Influencers are shifting their content to coincide with the current climate. This idea of pivoting to the times is what we discussed in yesterday’s post.
- Brands are adopting the “New Normal” attitude. Much like influencers feel the need to pivot, brands are doing the same.
- Longer brand/influencer partnerships. Again, something we discussed in the past, which highlights the importance of shifting from one-off deals to more meaningful relationships.
- Driving organic engagement. Competitions and contests have become a more common feature, and influencers have proven to be key in engaging an audience in this regard.
- Authenticity and personalization. Once again, something discussed in yesterday’s post. As influencers become more selective in associating with brands that fit their ideals and values, their own value will rise.
- Brand/customer loyalty. Because customers are becoming more savvy, it has become more important for the brand/influencer connection to be authentic.
- Influencers utilized as ambassadors. The structure of the business relationship between brands and influencers has evolved to include influencers as more than just tools to post content, and instead as ambassadors. This obviously enhances the need for strong legal representation to ensure both sides of the transaction are well protected.
- Employees are being encouraged to become influencers. This expands the scope of who is an “influencer” and adds to the legitimacy of the industry as a whole.