September 14, 2020 Guest Blogger

Influencer Marketing: How Powerful is it mid-COVID?

Influencer Marketing during Covid 19

In the past few years, social media has changed the world around us and introduced the term “influencer marketing.” With 3.5 billion social media users, we can easily understand that the potential is enormous, and brands can now leverage their social media presence to increase their revenue.

From the past few years, we have come across words like influencers and creators. We often think that social media influencers are those with thousands and millions of followers, but that’s not the case. We believe that they post videos and photos, and get paid for it. Although this might be true, social media influencing is far more than just posting content and increasing the number of followers.

Undoubtedly, influencer marketing is one of the highest-paying careers in the world today. 

But what exactly is influencer marketing? 

So basically, people start posting content over social media platforms and hopefully grow an audience on Instagram, Facebook, etc. The companies reach out to these accounts to sponsor their products or services to influence a large number of people rather than do it on their own. 

How powerful is Influencer Marketing mid-COVID?

The marketing landscape is changing as we are in the middle of the coronavirus era. Brands are wondering whether to invest in influencer marketing during such sensitive times. 

The answer is YES!

Influencer marketing is valuable, as it introduces a human element in authentic brand/consumer storytelling. Most consumers trust influencer messages more than the messages coming from brands. 

Brands are leaning into influencer marketing to deliver relevant and consistent messages that keep their audiences engaged amid the coronavirus crisis. Carefully managed, influencers can help companies deliver higher quality content during uncertain times.

It’s all about finding the right influencers that align with your brand’s purpose and message. Let them tell the story for you, and the return on investment will be huge.

Rather than viewing influencer marketing as a non-necessity during these uncertain times, could we see it as a powerful storytelling opportunity for brands? Typically influencer marketing is an add-on to your existing marketing plan, but now is your chance to rethink your entire marketing strategy, including influencers from the very beginning.

Now is the best time to invest in influencer marketing. Influencers have your target market as their audience and are watching them and tuning in each day for advice, inspiration, and entertainment.

A recent survey found that over 40% of influencers are currently reducing their standard rates, with average reductions of 30%. In the meantime, corporate companies are canceling campaigns and implementing massive reductions in their marketing budgets. This opens more space for smaller brands to enter the scene and engage with their dream influencers at far more affordable rates.

Suppose your influencer budget is at ground zero. In that case, there’s even an opportunity to start conversations and work with micro-influencers via trade collaborations. This is such a no-brainer with the insane leaps in engagement rates. 

Another excellent option for your brand would be to go local. Local influencers have the power to put you in front of your potential customers and perceive you as the number one choice. Going local is one of the best things you can do in these uncertain times. As mentioned earlier, let influencers share your story to have a competitive advantage over other brands in your niche.

To achieve the best results during mid-COVID, follow these simple tips for a successful influencer marketing campaign:

Have useful content and message

People are continuously seeking out content that they find helpful. The number of solution-based content produced by influencers has risen. Take advantage of them and offer as much value as possible.

Have a personal approach

Working with influencers who are trusted and already have a loyal community can be a great way to highlight your brand’s human elements.

Connect with your audience

Brands need to consider how they can best reach customers. You can do this by creating more interactive content, hosting webinars, and online events to communicate more directly.

Think ahead

Creating strong relationships with influencers 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.

Influencer marketing was always a great tool in the marketers’ arsenal. During COVID, many things have changed, but influencers are still a powerful way to increase brand awareness. More than ever, small businesses can get into the influencing game as most influencers reduce their rates. 

Keep in mind that your message should encourage people and show them that you care. As the United Nations points out:

“What the world needs right now is solidarity, so that we can defeat the virus and build a better world.

We live in a world where we are always searching for tips and tricks to skyrocket our brand, but the truth is, all we need is to care about our customers and to share a positive message. Until the pandemic is over, stay positive, and trust your favorite influencers.

Freelance contribution especially written for Find Your Influence by Alex Souchoroukof.