Changes in Influencer Marketing Due to COVID-19
COVID-19 has changed how we live, including how we interact with brands and consume content. This includes influencer marketing. This article explores these changes and how brands can adjust their strategies.
Moving to Online Platforms
With social distancing, we turned more to the digital world for work and fun. This shift has had a significant impact on influencer marketing.
Brands Going Online
Brands that used to host events for engagement had to move online quickly. This was a survival move and a smart way to stay connected with their followers.
Influencers Changing Their Content
Influencers Marketing had to change their content. With travel restrictions, many had to switch to topics like home decor, cooking, fitness, self-improvement, and mental health. Quick-to-adapt brands managed to stay relevant.
Being Real Matters More Now
The pandemic made being objective and transparent more critical. Customers now want more genuine interactions with the brands they follow.
Influencers Sharing More
Many influencers marketing used this time to share more about their struggles and build stronger bonds with their followers. Brands with such influencers are likelier to build trust and keep loyal customers.
Choosing the Right Influencers
However, brands had to be careful about who they worked with. Those who showed off wealth or ignored social distancing could hurt their reputation and the brands they represented.
More Small-scale Influencers
The pandemic also saw more small-scale influencers. They may have fewer followers, but their higher engagement rates and specific audiences made them more attractive to brands.
Better Engagement
Brands began to turn their attention to these small-scale influencers. With better engagement rates, they promised more meaningful talks with followers.
More Affordable
Not only are small-scale influencers good in terms of engagement, but they are also cheaper. Their lower fees make them a smart choice for brands looking to save money during the pandemic.
Reaching the Right People
Their specific audiences make them perfect for brands trying to reach certain people or groups.
Being Ready to Change Plans
The unpredictability of the situation has made it essential for brands to be ready to change their plans.
Changing Messages
Brands must stay flexible and adjust their plans and messages as the situation changes.
Getting Ready for Unexpected Changes
Brands must also be ready for possible campaign delays or cancellations. Patience and understanding during these times can help maintain positive relationships with influencers and audiences.
Final Thoughts: Adjusting to Changes
The COVID-19 pandemic has shaken up the influencer marketing world. Brands that can adjust by using online platforms, being natural, working with small-scale influencers, and being flexible are likelier to do well. By working with honest and sensitive influencers, brands can build trust and keep their customers loyal during these challenging times.
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