The COVID-19 outbreak is taking a toll on most industries. But you can help your business get through these challenging times with the help of influencer marketing.
Many influencers have lost their traditional income streams from live events and promotions. As a result, they are likely to be willing to negotiate with brands and work for lower prices. That means brands can now afford to hire influencers who were out of their reach earlier.
Apart from this obvious benefit, there are also other reasons why you should consider investing in influencer marketing during COVID-19:
1. Digital Content Consumption Is Increasing
Due to forced confinement, people are using the internet more extensively for work, entertainment, and information.
Influencers are avid digital content creators. By collaborating with them, you can reach digital audiences easily.
As marketers, your priority should be to serve customers what they need.
At a vulnerable time like this, people are counting on social media and influencers for entertainment and information. If you can give them educational and inspirational content through influencer marketing, you can become a go-to resource for netizens.
2. It Can Be Done Remotely
You don’t need to venture out of your house or interact with people face-to-face for influencer marketing. You can manage all of your campaigns virtually. That means you can stay at home and continue your work without any disruption.
3. There Is an Increased Demand for Digital Content
Since people are online most of the time now, there is a heightened demand for digital content.
Wondering how to meet that demand?
One word: Influencers.
They can create digital content right from their homes. By hiring influencers, you can avoid production overheads. You don’t need to spend money on expensive equipment and travel.
Influencers can adapt their content and campaigns to cater to at-home audiences. They can even include additional sensitivity checks in all their content.
DIY content and inspirational messages can strike a chord. For instance, if you’re from the fast-moving consumer goods industry, you can work with influencers to create easy recipes for immunity-building foods.
4. Influencers Are Hard-Pressed for Deals
The virus outbreak has hit influencers hard too. They are likely to be more than ready to work for lower fees if they get a decent exposure, brand affinity, and other perks in return for their services.
2019 was a hard year for the influencer industry, shaken to the core by scandals and frauds. The COVID-19 outbreak is further affecting their businesses. If they demonstrate sensitivity and sincerity, they can bring back lost clients and customers into the fold.
5. Brands Can Foster Customer Trust Via Influencers
The bitter truth is that only one in three percent of customers trust brands that they use. But 63% of them trust influencers more than brands. It makes sense to piggyback on an influencer’s reputation and garner some customer trust for yourself.
Gen Z and millennials, in particular, are likely to have an affinity for influencers. After all, they are digital natives. If your target audience is made up of this demographic, influencers can add levity to your brand.
6. Brands Can Leverage Cause Marketing
The coronavirus crisis is affecting all aspects of our lives. From the way we live to the way we work, everything has changed.
People are struggling to adapt to the changes in their lives. Think of how your brand can make things easier for them. Through cause marketing, you can help to make a difference in society.
Take this instance, for example:
Lyft, the American ridesharing company partnered with UNINTERRUPTED, founded by LeBron James for their LyftUp campaign.
As a part of the campaign, they provide free rides so that vulnerable communities can take trips for their essential needs. They are also facilitating the delivery of essential supplies for the elderly and providing free rides for frontline workers.
Now how do influencers fit in with cause marketing?
Influencers generate tons of goodwill through their remarkable content and intent. They have the ability to influence public opinion. If they appeal to people to support a cause, it’s likely to get a better response.
Take a cue from this example:
Surgeon General, Jerome Adams, appealed to Kylie Jenner on Good Morning America to spread the word about coronavirus severity.
You can partner with influencers to champion a relevant noble cause. But keep in mind that if you suddenly change gears and start cause marketing, it can come off as a marketing ploy.
Instead, team up with influencers who are evangelists to your target cause and make your campaign credible.
8. Brands Can Lock-In Customer Loyalty
Investment in influencer marketing can also impact customer loyalty.
The visibility and engagement that your influencer garners during the outbreak period through campaigns can yield new leads when things start looking up. Since you will have already gained customer trust, conversions are likely to be easier.
Take inspiration from Pronovias, a bridal couture company. They are giving away free bridal outfits to engaged healthcare workers. An initiative like this is bound to be noticed and rewarded when normalcy returns.
Do you want more information on this topic? Check out this infographic by HireInfluence.
HireInfluence is an award-winning agency, serving Fortune 1000 clients since 2011. As the first influencer marketing service in the world, our team provides the experience and knowledge necessary to align brands with respected social voices across the globe.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is also the founder of Content Solutions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
