One of the most vital trends to have emerged from the Covid-19 pandemic is that consumers have changed their shopping habits. As consumers become accustomed to ‘the new normal,’ there are many challenges for brands to address.
Influencers are creators of content online. They often are committed to a niche market and have a loyal following. Brands could compensate influencers they collaborate with monetary gain or other benefits such as products and services.
Impact of Covid on brands. Influencer advertising in these uncertain times.
There is a need for an empathetic tone in content, in influencer advertising now, more than ever.
Current Trend: Spend is more likely to be focused on essential items at home.
Areas of discretionary spending and brands that are travel-related have decreased considerably. It includes bags, suitcases, cameras, clothing, and footwear.
Over 85% of consumers globally say they have consumed more content during COVID-19. This can be a good opportunity for brands and influencers to engage with their audiences with impactful messaging. Influencers must strike the right tone, given the current complex circumstances, people find themselves facing. The challenges faced are varied. It may include financial difficulties resulting from lost income or work, health-related issues, or emotional well-being issues.
Consumers are craving for a sense of stability as the pandemic has caused concern about the present and future.
Brands and influencers need to build trust and reinstall faith in people by providing hopeful and inspiring messages. Influencer advertising needs to be sensitive to difficult social circumstances that their audience have to go through. People want to engage with content that is authentic and in coherence with the challenging circumstances by trying to be part of the solution instead of the problem.
Influencers need to share advice on how they have coped with the new challenges. It may include how they are balancing work-from-home and being there for the kids. They could explain how they felt when they had to go back to work during these times.
The audience will be more receptive to brands that can communicate empathetically. Hence, influencers can share what they have been doing to make a difference in people’s lives. Influencers must accept feedback from their audience and tweak their style and message accordingly.
Guide your consumers with accurate sources of information
Influencers will continue to play a significant role in social media marketing from now on. Their personal views and support of their followers will continue to shape the conversations occurring in the COVID era.Consumers are turning to entertaining online media during isolation. Brands should look to collaborate with influencers that can entertain their target markets.
Your micro-influencer is more likely to talk through pains their audience feels concerning your product and make a better connection than a celebrity influencer.
When to use corona virus hashtags and when not to
Consumers recognize brands that can incorporate social causes into their marketing efforts. It can be concluded without a doubt that consumers increasingly see that companies must be part of the communities and be sensitive to social issues. Brands can do this by providing helpful information to COVID-19 or instead could try to get their consumers’ minds off the subject.
This does not mean that brands must only deliver corona virus related information. If consumers are not searching for COVID-19 news, it could mean that they are trying to find ways to escape from the pandemic related story. Content creators, influencers, and social media professionals must determine the best ways to entertain their audiences and move them away from corona virus associated events. The brand’s content calendar can emphasize positivity.
Thus, all companies, irrespective of size and industry, must review and carefully think about their marketing strategies. The effects of COVID-19 will be felt long-term, and as a result, brands’ marketing strategies must be revised to suit the new circumstances. Influencer advertising will now have to respond to the needs and emotions of their audience and the brands.
Influencer marketing agencies such as Digitalscool provide you with a customized influencer marketing plan built for the post-COVID era. After extensive research on current trends, we will provide you with the best influencer marketing platform that will help you connect with the right influencer to extend your brand reach.
The financial and health side-effects of Covid-19 will reset the way brands connect with consumers. The silver lining in this situation is that if brands are willing to listen to consumers, quickly adapt to their new behaviors, and form innovative partnerships to meet their needs, the opportunities will outweigh the risks.
Though COVID-19 has caused a great deal of uncertainty, brands can make use of this situation as an opportunity to connect with their target audience if they plan the right strategies with influencers. Utilizing accurate information sources on their industries and incorporating emotional marketing will help brands connect with their target audience in a better fashion, driving better ROI on marketing spend.
Brands must recognize that post-COVID era consumers want information backed by sources they trust as currently there is massive mistrust on any information put up on social media. Humour is also an excellent way to gain attention.
When not consuming COVID-19 related details, consumers try to escape from the current scenario through entertaining forms of media.