COVID-19 and Influencer Marketing: The Shakeup We Didn’t See Coming!

Context: This case captures a particular period in the creator market. Its strategic idea may still be useful, although the people, products, costs, and audience behavior should be checked again before planning a new campaign.

COVID-19 and Influencer Marketing is the focus here, viewed through a specific case and audience context rather than a formula for every campaign.

COVID-19 has turned the world upside down, and the influencer marketing game is no exception. We’re all trying to navigate this new reality, so let’s break down how this pandemic is reshaping the influencer landscape:

Screen Time is Through the Roof!

With lockdowns and social distancing in full swing, people are glued to their screens. TikTok exploded in popularity, offering a much-needed dose of humor and distraction. Facebook and Instagram are working overtime to help governments spread awareness and combat misinformation.

The Influencer Game Has Changed

With consumers stuck at home, they’re craving positive and relatable content. Influencers need to ditch the luxury travel vlogs and lavish unboxing videos and focus on what matters now: home workouts, healthy recipes, DIY projects – basically, anything that helps people cope with the “new normal.” Adapting to this shift is key to maintaining audience engagement.

Governments are Teaming Up with Influencers

Even Kylie Jenner joined the fight against COVID-19, partnering with US Surgeon General Jerome Adams to spread awareness to her massive Gen Z following. In times like these, factual information is crucial, especially when it comes from influential figures.

Not All Industries are Taking a Hit

While some sectors are struggling, others are thriving:

• Food Delivery is Booming: With people staying home, food delivery services and restaurants offering takeout are seeing a surge in demand.
• Home Workouts are Trending: Fitness influencers are having a moment, with everyone looking for ways to stay active indoors.
• Athleisure is IN: Comfort is king, and consumers are embracing stylish athleisure wear for both working from home and those at-home workouts.
• Skincare and Haircare are Going Strong: Many people are using this time to pamper their skin and give their hair a break from styling. Beauty bloggers are stepping up with skincare routines and makeup tutorials, keeping the beauty buzz alive.

Finding Your Brand’s New Voice

• Rethink Your Content Strategy: Those pre-COVID plans? Yeah, toss them out the window. It’s time to adapt your messaging and create content that resonates with the current climate.
• Focus on Internal Communication: Keep your employees motivated and informed. Show your influencer partners some love too – how you treat them during this time reflects on your brand image.

Give Back with CSR Initiatives

Now’s the time to give back to your community. Many companies are donating to COVID-19 research, providing medical supplies, or even offering free products or services. It’s about being helpful and supportive, not just trying to profit from the situation.

COVID-19 has forced us to rethink how we connect with our audiences. Brands and influencers need to be flexible, adaptable, and empathetic. By staying informed, analyzing data, and creating meaningful content, we can navigate these uncertain times and emerge stronger than ever.

Related: Why is Influencer Marketing essential during the COVID-19 pandemic?

COVID-19 and Influencer Marketing: The Shakeup We Didn’t See Coming!: For regional campaigns, separate inspiration from evidence. Keep the idea, then validate audience behavior in each market before committing budget.