COVID-19 and Influencer Marketing: How Brands Can Reach Consumers

By Shelcy Joseph

As the global impact of the COVID-19 outbreak is felt, what does that mean for influencer marketing? 

We at Billion Dollar Boy understand the current climate of uncertainty: brands are debating whether to cancel or postpone activations; traditional standards for developing branded content are being called into question— all while socially isolated customers are consuming more digital content than ever. That’s why we are recommending to our brands—not to stop, but to recalibrate their strategies.

With the majority of people practicing self-isolation, consumers are looking to connect more than ever before. The pressure is on for companies to rethink business plans to meet shifting market demands. Brands and influencers have a unique opportunity to authentically be part of the global conversation and engage viewers in creative ways, all from the safety of their home. 

It is crucial to adjust strategies to establish the correct tone and messaging; to be helpful by providing useful information; to drive attention to social causes and to inspire in an uncertain time—above all without being perceived as profiteering or opportunistic. 

Pay attention to your customers and the impact of the COVID-19 outbreak on their lives. Activate your social listening before you respond. Be prepared to answer questions, show tact, practice transparency, and sensitively adjust your strategy by rising to the occasion.

While influencer marketing is less affected than other content businesses, new strategies must be implemented. Here are the recommendations we have been making to our clients on how to best navigate COVID-19:

Go Where Your Consumers Are

Early data shows an increase in social media users, particularly on TikTok and Instagram. Between February and March, there was a 27% jump in engagement on the ByteDance app. Instagram Live has also seen massive growth in usage, with mentions on Instagram and Twitter skyrocketing 526% between March 8th to 15th, as reported by Glossy. 

We are recommending that our client partners take advantage of new formats like Instagram Live, which, according to Facebook’s own data, has doubled in usage from March 24—as more people tune in for information during the crisis. From free DJ sets, comedy shows, music concerts, and workout classes—creators are applying their skills to service their audience; and live-streaming is proving to be a powerful channel to do so.

On a case-by-case basis, look to drive traffic to e-commerce—which is exploding for many brands—as well as meaningful and beneficial causes with Instagram’s Donate button.

Adapt Your Creative Content Strategies 

As always, influencers are a great way to generate dynamic and relatable content that can be repurposed for your own channels. While food delivery companies, streaming services, home decor, beauty, or skincare brands have an easy way in—think about how your products authentically connect to what people do at home. 

Maybe your loungewear, candles, or CBD oils can improve self-care; or perhaps your notebooks and blue-light glasses can help increase productivity for remote workers. Once you figure out your concepts, leverage the imagination of content creators to tell that story. 

Before sharing any content, ask yourself if there’s a risk your brand may come across as opportunistic. The goal shouldn’t always be to sell products, but to create a sense of community and support for your customers.

Tap Into Influencers to Produce Brand Assets

Consider our service Content House—where we partner with dynamic content creators to produce social-first content for various digital channels—all from home-based sets. Content House develops dynamic and original assets, which can help offset a potential content drought while traditional productions and photoshoots are unsafe to execute. 

As a pair of our go-to creators Erick Steinberg and Emily Hirsch tell us: “We’re self-isolating, but we have a basement studio where we have our props, surfaces, and photo equipment. We’re working with clients to shoot products they mail to us remotely.” 

Photographer and Creative Director Que Duong recently showcased all the incredible studio work he shot from his apartment in Harlem on his Instagram Stories. Content House will help you leverage the imagination of these creative thinkers to portray your products in fun new ways, which will inspire your consumers to engage. 

Billion Dollar Boy is here as a resource to develop, execute, and advise on your strategy. We are offering bespoke services to help counterbalance any postponements including paid influencer campaigns, social content creation, and paid amplification. We want to help you develop meaningful content, provide useful and important information, and – above all –  lift spirits and provide levity and assurance in this uncertain time. 

We will follow up with our full COVID-19 Report tomorrow. In the interim, please reach out if we can help in any way.

And most importantly, stay safe.