Influencer Marketing During The Coronavirus Pandemic: What To Expect

Coronavirus and efforts to contain the disease have had an enormous impact on all industries, influencer marketing among them. Both brands and influencers are struggling with a number of factors, from supply chain delays to the inability to hire professional photographers, causing new issues as we all try to understand this new normal (for the time being). 

There is a way to continue influencer marketing campaigns throughout the coronavirus pandemic, but both brands and influencers will need to work together to adjust expectations and make partnerships during this time as effectively as possible.

Here are a few helpful reminders on how to successfully navigate influencer campaigns during the coronavirus pandemic. 

Setbacks and Delays Are Inevitable

From backordered warehouses to cancelled photoshoots, there are a slew of setbacks both brands and influencers are facing presently. As circumstances rapidly change, prepare to expect the unexpected and allow for more leniency with posting schedules than usual. Have patience throughout the process.

Consider Adjusting Creative Briefs To The Situation

The marketing language used to communicate with followers may need to change. Think critically about your campaign messaging and remove any overly sales-y verbiage. Yes, people are still purchasing items they need and shopping online, but aggressive marketing tactics may alienate followers instead of winning them over. It’s important to show compassion and be mindful of what people are going through during this difficult time.

Additionally, the photo or video guidelines of your campaign may have to adjust. The world, including influencers, are practicing “social distancing” and remaining in their homes as much as they can, so asking an influencer to visually reflect anything of the like isn’t only socially irresponsible, but impossible for most at the moment. Hiring a professional photographer may not be possible for influencers who are concerned about spreading coronavirus, so if an influencer informs you that they can only take phone pictures, understand that that may be the only option under these circumstances. 

Team Up With Influencers Who Are Giving Back

At Socialyte and Lytehouse we always encourage our talent to give back and use their influence for good, and during the coronavirus pandemic, this is more important than ever. We are encouraging our influencers to support a cause either directly related to COVID-19 relief (such as food banks, shelters, and hospitals) or share ways to give back to local small businesses who are suffering the financial effects of widespread store closures. 

Now is the time to showcase how influencers can be positive role models in their communities, and we encourage brands to partner with influencers who are giving back. We also recommend that brands include charity tie-ins with upcoming campaigns, for example promising to give back a percentage of profits to a charity partner or coordinating a social awareness campaign to educate audiences on important causes. 

Be Flexible and Understanding

This is an incredibly difficult and confusing time for us all. Our world and the way we go about our routines is changing day by day. As we mentioned before, setbacks are going to happen during this time, so be as flexible as possible and understand if your original content guidelines cannot be met.

If an influencer backs out of a campaign, or has concerns about a partnership, listen to them and take in what they have to say. They may be facing extraneous circumstances that prevent them from completing a partnership, or perhaps they may feel unsure about whether or not the branded content makes sense for the times. We are all navigating through these uncharted waters together, so have patience.