By now, the 2020 COVID-19 pandemic is nothing new to anyone who looks at the internet on a daily basis. What may be new, however, is how your brand should market to stay relevant and afloat during challenging times.
Consumers are flocking to social media and e-commerce amid the government and CDC’s recommendation to practice social distancing and stay home when possible. As marketers, we typically thrive at taking on challenges and adapting to new trends quickly. With an increase in social media activity, one challenge your brand may face is how to stand out. One solution for this is to reconsider how your brand utilizes additional voices.
Change your messaging, and consider using micro-influencers to get your message out
First and foremost, shift sales messages to #DoForGood themed communication. Avoid appearing tone-deaf or insensitive by stepping away from sales for a bit and leaning into the community that is already buzzing online. A wave of community support, fundraisers, and “feel good” messages are trending and likely won’t go away before the virus does. Consumers and influencers are more open to interacting with brands that are community-focused during this time of need.
Why work with micro-influencers over larger ones? They often have smaller, community-based followings and are more open to creative incentive offers. They’re also more likely to consider working with new brands and shift from a personal focus at this time.
2. Utilize the creativity of influencers - they know their audience best
Ask influencers how they would like to communicate your message to their audience. As the owners of their pages, they know what fans react to best and may bring ideas to the table that your team has yet to consider.
Loosen up on any tight creative instructions and let the influencers take the lead on content as long as the main message is still getting across.
3. Consider using influencers and creators to gather ratings, reviews, and research instead of posting on social
If you feel confident in your social media presence, consider asking influencers to give your brand a public rating or review instead. Ratings, reviews, and blog posts will continue to play an important role in reaching new audiences both during and after the outbreak.