3 ways that influencer marketing has changed in post-pandemic times
The way brands interact with consumers has changed significantly during the pandemic, since very few are going to brick and mortar shops due to the worldwide lockdowns, brands need to get even more creative in the ways they connect with their consumers, and one way to do that is through influencer marketing.
Nothing new! But some things in this approach have changed, and we are here to give you all the tips moving forward with your influencer marketing strategy. Ready to take notes?
1. More storytelling — less product placement: consumers are now more interested in the stories behind the products and brands the influencers are showcasing, which is why we cannot stress enough the importance of creating a well-rounded brand story, that along with words, comes with direct action from these brands. The first tip is to make sure to communicate the brand’s story clearly and in a compelling way, so influencers pass on the information in the way consumers want to consume it.
2. TikTok came here to stay: Before the pandemic, Instagram had a “monopoly” over influencer marketing, as brands tended to lean more towards this platform to reach their audience. When TikTok was introduced, alongside presenting afresh ways to interact with a social platform — through dance — it came at a time where a lot of uncertainty, negativity, and gloom was ruling the world. Which brought a whole new perspective and ways to disconnect from the pandemic, in a way. Now brands, in addition to having the choice to choose a different platform to advertise with influencers, have found a whole new way to interact with consumers.
3. Place your bets on nano and micro-influencers: these have proven a much higher engagement rate than macro-influencers and celebrities. In addition to the possible benefit of creating a longer-term relationship with these influencers, brands also realized that smaller influencers had more availability and time to create the best content: video. There is data (prior to 2020) that shows that micro-accounts (10K to 50K followers) record an engagement rate 41.7% higher than that of macro-influencers (500K- 1M followers). We are also surprised! Do not get us wrong, macro-influencers will never match the number of people that macro-influencers reach, but this is about quality.
These tips showcase the need for constant innovation and authenticity brands need to keep in mind when strategizing their influencer marketing plan. However, as PR Pros we know the best strategy is the one that takes into consideration what works and what does not and is in constant innovation to keep our target on their toes!
