The year is 2021. Marketing and social media look vastly different from what brands and businesses were doing in 2019.. 2020 will go down in history books as the year the entire world shut down. But how has this impacted brands? What does influencer marketing look like in this new post-pandemic marketing space?
During the pandemic, influencer marketing initially took a dive as the pandemic spread and businesses were forced to close. But in June 2020, the dust settled and people started to figure out what life would look like while being confined to their homes.
According to an A&E study, which polled 1,000 influencers between March 1 and June 1, 2020, influencers saw an increase in likes (67.1%) and comments (51.3%). Influencers also increased their payment per post by 3.1%.
On top of these statistics, social media usage surged in 2020. YouTube reported a 500% increase in views on March 15, 2020. Facebook reported that Instagram and Facebook Lives saw views double during the week that COVID-19 went worldwide.
All of this suggests that social media is even more relevant than ever and people are turning to the people they trust to make buying decisions.
Brands are now choosing to advertise with influencers because it’s now more cost-effective. A company can reach a higher percentage of their target marketing with influencer marketing compared to pre-covid times.
While COVID-19 is by far one of the worst things we’ve had to face as human beings, for businesses, there is a silver lining. People are using social media more, which provides brands with the opportunity to utilise influencer marketing in a way that focuses on brand trust and customer service rather than product benefits.
A new era in influencer marketing is arising. Will your business be ready to take advantage?
In the rest of this blog post, we’ll walk you through how you can use influencer marketing as part of your social media strategy.
Influencer Marketing – Your Budget-Friendly Promotional Tool
One of the biggest changes with influencer marketing that brands will love is that while influencers raised their prices by 3.1%, overall, the reach of an influencer’s post doubled and sometimes tripled. This means that a brand’s ROI is higher even with the slight increase in costs.
When you start working with an influencer, it’s important to understand whether they are the right fit for you and your business.
Here are some metrics to pay attention to (and questions you should be asking):
- What are the influencer’s follower demographics? It’s important that you ensure that they are your target audience.
- What is the average ROI on one post vs. a series of posts?
- Which type of post works best with their audience? And does this style of post work for your brand?
- How much information do you provide?
- Will you get to see the posts before they go live?
These questions will ensure that you get the best experience when working with an influencer.
Using Influencer Marketing
If the pandemic has taught us anything, it’s that people crave connection. Being cut off from the normal day-to-day interactions that going into work normally provides sent a lot of people online.
Social media platforms were where many people sought the connections they were missing. It’s also where they went to find options for entertainment while working from home.
Working with influencers is an essential technique for social media, particularly in the most uncertain economical landscapes. Influencer marketing is more cost-effective than ever, so striking relationships with influencers that are the right fit for your brand makes sense.
Let’s take a look at how you might utilise influencer marketing in your own social media efforts going forward.
Use micro and nano influencers
If you’re just dipping your toes in the influencing marketing space, working with a micro or nano influencer is a great place to start. They will typically have a smaller following, maybe a few thousand followers or if they are a micro-influencer, they’ll have 25,000 followers or less.
These types of influencers tend to receive the highest engagement on their posts, normally around 7%. During the height of the pandemic, those numbers doubled, and are staying stable. If you’ve seen your engagement rate