Navigating Influencer Marketing

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As we entered 2020, with Champagne in hand, we looked ahead to an exciting year of influencer growth. However, come spring, as the whole of the UK shifted into lockdown, we quickly shifted from thriving to surviving. 

Many brands were forced to suspend influencer partnerships as budgets were re-aligned, trimmed or binned. Now, with continued economic uncertainty, brands face new challenges and influencers have been forced to adapt. 

Has the Pandemic changed the Influencer landscape?

Whilst everyone adjusted to life at home they turned to their screens in a fight to stay connected. Screen-time soared, with online content and App downloads seeing a significant increase in engagement. Emerging social networking Apps (such as Tik Tok) grew at unprecedented rates during lockdown due to the candid interactions that influencers had with their followers and let’s face it, because of the entertainment value, when so many other avenues of stimulus were closed. 

The considerable growth in digital provided brands with an ideal opportunity to better connect to with their audiences and influencers are a big part of the whole digital engagement universe. Many brands that, at the beginning of lockdown, hadn’t yet navigated towards influencer marketing are now investing more heavily and those that have been forced to slash paid influencer budgets are now turning towards organic or micro influencer influencer gifting as a quick, less-expensive and easy-to-produce creative strategy

The Power of Tik Tok: 

Put on your dancing shoes ladies and gents, because the latest Tik Tok celebrity dance routine has arrived. The video sharing platform has taken the world by storm, at a time when we all wanted to immerse in some fun, it gave the nation exactly what we needed. Influencers flocked to the platform, turning micro-influencers into viral superstars with Tik Tok’s winning algorithm. This shift has happened rapidly, are you ready to investigate how Tik Tok can add value to your online marketing?

The Popularity shift:

Sun, sandy beaches and snapping memories… the influencer dream. No longer. Industries such as travel and fashion were hit hard during the pandemic, and whilst many industries saw a sharp decline, it’s not all doom and gloom, the pandemic spurred growth for many. An increased investment in online health and fitness has meant fitness creators, whose focus is on direct-to-consumer services, saw an increase in sales and overall engagement. 

How brands are adapting:

Don’t trust everything you read. Authenticity has become invaluable. In a world where everyone has ultimately become more tech savvy, advertising can be detrimental to a brand. The importance of user generated content to promote authenticity has been recognised and adopted by many.

Live streams: have always been popular for both brands and influencers, but as brands and influencers look to build connections within the confinement of their homes live streaming enables direct interaction and engagement in real-time. 

Self-promotion: Influencers have always acted on behalf of brands, whether it be gifted and paid brand partnerships or for ‘doing good’ – There is a reason why influencers are chosen for support of charities and government announcements! You may have recently seen Love Island stars promoting the NHS Test and Trace App, which has had a reach of over 7 million so far!

If you need help navigating your influencer marketing, whether it be on an on-going or campaign basis then get in touch: mary.k@brandnation.co.uk