Influencer Marketing During COVID-19: How to Shift Your Strategy

With the quarantine and COVID-19 pandemic carrying on into May, I figured now more than ever I should focus my attention on how I’m shifting my strategies as a content creator these days. Since I absolutely love sharing blogging tips on Affordable by Amanda, there’s no question that I need to spend time covering such an important topic hitting close to home.

The influencer world has taken a dramatic turn of events since the stay-at-home order went into effect weeks ago around the country. Travel plans halted. Spring outfit lookbooks paused. Campaigns inevitably pushed back due dates. Brands took their time reevaluating how to market their products during a pandemic.

ON THE BRIGHT SIDE?

Since social distancing began, Instagram has seen a 40%+ usage increase and Instagram Live sessions are up by 70%. These facts are obviously due to people spending more time at home scrolling on social media.

A lack of in-person social interaction has people turning to social media to communicate with one another. Psychologists agree that social media has turned into a crutch for people to rely on to get social contact they normally would in-person. According to data from Kantar, social media engagement “in later stages of the pandemic” has increased by 61 percent over normal usage rates.

What does this mean for influencers and content creators? The pandemic not only affects brands, but it affects the livelihood of so many small business owners who need to figure out how to stay afloat financially during these slower months. When brands stop sending out campaign ideas, influencers and content creators are also at a standstill. I’ve noticed firsthand the slow down of campaigns from brands. My e-mail looks less than stellar at the moment with less work for me to do.

Collectively Inc.

Influencer Marketing During COVID-19: How to Shift Your Strategy

Focus on At-Home Content

• loungewear
• how to make coffee at home
• tips for working from home
• working out at home
• books to read
• how to start a bullet journal
• spa day at home
• kitchen essentials
• stress relief tips
• at-home manicures
• date night at home
• smoothie recipes
• share cooking tips
• favorite dinner recipes
• streaming shows to watch (Netflix, Hulu, Amazon Prime, HBO, Disney+)
• easy healthy breakfast ideas
• best soy candles to burn in the home
• affordable home decor for Spring
• updates to the bedroom (new bedding, new pillows)
• best podcasts to listen to
• exercise playlists
• at-home workout gear

Create Educational Video Content and IGTVs

• organizational tips
• decluttering your closet
• home decor tips
• share blogging tips and tricks
• hair and makeup tutorials
• outdoor patio ideas
• favorite hair products for smooth hair
• at-home blow out routine
• fashion hacks
• how to make your own DIY face mask
• self-tan routine at home
• best self-tanners
• affordable bathing suits for summer
• try-on haul of new spring arrivals (online shopping finds)
• Spring cleaning products for the home
• behind-the-scenes of a photo shoot at home
• Amazon must-haves
• grocery haul
• a day in the life
• Instagram Stories hacks and tips
• morning/evening skincare routine

Provide value to your audience by creating informational video content during the pandemic. From hair tutorials to spring cleaning hacks, take the time to dive into topics you might not have created content for yet. Share some updates to your current skincare routine to help other people who may be suffering from breakouts or dryness. Keep your creative juices flowing by reading over the list of ideas I included in this post, too.

Video content has the ability to help you establish a personal connection with your audience. Not only do people see your personality shine, but video content performs very well on platforms such as Instagram and TikTok.

Instagram acts as a search engine which means adding hashtags to your IGTV video content will draw in new visitors to your profile. After creating a video, remember to post it to your feed with hashtags to align with the content you create! More eyes on your video content will translate to more potential followers down the road.

Influencer Marketing During COVID-19: How to Shift Your Strategy

Keep Pitching to Brands!

Why not send your brand contacts a new approach to working together during the pandemic? Brands are also considering these worldwide circumstances facing influencers and content creators right now. Pandemic-related challenges are quickly hitting brands left and right. Brands continue to shift their own marketing strategies to reflect the extraordinary impact of COVID-19.

For example: with retailers slowly re-opening their stores to the public, consider reaching out to them with ideas on how to shop safely inside their store. Retailers are looking for influencers to partner with them on the re-opening of their stores to increase sales. With a rise in economic uncertainty, the fate of brick-and-mortar stores looks unpredictable at the moment, which means retailers are searching for new opportunities to boost awareness.

Data: Collectively

Just because content creating has changed, doesn’t mean there’s nothing to create content about! As influencers, it’s time to put on the thinking caps and brainstorm new forms of content to pitch to brands.

Although these past few weeks have produced struggles and challenges, it’s also a time to reach out to NEW brands. Some brands off the top of my head to reach out to right now include food delivery services, boutiques, small local businesses, home decor brands, floral arrangement companies, cookware brands, beauty brands, gardening companies, and more.

If you are interested in partnering with brands that you’ve previously collaborated with, be sure to send these brands e-mails, too. Look over your collaboration calendar and reach out to the brand contacts you already have saved in your e-mail. Focus your pitch ideas on what you can do around the home or in your neighborhood for safety reasons! Brands will definitely respond back if your collaboration idea aligns with their marketing strategy during the current COVID-19 pandemic.

Spend (More!) Time On Instagram Stories

Personally, on my Instagram account, I’ve noticed an increase in IG story views. My followers are spending more time clicking through my stories. Blame it on quarantine, as more people are scrolling through Instagram each day while stuck at home.

If you’ve been lacking a strong presence on IG stories, now you can switch your content strategy to create more interactive features on this aspect of Instagram. Talk to your audience in a one on one way by letting them know what you’ve been up to each day during the quarantine. Are you learning TikTok dances? Are you spending more time in the kitchen whipping up dinner recipes? Share these personal day to day moments with your audience on Instagram stories.

In my spare time, I also created my own Instagram Story Templates for my audience to screenshot and share on their profiles. I even created a blog post uploading each one of these free templates for anyone to download to their phones. Whether it’s a chatty late-night ramble or sharing some recent Amazon purchases, Instagram stories give you the perfect opportunity to go behind the scenes and show your true self.

Start a TikTok Account

With more free time on our hands, people are also turning to TikTok as a source of entertainment. Why not join the millions of people around the world who love TikTok and open up your own free account?

Data: Collectively

TikTok continues to dominate the social media world as a popular platform with no rules. TikTok dances, songs, and talented users reach hundreds of thousands of people every day. I’ve personally seen bloggers utilizing TikTok as a place to share their recent Sephora hauls, Amazon must-haves, and more.

Since social distancing first started, there’s been a 51% spike in TikTok creators.

A Few Things to Consider As an Influencer During COVID-19…

Follow Your State’s Guidelines

Follow all safety guidelines put in place according to the CDC where you live or are currently quarantined at home. Nobody on Instagram wants to see an influencer traveling the world right now or disobeying the rules. Stay true to you and your brand while adhering to the government’s guidelines in your city.

For example, Florida has started to slowly re-open restaurants, retail shops, hair salons, and gyms. With this slow re-opening in mind, I am still paying close attention to how I need to approach COVID-19 when I am not at home and in public. I am wearing a face mask or face shield at all times, for example.

Personally, I have a couple of campaigns coming up this month and next month. I’ve been able to communicate with my brand contact to see how we can approach a mutual campaign that follows CDC guidelines and won’t come across as tone-deaf.

How to Complete Campaigns with Brands During COVID-19 Pandemic?

One campaign I have coming up this month in May involves a retailer sharing how they plan on re-opening their stores here in Florida. The retailer I’m partnering with let me know the various precautions that customers will find when they shop inside the store. When I share and upload my content, I will ensure that my content follows protocol in line with the Phase 1 guidelines in my city. I plan on shooting my content as safely as possible for my own health and the safety of those around me inside the store.