Covid Operations | Perhaps Not the Time for Influencers

Covid-Operations | Perhaps Not the Time for Influencers???

We are in lockdown - living vicariously through our social media idols. Our favourite influencer uploads an 'unboxing' clip; you know, those posts or videos where the influencer receives a surprise “gift parcel” from a brand; perhaps opening it live on their social media channel/s, and showcasing some fancy free stuff that s/he received from a popular brand. I mean, brands care too, right!

Not an unusual event, especially for us in the PR industry – we love influencers and how they work synergistically with ourselves and the brands we represent, to help you, the audience, want what they have.

But there’s a problem.

The keyboard warriors start in … criticising the post.

Loyal followers soon follow suit, gleefully showing their distaste at the action.

Don’t believe me? Well, this happened just last week to a Spanish influencer. And, it could happen right here in Malaysia and Southeast Asia too!

Why?

A normal PR activity. Client sanctioned. Nothing offensive. Or is it?

The issue is simply one of timing and context.

Being tone-deaf in a sea of suffering and uncertainty! 

A 'lockdown', a slowdown of an economy where many people face losing their livelihoods – businesses and individuals alike in fear of what tomorrow may bring – uncertainty about whether they can even be allowed out of their homes tomorrow for basic necessity shopping!

Now here it is – I won’t blame the influencer/s – although I might argue they should be somewhat more sensitive to what’s occurring around them. We hope they don’t live in a vacuum! I blame the brands, and the agencies, who should have rethought their influencer engagement strategy. Perhaps a delay, perhaps an adjustment in strategy. At the very least, having the common sense not to be sending out “gifts” during a time of crisis this significant. And if the boxes were in the post pre-lockdown, a quick bit of common sense communication to the influencer/s to say, “guys, can you hold off for the time being”.

What brands and their agencies need to do right now is take stock of campaigns, and whether these are going to be viewed positively by consumers and followers across the board. It’s not the time to sell, to influence, or to showcase; it’s the time to demonstrate empathy and community support – from both brand communications and influencer engagement.

A quick audit of all communications efforts would identify things in progress – which should be halted or realigned – and a quick action plan put in place to minimise any potential fallout.

As an influencer, stop pushing product; start pushing messages of community support. This will keep your followers on your side, and won’t make you look like a sellout. It’s not time for business; it’s time for support and healing. Use your voice positively to help inspire and motivate others during this difficult time. Make that the core focus of all messaging until the ‘lockdown’ scenario is over and people can pick up their lives from where they left off a couple of weeks earlier.

We’ll love seeing all the fancy stuff again – once we can get to the stores to actually buy it ourselves! So, “hold your horses” for a bit, and keep your followers loyal to you. Over and out.