Covid is Changing Brands and the Influencer Ecosystem

Covid is Changing Brands and the Influencer Ecosystem

Commentary by Jeevandran Raghavan

No industry will be immune to the impact of Covid. For some, the crisis poses an existential threat. We have seen major shifts that are forcing companies to rethink how they operate in virtually every arena.  

This business impact has shifted focus to lead and sales generation through digital platforms including email marketing, content marketing, paid media, and social media.

Even from the perspective of in-person shopping to primarily online-shopping, brands that are not leveraging social media and influencers in their marketing strategy could be missing a big opportunity.

Covid has Changed the Influencer Marketing Space

Despite a few reports suggesting a decline in the power of influencers, they remain a vital part of the promotional ecosystem, particularly on platforms such as Instagram, Facebook, YouTube and TikTok. We have witnessed a major shift in the types of content, and even platforms, where influencers are active. Facebook and Twitter have reported increased usage, as users rely on social networks to follow breaking news and to stay connected with friends. TikTok usage has also sharply risen since the outbreak.

Leveraging on the latest platform, TikTok was originally popular with a young user base; however, lately, it has become cross-generational. Influencers from all categories and age ranges are using it to share ‘entertaining’ and ‘engaging’ content. An analysis of influencer patterns has shown an increase in their online screen time, and an increase in the standards of content they produce.

From a global perspective, the type of influencers people have wanted to listen to during lockdowns (and subsequently) are those who have authority and expertise on the subject, and are able to provide credible and trustworthy information to the public. Some could even argue that this could be a shining moment for certain influencers; a moment where they could put their platforms to good use to spread messages of hope to ‘weather the storm’.

One way influencers are connecting with their audience is through sharing activities or advertising products to best help people make use of their time at home. For example, we see more fitness influencers sharing their workouts on live-stream, or food accounts with easy recipes that their followers can make at home. People are always on the lookout for entertaining ideas, and often look to influencers for fun ideas or activities to pass their time.

Tone-Deaf Influencer Marketing

However, the recent the protests over George Floyd’s death have escalated in the past fortnight after the video of his arrest went viral. While there have been powerful demonstrations of solidarity with the black community, there have also been some seriously tone-deaf shout outs and selfish content opportunities (mostly from influencers). 

In Malaysia, we have seen just how easy it is to make a wrong move. The former winner of Miss Universe Malaysia, Samantha Katie James has been under fire for being insensitive with her comments on the Black Lives Matter (BLM) movement in the United States.

At a time when anxiety is peaking, privilege screams louder. “We’re all in this together” or “We could have chosen to be born in a different way”, is a flawed, loaded statement when some people have access to resources others do not. Even for influencers who don’t seek out drama, striking the right tone can prove to be extremely difficult.  

Influencer Marketing Collaborations

To err on the side of caution, many brands who aim to capitalise on influencers who are focusing on “purposeful” messaging, and some influencers are following suit.

So how should brands decide if they should work with influencers in this climate?

At a minimum, partnerships between influencers and brands will look very different post-lockdown. Moving forward, brands and influencers alike will need to take extra care in the messages they send to audiences. Priorities of the BLM movement have shifted the way followers consume content, and influencer actions are going to be highly scrutinised by followers and keyboard warriors.

Authenticity and credibility are crucial, as influencers tend to fall into two categories. There are those who entertain; while others help their followers solve new lifestyle problems.

Of course, any partnership only works if the influencer really does share a brand’s values and beliefs. If not, there is a lack of authenticity, and digital natives will call out brands for jumping on a particular social bandwagon and hold them accountable as we emerge from the crisis.

While some brands face challenges to find a way forward, there is still a need for social content. Influencers are still well equipped to adapt to the current situation as we see a change in follower behaviour and uptick in social media usage. Brands on the other hand would need to acknowledge the new audience behaviours and not come across as self-serving. They would need to explore all the alternative options before they completely disappear from the public eye.