Written by on . Pegasus.

Adjusting your influencer marketing strategy during lockdown

Simone Stevens explains how influencers could help brands find their voice.

Lockdown feels like we are living in uncertain times, where rules that govern our lives, businesses and brands change daily. Yet one certainty is that communication remains key.

We all know the importance of those regular Zoom calls with friends and family, and the same can be said when it comes to brands staying in touch with their communities.

We have been helping our clients navigate through this time so they can continue to confidently speak to their audiences. Online must be central to any brand plan and those brands that get it right will emerge even stronger.

When it comes to reviewing your marketing strategy it can be difficult to know what is appropriate now and where and when you need to pivot.

Influencer partnerships could help to provide the solution. We are seeing massive increases across many social metrics for influencers as the amount of time consumers are spending online and on social media has rocketed.

Plus now, more than ever, is the time for brands to create meaningful content and not hard-hitting sales ads. But this can be daunting and some brands may not know how to position themselves correctly, offering a genuine voice.

Influencers are perfectly placed to help. When you consider influencers as spokespeople for your brand, they provide authenticity in their communications at a time audiences what to hear from a compassionate voice.  

Brands also need to be clear about what your message is and how you want to be remembered once we get back to a sense of normality. This will be highlighted by the influencers you work with and  the messages you both put out there. They need to be carefully crafted to make them relatable and achieve sensitivity to the global situation.

Finally, with staff furloughed, working from home or taking care of their families, many brands are unable to continue communicating with the same level of resources. For those brands finding it difficult to create fresh content right now, consider revisiting old content to see if this can be repurposed.

You may also be able to provide simpler, smarter communications. For example, you could ask your followers what content, tips and advice would help them right now. By engaging with your audience on this level and answering their calls you will connect with your audience on a more genuine level.

So what’s next? Industry figures show more than half of UK consumers (59 per cent) have signed up to a new social communications platform or streaming service since the Covid-19 crisis began and over two-thirds (78 per cent) say they will continue to use them once the crisis is over. This highlights that online content consumption is very much here to stay and influencers play an integral part in this. So, don’t wait to revise your platform, message and content strategy – the time to do this is now!

is a Senior Influencer Strategist at Pegasus. Simone has over 13 years’ experience in consumer, health and beauty comms, influencer marketing and digital communications. Simone oversees a pan-agency team who specialise in influencer marketing.