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Duma Collective

How COVID-19 Has Impacted Influencer Marketing

The spread of COVID-19 has noticeably impacted the marketing industry. Currently, brands are feeling increased pressure to keep their messaging sensitive during these trying times.

Influencers have proven to be one of the most powerful tools in modern marketing. During this unprecedented time, trusted social media influencers continue to be a reliable source of information as well as an effective, authentic, and easy to communicate with an audience.

Social media usage amongst consumers has seen an increase during the COVID-19 pandemic.

  • Social media users are now spending an average of 2 hours and 24 minutes per day multi-networking across an average of eight social networks and messaging apps.
  • Currently, the active global mobile social media population worldwide is approximately 3.76 billion.
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Here are three reasons why you should consider investing more in influencer Campaign Marketing:

  • Continue the ongoing conversation: With the increase in internet usage, consumers expect brands to keep up engagement. One of the pros of influencer marketing is that it allows brands to reach consumers authentically.
  • Content Co-Creation: The most impactful influencer campaigns will be the result of genuine collaboration between the brand and the influencer resulting in compelling and compassionate content that leaves a lasting impression on consumers.
  • Cost-Effectiveness: The beauty of Influencer Marketing is that brands can start small and scale-up rather than invest a large sum of money upfront, also, small budgets can yield campaigns with large reach and impressions. For example, working with a micro-influencer could help to understand how influencer relationships work before bringing on bigger names.
  • Measurable ROI: When looking to onboard influencers, at a glance we can get an idea of the kind of audience engagement they have. Campaigns can be built around certain KPI’s and those are tracked throughout the campaign. For example, sales conversions can be tracked using an affiliate code that influencers can share with their following to use at checkout.

An example of a powerful COVID-19 influencer marketing campaign is the World Health Organisation’s #SafeHands Challenge. Here, celebrities and influencers alike have posted videos of themselves washing their hands on TikTok, Twitter, and Instagram.

This campaign gained major traction on social media with the #SafeHands hashtag being used 3.6 billion times on TikTok alone. Not only does the challenge spread awareness of the COVID-19 virus but it also was a fun and engaging way to educate viewers.

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