How Influencer Marketing Campaigns and Metrics have changed with COVID-19

Harshita Agrawal

Harshita Agrawal is the Founder at eSocMedia. She is a social media and influencer marketing specialist who spends most of her time behind the screen. She's also an avid reader and a travel enthusiast.

The world is hit by a pandemic and has shocked the business models in every country. The businesses suddenly changed as the lockdown inhibited smooth functioning along with changing customer behavior and requirements. The entire marketing strategies got affected with businesses looking to create marketing campaigns that can empathize with the situation and their customers.

The influencer industry has been influenced by the Coronavirus too with many influencers changing their content style. The shifting demands from both brands and consumers have put influencers in a spot where their content strategy needs to be revised. Brands need influencers more than ever because they want to add human touch to their campaigns. At the same time, shrinking sales have affected brands’s capability to invest heavily in influencers.

Changing Influencer Marketing Campaigns and Strategies

With influencers and brands still working mutually towards growing online sales via social media, the influencer marketing strategies have changed. Here are some of the notable changes: 

Brands are finding influencers that are adapting to home related content:

The influencer search is more focused on influencers who are creating home-based content for their followers. With many people quarantined at home, demand for lifestyle content around homes has surged. People are looking for home workout videos, cooking recipes, work from home posts and more. 

Hence, it’s important to find influencers who can provide such content. Using HypeAuditor’s influencer discovery tool can be the quickest way for brands and social media managers looking for ideal influencers. The recent growth rate of influencers can help them know if the influencer account is growing amidst Coronavirus or not.  

Increased Focus on Live Content:

As mentioned by the Business Insider, the Coronavirus has affected many influencer events and collaborations. Brands had to cancel several influencer events and programs because of lockdown and precautionary measures. This has resulted in influencers increasing their online presence by going live. The pandemic has seen influencers going live more than ever to promote brands while interacting with their followers. 

New Creators are emerging:

As the tourism industry is sinking with travel influencers this year, other influencer niches are gaining popularity. Niches like cooking, mental health, DIY, nutrition, etc gained popularity over the last few months. The change in content consumed by users has resulted in new influencers and creators rising up. 

When you perform influencer search on HypeAuditor, make sure to check the growth of influencer in the last few months to know the impact of Coronavirus. 

Increased Focus on Online Buying:

People are shopping online more than ever as stepping outside has been restricted. According to SEMrush, search for the term “Buy Online” has increased from 15k to 27k from the start of the year to March. Influencers and brands that can promote products with free shipping or home delivery have higher chances of getting success than in-store purchases. 

To find influencers who share products that can be bought online, you can refer to their past endorsements in the HypeAuditor’s influencer report. Their old collaborations will give you an idea if they fit your sales pitch or not. 

Changing Influencer Marketing Metrics: 

The influencer marketing campaigns have changed not just in style but also in numbers. 

The ad spend has changed since March as the pandemic increased worldwide. The shrinking ad spend means brands investing less in influencer campaigns or looking for affordable influencers. 

With more people choosing to stay-at-home, the overall time spent online has increased resulting in lower CPE (cost per engagement) and CPI (cost per impression) metrics. According to research by Influencer Marketing Hub, information sharing posts by influencers have passed a 1.5 billion mark compared to 45k before March. 

How to go forward with influencer collaborations?

As brands and social media managers, it’s important to consider wisely every influencer collaboration you plan this year. When you find influencers, make sure you ensure that the influencer can create content that people will engage with at such times. Don’t forget to check the authenticity of the influencer as the last thing you would want is to collaborate with a fake influencer.

Focusing on online selling, no-contact delivery, prompt shipping responses, and coupon codes will help you increase sales with influencers. It’s important to highlight the necessity of your product right now as people are going to be more picky about investing their money. Last but not the least, let your influencers be themselves as they know their followers best with or without COVID-19.