Mediakix
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- As the coronavirus pandemic has continued, brands have adjusted their messaging on social media, and have begun establishing new ways of engaging with influencers in an effort to avoid appearing insensitive.
- Mediakix, an influencer-marketing agency that connects brand with influencers, recently published a report advising brands on how to use social media.
- The 50-page report outlines what audiences are saying, how brands can still leverage influencers while at home, and best practices to follow when running a social-media campaign.
- Business Insider broke down the five key takeaways from the report.
- Click here for more BI Prime stories.
In recent weeks, many brands have postponed or canceled influencer-marketing campaigns — some because of strains on their businesses and others to avoid appearing tone deaf or insensitive amid the coronavirus pandemic.
This has been devastating for some influencers, as brand sponsorships are a main source of revenue for many, especially those on Instagram.
But with consumers stuck at home and spending more time on social media, the brands that have continued to market on social media have seen increased engagement on their sponsored Instagram posts, according to the influencer-marketing agency Obviously.
That provides an incentive for brands that can keep buying advertising to do so — especially because it’s likely cheaper for them now. But there is still the question of how to continue marketing without risking a brand’s image.
Different companies have taken different approaches.
Procter & Gamble recently launched a TikTok campaign with Charli D’Amelio, the most-followed influencer on the platform with over 51 million followers, to promote social distancing and raise money for charity. With the help of D’Amelio, it created the #DistanceDance challenge.
Other companies, like the retail brand Princess Polly, have begun posting live content on Instagram. Throughout the last few weeks, Princess Polly has hosted some of the influencers it works with in a live event series, where the creators share tutorials in fashion or makeup, and answer questions from the brand’s followers.
These influencers, like lifestyle YouTube creators Maggie MacDonald (188,000 followers) and her sister Emma (239,000 followers), who hosted a livestream Q&A on Princess Polly’s Instagram page in April, have promoted the series on Instagram Stories, encouraging their engaged fanbase to tune in and ask questions.
But beyond specific examples, there are also certain general guidelines a brand can use if it wants to continue to market on social media, according to Mediakix, an influencer-marketing agency that connects brands like Blue Apron, Bumble, and Care/of with influencers. The agency recently made a 50-page report advising brands on how to market on social media during the coronavirus pandemic.
The report outlines what audiences are saying, how brands can still leverage influencers while at home, and best practices to follow when running a social-media campaign.
Here are the five key takeaways from the Mediakix report (read the full version here):
For more on the business of influencers, check out these Business Insider Prime posts
Livestream on Instagram to answer questions about recent changes in services and put “swipe up to buy” on ice.
Mediakix recommends that brands work with more micro and mid-tier influencers, because they typically can have a stronger, more authentic bond with their fans and integrations will be less commercialized than with celebrities.
The agency also advises removing direct response call to actions, such as “swipe up to buy,” as they could come across as insensitive.
Brands should consider new incentive offers for existing customers and showcase the steps taken to address the coronavirus internally — whether it be enhanced sanitation methods, proper treatment of employees, or charitable donations, the report says.
Mediakix also says companies should engage with fans in real time on social media by utilizing livestreaming services such as Instagram Live, Facebook Live, and Twitch to answer questions pertaining to changes in services.
Ask influencers to pre-promote a livestream event on their own page to ensure a larger audience attendance and overall engagement.
Influencers can host livestreams of themselves and with other creators on a brand’s page, or of them utilizing a brand in their daily lives. This allows influencers to keep audiences engaged by interacting with fans through a live Q&A, Mediakix says.
Creators can also pre-promote livestreams to ensure further audience attendance and engagement through Instagram Story content, as well as through YouTube’s Premiere feature.
Allow influencers to take over a brand Instagram page for the day and post Story content, which could drive new audiences.
Mediakix recommends brands allow influencers to take over the company’s social media page for the day through Instagram Stories, highlighting how they are adjusting and how the brand is helping.
Influencers can promote the takeover in advance to draw audiences to the brand page.
