Q&A with INFLUO app about Influencer Marketing in times of Corona

Will influencer marketing go away?

A lot of campaigns and projects have been canceled and/or postponed. With less work for influencers, is this their new normal? Should they count on doing fewer brand collaborations in the future?

We have all been very surprised by the effects the Corona virus has had on all business. What we see now is that businesses and brands are first of all focusing on their own survival, so yes we have seen a sudden change in projects and campagnes being canceled. I think we will have to conclude this will be the new situation for some time, as we have really no clue how the (near) future is going to look. This is also something influencers should be mindful with, but it can (and should) be a time to reflect and build your own ‘branding’ rather than doing what you have been doing – if that’s not working out.

● How can they avoid being tone-deaf?

Many influencers are worried about posting certain content, not knowing if it’s appropriate. It’s difficult to continue creating content and posting in the middle of a global crisis like nothing is happening. Is there something they need to avoid?

I think we have no choice other than being really careful about the things we put online. We have seen that being tone-deaf on social media can have bad consequences. There is no filter online and you will feel the emotion that your content will convey on your followers. Taking in account the government measures is one thing, meaning: not promoting going outside or meeting up with groups of friends or elder people or going outside for unnecessary errands. Better be safe, than sorry. But what I also want to avoid is negativity, because the longer we are in this situation, we get more and more restless or anxious about our future. And as we certainly don’t want to downplay the situation, I feel this is the right time in everyone’s life to re-evaluate, reflect and rethink. Is there a certain kind of content/product they should not post about? How can they adapt their strategy to avoid coming off as tone-deaf? There are a lot of influencers doing the same thing, jumping on the same trend and so putting our similar content. As we all want to be different, not everyone can. And it might sound harsh, but this might be a moment of realisation for some people. As you are really thrown back to your initial idea: what motivates and inspires me? Why am I doing this? What do I want to move or convey in other people? What conversation do I want to spark or join? I think those are the questions you need to ask yourself. In good times, we will sometimes loose a sense of self and purpose. So if you feel in your heart you have an influence, what is that? How do you want to use that influence?

I think there is no shame in talking about feelings, and finding other ways to motivate, inspire and entertain. At the moment we are not all thinking about shopping, our new next event or holiday or even going outside. We are way more introverted, and that is fine. Focus more on your niche, your message and try to collaborate with brands that feed that. If that is luxury, or DIY, or sustainable fashion, or mental health – give yourself a focus. And if that is fashion, find your ethetic. Don’t go with the group.

● Are there certain topics more relevant right now?

As we are confined to our homes, obviously travel is not an option. Is there a certain kind of content that works best right now that interests the audience? I.E home workouts, cooking, mommy/daddy content on how to entertain your kids, etc.

What we see a lot is that people are literally bound to their houses. We see a lot of workout, tips, DIY, cooking. That is super inspirational, but it might get a little boring if everyone is doing the same thing. What could make you stand out? Be humorous and creative. If ever there was a way to pick up something you always wanted to do – now is the time. Surprise your audience and you will surprise brands. Brands are looking for people with a voice.

If I could give some tips, I would love to see a conversation with your best friend while cooking, how did you meet, did you get into a fight? A Live concert if you are a singer/artist. Try your (grand)mother’s recipe for pie? Be creative!

Updated mediakits and actual topics of inspiration and influence are really important. Agencies need to know who is an influence on what topic. Critically looking at your data and presenting it to your client or agency is always a good thing. On Instagram, We look for a minimum of 3% engagement rate, over 10% Story views and a minimum of 30% reach on your posts. But also share if you get a lot of feedback on DMs, polls, etc.

● Is there certain content that works better now? Should influencers focus more on video, or post more Instagram Stories? What is working better as audiences spend more time online?

Thoughtful content is key, what used to work before might not now: focus on a story, the caption and complexity of photography. Try something new and ask your followers for feedback. Go IG Live! Join Tiktok! I still see video as a big opportunity. We know Instagram is pushing longform video format like IGTV, so try it out. And when you have found something you like, stay persistent. Same with Tiktok, if you find your niche - perfect it and stay consistent in posting and content. We see a huge spike in reach and impressions, people have more time on their hand so they view and create more content. The important thing is to stand out from the crowd and find your voice.

● How can influencers continue creating content?

Of course, shoots with a photographer, a bigger production team, or amazing locations far from home, are not really possible to be done right now. How can influencers create content in a safe, yet interesting way? Constantly taking images in front of a white wall at home or on their couch isn’t a long term solution.

Everyone is dialing down their productions so try to find a creative way in which you can help each other. That doesn’t mean you should collaborate with a group of people, but try to find locals that can help you and in turn you can help them. Maybe contact a local studio or store and ask them to use their empty space to record a tutorial and in turn tag them as a thank you. Or go Live with a make up artist or (hair) stylist to give people inspiration while you try to follow their tutorial in real time. As we’re stuck inside, after so long we have photographed our entire house a 100 times, so we need to find new settings. Get in contact with your locals, artists and just brainstorm on how you can help each other. I am positive this will have a good impact on your relations and future possibilities.

● Will influencers rate change?

With the brand’s marketing budgets changing, and projects being canceled, will this have an impact on influencer rates? Should influencers expect lower fees, and should they already lower theirs?

It’s inevitable that people will lose money over this. Especially when you’re selfemployed. But as companies are also cutting major campaigns, the best way is to lower your fees and show you are willing to take a pay cut to still stay relevant for campaigns. It also pays to overperform, post that extra story and repost on another channel to show you go above and beyond for a client. I am sure they will value your hard work.

Also don’t be afraid to pitch a creative and personal idea to a client or agency. Don’t make it general, make it personal and give options. Maybe opt for a free trial and if it sticks, go from small to big in terms of collaboration and budget. You need to show you are willing to compromise and overperform.

● Some brands are hosting “online events”. Is this something we can expect more of?

As offline events will be canceled, we see a big spike in new initiatives, either online or on social. While some are slow to follow, other companies are trailblazers and are jumping on the wagon. If you have a way of helping or being part of that – send in your pitch, your idea or services.

● How will the rest of 2020 look for influencer marketing? How will IM look for the remainder of the year? What will be the trends? What can we expect?

The most important thing we see is that this is going to change business and thus influencer marketing as we know it. And I hope it does. Consumers and brands are thirsty for creativity and new ideas. I feel this time is, as I mentioned before, a time of reflection. Be critical on yourself and your content. It might be harsh, but some influencers will not make it. As these are testing times. I see a much more diverse and creative group coming out the other end of this time, looking to entertain, inspire and motivate – not sell and go for the money.