How the Pandemic Has Affected Influencer Marketing
Since the pandemic began about six months ago, it has affected lives and businesses in various ways -- and the influencer marketing industry is no exception. Brands have reconsidered how they use influencer marketing, the FTC is watching and regulating content with an extremely close eye, and the timing and process of campaigns have changed.
The death of George Floyd boosted the Black Lives Matter movement, causing brands to stop and consider how they were partnering with influencers. We saw a decrease in the ideal, unachievable-to-many luxurious lifestyles and saw an increase in the number of brands and agencies speaking out and fighting on behalf of the movement. Companies have since made Juneteenth a national holiday on their calendars, have pledged to improve existing diversity and inclusion initiatives, have established goals relating to hiring, promoting and representing people of color, and more. The Black Lives Matter movement has created positive first steps in fighting racial inequality, but we must continue to bring equality into the industry.
Influencer marketing during the pandemic has been a key revenue source for brands since traditional advertising methods have been halted. With people spending more time online and at home, both consumers and regulators are paying close attention to influencers and their content. According to Bloomberg Law, brands need to be aware of how they control and monitor their message, as well as the underlying legal agreements they have with their influencers. Here’s a Foodie Tribe tip: To ensure no legal issues arise within your campaign, always do your research before creating new influencer partnerships. Review their accounts and then move forward with those you want to work with. As you kick off your campaign, remember to provide influencers with strict guidelines, noting sensitivity at this time. Read more about FTC guidelines for 2020 here.
At the beginning of the pandemic, many predicted that it would kill the influencer marketing industry. It hasn’t, but it has affected the influencer campaign process. During the first few months, campaign timelines had to be revised on an ongoing basis. Product orders were difficult to place, shipping was delayed, and content was uploaded after originally planned live dates. As opposed to traditional forms of advertising, influencers can create and shoot content quickly, and deliver it to their audience from the safety of their own home. This, and the fact that influencers can produce compelling and authentic content, are two of many reasons that brands continue to work with influencers during this time.
If you are looking to work with influencers who are diverse in their backgrounds, comply with FTC rules and regulations, and produce stellar content, Foodie Tribe can help you put together a successful influencer marketing strategy and campaign. Send us a message today!