Now, more than ever, it is important to be cognizant of brand messaging and how it may be perceived by the public. Concerns about COVID-19 have us operating at a higher level of awareness, and it’s vital to keep this top of mind while continuing to execute successful marketing campaigns.
While influencers are a wonderful way to connect brands with viewers, more importantly, they add a human touch to what could otherwise be seen as opportunistic advertising in a tense social climate. Let’s go over three ways to practice mindful influencer marketing during a crisis.
1. Rely On Trusted Influencer Partners
Uncertainty is currently a big theme in many of our lives, but coming back to what we know can be reassuring and comfortable. The same idea can be applied to influencer marketing: By partnering with known brand collaborators, you can give viewers something familiar to lean on. Because a large portion of the population is practicing (an often mandated) social distancing at home, social media content use has begun to increase dramatically (paywall) — meaning many people are likely checking in with their favorite creators a lot more often.
To use this increased viewership productively, work with creators who have a true and authentic track record with your brand. This means that creators will be able to speak about your brand intelligently and with a strong personal testimony — the keys to promoting mindful brand messaging.
2. Keep Messaging Brief And Personal
As much as we’d like to keep things business as usual, they’re pretty far from it, which is why evergreen brand messaging is a good starting point — but needs a bit of tweaking. Consumers do not want to feel sold to right now, and most of them will see straight through any attempts to do so. On top of that, many feel the need to be more conservative with their spending. These are two limiting factors when it comes to consideration and conversion.
So how do you find a happy medium? By keeping things to the point: No fluff. No exaggerated claims. Just direct and honest communication. Instead of complicated talking points and impersonal brand advocacy, a brief explanation of your brand’s value proposition combined with personal testimony from trusted influencer partners can help mitigate viewers’ skepticism.
3. Understand What Consumers Need Most
Finally, and perhaps most importantly, seek to understand what consumers actually need — specifically, what product or element of your brand will be most helpful to them during a time of crisis. Whether it’s providing advice about finding child care, online learning services, meal kit delivery, mental health services, etc., there are ways you can serve communities by simply making them aware of what’s available to them.
It is important to be intentional when considering what consumers need, and who better to understand this than the creators that an audience has chosen to follow and look to for insights. Creators know their viewers like one big extended family, and they can act as a positive liaison between your brand and your audience at a time when consumers might otherwise be apprehensive about brand messages.
Mindfulness has become a bit of a buzzword in the marketing community, but its importance is staggering in our current state of affairs. Influencers can provide a way to connect with consumers during a time of need, but in a way that personalizes their experience with your brand. Keeping messaging brief and personal arms them with the tools for success at all points of the marketing funnel. They are able to effectively communicate with their viewers and, in turn, help your brand understand what consumers need most. The road ahead may be rocky, but you can rest assured knowing that you’ve humanized your brand experience — even if only a little.