Survival Strategies – Now Influencers Are Figuring Out How to Keep Their Heads Above Water

At the end of last year, numerous marketing experts were unanimous in their analyses and trend projections that 2020 would be the year of influencers. In addition to macro-influencers, whose follower counts rose above one hundred thousand, those with the prefix ‘micro’ were also expected to flourish, who, although gathering significantly fewer fans, are no less influential.

Unfortunately, the coronavirus has disrupted their accounts and shattered dreams of lucrative earnings, paid trips, or wardrobes full of trendy clothing. Just as many media outlets have lost their fundamental sources of income, influencers have also been hit by advertisers cutting costs, who have, albeit reluctantly, reduced or halted campaigns. Their logic here is clear: it makes no sense to invest in campaigns promoting events that will never happen, trips that no one is allowed to take, or clothing that no one will wear. Currently, it is most profitable for them to invest in campaigns that generate direct sales, and although investing in influencer marketing is extremely effective, its drawback (precise measurement of ROI) has proven fatal for many who earn from this type of marketing.

Fortunately, successful influencers, by definition, are skilled at crafting content on digital platforms, know how to adapt to the desires of their fans, and have devised various survival strategies during this pandemic that currently keep their heads above water and could ensure a quick return to the game in the long run. The company Econsultancy recently published an analysis on its portal regarding the impact of the pandemic on influencer marketing and focused precisely on these new strategies, or the ways in which influential figures are trying to make the best of the current situation.

Enduring Influence

For example, they note that in this pandemic era, live streaming has emerged, allowing influencers to communicate with their fans in real-time. Given that most of the world is living in semi-isolation (despite the easing of measures, maintaining physical, and thus social distance is recommended), this is a way they can be and remain in contact with a group of like-minded individuals and, of course, people (influencers) whose lifestyle they can and/or want to identify with.

According to data collected by the live streaming platform Twitch, during the Easter weekend, the number of viewers was ten percent higher, and there was also an increase in time spent in front of screens. The largest increase in the last month has been recorded in live streams focused on fitness, prompting numerous influencers to capitalize on the trend of exercising at home. Joe Wicks, better known as The Body Coach, broadcasts every morning showcasing a set of exercises aimed at kids. Each video is viewed over a million times on average, which is double the number Wicks usually records on his channel. He is, of course, just one of many foreign and domestic influencers who have decided to be generous in sharing series of exercises and fitness tips to keep fans on their profiles and increase their loyalty.

In addition to exercising, influencers are teaching their audiences cooking, baking, and makeup through live streams, and recently, brands have also started to engage in this form of content. According to Econsultancy, they should be doing this because a study by Kantar conducted on 35,000 respondents showed that only eight percent of consumers do not want to see brands (advertising content), which certainly instills hope in influencers who live off sponsorship contracts.

Given that most advertisers have decided to close the tap or drastically reduce investment, some platforms are devising ways to ensure some influx of money for influencers whose earnings have dropped but who still record excellent numbers in terms of engagement, views, and content sharing among fans. However, until these new, alternative ways of earning are found, influencers must learn to swim in a pandemic-affected world.

One way, writes Econsultancy, is to play the card of influence when it comes to matters of the common good. This, of course, is not new; advertisers have always used influencers to convey important messages because they are aware that fans are more likely to listen to an influential person than a faceless brand. In these, to put it mildly, awkward times, this role of influencers is more important than ever. The Finnish government, for example, has engaged a whole group of influencers to help convey messages about the pandemic. Due to their ability to spread essential and verified information, they have been dubbed ‘key workers’, as important as mainstream media.

Different Content

The World Health Organization has done something similar and engaged influencers for the ‘Safe Hands Challenge’, which teaches its audience about the importance of handwashing and hygiene in the fight against the coronavirus in a fun and engaging way. In many countries, including Croatia, public figures and influencers have participated in promoting the hashtag Stay Home. British influencers gathered in the group Sidemen have been posting #StayHome videos on their YouTube channel, and all advertising revenue has been redirected to the account of the British National Health Service. It is expected that public institutions that have called on influencers to help spread messages will join (or at least should) more and more brands for whom partnering with influencers could significantly aid in promoting initiatives or projects aimed at the common good.

As Econsultancy continues, in addition to the general increase in digital media consumption, certain platforms have flourished during COVID-19. TikTok, the video platform that is affectionately referred to as the new Facebook (but only with videos), saw a 27 percent increase in new users in the U.S. in March compared to February (from 4.9 to 6.2 million). On a global scale, a 12 percent increase was recorded, but in just one week in March – from March 9 to March 16, the number of users grew from 25.4 million to 28.5 million. These short videos are a form of escapism, serving for entertainment, but, as Econsultancy notes, their ‘serious’ role during the pandemic should not be overlooked. This is thanks to influencers who have popularized content related to the pandemic.

On the other hand, TikTok is also an excellent platform for creating a new type of influencer who is skilled in creating video content that goes viral. One example of these newly minted viral content talents is Rachel Leary, who filmed a video pretending to be a DJ and playing a remix of the BBC news theme. With this humorous creation, which has been viewed by several million users, she gained over twenty thousand fans on TikTok.

Fun and Educational

The coronavirus has not only popularized user-generated content on that platform but also sponsored content. Specifically, the number of views of content that was paid for, created, or sponsored by a particular brand increased by 27 percent in March compared to February. Okay, the fact is that once the pandemic is over, overall consumption of content on digital media will decline, but this is a good indicator for brands that advertising content is not disliked by the audience (if it is meaningful) and that it pays to be present on social platforms.

When it comes to the content itself, it has been shown that users really like content that teaches them something, regardless of whether influencers are showing them how to properly perform sit-ups, apply eyeliner, breathe correctly, or truly master some material (quizzes, fun tests, questionnaires, etc.). Given the user engagement, it would be great if influencers continued this practice even after the virus is defeated, and the world steps into the glorious ‘new normal’.

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