The age of influence in a post-pandemic world
During the most critical times of the pandemic, we were faced with the absence of the “outfit of the day”, fashion events, incredible trips, and recommended hot spots. In such a frightening scenario, showing off the latest workout routine or skincare product did not make much sense. Influencers with millions of followers were called out for throwing parties in the midst of a pandemic, or for expressing anti-vaccine and anti-mask sentiments. As a result, they lost followers and, as every influencer fears, lost their contract with sponsors.
It was the moment when we saw the following question arise in a market that seemed solid and safe: does detachment from reality in favor of entertainment still make sense? The December 2021 Pinterest report outlined the slowdown, which is the ultimate enemy of that commitment, as a safe trend for 2022. According to the survey, searches for a simpler, nature-connected lifestyle increased by 95%. Internet content consumers became more aware of what influencers were posting, determining whether they aligned with world events and how they expressed themselves about specific events.
The rise of new voices
The pandemic caused irreversible changes in the market for content creators, and it was even when microbiologists, physicians, sociologists, psychologists, and other specialists who had not previously had representation on the network earned Internet positioning. In other words, although influencers used to focus mostly on fashion, beauty, and gaming, the rules have evolved and expanded.
We witnessed the sudden rise of influencers who used their social networks to provide free and high-quality material about their specialty in a transparent and accessible way; we also witnessed the rise of influencers who express a larger purpose of solidarity and change in the world. The age of likes has passed, and the age of engagement has begun. And engagement is more than just comments like “love it” or “beautiful”. When we talk about engagement, we refer to followers who identify so much with a certain influencer or brand that they are true fans. They comment on the posts, they save the content because they think it adds value to their lives, and they share it with friends because they really believe what is being said. And isn’t this every company’s biggest social media wish?
Given this context, and in order to help companies, we have compiled a list of 5 tips for brands to consider when working with content creators in a post-pandemic world.
1. Less can be more
Many people today claim that likes are a vanity metric and that they do not always translate into sales for brands. Naturally, the more followers an influencer has, the more people will be exposed to their brand. But how useful are many followers if only a small percentage of them are truly interested in the product or service you’re offering? Therefore, before signing a contract with the influencer with the most followers in your industry, try to meet the smaller influencers. Their follower base is almost always faithful and, therefore, the chances of consuming a product indicated by that influencer are much higher.
2. Be part of the influencer routine
Find a name that actually uses your product or service and loves your company. The logic is very simple: if he is a fan of your brand and already consumes it, his followers will see the ad more naturally. Followers know the influencer’s tastes and routines very well and will immediately realize if the association with a certain brand is authentic or just for money. If you think it is the second option, the losses will be for the content creator and for the image of your brand. The more integrated your product or service is in the real life of the influencer, the greater the chances that your followers will buy. If you have an influencer in mind who isn’t already aware of your product or service, offer them a free trial before joining. Let him see the relevance of your brand in his life and only then propose a deal.
3. Controversies: Do your best to avoid them
Our society has never been more polarized than it is right now, and associating yourself with controversial names can turn your company into a villain. It may seem basic, but it’s a more common mistake than you think – and we learned this in the pandemic. So before partnering with an influencer, really research their life and ask the controversial questions that need to be asked. Don’t be afraid to ask about their views on politics, geopolitical conflicts, science and technological advances, and their feelings toward minorities. Also, never forget to conduct thorough research on incidents involving the content creator’s life and sternly analyze whether it has the potential to become a problem for your company in the future. Therefore, if a dispute arises in the future, it is better to cancel the contract and explain the reasons to your consumers.
4. Create your own influencers
Who better than the people who work in the company itself to talk about it? Like the new faces that appeared on social media during the pandemic, your company can create new niche influencers. If you analyze it calmly, you will surely identify employees from strategic sectors who, in addition to being fans of the brand, have a great ability to influence people. If that person knows how to communicate well and has a good command of social networks, even better! The public loves to see who is behind the company logo and it is up to your company to identify these individuals and propose them to be brand ambassadors.
5. Creator of Updated Content
Social networks are actively growing in which the rules of the game change rapidly. The best example of this is the change that Instagram has made to increase the reach of videos and decrease the reach of posts. Look for a content creator who is aware of these changes and who is not afraid to take risks with new formats. Your business needs to understand the algorithm game and know how to use it to its advantage. Understand if the influencer to be hired understands the continuous changes in the networks and knows how to navigate well between the different tools available on social networks. Determine whether the influencer to be hired understands the constant changes in the networks and how to navigate effectively between the various tools available on social networks. This is essential to the success of your business in the online world.
Knowing how and where to communicate with your target audience is essential for the success of your business. At Isource Marketing, we have social media network experts who can help you design communication strategies and select the best content creators for your business to take off in the digital world. Contact us at https://isource.agency/#contact!
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