INFLUENCER MARKETING IN A GLOBAL PANDEMIC - MARCH 2020 BY THE CORNER LONDON - The ...

C OV I D - 1 9 :
  INFLUENCER MARKETING
  IN A GLOBAL PANDEMIC

MARCH 2020
BY THE CORNER LONDON

02
Introduction
The spread of Covid-19 has taken the entire world by
surprise, with many businesses temporarily closing or
encouraging staff to work from home where possible.
The advertising and marketing industry is no exception.
As we plough through an uncertain landscape, brands
and agencies alike will be wondering how, or even if,
they should continue marketing to a global population
whose lifestyles have been completely upended.
Restrictions on production, a scattered work-force,
and instantly outdated messaging are just a few of the
new challenges we all face.

However, the solution to many of these hurdles could
be staring us in the face. Whether you’re a #novice or
a thumb-stopping expert when it comes to influencer
marketing, there are some obvious benefits to utilizing
the world’s ever-growing army of content creation
experts. Here are our top 5 reasons why this new dawn
of self-isolation could be led by these social media
powerhouses.

03
1) Everybody's
watching
In simpler times, influencers (and brands) could spend
hours trying to decode the mysterious Instagram
algorithm in order to maximise likes. Wild speculation
would ripple through communities attempting to
deduce why last week’s video hit the YouTube trending
page, but this week the only person tuning in is a
suspicious-looking account called “content Clive” who
commented three flame emojis. Now that we’re all
stuck at home, in the wake of a very sobering global
threat, the sheer number of eyeballs on influencer
content could hit a new peak. Audiences are looking to
influencers as a sense of escapism as they find
themselves with more free time. A study found that in
the last two weeks alone, influencer shave seen a 76%
increase in daily accumulated likes on Instagram #ad
posts. As such, influencers across the industry are
doing some serious content planning, with a refuelled
sense of duty to their audiences during trying times.
Finding new innovative ways to entertain is a challenge
that influencers have spent their whole lives preparing
for. If we’re about to see a boom in influencer content
engagement, then brands need to find an authentic,
and culturally sensit ive way to make a guest
appearance.

04
2) Solo Production
The general advice, as it stands for                    They’ll apply their own treatments,
most nations, is to refrain from                        handle all shooting and editing, and can
physical social gatherings. This includes               deliver you assets that work on your
all non-essential contact with other                    channels, as well as their own. The
people. I’m sure the question that                      industry has become so fixated on
many heads of business have asked                       influencers’ audiences, that we often
themselves over the past week is:                       overlook the fact that they can create
define non-essential? Sadly, content                    impeccable social content, tailor-made
production really does fall into this                   for digital consumption. So, whilst the
b r a c ke t , a n d t h e r e fo r e a c t i v e l y   shoot’s shut down, why not turn to
creating new advertising of any kind                    the network of solo studios across the
becomes and instant struggle.                           nation to deliver the goods.
Influencers, however, possess all of the
necessary creativity, equipment, and
technical skills required to produce
the same level of original content
output without ever having to leave
the house. As a brand, all you need is
the product and the messaging
direction: leave the production to the
pros.

05
3) Advice needed
“Brands need a layer of cultural cognisance where they
are thinking about themselves from the perspective of
the consumer and humanity”
- Aliza Licht
Through both the good and the bad                           If brands can integrate into these
times, influencers have always been a                       topics in a way that feels natural, and
source of guidance and advice for                           not sales-heavy, then they’ll be
their followers and fans. They will be                      offering consumers genuine solutions
looked to now, more than ever, to set                       to a whole host of unchartered
an example of how to behave. Whether                        situations. We’ve always looked to
it’s family bloggers sharing ideas of                       influencers as trusted voices of a
how to keep the kids occupied, fashion                      community: right now, it’s that blend
experts recommending the perfect                            of consumer advice and
WFH getup, or fitness influencers                           entertainment which will be both
guiding you through a home workout:                         searched for and much needed.
they will find the answers to these new
e v e r y d a y q u e s t i o n s . A l i z a L i c ht ,
Brandconsultant and PR specialist says
influencers should promote what
they’re doing “within the context of
what’s happening in the world”.

                                                           Parenting blogger Harriet Shearsmith
                                                           from @tobyandroo talking to Sky News
                                                           about how to survive self isolation with
                                                           kids.

06
4) Speed
With new advice coming in daily,         Influencers are hungry for work right
everybody is braced for continuous       now, and their content calendars are
upheaval and change. We’re living        full to the brim with a backlog of
through a period of quick decision-      creative executions just waiting for
making, and a great idea may need        brand application. Snap your fingers
turning around in record time.           and you’ll have a queue of creators
Influencers have always been able to     ready to jump on your brief.
work with an efficiency that most
production houses could only dream
of (it’s a much shorter PPM when
you’re the director, the producer, and
the talent). If your messaging is in
order, your brief is clear, and your
budget matches your ambition, you
can go from initial approach to
content approvals in 24hrs.

07
5) Relevancy
Weeks of planning, creative and pre-             Working with influencers to create
production may have suddenly become              up-to-date branded content will allow
o b s o l e t e fo r m a n y b r a n d s a n d   for consideration of the current
agencies. Worse still, some will have            cultural change and give brands the
literally just wrapped on projects, and          ability to stay (dare I say it?) woke,
find themselves with a host of content           rather than ignoring consumer
that no longer speaks to a much-                 behaviours.      It’s hard to remain
changed audience mindset. Rather than            positive when the outlook for the
recycling old content, and potentially           coming months is so bleak. However, if
appearing oblivious or ambivalent to             brands can view this struggle as a
societal shift, we must continue to              creative challenge, using influencers
adapt and tailor our messaging, as an            as the conduit, then there’s no reason
industry, towards a new temporary                why marketing can’t continue to
global way of life which resonates with          engage and excite consumers
the audience.                                    throughout this period.

 Fitness influencer @alexcrockford focusing on homework
 plans instead of gym workouts

08
            Meet the team

   The Corner talent team create and execute bespoke influencer
  marketing strategies for brands, whilst also representing some of
 the top influencers in the industry. Whatever your brand needs, we
can help you find a solution that utilises creators across the globe in
          order to overcome current marketing challenges.

   If you would like further advice, or a Skype consultation to discuss
 potential ways influencer marketing can help you, please contact either
                 Craig Knox, or Louis Cosyn on the below.

                     Craig.knox@thecornerlondon.com

                    Louis.cosyn@thecornerlondon.com

                You can view our current talent roster here:

                   www.thecornerlondon.com/influencer

 For enquiries about working with any of the talent we represent, please
                       email Siobhan Mannion at:

                  Siobhan.mannion@thecornerlondon.com