As most of us straddle between being worried and restless, the last thing we want to be served up on our favorite influencer’s feed is an #ad that is trying to sell us something that seems out of touch. Influencers are a critical part of the marketing mix now more than ever as they have the unique ability to speak to, and be a resource for your target audience.
Now is not the time to push sales through your influencer partners, but to provide value to your shared audience, which will build brand awareness and equity in a meaningful way. We propose you ask yourself a few questions:
Are there simple assets you can create and offer that will help families entertain or educate their kids while at home?
Do you have anyone on your team who can be an expert resource to collaborate with your influencer partners on helpful advice for their followers?
Can you put together product shipments and send them just because, to spark joy among your influencer community?
Can you offer giveaways and giveback opportunities to continue to spread positivity?
When we recently employed this tactic we received an overwhelmingly positive response from influencers who appreciated the thoughtful gesture and found value in what we were sending. As a result, we were able to secure organic social content and create new relationships on behalf of our client.
What brands have you been seeing do a great job at providing value during this time? Let us know in the comments below!