How to Maintain Partnerships with Social Media Influencers During the COVID-19 Pandemic
Social media has gone from a siloed strategy over the years to become an essential form of modern-day marketing. Influencers, also known as content creators, have played a huge role in that transition. The COVID-19 pandemic has affected all of our lives and the partnership between an influencer and a brand will inevitably change as well. Here are some ways these relationships can continue and adapt during the pandemic.
Brand Alignment
Social media influencers work to establish authentic brands for themselves. The companies they partner with align with that brand. There are several elements influencers consider during a partnership: Do my followers relate to this product? Does this collaboration continue to strengthen my following? Is this product something that I would use regardless of the partnership? For influencers like Nelson Lau, (@nelson_eats), co-host of Seattle Foodie Podcast, those principles are unchanging during the pandemic. “It has taken a long time to cultivate a reputation with my followers and I believe in the products I stand behind. I will not be dishonest with them or lead them astray if I don't believe in a product,” said Lau.
A trusted influencer represents companies that fit their brand. In turn, it is crucial that businesses also ensure that the influencer fits with their brand. Major changes to companies may be made during the pandemic to accommodate consumers. A brand needs to determine if it’s still mutually beneficial to continue their partnership. They should consider if the influencer can authentically represent these new changes.
A good example of continuing partnerships while adjusting to current times are Seattle Foodie Podcast’s Lau and Monica Beach (@monybseattle). The content they share consists of beautifully plated meals at various restaurants. This focus has pivoted to what is most relatable to their audience now: take-out and delivered meals that anyone can access during the pandemic. Lau says changes may include purchasing ingredients from restaurants, “I love using local ingredients, so if a restaurant is selling their pasta we can use to cook at home, I want to purchase it and create my own spin on it while promoting their product.” The podcast has also transitioned to holding virtual calls to talk with guests.
Guidelines and Expectations
Expectations and guidelines provide a strong foundation for relationships between content creators and a company. Influencers need to know what is expected of them to successfully promote the brand, and companies need to know what to expect from the partnership. Before the pandemic, these guidelines could include:
1. Frequency and schedule of promotion on social media channels.
2. Specific details regarding the product that should be presented by the influencer.
3. Audience interaction based on product use and quality.
4. Brands to tag and hashtags to use.
Although these expectations can continue to be implemented, the company may need to adjust these guidelines. Belle Eliason, Curator account executive, believes that companies need to establish what type of messaging and images are appropriate during the pandemic, “these guidelines should be set up and agreed upon prior to posting anything.” Overall, the expectations remain the same but ensuring that content presented to an audience is sensitive regarding the pandemic is essential.
Transparency
From the very first interaction a business has with an influencer, communication and transparency is vital. This builds trust between both parties, which plays a big role in maintaining a strong relationship. Senior Vice President of Curator Dan Miller has suggested that brands don’t need to go into nitty-gritty detail, but if drastic changes are made because of the pandemic, those changes and the reasons behind them should be shared with the influencer to help determine ways in which they might still be able to work together.
With that said, a company’s ability to continue the relationship with an influencer may change depending on their financial status. If this becomes true, the best thing to do is be upfront. “Everyone loves working with someone who is transparent and will have empathy for what your organization is enduring during such an uncertain and painful time,” said Boone Helm, senior account executive at Curator. This will continue to communicate to the influencer that the brands they work with are trustworthy and genuine.
Creative Freedom
Every social media influencer is different. They build their following based on the content they share along with how they share it. Influencers know what works best for them, and that may change during the pandemic. “The world is a lot different now as the majority of people are staying at home and safe. Therefore, you do have to pivot in some aspects,” stated Lau.
Not only will influencers change how they interact, freedom from a brand may be limited. “I think companies need to mandate content review and approval before publishing,” said Curator Senior Vice President Dan Miller. “Brands and influencers need to work together even more now to make sure what is posted is done in the right way, right time, right format, right platform and that everyone signs off.” These extra restrictions should only be temporary, but working with an influencer who is willing to accommodate will strengthen the partnership.
Partnering with a social media influencer is a great way to elevate a brand and engage with a new audience. Although our world is changing from one day to the next, social media will continue to be a large part of our lives. Adapting to the world by integrating these changes will help maintain partnerships between a business and social media influencer.