The PR Shift to Influencers during COVID

With temporary closures for all retail stores and production studios, combined with events being canceled and editors working from home as a result of COVID-19, it’s no secret there is a need to rethink your PR strategy. Instead of pausing all efforts, brands and marketers alike are quickly learning to adapt to the current situation and shifting their efforts to Influencer Marketing to keep up the momentum. Let’s take a quick look at why:

Influencers are Open For Business

These OG remote workers have it all – the space, equipment, and props – already set up. Furthermore, influencers who have previously concentrated on one or two verticals are widening the array of content they create as a result of consumer’s increased screen time.

Sampling

Product sampling serves as an important mechanism to generate brand awareness and Influencers are used to receiving products in exchange for social posts. While editors may not be in the office to receive their packages and consumers can’t experience new products in stores, influencers are operating as usual. Mass Sampling targeting Micro-Influencers is not only an effective way to expand your brand awareness, but the content (particularly video) can be repurposed on your channels to recreate the “in-person” experience consumers are missing.

Ability to Host/ Promote Virtual Events

Social Distancing may be in place, but virtual events and live streaming are increasingly important to replicate the in-person experience. Pick a date and host a party, wherever you are. Open it up to your team members and invite any customers, influencers or industry leaders. Spice up the party with a theme that’s relevant to your brand and be sure to have someone moderate. When meeting face-to-face (even virtually) with the people behind your brand, customers and influencers alike will feel more loyal to your brand.

Lean on Influencer Imagery versus Traditional Photoshoots

With studios and agencies temporarily closed, your content calendar may be thinning out. Now is an optimal time to repurpose your user-generated content. If your brand receives organic content, try combing through your tagged photos on Instagram and ask permission from the user to repost their photo if it aligns with your brand’s aesthetic. If you’re seeking content centered around a specific color palette or theme, try reaching out to influencers. Collectively, your influencer team can function as your creative agency.

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