France has been affected by the Coronavirus for several months now, forcing the country to quarantine itself on March 17 in order to limit the spread of this virus as much as possible. In fact, many countries such as China, the United Kingdom, Italy and Spain have decided to confine their populations. As a result, this decision had an immediate impact on the global economy and employment. In this article, we will discuss the challenges of influencer marketing in lockdown.
The impact of the lockout on the influencer world
The influencer world, like many other fields, has been affected by the Covid 19 pandemic. The crisis in the country has led to the cancellation of many brand-influencer collaborations.
A large part of an influencer’s job is to get out, travel, show off their life and share as much content as possible. This year, many flagship events such as Coachella and the Cannes Film Festival were cancelled, as well as press trips, product launch events and movie shoots.
A few brands continued to send products for free, but most PAID campaigns were cancelled. Since the majority of influencers were self-employed, they unfortunately found themselves without any compensation. As a result, we had two choices: either stay home passively or adapt to the situation and turn it into an opportunity.
The opportunity hidden in the lock-in: TIME
We are talking about the free time that we normally don’t have before the pandemic because of our busy schedules. Thanks to lock-in, traffic has been at its peak on social networks. Internet users were much more attentive than at any other time of the year. The amount of time users spent on social media increased immediately. Our influencers saw their views multiply in a short period of time and their number of followers increase day by day. Their community was much more active and tuned in during the lock-in than ever before.
The need for reinvention
So this period forced us to reinvent ourselves and offer different methods and content for influence. Notably thanks to our new mobile application: ShopMyInfluence .
It’s a tool that allows us to track influencer campaigns: tracking statistics, sales, commissions etc. By combining influence and affiliation, influencers were able to freely choose the brands they wanted to collaborate with, generate an instant follow up link, and insert it in their Instagram, Facebook or Snapchat stories etc. Then, they can track the sales and commissions generated in real time on their smartphone.
Le best-seller: BestofTV’s steam mop for cleaning! Over 300 sales in 24 hours with a simple story from the influencers.
The influencer marketing tool also allowed cautious advertisers during this complicated period to guarantee qualified traffic to their e-shop without risk, since they were paid on a performance basis.
Many new small brands were able to survive in the lock-in by sending products to influencers and offering them commissions without the need to use a promotional code. Plus, accessing real-time statistics on the app reassures the influencer.