The surge of social content consumption: How brands can leverage Influencer Marketing the right way

Kelsey Formost

31 Mar 2020 · 3 min read

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Businesses and brands across the world are coming to terms with the fact that daily practices and future plans have drastically changed for the foreseeable future. With more people than ever online and working from home, it’s essential to navigate the new climate in such a way that your brand leverages the new influx of online activity while adapting campaigns in a respectful way.

In general, influencer marketing has an 11X higher ROI than traditional advertising. We’re already seeing that number go up as daily social media consumption rapidly increases.

According to a March 6-20, 2020 study done by GlobalWebIndex, 56% of internet users are spending more time than ever before on social media. As more than ⅓ of the world’s population is currently under some sort of self-quarantine and mandatory social distancing, that’s a lot of digital consumption.

Of course, just because there are more eyes on online content doesn’t mean brands should simply blast audiences with campaigns. Brands must be smart and tasteful in the tone of the content they release. More than ever, it’s important to respectfully build and publish materials that are authentic and dialed into audiences’ needs.

But radio silence isn’t effective either. Social engagement certainly hasn’t paused, and neither should your brand. In fact, remaining silent can be interpreted just as negatively as acting as though it’s “business as usual”. It’s all a matter of pivoting campaigns and content in such a way that you’re responding to your audience rather than “selling”.

So how can brands tastefully release digital content to stimulate business during these unprecedented times? Through social listening and influencer marketing.

Influencer marketing gives brands and companies the opportunity to build camaraderie with their ideal audience. Use a social listening tool to see what kind of content your audience is already responding to in a positive way, then connect with influencers and join the conversation.

Influencer marketing provides brands with an opportunity to create a personal touch, at scale, for a relatively low cost that you simply can’t get any other way. By hiring influencers to release tasteful content, you’re staying relevant in the competitive landscape, increasing your reach, and building your business. Not to mention, you can feel good about stimulating the economy as well.

So what kind of increased reach can brands who take the leap and invest in influencer marketing expect?

Using the Tagger platform, we looked at global influencers with a variety of audience sizes and demographics across a variety of verticals to see how much of a jump in reach there was over the course of the month of March...

Fitness - Joe Wicks (@thebodycoach)

Perhaps the most vivid example of a spike in online activity can be seen in the data of UK fitness personality and mega influencer, Joe Wicks (@thebodycoach). In mid-March, Joe began a campaign that brought physical education to young people via social media. His average reach went from a robust average of 100K at the beginning of the month, to 81.1M at March’s close.

Food - Lauren Ko (@lokokitchen)

Like many food bloggers, Seattle-based baker Lauren Ko has been using the extra time at home to produce more content, and online audiences are on board. Her reach went from 3K to 2.6M within a span of 3 days.

Beauty - Karla Powell (@karlapowellmua)

During the month of March, UK Makeup Artist & beauty influencer Karla Powell’s content went from having a reach of just over 7K, to spiking at 1.38M potential reach. Beauty is one of the verticals where we are seeing the most increase in engagement, reach, impressions, and conversions across the board.

Food - Phil Rosenthal (@philrosenthal)

Until a few years ago, most people knew Phil Rosenthal as the creator of American classic TV show, “Everybody Loves Raymond”. However, his love of food and travel, and subsequent Netflix docuseries “Somebody Feed Phil” took him around the world and have made him a global restaurant culture icon. Phil has championed ordering takeout during a time of social distancing, giving over $1M to charities that support restaurant workers. His reach went from 10K at the start of March, to now 12M.

Lifestyle - Marie Kondo (@mariekondo)

Many online users are looking for ways to improve their physical space as they work from home. Influencers in the design and home organization verticals are seeing a large boost this month, including organization guru Marie Kondo who went from 32K to 3.6M in potential reach.

Education - Tony Robbins (@TonyRobbins)

Education, and especially online education, is another vertical seeing exponential growth during this unique period in time. Tony Robbins, inspirational speaker, author, and business coach exploded from an average 400K reach to over 80M by March 26th.

The numbers are telling a clear story: online reach is higher than ever.

With such an enormously expanded potential social reach coupled with the lowest CPC (Cost Per Click) rate seen in years, there’s no doubt that influencer marketing provides brands with a tasteful and effective way to pivot their outreach.

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