It’s been months since Singapore first suffered repercussions of the infamous Coronavirus but if anything, the number of reported cases are on the rise. Brick and mortar stores have been suffering a dip in footfall, frantically adapting product offerings and battling increased competition in the delivery space to say the least. With the outlook seemingly bleak, there’s no better time for brands to embark on influencer marketing.
Influencers are powerful individuals that can be categorized into 4 tiers, each with its pros and cons. Influencers vary in their niche, reach and follower count - perfect for bridging the gap between brands and consumers. Now’s the best time to engage influencers because they (1) are exceptionally active online, (2) can dedicate more time to your brand and (3) are offering discounted rates. To engage and help followers cope with isolation, influencers have been crafting creative content ranging from live streams to tutorials and internal collaborations.
Measures taken by brands
Added convenience for customers
With Circuit Breaker measures in place, brands are scrambling to bring their products closer to customers. Common ways to do this include going online and offering delivery services. Internet consumption has skyrocketed by 60%, hinting at the perfect time to go digital if they’re not on it yet, or double down on digital efforts.
Where influencers come in: Having been on social media for long, influencers know what content works best for their followers. They know how to share relevant content while seeding in your brand message seamlessly. Influencer Joshua promoted a local barber shop by sharing his promo code and their safety measures to give customers a piece of mind amid sensitive times. To better relate to his followers, he mentioned common occurrences like video calls and masks. Influencers also have the means of driving traffic to your page by utilizing a mix of features such as link in bio and shoppable images on Instagram.
Shifting priorities
Local caterer Manna Pot has shifted their focus to food deliveries and meals for less than 10 people. Similarly, Chinese Restaurant, Swatow, has released their new menu - chilled dim sum and bento sets.
Where influencers come in: Influencers can leverage their social media channels to spread the word about your new product offerings and new promotions quickly to their followers with the click of a button. Even Government Organizations like Gov.sg are leveraging influencers’ prominence in the digital space to educate the public about the Coronavirus. Survey results indicate that 92% of consumers globally are A-OK with brand ads during this pandemic. However, such ads are typically targeted at a generic profile and may not be as well-received by consumers. Influencers on the other hand have the know-hows of sharing about your brand in their own voice - one that isn’t pushy and is tailored to their audience. Influencers’ ads are not as disruptive as well.
Cutting through the noise
Brands are actively offering in-your-face promotions and making purchase more convenient. If you’re a small brand, you’re not only up against other brands with the same strategies. You’re fighting against industry giants as well. Regardless of how creative your promotions are, it’s ineffective if not many know of it. In addition, ads released by brands tend to only highlight the pros of their product/service to encourage purchase. These ads may be misleading as well, leading to disputes with consumers, particularly for the F&B and beauty industry.
Where influencers come in: An influencer relies heavily on his/her followers so content is created with them in mind. With strong competition online today, customers are spoilt for choice and thus, base their purchase decisions off reviews. Studies reveal that 91% of millennials trust online reviews as much as that of their loved ones. By sharing authentic reviews, influencers can drive sales by pushing their followers to take action.
Start sourcing for influencers from your existing fan base like Qoo10. The eCommerce platform started looking for influencers to share about the brand and earn affiliate rewards while at it. While these influencers have less followers than traditional ones, they are genuinely passionate about the brand. It’s great for saving costs too, since you don’t have to engage pricey influencers who may not be as niche.
As the race against time intensifies, engaging the right influencers seems far-fetched as it requires both time and effort. But it’s actually easier than you think. Let us help you expedite the hunt for true-blue fans with our expertise and technology.
Partipost’s capabilities
With our extensive influencer network, you’ll have ready access to over 23,000 influencers, across different tiers. The type and number of influencers activated will be catered according to your budget and marketing objectives.
We also have a user-friendly mobile application for our users to join and stay updated on the latest campaigns. Campaign brief, submissions and payout are sent with this app.
To top it all off, Partipost has a comprehensive back-end system for you to track and approve campaign submissions - you have the power to handpick your brand ambassadors and content to repurpose.
We’ve helped brands such as A-One, Soelle, Captain Oats and Go Pure tide through this tough period, and now we’d like to offer you our hand as well. Get in touch with our experts for a free consultation now to get started on your influencer marketing campaign.
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