Last month, pubs, restaurants, shops, and beauty salons were allowed to reopen once more. As consumers return to their busy life schedules, it’s time hospitality and retail brands look to re-engage them and influencers can hold the key – what’s more engaging than a catchy TikTok video?
How Influencers Can Help You Engage With Your Consumer
Brand relationships with consumers have become more valuable over time as consumer choice has increased, meaning brands now need to capture loyalty by connecting with their consumers on a deeper level. Influencers are helping to strengthen this relationship as trusted and authentic brand communicators.
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This relationship between an influencer and their followers has grown significantly during lockdown as restrictions have meant consumers turned to influencers as a trusted source of information. In our recent whitepaper, we surveyed over 3,500 consumers, marketers, and influencers across the US, UK, and Germany. We found that almost a quarter of all consumers (25%) are more likely to source opinions from influencers than established news outlets.
Brands can use the intimate, trust-based relationship influencers have with their audience to re-engage their own consumers on a deeper level, post-lockdown. For example, the World Health Organisation (WHO) used influencers to inform the masses about hygiene measures and to promote positive mental health messaging, demonstrating how they can also be used to educate people.
Adopting Influencer Marketing in Your Post-Pandemic Marketing Strategy
Many brands understand that influencers help them to build a better relationship with their consumers, but what else does influencer marketing offer to brands?
During the lockdown, out-of-home advertising lost its appeal for brands due to the reduction in high street footfall.
In its place, influencers provided brands with an alternative, cheaper way to produce creative content as traditional photoshoots and filming were not possible due to restrictions. Brands should continue to work with influencers in this way post-lockdown, to produce creative content that’s likely to appeal to each influencer’s audience and the brand’s consumers.
Brands can also look to work with influencers on more diverse social channels, such as TikTok, to reach new potential consumers. Wickes, our partner, launched its #MyWickesMyWay influencer marketing campaign on TikTok– an industry first – to help them reach a different audience with authentic content.
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Influencer marketing has proven itself a worthy tool to help retail and hospitality brands engage with their consumers over lockdown.
As we emerge from those restrictions, advertising spend will need to deliver ROI for retail and hospitality brands that have had a financially challenging 12 months and re-connect them with consumers who are potentially cautious about returning to stores. Influencer marketing post-lockdown can offer brands an economical option, deliver a high-quality creative output, and access to new potential consumers.
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