With the outbreak of COVID-19 and mandated social distancing, it’s not a surprise that an increasing proportion of people’s time is shifting to social media. In fact, an increasing proportion of social media real estate is being dedicated to COVID-19-related content as online audiences desperately try to make sense of the rapidly evolving pandemic.
With the increasing time spent online, the nature of influencer content is changing. While branded posts are grinding to a near halt, influencers are taking to social media to communicate with their audiences, share stories or merely to escape the reality we all face today. Understanding their content themes can help brands to engage authentically and appropriately.
Amidst this evolving landscape, brands have an opportunity to influence for good, although it requires more careful consideration. There is an undeniably heightened sensitivity around how and what brands communicate via influencers. If done right, influencer partnerships present an important opportunity to build brand equity through engaging and connecting with audiences on a whole new level.
BCW helps organizations to design authentic, appropriate and impactful influencer advocacy strategies through an approach we call BCW Trufluence™. Driven by data and careful selection based on four key dimensions – Reach, Relevance, Resonance, Risk – BCW Trufluence™ is designed to creating true value for brands, influencers and their audiences.
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