The business of influence has changed during COVID-19

Sam Peña-Taylor

Influencers are finding new roles during lockdown and can help shape brand responses to the coronavirus.

Why it matters

Business as usual has paused, for influencers as much as for brands, but certain indications from markets more advanced in the COVID-19 situation show how important they can be to a brand’s response as consumers seek help in strange times.

Takeaways

  • Social media influencers, like many online content creators such as publishers, are seeing more traffic from home-bound audiences looking to navigate the crisis.
  • Remember that influencers are businesses themselves: the pulse of their audience is important to them and is an important part of the service – they are not just a colouring-in desk.
  • Refrain from...

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