One way or the other, we all have been impacted with COVID-19. While we all find ourselves in this unfortunate and uncharted territory, we know that it’s critical for us to keep moving forward.
We know advertisers have important messages to communicate to their consumers, and especially with events, ad-shoots & outdoor being delayed, many are stretching to help brands still connect with consumers in meaningful ways.
Here are some quick suggestions on how to approach marketing during these times:
1. Build community genuinely
As India stays safe indoors, consumers will be on social media even more than usual during the next few weeks. Use this time for genuine community building and be wary about the tone of your communication to avoid coming across as insensitive. Letting influencers create their own content to tell your story effectively in an appropriately sensitive manner which can be shared across multiple mediums is a great option.
2. Speak up if you're doing something great
It’s the right time for brands to showcase their heart if you are offering free/discounted access to COVID-related products, ensuring the safety of your employees or customers during this time, or other CSR initiatives. These are actions that will translate into great brand stories that will be remembered. We don’t advocate forced hacks, but if you’re doing something truly positive during this time to help others, we think it’s a great time to let others know. We're doing it with Chtr4Good, where we connect brands and influencers to social causes that matter.
We can’t think of a better time for brands to get creative with their content to drive memorable engagement; you may have the most receptive audience now of all time. How can you help your consumers not be bored and be positive? Maybe through a fun on-brand dance/singing contest for people to do while sitting at home, and connect with each other? Funny user-generated memes, participatory live streaming, AMAs with influencers?
4. Be inspired
Our advice for influencers is to look at some of the amazing things other influencers are doing. The potential for influencers to create positive change is at an all time high. A few highlights: a €4 million fundraising campaign for corona healthcare in Italy and a local language fact-checked corona awareness video.
5. Fact check
If you are sharing COVID related information, please make sure it’s coming from a reputable site like WHO or the government to avoid spreading wrong information.
Best wishes to everyone to stay safe and healthy. We are all in this together.
Pranay Swarup is founder and CEO of influencer platform Chtrbox.