We hosted our fourth digital summit, this time on the topic of influencer marketing. Working with influencers is a vital part of the marketing mix, so we wanted to delve into how the coronavirus has affected the industry, as well as talk about best practices and current and future trends.

Our panelists represented different areas of the industry including top talent management, agency, tech platform and two leading content creators: Reesa Lake, Partner & EVP, Digital Brand Architects; Kenny Gold, SVP Social Media, Grey; Ryan Berger, Founding Partner, HYPR; Sai de Silva, content creator & founder of Scout the City; and Courtney Kerr, content creator & founder of KERRently. The takeways: 

• Influencers are creating more content than ever, and it’s on their terms again (moving away from agencies and brands having prescriptive creative direction) 
• Influencer content has shifted to be more raw and relatable as people create from home, and audiences are reacting positively 
• Analytics are more important than ever, especially to see what audiences are buying and the type of content they want to see
• Influencers can play an important role in helping society get through this, i.e. campaigns to tell people to stay home
• We’ll be talking about how brands and influencers behave in this moment for the next decade: central narrative for young brands (as they expand their reach) and heritage brands (how they pivot) 
• Agency clients are seeing creativity appleid to problems like never before, and these new campaigns represent the new norm 
• Time constraint that used to hold up projects is no longer there
• Influencers are an effective and powerful tool today, one that doesn’t need equipment or travel. Good content is good content - The key is that it’s coming from a person 
• Engagement is higher than it’s ever been. Sales are still happening, and while the economy might not allow for the most spending, brand value is at a high. Sales are tertiary at best when you think about brand health and the reputation you have the ability to develop right now

On content and authenticity:

• Authenticity can be broken down into the three Hs: Helpful, honest, human
• Two content criteria influencers should take into account: Is it entertaining? Is it helpful? If it’s not one or the other, skip it
• To not mention the crisis at all feels authentic, but that doesn’t mean you have to literally say “Covid” or “coronavirus” - “at home” works, too 
• Audiences have already been asking for some of the unique types of content influencers are creating to stay after the crisis passes (i.e. fashion influencer being asked to do more food video). Is this sustainable when we get busier? 

On technology: 

• The four digital platforms thriving right now and what they are akin to: TikTok (channel surfing), IG (going to the bar), YouTube (movie night), Twitter (reading the newspaper)
• IG Live can provide an escape (i.e. DJ sets). The landscape is prompting more creative content and entertainment than ever might have existed 
• Zoom is becoming a social channel in its own right, with tastemakers hosting exclusive events
• TikTok is far beyond just Gen Z 
• Video comms are here to stay
• The tech we’re using now is prompting companies that didn’t have work-from-home policies to open that up when we’re back in the office; the notion that you cant be productive without being in person is over. 
• Tech is allowing us to share more than ever before—embrace it!