Social media influencers offer economical access to consumers during pandemic

Social media influencers offer economical access to consumers during pandemic

According to a survey of 1,000 influencers conducted by the digital marketing and communications agency A&E,​ consumer engagement with influencers across social media platforms surged on average 51.3% from when the pandemic was declared in March through June. On average, influencers also reported a 67.1% jump in ‘likes’ of their online content.

At the same time, many influencers have kept their prices the same or only raised them slightly since the pandemic began for an average increase of 3.1% per 1,000 followers compared to pre-COVID. According to A&E’s co-founder and chief operating officer Elma Beganovich this means brands are now able to reach significantly more consumers for the same budget as they would have pre-pandemic.

In this episode of FoodNavigator-USA’s Soup-To-Nuts podcast​, Beganovich discusses how the coronavirus pandemic has impacted digital marketing, strategies for effectively partnering with and managing social media influencers and pitfalls to avoid.

[Editor’s Note: Never miss another episode of FoodNavigator-USA’s Soup-to-Nuts podcast – subscribe on iTunes​.]

‘Presence online has surged … even as far back baby boomers’

With in-store demos, sampling at events and many other marketing strategies that food and beverage companies previously relied on to drive initial trial and consumer engagement now off the table thanks to social distancing requirements, Beganovich recommends companies invest more heavily in digital marketing and, in particular, social media influencers.

“In terms of the pandemic’s effects on influencer and social media marketing, the active base of users and presence online has surged. I know Facebook has reported that for Instagram and Facebook Live, this was in late March, there has been double the views. And then we know from other data there’s been at least a 40% increase in impressions and YouTube reported a 500% increase in basically daily active users,”​ she explained.

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