How brands can run social-media marketing in crisis: influencer agency – Business Insider

  • As the coronavirus pandemic has continued, brands have adjusted their messaging on social media, and have begun establishing new ways of engaging with influencers in an effort to avoid appearing insensitive.
  • Mediakix, an influencer-marketing agency that connects brand with influencers, recently published a report advising brands on how to use social media.
  • The 50-page report outlines what audiences are saying, how brands can still leverage influencers while at home, and best practices to follow when running a social-media campaign. 
  • Business Insider broke down the five key takeaways from the report. 
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In recent weeks, many brands have postponed or canceled influencer-marketing campaigns — some because of strains on their businesses and others to avoid appearing tone deaf or insensitive amid the coronavirus pandemic.

This has been devastating for some influencers, as brand sponsorships are a main source of revenue for many, especially those on Instagram.

But with consumers stuck at home and spending more time on social media, the brands that have continued to market on social media have seen increased engagement on their sponsored Instagram posts, according to the influencer-marketing agency Obviously.

That provides an incentive for brands that can keep buying advertising to do so — especially because it’s likely cheaper for them now. But there is still the question of how to continue marketing without risking a brand’s image.

Different companies have taken different approaches.

Procter & Gamble recently launched a TikTok campaign with Charli D’Amelio, the