Amid COVID-19, brands and agencies are avoiding collaborating with “covidiots”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 04, 2020, 6:59 AM UTC

Honest opinions of influencers could be critical for brands post-COVID-19.

PR agencies and brands are blacklisting and evaluating influencers with tone-deaf or inappropriate behaviour amid COVID-19. This could be an influencer behaving insensitively or selfishly about the pandemic or a “covidiot”.

With brands scrutinising insensitive influencers during the pandemic, COVID-19 has shifted consumer priorities and concerns for brands, as it may likely have a “long-tail” impact as per Chad Latz, of BCW. Influencers that are adapting to the changing situation and helping social media followers are more sought after by brands.

Latz adds that influencer marketing is a “two-way street” and influencers may evaluate the appropriateness of a partnership based on how brands handle the situation. The author contends that influencers have further modified compensation agreements basis the economic downturn due to the pandemic.

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