During the height of the pandemic, people have been confined in their homes. Between bingeing TV series and adapting to the disruption of the lockdown to our everyday lives, at-home consumers have been consuming more content than ever.
Mikkel Høimyr, Head of Marketing at Shakr, noted that some of the most successful brands during COVID-19 had been the brands who have invested in brand building for decades because they are familiar and therefore a trustworthy choice during uncertain times.
With the pandemic disrupting a brand’s marketing strategies, organizations have started to look more closely into influencer marketing over the past year.
Høimyr reiterates that “Brands must develop strategies for long term brand building, not just short term sales activation. That means investing in high-quality video production which can be optimized across channels, like TV, OOH, and social; in long-form and bite-sized pieces.”
In a way, digital media and influencer marketing have been the bread and butter of a brand’s marketing initiatives during the pandemic. Marketers have seen how effective influencer marketing can be, especially to at-home consumers during the pandemic.
“Your use of influencers needs to be baked into the broader brand strategy,” he added.
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