We had a few “slight, minor, no big deal” hiccups like a pandemic. But, influencer marketing is back. Also, this week we remember and show our respect to two cultural icons who have passed, Chadwick Boseman and Kobe Bryant.

Influencer Marketing

I’ve read a lot of advertising news outlets speaking about influencer marketing recently. They’re preaching the necessity of trust and authenticity during the pandemic. I hope that’s nothing new to you. Those are buzz words that have been in the stratosphere for a while now. However, trust and authenticity look a bit different now as information is ever-changing during this pandemic. We’re still figuring out the science and the true information of COVID. Different news outlets will tell you conflicting information about the pandemic, racism, the election, and a lot more. In a time like this, trust is most necessary but harder to earn.

There’s something about watching the FBI raid Jake Paul’s home that makes him unrelatable, untrustworthy, and inauthentic. You know, just something. On the other hand, you have the Try Guys, a former Buzzfeed group turned independent company, smelling the worst smells in the world. Then, depending on whether they get a cat trivia question right, they cover the scent with Fresh Step cat litter.

I, personally, was watching the Try Guys before they became big enough to garner such big sponsorships. The Try Guys have a loyal following who know them to be consistently trustworthy and authentically them. They’re a great platform for brand messaging during these volatile times. They’re not the only influencers to exude that energy too. That’s why influencer marketing is such a great bet during the pandemic, racial upheaval, and upcoming election.

Sure, the biggest influencer events are canceled. Also, you don’t want to push insensitive brand messaging when people are dying from a pandemic and the police. However, a lot of influencers can produce and publish their own content in their homes without a big commercial shoot. They also have a much quicker turnaround on projects which is useful when the global conversation constantly is changing.

People are home and have more time to spend on their phones and social media. They want to consume content too. Consumers are looking for influencer how-to tutorials, funny/meme content, and short-form videos (think TikTok).

TikTok’s existence in the US is currently at risk. But, while it’s here, it’s a great place for influencers and targeting the younger audience. The 15-second videos are a reminder of Vine and addicting while at home. It’s a great place to target Gen Z, who shies away from traditional advertising.

Overall, influencer marketing is on the rise now for a reason. It’s smart and effective – as long as you do it right. Connect with the right influencer who best matches your brand and values. (I.e. avoid the Jake Pauls unless you’re ready for the gamble/risk.)

Cultural Icons: Chadwick Boseman and Kobe Bryant

I was pretty heartbroken when I saw that Chadwick Boseman had died of colon cancer. He silently kept his cancer diagnosis to himself while fighting for and inspiring others. His last tweet has become the most liked Tweet ever. He’s being mourned as a superhero and king, as he should be.

Further, Kobe Bryant’s birthday would have been on Aug. 23rd, so Nike honored him by a short video narrated by Kendrick Lamar.