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Creators in a crisis – Alfan’s Mohammad Fattal looks at influencer and brand strategy during the pandemic

Mohammad Fattal is founder & CEO at Alfan

Amidst the COVID-19 pandemic that has taken the world by storm, there are many lessons that can be learned through these turbulent times about what creators and brands can do to sustain operations.

With the influx of people working and studying from home during the pandemic, consumption of digital content has surely gone up. Alfan has seen an increase of 30 per cent in views across its digital network of content creators.

While some industries are taking a large hit, the media space is still in high demand. Content creators in this stage of the pandemic can provide relief to other industries hit. Content creators can channel their influence to support local businesses, restaurants and food delivery services.

Turbulent times like these highlight the power social influencers have, but there remains the question of social responsibility. What can content creators do to raise awareness for local public health services?

Content creators amass large audiences that follow them for entertainment and inspiration, but the choice of using one content creator over another falls back to trust.

Content creators are able to use their platforms to deliver messages to their followers regarding important public health advice. Particularly during this pandemic, many people initially did not comprehend the importance of social distancing and the far-reaching consequences of poor hand hygiene. Many influencers took to their platforms to address these issues, catering the message to their unique audience in an approachable way.

Beyond the support content creators can provide to other businesses, as well as their social responsibility to loyal followers, this is the time for content creators to push themselves and their content further.

This is surely not the time for content creators to go quiet. Certainly, there are forms of etiquette that the creator should take into consideration. After all, people arebeing gravely effected by the virus or are coping with family and friends who are experiencing the virus first-hand. There are surely ways for content creators to be tasteful during these times while still pushing out entertaining content for the viewers at home.

It is a challenge for many creators to stay inspired during long periods of social distancing, but we highly encourage creators to stay creative and use this difficult time to reinvent themselves and consider new approaches for their content.

Considering the influx of viewership online, this is the time for brands to step up and present their brand identity to loyal customers and potential new customers.

We have seen many brands capitalise on this period by delivering important messages of relief, perseverance and local and global unity against these challenging times. Brands should be adapting their customer service strategies to adapt to the current economic climate.

It is strongly advised that brands use this period to communicate changes in customer service as well as how the brand is supporting their loyal employees and potential customer base.

Take, for example, Ford Motors. The company withdrew national vehicle ads in the United States and replaced them with ads for a car payment relief programme. The company capitalised on the marketing advantage, highlighting their brand’s identity to its customer-base and potential customers.

This is a time for brands to adapt and capitalise on their consumer relationships by building and maintaining meaningful relationships with consumers.

One of the worst things a brand can do in these times is go dark.

Some brands have been forced to pause their advertising spending amid the COVID-19 outbreak, risking a huge loss for brand equity in the market. If your brand is able to sustain advertising, we highly encourage you to capitalise on this time.

This advertising and social relationship can be done through collaborations with content creators or on the brands’ social media platforms.

The undeniable truth is that brands are able to get more impressions with customers at lower costs in times like these.

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