INFLUENCER MARKETING IN TIMES OF PANDEMIC
An analysis by the LTTM group (LifeTube, TalentMedia, Mellon Media) shows that sponsored influencer content published during the pandemic (since 12 March) continues to be very well received by viewers (on average over 97% thumbs up). A sharp rise in the popularity and "interactivity" of influencers was also recorded: views increased by 16.6%, watch time by 21.6%, and social interactions by 23.6%. The largest percentage increase was recorded in the number of comments under videos - by 48.6%.
YouTube growth in March
The analysis covered 850 YouTube channels affiliated with the LTTM group. YouTubers recorded 133.6 million more views in March than in February, and their total watch time lengthened by 15.5 million hours. The largest sharp increase was observed in social interactions - in March viewers generated almost 10 million more "likes", shares and comments than in the previous month (see the full infographic).
Situations that trigger fear and stress always make us seek relationships and closeness with other people. Especially now, during self-isolation, the need to unite and connect with others intensifies. It turns out that influencers can play a very important role at this moment. According to research commissioned by Google, 40% of millennials feel that their favourite creators understand them better than their loved ones and family. YouTubers are often the same age as their audiences and have similar interests. Thanks to frequent, direct and authentic communication with their community, they give a sense of closeness and interactivity, of shared emotions, of the feeling that "we are in this situation together". That is why viewers and fans of YouTubers not only watch their content more often now, but also more willingly interact, engage in various initiatives, discuss on chats during game streams, and take part in various activities. Brands that decide to use this and give viewers the feeling that thanks to a commercial collaboration with a YouTuber all parties benefit (both the brand, the YouTuber and their entire community), can count on creating a very strong emotional bond between consumers and the brand and will certainly remain in their awareness for a long time. – Kamil Bolek, board member and CMO of the LTTM group.
The analysis also covered 63 videos published by YouTubers as part of campaigns carried out by LTTM for brands after 12 March, that is, since the closure of schools and universities and the introduction of general self-isolation. The published materials gathered an average of 97% positive ratings and also enjoyed a higher than overall average engagement rate, which for the studied videos averaged 10.8%. A qualitative analysis of the comments under the videos also shows that audiences do not react negatively to sponsored content published by influencers during the pandemic - none of the examined comments referred to the inappropriateness of the campaign or the coronavirus crisis (see the infographic). These results are consistent with Kantar's "COVID-19 Barometer" research, according to which only 8% of consumers expect companies to limit their advertising during the crisis.
A creator knows best the platform on which they create and their community, that is, the consumers to whom the brand's message is directed. This means they are also best able to choose the type of message and the way it should be presented to viewers - also during a crisis. That is why brands now not only collaborate with influencers on their channels, but also commission creatives from them - native to the platform and tailored to a target group similar to the influencer's fans. This is not the time for aggressive selling, but for empathetic communication that will show that the brand does not live in a different fairy tale, but helps to the extent of its abilities. Support, building a sense of closeness and spending time together "thanks to" the brand and with the brand - these are the goals we should focus on. – Kamil Bolek, board member and CMO of the LTTM group.
The analysis covered all partner networks (MCNs) belonging to the LTTM group, namely: LifeTube, TalentMedia and Gamellon. The data was obtained from YouTube Analytics for 850 affiliated channels for the periods February and March 2020, and from an analysis of 63 videos published by influencers as part of commercial campaigns (product placement or dedicated episodes) after 12 March 2020.
Terms from the article
Engagement Rate — A coefficient of engagement. An indicator describing the relationship between audience interactions, such as reactions, comments, subscriptions or shares, and reach, views or the number of followers. The definition should be applied consistently in reports.
Why it matters: It measures whether content matters to audiences: reactions and comments relative to reach. Reach tells you how many saw it — engagement tells you how many really paid attention.
When to use it: When evaluating organic content and selecting creators for collaborations; calculate the definition consistently.
What happens if you omit it: Without an engagement indicator, a profile with dead followers looks like a success — numbers grow, influence is nil.
Summary
The LTTM group analysis shows that in March 2020, after self-isolation was introduced, influencer marketing on YouTube was thriving. Views rose by 16.6%, and the number of comments under videos by as much as 48.6%. Sponsored content was very well received — an average of 97% positive ratings, and the engagement rate for campaigns was 10.8%.
Importantly, viewers did not reject the presence of advertising during the crisis — no comment referred to its inappropriateness, which aligns with Kantar research according to which only 8% of consumers expect advertising to be limited. This is a time for empathetic communication, not aggressive selling.
