It’s fair to say that there’s not much good that comes from a global pandemic.

However, from a marketing perspective if there’s one positive we can take its brands have the opportunity to create lasting emotional bonds with their customers in a time when people need that most.

At present consumers are looking for information, content and connection to see them through the tough times. Although they’re not expecting to get that from brands necessarily those brands who can go the extra mile will stand out.

Coronavirus has had a huge impact on all of us and has seen many in the industry pivot their offerings and strategies. For instance in the world of influencer marketing there has been a return to the two core principles of influencer marketing: trust and authenticity. And this could not come at a better time as influencers and their impact had started to gain a bad rep, particularly after the disaster of Fyre Festival.

Since the outbreak people have been looking to social media and in particular creators for all of their content needs. Whether that’s for an update on the news, or to find morale-boosting content, creators are able to deliver content people need in these most vulnerable of times. This in turn is building the relationship between creators and their followers and increasing trust between the two parties as they help their communities navigate this crazy situation. Brands are once again able to work with creators to harness trust-building and gain endorsement from them.

Brands who tap into this increased trust will also be able to align themselves with the kind of content that people want to see. By creating an authentic relationship with their target audience through creator-led content brands can show themselves to be helpful, exciting, and consistent at a time when people are looking most for those very qualities.

As with any campaign those that create an emotional reaction in the target audience are likely to be remembered and celebrated, and there’s no greater time for brands to create emotional bonds with their audience than now.brand connection