What it's like to be an influencer during a pandemic
The pandemic caused by coronavirus has made changes in all aspects of our lives. All industries are affected by different measures, some are going through a serious crisis, while others have turned to online life and experienced a "new boom". What happened to influencers, people who turned their lives into business? Did and how this situation changed them? Did physical isolation, inability to move, a shift of focus change them, empowered them or left long-lasting negative consequences?
If we look at tourism and fashion, these are the industries that are among the most affected, and therefore all those who have "made a living" while working in these industries. Travel influencer Lauren Bullen who currently lives in Bali and is known on Instagram as @gypsea_lust with 2.1 million followers, said all her paid trips had been canceled. A similar story is shared by Callum Snape, a Canadian photographer, and influencer who has more than 819,000 followers on Instagram. "Many of the set projects have been postponed or completely canceled due to the virus corona. This is affecting my earnings. I have not gone on a trip since the epidemic spread, nor have I had any queries for cooperation. It's hard to be angry or upset that I'm losing revenue because thousands of people have lost their lives because of the virus.”, Callum said.
Unlike fashion or travel, fitness influencers, due to the fact that they are "trapped" in homes, resorted to online exercising and which lead to a leap in engagement and direct sales.
Research results from Olaf & Mcateer agency show that followers of most influencers expect the content they've accustomed to, looking for fitness, culinary and beauty tips, activity suggestions for kids, useful and educational materials, while communication on the topic of coronavirus is not among the favorites.
The global pandemic has initiated more awareness of social responsibility. The companies turned to employee care and, with numerous donations, are actively helping the community. Taking advantage of the fact that they have an "army" of followers, influencers have not remained immune to this "trend". There are almost no influencers who, through their channels, do not urge followers to be responsible and stay home. They are also active in sharing good practice examples, pointing out important information, but gradually returning to their core topics, so a slight increase in video content on topics not related to COVID-19 is slowly being noticed.
Generally speaking, all of this is an indication that emergencies do not necessarily mean stopping the market, but a necessary adjustment to the imposed situation.
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