What does coronavirus mean for influencers?
Updated: Aug 28
Being cooped up indoors and unable to socialise with our friends out in the real world, might be a win for the world’s influencers. With a job that relies on virtual engagement to profiteer from their social profile, we should assume that the majority of the world working from home should work in their favour? However, it’s not as clear cut as that.
Whilst there is anecdotal evidence that engagement has increased for creators on Instagram by up to 78% – not all creators are able to benefit from this.
If you’re a travel blogger, it doesn’t look like you’ll be travelling anytime soon.
The travel industry is unlikely to recover for years, even after the coronavirus pandemic subsides. So, how will they adapt to continue to create content within the four walls of their homes? Riveting, right?
Some niches such as fashion bloggers can technically create content anywhere. The mail isn’t slowing down and they’re still able to cop new fits delivered to provide us with try on hauls and flat-lays – so perhaps will we have to reinvent a term for ‘street style’?
Couch style… living room style… helping-myself-to-my-second-serving-of-apple-pie-style?
Whilst clothes can be worn wherever, many of us are used to seeing fashion bloggers pose in front of nice scenery, plain walls, gardens and on the streets of their city. It will mean an adjustment to the framing of imagery that we usually see and allow creators to think outside of the category norm when creating content.
On the flip side, some influencers and celebrities are quietening down their presence, claiming that they feel it’s hard to post about superficial things when the world is hurting so much right now. With some reassessing their typical pristine, organised feeds and posting more relaxed content, quotes and what they’re eating in the day. Some influencers have already received backlash for insensitive and tone-deaf posts during this time, such as Australian, Skye Wheatley.
In addition to changing the look and feel of their content, a huge majority of influencers and bloggers actually rely on their blog to provide income. Aside from YouTube, the monetisation only comes from brand partnerships and with many brands pausing all sponsored content, many influencers are without work. Business Insider AU discussed how some influencers are exploring alternative revenue streams to ensure stable income, as it’s unclear right now how long this way of living will continue.
There are categories on the other hand however, that are likely to receive a huge surge in following and relevance now more than ever. With most of us indoors and bored, hobby influencers, food & cooking, even fitness all seem like niches that will survive if not thrive in a COVID-19 world. Platforms that were already popular like Facebook and instagram, and those like TikTok that were still growing have increased hugely in usage.
Coronavirus specific content? Aside from an incredible surge of themed memery in Australia, there have been sickening challenges like ‘The Corona Challenge’ attracting more and more users to view and in turn create content to pass time. The ABC’s Andrew Probyn has himself become a TikTok challenge after Australian’s unitedly revelled in his constant callouts from prime minister Scott Morrison for ‘trying to run the press conference’.
So it seems that the world of influencers and creators are really much like the rest of the world, some industries are seemingly unchanged and others will be suffering at a greater rate.
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