Here’s how coronavirus changed influencer marketing and here’s what you can do about it

With any massive upheaval there are winners and losers, not least in the face of a pandemic where lockdowns and social distancing guidelines are enforced, with coronavirus is taking lives and bringing the economy to a standstill.

These economic consequences are far-reaching, as events and flights are cancelled and advertising and marketing budgets being one of the first things businesses trim down as they try to survive. This has impacts for the creative arts, entertainment and media industry at large, from large newspaper brands to small social media and content creators.

For social media influencers, particularly in the fashion, luxury, travel and lifestyle categories, sponsorship opportunities are dwindling along with their ability to generate content as plans roll back on products, PR lists and plans for press trips.

Yet, all is not lost. Many marketers and digital creators are adjusting to these changes by looking for alternative revenue streams and adjusting their business and content creation to do their best to adapt. As more people spend time online shopping, some affiliate marketers have seen increases in sales. With so many consumers at home and spending time in physical isolation, engagement on social media and platforms like Youtube is higher than ever. Rather than outdoor and commercial shoots, a business model with content filmed at home still remains viable in these strange times.

While short-term streams have dwindled, influencers have been switching things up by focusing on long-term streams such as consulting, teaching and direct consumer support on platforms such as Patreon. Digital creators with specialised production skills in niches such as DIY, lifestyle and cooking seem to be better positioned as they face the least disruptions. If anything, fitness influencers seem particularly strong as the demand for at-home workouts has grown.

Influencers should continue to make posts, even with smaller or unpaid revenue streams and perhaps engage with their audience in real time on social media through livestreaming services. This is a good time to have fun, try new and creative ideas rather than the tried-and-true formula and assess your brand and vision as an influencer. While it may be tempting to sidestep negative emotions and experiences, followers who are also trying to stay safe and survive the economic downturn may crave ‘realness’ rather than an aspirational lifestyle and comfort that they are not alone.

Talk soon,

Demi