Coronavirus completely changed the marketing we were used to. From the canceled Fashion Week fashion shows (article here), to resells (article here) and the transformations of fashion companies into masks producers (article here) and so on. But the influencers? How are they dealing with this problem?
You may have noticed an aesthetic, photographic and argumentative change in the post feed. This is obviously due to the impossibility of leaving the house to be able to make professional photoshoots, to participate in events or simply to take a photo in the corner under the house. The influencers have turned from worldly people into cooks, personal trainers, make-up artists, teachers, mental coaches. From Chiara Ferragni to Leonie Hanne, from Emily Ratajkoswski to Lena Perminova, the influencers have changed communication and marketing.
A marketing that of influencers that is worth about $ 8 billion dollars thanks to the posts they sponsor, participation in brand events, the promotion of a product, social campaigns created together with the brands, but which is evident, that most of these activities have now stopped and marketing agencies have had to engineer new products and services. On the other hand, the free time of the users led the Instagram and Facebook views to increase significantly: on Instagram, for example, the average user posted about 6.1 stories per day, with an increase of 15% week by week and with an increase 21% in views. Numbers that have not escaped the influencers, who instead of stopping selling, have decided to change the product to be promoted: better to avoid swimwear, designer suitcases, or even just complete for the office, well be loungewear, sports apparel to continue training at home, creams and make-up to focus on your beauty routine.