COVID-19 has placed a noticeable strain on the economy but what about the social media economy? But namely the influencer economy. So did COVID-19 kill influencer culture? In a short answer, yes. You might be wondering, how can a quarantine kill a lifestyle culture? A culture that literally revolves around a person and their hobbies.
Lifestyle influencers have risen as a community of their own in recent years. Many will actually consider themselves “creators” of “content”. And That their role to create feeds portraying beautiful and carefully crafted lives. Their compensation is funded by product deals and label partnerships. The benefits include free flights, designer clothes, invitations to luxurious events. All of this, in turn, is for tweets, Instagram posts and stories, and YouTube videos.
There has been a negative reaction against the too-perfect images that influencers are criticized of creating. But they’ve always rebounded, introducing “authenticity” and more captivating images. The fact remains, however, that they must connect with their followers and be part of the current media narrative. With Covid-19 ruling public culture, it’s growing difficult to do so. Travel, groups and restaurants are out-of-bounds. Thus, campaigns and contracts have been suspended.
Followers, confronted with increasing confusion, are less affected by pictures of fresh swag, so someone sharing these stuff may possibly appear distracted or tone deaf. As coronavirus continues to spread, how can influencers remain relevant when the foundations of their sector are upside down? But will COVID-19 Kill Influencer Culture?
How Did COVID-19 Kill Influencer Culture?
No More Public Appearances
You might think that influencers make all their income from brand deals, but that is not the case for all. Of course the top tier influencers can make money from their bed but quite a few others have to diversify. And quite a few influencers diversify through public appearances. Either through, seminars, parties or meet-and-greets more influencers thrive on gig income than we are lead to believe.
With bars closed and gatherings banned, all gigs are either postponed or cancelled. Thus crashing gig culture in the past three months.
The influencer industry is already competitive. But with majority of the world shut in, the audience is already available, all that is needed is the content. It might sound like an influencer’s dream but it has never been more competitive. Everything has thinned, from brand deals to purchasing power. Without those two crucial things influencers receive less brand opportunities. Because the brands themselves had to cut back the same goes for their advertising budget
Their Products Aren’t Essential
How Did COVID-19 Kill Influencer Culture? We are sure you’ve heard of the terms essential and non-essential. And quite frankly some influencers just aren’t producers of products that are necessary during a pandemic. Individuals have to make choices between entertainment and provisions. Thus, choosing provisions over entertainment shrinks that industry.