• About us
  • Donate
  • WADR
  • Contact us
  • Live Stream
Friday, January 27, 2023
Loud Silence News
Advertisement
  • Ghana News
    • General News
    • Business
    • Education
    • Opinion
  • US News
    • Business
    • Health
    • Human Interest Stories
    • Politics
    • Education
  • Africa News
    • Business
    • Education
    • Health
    • Politics
  • ShowBiz
    • Ghana ShowBiz
    • US Showbiz
    • African ShowBiz
    • World Showbiz
  • Editorials
    • People
  • World News
    • Politics
    • Business
    • Education
    • Health
  • Sports
    • Ghana Sports
    • World Sports
  • WADR
No Result
View All Result
  • Ghana News
    • General News
    • Business
    • Education
    • Opinion
  • US News
    • Business
    • Health
    • Human Interest Stories
    • Politics
    • Education
  • Africa News
    • Business
    • Education
    • Health
    • Politics
  • ShowBiz
    • Ghana ShowBiz
    • US Showbiz
    • African ShowBiz
    • World Showbiz
  • Editorials
    • People
  • World News
    • Politics
    • Business
    • Education
    • Health
  • Sports
    • Ghana Sports
    • World Sports
  • WADR
No Result
View All Result
Loud Silence News
No Result
View All Result
Home US News US Business

How influencers have adapted to the coronavirus lockdown

Loud Silence Staff by Loud Silence Staff
April 21, 2020
in US Business
0
How influencers have adapted to the coronavirus lockdown
1
SHARES
7
VIEWS
Share on FacebookShare on TwitterShare on WhatsApp

[ad_1]

What’s the future for influencers who are used to filling their social media feeds with images of their luxury trips, shopping hauls or new cars when they are now staying at home under lockdown?

“The premise that influencer marketing is largely based on — aspiration — is now fundamentally flawed. No one can aspire to a perfect life anymore. There are no more yoga or spin classes after the school run, no more matcha lattes, Botox appointments are on hold, and whole families are living in close, often messy, quarters. We’re binge-eating chips not quinoa,” stated Sarah Baumann, managing director of marketing agency VaynerMedia in London, in an email to CNBC.

Influencers earn money from brands for posting sponsored content. A “micro” influencer, with around 10,000 followers can make $250 per post, with figures going up to about $250,000 for someone with more than a million. That’s according to a report by cybersecurity company Cheq that was published pre-pandemic.

For some, influencers’ “aspirational” content has been a step too far during the Covid-19 outbreak.

Ricky Gervais, creator of “The Office,” highlighted the gap between medics’ lives and some celebrities in an interview. “These people are doing 14-hour shifts and not complaining. Wearing masks, and being left with sores, after risking their own health and their families’ health selflessly. But then I see someone complaining about being in a mansion with a swimming pool. And, you know, honestly, I just don’t want to hear it,” he told U.K. publication The Sun last week.

“There have been some instances of people basically being really stupid and not realizing that they are in the limelight. That being said, I think … there’s a lot of influencers who have actually risen up to the occasion,” according to Rahul Titus, head of influence at ad agency Ogvily. Titus cited Finland, where the government has classified influencers as essential “critical operators,” during the crisis, along with medical workers and bus drivers.

“(It) sounds hilarious, but it makes perfect sense … These are people who’ve got direct access to a community of fans instantly. And if you want to get a message out, especially with a younger generation, actually influencers are the right way to get there,” Titus told CNBC by phone.

The World Health Organization is using influencers to source donations to its Covid-19 Solidarity Response Fund. It is even working with digital avatar Knox Frost, who posted details of how to give money to the WHO to his 1 million Instagram followers earlier this month.

Baumann praised other influencers for their positive actions, including Joe Wicks, a fitness instructor who is posting daily workouts for schoolchildren on YouTube, and author David Walliams who released the copyright for his kids’ books so teachers can use them in home-schooling videos.

Charity content

Bonnie Rakhit, a former fashion magazine editor who now runs fashion blog The Style Traveller, has encouraged her Instagram followers to become community volunteers via non-profit the British Red Cross and to “Clap for our Carers,” where people in the U.K. cheer medics from their homes each week.

And while she usually promotes fashion labels and reviews luxury hotels, Rakit is now being approached by businesses in sectors such as beauty, kitchen appliances and home furnishings. Rakhit’s advice on how to get posts right at this time? “There are some really serious issues out there right now, lots of uncertainty and people are scared. There’s no need to add to the negativity. It’s important to keep a positive or educational narrative … It’s not a time to brag or be ostentatious — instead spread messages of hope, love and kindness,” she said in an email to CNBC.

Some brands are just switching the message they put out through sponsored posts. Among nutritionist Madeleine Shaw’s Instagram pictures of homemade vegan stews and hot cross buns are posts sponsored by U.K. drugstore chain Boots, with Shaw giving advice on indoor exercises and daily planning. “A lot of the content that (influencers) are producing right now, it’s not about selling products, it’s about helping the community … be sane and be OK,” Titus at Ogilvy said.

Influencers are also working out whether to post about the coronavirus overtly. “It’s really important to not be seen as ‘jumping on’ to what is a sensitive topic for commercial or popularity gain,” according to Sarah Penny, head of content at data platform Influencer Intelligence, in an email to CNBC.

Companies aren’t currently measuring the success of sponsored posts by how many products they sell and instead are looking at whether people who see those posts are simply aware of those brands, according to Penny.

Post-pandemic, we can expect influencers to show off a little less, according to Angela Seits, a senior director of consumer insights and engagement strategy at agency PMG. “Some of the celebrity backlash that we saw … will also translate to influencer campaigns … where there is a little bit less of an audience interest in some of that high profile aspirational type of content,” she told CNBC by phone.

Conor Begley, co-founder and president of influencer measurement company Tribe Dynamics, has been tracking how its database of around 50,000 U.S. celebrities and influencers have been using social media during the pandemic. It focuses on the fashion and beauty sectors and found that posts mentioning brands on Instagram have gone down slightly from the start of February until April 10, while those on YouTube have gone up.

For Begley, platforms like TikTok will keep growing — and are likely to reach new audiences. “You won’t see the influencer space going away. Frankly, it will probably grow in the long run just because, you know, my wife’s mother never would have spent any time on TikTok before and (now) she actually watches it every night.”

[ad_2]

This content first appear on cnbc

You might also like

Billionaire Mark Zuckerberg loses $5.9bn in a day as Facebook faces rare outage, whistleblower testimony

Global cases top 3.6 million, Trump says more deaths inevitable

Supreme Court says Justice Ruth Bader Ginsburg underwent treatment for gallbladder condition

Tags: business newsCoronavirus: BusinessInfluenceInstagramMarketingmediaSocial mediaYouTube
Previous Post

April 20, 2020 — A roundup of the latest news about COVID-19

Next Post

Six Pretoria cops accused of stealing more than R30 000 at roadblock

Loud Silence Staff

Loud Silence Staff

Related Posts

US Business

Billionaire Mark Zuckerberg loses $5.9bn in a day as Facebook faces rare outage, whistleblower testimony

by News Reporter
October 5, 2021
Global cases top 3.6 million, Trump says more deaths inevitable
US Business

Global cases top 3.6 million, Trump says more deaths inevitable

by Loud Silence Staff
May 6, 2020
Supreme Court says Justice Ruth Bader Ginsburg underwent treatment for gallbladder condition
US Business

Supreme Court says Justice Ruth Bader Ginsburg underwent treatment for gallbladder condition

by Loud Silence Staff
May 6, 2020
US Business

United Airlines service workers sue over schedule cuts after airline got federal coronavirus aid

by Loud Silence Staff
May 5, 2020
Disney reports quarterly earnings, and TikTok gains more influence
US Business

Disney reports quarterly earnings, and TikTok gains more influence

by Loud Silence Staff
May 5, 2020
Next Post
Six Pretoria cops accused of stealing more than R30 000 at roadblock

Six Pretoria cops accused of stealing more than R30 000 at roadblock

Recommended

Galamsey’ queen’ Aisha Huang re-arrested and remanded by Accra Court

Galamsey’ queen’ Aisha Huang re-arrested and remanded by Accra Court

September 5, 2022
Time to reflect a ‘blessing in disguise’ for Lions’ Whiteley

Time to reflect a ‘blessing in disguise’ for Lions’ Whiteley

April 20, 2020

Categories

  • African Business
  • African Education
  • African Health
  • African News
  • African Politics
  • African ShowBiz
  • Education
  • Ghana Business
  • Ghana News
  • Ghana ShowBiz
  • Ghana Sports
  • Human Interest Stories
  • News
  • Opinion
  • People
  • ShowBiz
  • Social Trends
  • US Business
  • US Education
  • US Health
  • US News
  • US Politics
  • US Showbiz
  • WADR
  • World Business
  • World News
  • World Politics
  • World Showbiz
  • World Sports

Don't miss it

Minority makes a strategic change of leadership in parliament with Ato Forson as Minority leader.
Ghana News

Minority makes a strategic change of leadership in parliament with Ato Forson as Minority leader.

January 24, 2023
Kusi Boateng’s JNS has never paid taxes neither have they ever filed annual tax returns – Okudzeto Ablakwa
Ghana News

Kusi Boateng’s JNS has never paid taxes neither have they ever filed annual tax returns – Okudzeto Ablakwa

January 23, 2023
Akufo Addo Spent ¢10bn of Covid-19 funds on ‘budget support’ – Auditor-General’s report
Ghana News

Akufo Addo Spent ¢10bn of Covid-19 funds on ‘budget support’ – Auditor-General’s report

January 23, 2023
OSP Kissi Agyebeng Protects NPA Boss Mustapha Hamid Over Illegal Contract
Ghana News

OSP Kissi Agyebeng Protects NPA Boss Mustapha Hamid Over Illegal Contract

January 22, 2023
Hon. Okudzeto Ablakwa Exposes Serious Criminal conduct Of Kusi Boateng Who is the Secretary of the Board of Trustees of Akufo Addo’s Cathedral
Ghana News

Hon. Okudzeto Ablakwa Exposes Serious Criminal conduct Of Kusi Boateng Who is the Secretary of the Board of Trustees of Akufo Addo’s Cathedral

January 16, 2023
It’s so late deserting the already Sunk ship – Mahama jabs Alan, Afriyie Akoto
Ghana News

It’s so late deserting the already Sunk ship – Mahama jabs Alan, Afriyie Akoto

January 13, 2023

About Us

LOGO

Loud Silence Radio & TV Network and is a multi media production company focusing on Ghanaian and African news.

Contact

  • Alexandria, Virginia, USA
  • +1 212-602-9641
  • loudsilenceradio@gmail.com
Facebook Twitter Youtube Linkedin

Download App

google play store

© 2021 Loud Silence Media. All rights reserved.

  • About us
  • Contact us
  • Donate
  • Live Stream
  • Privacy Policy
  • Terms of Use
Menu
  • About us
  • Contact us
  • Donate
  • Live Stream
  • Privacy Policy
  • Terms of Use
No Result
View All Result
  • Ghana News
    • General News
    • Business
    • Education
    • Opinion
  • US News
    • Business
    • Health
    • Human Interest Stories
    • Politics
    • Education
  • Africa News
    • Business
    • Education
    • Health
    • Politics
  • ShowBiz
    • Ghana ShowBiz
    • US Showbiz
    • African ShowBiz
    • World Showbiz
  • Editorials
    • People
  • World News
    • Politics
    • Business
    • Education
    • Health
  • Sports
    • Ghana Sports
    • World Sports
  • WADR
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.