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No more photos on white beaches in distant paradises, nor sipping champagne in fashion clubs with the latest and vertiginous 12 heel from the future collection of the coolest shoe designer. If the Coronavirus and the subsequent blockade have moved (if there was still a need) our lives completely on social networks, it is also true that they gave a coup de grace to those who made the virtual history of their lives a real job. Eminent marketing strategists, in fact, identified the annus horribilis of influencers worldwide in 2020. A democratic pandemic, you say. Can be. But beyond ethical discourse, it is a fact that even one of the most powerful vehicle advertising “industries” today cries “misery.”
The numbers say it. According to what The Guardian reports in a recent article, in fact, influencers influenced at home lose attractiveness for companies, who are no longer willing to invest in them to give visibility to their products. So, it happens that almost half of the marketing companies have already spent (and at this moment threw away) almost 20% of their budget in the publication of the influencers who, with numbers in hand, have moved in 2019 around 6 thousand five hundred million dollars in advertising and those who are now dry. The company that wants to sponsor its product for around $ 10,000 pays for a single post from an influencer with over a million followers. But you will agree that you cannot announce the latest Valentino evening dress lying on the sofa in your home!
And the problem is also another. He explains it well to The Guardian Shane Barker, a digital strategist who offers consulting services to companies that use social media to strengthen their brand and helps influencers, who hope to reach the right companies, to monetize their number of followers.
“Due to disruption of business operations, many companies face enormous financial challenges. In light of this, all unnecessary expenses are being reduced. Some are barely able to pay their employees, let alone hire influencers.” How to move? But like Chiara Ferragni, of course, she is. In fact, “ours” has turned his business by shifting focus and moving from a glamorous life, all events, sequins, sequins, and dream trips, to that of the girl next door.
“Today Chiara Ferragni could be you”, she says from her super penthouse in City Life, she will say: well, yes, but the strength of this “digital entrepreneur”, as she likes to define herself, has always been the naturalness with which she “shares” your life And it is this characteristic that makes her win even today. Closed at home for more than 50 days, she spends time, cooks, plays with her son, discusses and makes peace with her husband. And he doesn’t pretend that everything is fine in his ivory tower. He also cries. He has moments of despair and tries to get out of it. Here’s the thing: it’s authentic.
Says Michael Solomon, professor of marketing and author of Social Media Marketing. “Whenever possible, influencers should return to a more altruistic message and find ways to help overcome the crisis with constructive suggestions. In times of instability, people turn to authentic models and those who return this authenticity will be remembered after the crisis is over. “Chiara Ferragni knows this: for this reason, she collaborates with the Champion to create comfortable and sporty clothes, ideal for this long period at home. For this reason, he sponsors cookies, the benefits of which will go entirely to charity for the emergence of the coronavirus. To do this, he organizes a crowdfunding (for which he allocates 100,000 euros, ed.) for the birth of a intensive care unit in Lombardy, for this reason, leaves the house only to meet the basic needs of those in need.
But the most important thing is that before working and returning to the image, he gives the impression of doing it because he is a real person. We will never know if it is really so or if it is just another stroke of genius by this 30-year-old man from Cremona, but we want to believe it. Because in times of pain and misery, imagining that there are benefactors and knowing that the rich also cry as we help and make us feel less alone.
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