Crisis for influencers when luxury life is quarantined

In 2018, travel and fashion blogger Angelica Blick brought 146 people together, according to a compilation of influencers from Instagram account Aningslösa.

This year, however, Blick’s social media stream looks radically different. Her Instagram account, with 1.1 million followers, is full of boring selfies in bed after the crown crisis, photos where she eats pasta, and captions like “Hello, boring.”

Kenza Zouiten Subosic Influencers, with 1.8 million followers on Instagram, now posts old photos from a trip to the Maldives earlier this year, and has warned her followers that they will see old photos for a while. In something similar to a relationship, he recently announced that after 15 years he stopped blogging because “he honestly believes it’s not that much fun anymore.”

For a profession that feeds on showing a life of long-haul flights, lavish dining and lavish parties, the crown crisis has brutally changed its existence. Travel bans, closed limits, meeting restrictions, and restored restaurants mean influencers need to focus their attention on other content.

Irena Pozar, editor-in-chief of weekly reviewThey say they face an almost existential dilemma.

– They are used to being able to travel, events, shopping and big dinners to create the content that followers want. How do you translate your tone and speech, yes, your whole personality, if you take it all away? Who is an influencer without all that?

Camilla Gervide, who runs Blog Monitoring, a site that reports daily on what Sweden’s most famous bloggers, Instagram celebrities, and youtubers post, looks which way the stream is going when she can no longer use the tried and tested.

– Most of the content has changed in some way, where some appear to have done so of their own choosing, while others portray themselves as victims acting under duress and being very sinful, she says.

– Many people like to share supported posts for restaurants, salons and shops in their feeds, but would like to avoid changing too much in their own lives, which can sometimes shine.

And because influencers work By influencing the habits and attitudes of his followers, he becomes troublesome when they inspire things that can spread the infection. Their behavior affects much more than a single individual who goes to the spa or the mountains, says Gervide.

– They seem to say that it is perfectly in their order to do so, despite the prevailing recommendations, and they risk planting a seed of ignorance among their absurdly large numbers of followers. Many of these influencers have around 500,000 followers on Instagram. If a nasty percentage of them are affected by a post and do things that may not be in line with the recommendation, that means 5,000 people.

Gervide notes that some influencers have changed their direction in a positive direction, such as influencer Angelica Lagergren, who started working extra as a BB service hostess at Dandery Hospital. This is to make it easier for nurses, midwives, and doctors to focus on doing the things they are good and educated for.

Also one of Sweden’s best known influencers, Margaux Dietz used her channel to spread information about the coronavirus and broadcast live on Instagram from the press conference of the Public Health Agency. Dietz was later criticized for another clip in which she urged people to save food because she heard that a complete closure was to be expected. At the end of the video, he noted that it was “a text message from an unreliable source,” but the question is how many people were left until the end of the clip. Now she has toned down people-building aspirations, she says.

– Then I felt it was important for my followers to get information directly from the source. However, now I have changed and I choose not to update on covid-19 at all. Now he focuses only on spreading positive energy, he tells DN.

Katrin Zytomierska, with 150,000 followers on Instagram, has also come under fire since she marketed her omega 3 oil as a way to “boost the immune system” against the coronavirus.

In Summarize Insikt magazine, publishers Yasmine Winberg and Julia Lundin have long reviewed the influential industry and will be published this fall with a book on the subject, “Bad influence? Power, millions and half truths in social networks ”.

They have also analyzed how the crisis financially affects the inclination and say that the influence of the influencer generally depends on the segment in which they operate.

– We have had contact with several of those who work in fashion and lifestyle and testify about loss of income and concerns for the future. An influencer, with approximately 20,000 followers, says he lost 99 percent of his income in 24 hours after the crown hit in Sweden. Others can make a living from last year’s saved earnings, says Yasmine Winberg.

An influencer, with around 20,000 followers, says he lost 99 percent of revenue in 24 hours.

Jonas Colliander is a researcher in marketing at the Stockholm School of Economics. He says the economic downturn caused by the crown crisis is likely to affect influencers in the form of reduced advertising revenue and partnerships.

– On the other hand, the use of social networks increases when many people sit at home, so the opportunities to interact with followers and perhaps reach a wider audience may be greater during this crisis.

This is a development that many people demand of DN: that the forced break in life should lead to another type of content where the everyday, small, boring, repetitive and simple appears more, because now it exists in the lives of most of the persons.

– I think many want and try to look inside, but in reality they do not dare or cannot lead it to the end. It is difficult and vulnerable, says Irena Pozar and continues:

– It is easier to be criticized for your trips and purchases than your daily, family or health life. I don’t think everyone can or should become that kind of influence, it takes a lot of hard work to be credible. If you still get on the first best plane to Dubai when this is done, you will be branded forever.

Margaux Dietz is like Lifestyle bloggers are better equipped for the crisis and can continue to update themselves with their regular content from everyday life.

– Of course, I notice an economic impact like all the others. I try my best to adapt to the situation we live in today and update as usual according to the conditions I have. I focus on spreading positive energy when there is enough negative news. My followers have transmitted to me that they think it is good to obtain positivity when they enter my channels and I personally believe so too.

The cash seems to be that the largest profiles with long-range and heavy contracts have not been noticeably affected so far. There, agreements are drawn up and cooperation continues as usual. Those who, on the other hand, live doing occasional activities with shorter time horizons and with several different partners, may already feel that the situation is a bit awaited and that income is declining rapidly.

That’s what Jakob Wigselius says, Head of Sweden at United Influencers, a company that links companies with influencers to collaborate.

“We as a relatively young company are constantly dependent on closing new deals with customers and we now clearly see that many decisions are made in the future due to the generally uncertain situation in the economy,” says Wigselius.

– It puts us in a position where we have to review our costs and improve efficiency at all possible levels. Market budgets often have to stand up when savings are to be made and obviously affects us even if we expect a pullback when this has calmed down.

Although there are companies and services that have functioned well during the crisis – audiobook and television broadcasting services, online pharmacies, and home delivery of food – it doesn’t necessarily benefit influencers, says Wigselius.

– These industries may have difficulty delivering their products and services in a timely manner, which means they slow down marketing for the opposite reason: that they do not want to end up in a situation where they cannot handle demand. So we work with clients who are at each end of this extreme situation.

But even if the influencers If they manage to create more earthy content that simulates everyday life, their followers may not accept the new order in the long term. Since its inception, Instagram has been a platform for inspiration, rather than reality, says Julia Lundin in Summary.

– Followers may be delighted that the biggest idol is at home in bed and submerging for a while, but if the crown crisis lingers, one loses interest and will probably be resolved eventually. Thinking that followers last a long time is a bit like thinking that everyone likes to watch “slow television” day after day. You need contrasts. It works to identify with the Crown Quarantine if you have an exciting adventure the next day.

– Instagram offers an escape from the reality of everyday life and that’s probably why we want it in the future.

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