2020 should have been the year for influencers to get their followers’ desires for ‘realness’ – now they’re just trying to survive the economic downturn
Covid-19 has forced influencers to swap portraits of themselves in front of waterfalls in Bali with shots taken on the couch in their living room, and quirky coffee shops and upmarket gyms have morphed into homemade latte art and living room workouts.
But beyond the change in content is an even more significant shift. The marketing model that makes up most of an influencer’s income is falling apart, with brands pulling out of lucrative sponsorship deals and advertising revenue plummeting. As we face a new economic era, it is unclear whether the aspirational lifestyle lauded by influencers can emerge unscathed. Could coronavirus provoke a reconfiguration of the influencer age?
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