It’s definitely a strange time, both on the internet and off. But many industries are learning how to adapt to the certain changes brought on by the current crisis. As people are changing their work habits and adjusting their every-day routines, this has been greatly affecting the way influencers in different industries are responding with content creation and level of engagement.
Although everyone’s go-to gyms and yoga studios are closed, most workouts are still possible to do at home. But everyone still needs motivation, even through a screen, right? With the increase of people working from home along with the closings of most fitness centers and gyms, there has been a significant boost in popularity amongst fitness influencers. Whether it’s wellness bloggers posting IGTV workouts or yogis practicing meditation over YouTube, many content creators are now making even more content from home and are finding that more viewers are engaging and responding to that content.
According to Business Insider, many influencers have noticed a large influx in viewership and even sales revenue recently. One YouTube and Instagram influener, Hannah Coleman has experienced a 62% revenue increase for her home workout guides ($30 each). This kind of direct-to-consumer business format puts fitness influencers in a more fortunate position during a time when some other niche content on Instagram like travel might be struggling more.
TikTok has become a hub for a variety of content, but as many creators have proven, successful videos can be done in the comfort of someone’s living room or backyard. As the app has gained popularity in the last couple of years, it’s given the ability for any kind of creator to find their niche corner of the internet for whatever content to choose to make, whether it’s fashion, food, comedy or fitness. Due to the rising popularity of the app and how easy it is to scroll and view videos, more and more Gen Z creators have been taking on big campaigns with brands like Too Faced, Chipotle and Calvin Klein.
All of this rising popularity can be seen with a rise in daily active viewership on the: 800 million and counting. With this, it’s also been shown that TikTok has become a bigger part of people’s daily screen time because of it’s easy to view format. The app is highly visual through its various effects and use of popular songs and sounds. Since the TikTok algorithm is set up differently than other apps, it allows for almost anybody’s video to become viral. Even if the creator doesn’t have as many followers, a video can still garner thousands of views and likes.
The great thing about TikTok is its ability to reach a large audience and grab their attention. Thus, more brands and influencers should be brainstorming ways to translate campaigns and campaigns to the app, since it’s clear that this is where the new generation of audiences are going.
Fashion, beauty, and lifestyle influencers
Given the climate, content about fashion, beauty, and lifestyle may be decreasing in the last couple of months, but depending on the content, some data shows that it might be increasing simply because people are consuming more content from their phones and social media. According to a report by RewardStyle, it shows that there has actually been an increase in paid campaigns since March of 2020 by 30%. ShopStyle, another digital shopping platform, reported a major spike in clicks across loungewear and bakeware as well as in the beauty categories, including face scrubs (400%), face masks (218%), lip gloss (196%), eyeshadows (400%), and nail tools (120%).
Overall, social media engagement is up. People are at home, so they’re scrolling more, seeking out more content by watching more videos and stories as well as tuning into more livestreams. Facebook reported a 70% increase in live videos on Instagram alone, which can be seen just by opening the Instagram app and seeing creators of all backgrounds using the service as a way to connect, promote and create content. Octoly also calculated that the earned media value (EMV) in the beauty, fashion, and lifestyle sector has increased by 293% from January to March, which shows to be directly linked to an increase in interactions and engagement.
One thing is for sure: there has definitely been a rise in e-commerce due to the crisis, as many brick and mortar stores have been closed to temporarily close and completely move their sales to their websites or social media. According to data collected by EMarketer, the increase in online shopping due to stay at home restrictions has led to brands creating new “essentials” within their brand by refocusing on how they can make products or brand their existing products to fall into what people need while they’re working from home. For example, they found that in categories like health and beauty, sales have actually increased by 53% since March 15.
As these changes continue in e-commerce, it could eventually provide more opportunities in correlating influencer campaigns.
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