Coronavirus: How fashion and lifestyle influencers are rethinking their content strategy
The lockdown has had a range of implications, and all of us are trying to make through in the best way possible. It has altered how we go about our work and personal lives. Following suit, fashion and lifestyle influencers can be seen creatively reforming their content strategies.
These are people who give us a piece of the enviable, designer lives set behind perfect lighting and breathtaking locations. But, fashion and lifestyle content meets a slight amount of inconvenience when there is a nationwide lockdown.
Fashion and lifestyle influencers are now social distancing at home, dressing up for no one but themselves, spending their time not in exotic locations, but on their couches. This has pushed many of them to restructure their content during work from home.
Fresh, alternate mediums for videography
Fashion influencers are deprived of professional photographers. Hence, fashion content is currently experiencing the epitome of creativity as far as content creation goes. One can see many of them brushing up their skills, trying to master video techniques.
They can be seen making the most of their smartphones. Many influencers are now exploring non-conventional resources like Skype, Facetime, etc. This not only helps you to create Instagram-worthy content by themselves, but it also helps to create relatable content. How? Such content displayed in the format of everyday applications uses images in the content, which thus helps them to reach out to a bigger audience.
New genres of content
As technology and skill affect the glamour and finesse of fashion and lifestyle content, the lockdown has also reformed their content typology. Many influencer accounts can be seen creating relatable content at home.
Since you cannot travel to exotic locations, or for that matter even the local cafe, during the lockdown, it might be a good idea to engage with your audience beyond your professional conduct. They are opening up online, bringing forward their informal side while they share their talents, hobbies, recipes etc.
Influencers are also extending their online presence to TikTok, which is now a growing trend. These are just a few of the ways to help your followers know the real you, which will again help you garner their trust and engage better with them.
Use your platform responsibly
It is refreshing to see how many lifestyle influencers are creating sensitive and responsible content that is helping people get through this time. As an influencer, you have a following, and the power of influencing them.
Hence, there are a number of ways you can respond to this pandemic. Go all out by sharing the latest news and local resources that could help those affected harshly by the lockdown, or try to share the troubles and stress of your audience with a bit of humour.
A few examples can be light-hearted humour about having to stay at home, informative content to stay safe, etc. Many popular lifestyle bloggers can be seen occasionally opening up about stay-at-home struggles that all of us are facing while we try to stay safe.
Branded content – with a twist
With the tsunami of sponsored, branded content, social media was flooded with similar-looking content, especially in the fashion content industry. But now each influencer is coming up with raw and creative ways to respond to branded content – live sessions, new video formats, and innovative photoshoots.
With the lockdown affecting the whole of the industry, many brands are now open to innovative, raw, and personal ways of content creation. Even the Vogue magazine had a work from home edition! Use your creative cells and create meaningful and fun branded content with whatever you have at hand.
Once the lockdown relaxes, maybe the raw and honest elements from influencer content will also go away. But, they are currently going deeper than they usually would, to engage with their followers. This might bring a shift towards betterment in influencer marketing trends, making it more curated and engaging.
Also, the lockdown and its restrictions have created new benchmarks for content creation, with a lot of new styles finding acceptance and appreciation in the fast-paced industry.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)