US, WASHINGTON (ORDO NEWS) — For influencer bloggers, brand partnerships are a major source of revenue, especially for Instagram bloggers. But the outbreak of coronavirus also affected the earnings of the stars of social networks.
In the new conditions, Internet stars use different approaches in order to continue to earn a living through their online activities. Some influencers choose alternative sources of income, such as consulting, training and coaching. Others are moving on to advertising on YouTube, and are also looking for new ways to make sponsored content from home.
Sponsorship posts are still the best option for bloggers who can create content from the comfort of home, as some brands (such as those that sell productivity apps adapted for remote work) continue to run marketing campaigns.
Marketers say that both viewing and engagement in social networks this month are growing, as more and more users spend time online, creating the opportunity to earn money for companies and for those bloggers who do not need to leave home to produce content.
Many bloggers are somehow adapted to social isolation during a coronavirus outbreak, as they often work remotely anyway. Business Insider talked with several influential people on YouTube, Instagram and TikTok, as well as industry experts about the impact of coronavirus on the industry and what new strategies bloggers are trying.
“Since the beginning of the coronavirus epidemic, all of my public appearances from March to April have been canceled or moved online,” said Roberto Blake, creator of the technology and business YouTube channel with 444,000 subscribers. The blogger admitted that the coronavirus forced to moderate the increase in advertising costs for the coaching business, and instead focus on customer retention.
Kristina Vidal, who publishes travel posts on Instagram (86,000 followers) under the nickname JetsetChristina, said she had to interrupt her travels around the world, and her blog traffic and click-throughs (which make up most of her income as a blogger) fell dramatically. However, the girl is sure that people will travel again and then her resources will regain popularity again.
Partnerships and sponsorship posts have never been her main source of income; JetsetChristina earns money through an affiliate travel reservation program on her site. Currently, Christine pays much more attention to her blog and is writing articles. She also focused on developing the next collection of her swimsuit line – Watercolors Swim. She said that the development and preparation process may take several months, and now she will spend more time on it before starting production next year.
Joslyn Davis creates content on YouTube and is a co-founder of Shared Media Studios, which has two YouTube projects, Shared Channel (172,000 subscribers) and Shared News (55,000 subscribers) – said that until recently, any videos on its news channel, which mention the coronavirus, were demonetized by YouTube.
“We are still a startup, and most of our money comes from advertising on YouTube. It’s becoming difficult for us to make news content, as there is little to do with coronavirus, and many of these videos are being demonized,” Davis complains.
Davis has been working on YouTube for more than a decade, and over the years she has learned to adapt to changes in the platform algorithm. In the future, Davis said, her company will monitor monetization and dispute any videos that YouTube decided to deprive of earnings.
Brands and influential blogging agencies adapt to changing consumer conditions. Marketers have seen a surge in advertising interactions in sponsored posts on social networks in recent weeks. Thus, the Obviously marketing agency reports a 76% increase in the number of daily likes on sponsored Instagram posts in the first two weeks of March.
“I think brands say,“ Hey, everyone is on social media now, let’s figure out how we will change our strategy and course, ”said Mae Karwowski, CEO of Obviously, whose clients include Coca-Cola and Mercedes-Benz. The expert believes that if earlier the campaigns were aimed at bringing customers to the store, now we should focus on the story about specific products that can be ordered online.
Marketing firm Sapphire Apps, working with influencer bloggers, said it no longer holds photo sessions with opinion leaders for brand campaigns, replacing this format with animation and user-generated content shot by bloggers at home, which is then edited by the Sapphire team.
“A blogger can shoot at home, and then our team will do the editing,” said Anish Dalal, the company’s CEO. “This is a very interesting opportunity. If we can achieve the quality that we like, it will open up a new part of the business for us, because we can do advertising when many other people can’t,” Dalal said. “We have a large network of bloggers who can shoot everything at home, and our editors can work with the footage.”
According to the company, animated content that does not require physical contact between creators, editors and marketers was effective in posting sponsorship messages that emphasized product features.
Macy Mariano, an Instagram blogger with 100,000 followers, said that Celsius, the energy drink brand that she advertises on her account, has changed its content guidelines to better match the home aesthetics in all formats – photos , video and text posts.
But while creators and brands still have the opportunity to collaborate on social networks, some advertisers are curtailing marketing budgets in anticipation of what will happen to the economy in the coming months.
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