How fashion influencers are reviewing their content and navigate low-funded brand marketing 

Measured by numbers and judged on face value, the influencer business is fuelled by hefty consumption and an aspirational bubble that feeds off creativity. But now that Instagram’s famous faces are confined to their own homes, content creators are forced to create content that is equally, if not more, engaging, not to mention, being sensitive to the political and cultural environment they are in. The global influencer market was on a path to reach 2.3 billion dollars (approximately Rs 17,000 crore) on Instagram alone, according to Statista. The figures have nearly doubled since 2017. Since the coronavirus outbreak, a considerable cut in most disposable incomes and a lessened desire to seek luxury have left no choice for brands but to slash marketing budgets in the initial stages of saving costs. Add to that, the social distancing measures have suspended sponsored trips and events, which often become the hotspot for creating a buzz . 

Branded content and paid partnerships that drives sales largely make up for the source of income for content creators. This year, over 95 per cent influencers foresee a dip in earnings due to the COVID-19 impact on the overall economy, indicates India Influence Report conducted by Zefmo Media Private Limited.

Naturally, a refreshed identity on social media takes precedence for those in the business. Genres such as wellness, fitness, DIY, mental health and motivational content will see a rise, entwined with fashion and beauty at its core. The digital community is only growing—the borderless connection of the internet influences us all, where some successfully capitalise on interests shared by a community. The network becomes its strength during times demanding change, while hitting those who have built their livelihood on the platform, and their teams.

Finding new meaning 

“We have all been given the opportunity to do the tasks we have pushed back or put on hold for so long. It allows us as influencers to connect with our followers on a more personal level. Having had the time to go Live [on Instagram] more often, replying to comments and DMs as well as creating more personal ‘at home’ content, it truly connects us more to each other,” says Amsterdam-based Diipa Khosla on pursuing more interactive and natural content. “I wanted to keep my followers aware and updated with their responsibilities during the pandemic. However, I also wanted to share content that would inspire and entertain them simultaneously,” she adds on balancing the contrasting themes—a common sentiment across the platform users. 

“The collaborations, advertisements and glossy events melted away, and all that remained were the only two intangible values in the equation— the influencer and the community they’ve built. I want to continue creating content around beautiful things that inspire me but now more than ever, I will ensure that that content is helpful, inspirational, relatable and impactful,” says Masoom Minawala, who is currently at home in Belgium, and would often shuttle to India for collaborations and visiting family. For her high-spirited feed, Minalwala created #SupportIndianDesigners, a series where she spotlights all the small businesses the blogger has supported so far since she started out. 

“Influencers increase their visibility by using their platform and abstain from shying away to the real-world problems,” adds Khosla, who co-founded Post For Change, a platform that uses social media to drive change, including a collaboration with UNICEF India on menstrual hygiene awareness.

It's the thought that counts

In almost unison, these influencers share that the current scenario presents an opportunity to sit back and relook at their communication. “We can pause and actually listen to their audience and what it is that they want to see from them. It allows us to take a step back and listen more to create more value for our audiences,” elaborates Khosla. But this period of nearly all-homemade content has given rise to a recognisable format and overshared viral challenges that fill our feeds one at a time. 

“We did feel a little pressure I suppose at first when all the creative videos began to emerge. We felt we had to do the same, start dancing or doing a hundred outfit changes. However we soon realised that it wasn’t for us, it didn’t feel relevant. Now we post what we want to, keeping the message positive and real as best we can," admits Summiyya Patni Shah, one-half of House Of Misu—a long-time collaboration with Mitali Sagar. “Of course for us it is safer and more cost effective especially at a time when budgets are tight. It helps us get creative and challenges us to reveal the true nature of why we do what we do."

Some influencer-brand affiliations are paused, others steady

Among locally-owned businesses reaching out to loyalists for constant support and independent labels shuttering, plummeting sales force many brands to look at significant cuts in marketing campaigns on social media. “With tighter budgets across the board I think it’s really important that influencers and brands have a strong relationship and understand that it is a two-way street to help each other out,” says Khosla who has had brand partnerships put on hold. 

In a study by Izea, an influencer marketing platform, it was found that despite an overall social media usage, the prices paid per post online may fall dramatically in the short term. “We haven’t had any brands pull out but there has been a notable slowing down of paid associations,” shares Patni. Having faith that consumer culture will not change so easily and digital marketing will still be an essential tool for brands in the future, “There is a slow but steady increase in paid partnerships already. But we are strict about the kind of content we are willing to create, ensuring we keep it relevant to the sensitive situation,” she adds. In Western markets, as authenticity remains at the core of their relationships, brands often seek existing partnerships as a safety net and opportunity for relevant content production in difficult times. 

But those in the business rely on the fundamental ethos that the industry was built on—the value of human interaction and those seeking it. “It is something people want in difficult times like these. They would much rather watch someone just like them, having families like them, having bad days like them, recommend products to them as compared to an outdoor advertisement. Audiences have never craved more for human interaction, relatability and community influence and it’s out there for everyone to see”, addresses Minawala hopeful that the reliability of influencers among brands will rise in the long run.

Back to “reality”

The virtual space can often project a make-belief world far from reality. “This affects mental health and self worth—it can create a negative space. Humans have a lust for life and we live for pleasure so in due course, things like luxury shopping, travel and entertainment will make their way back into our lives seamlessly,” believes Patni when it comes to imagining a future with essentials versus an aspirational lifestyle. Minawala is of a similar thought “where aspirational lifestyle influence will re-emerge slowly but steadily because the consumption is driven by social and emotional motivations.”

Whether it is on the shoulders of those seeking an escape, finding comfort in indulgence or looking for honest content, the influencer business is being tested on authenticity. As consumers and react to current times, the influencers aligned with their community will invite business and thrive on a well-rounded ethos.

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