How Covid-19 Is Altering The Sport For Journey Influencers

Autumn style by influencer Kate Spiers

Kate Spiers

The word “influencer” is very popular these days and is applied to virtually every social media platform imaginable. An influencer would typically have amassed a following of other users who value their opinion and content, and their following can vary from hundreds to millions, making influencer marketing the go-to place for businesses around the world to reach their target audience. With the outbreak of Covid-19, the importance of influencer culture became even more apparent.

Influencer marketing is still niche-driven

Relativity and relevance are key: One of the most notable things about influencer marketing is that it is very niche oriented. Most influencers work in a specific subsection, be it food or fashion. Influencers also need to build organic relationships with their audience as this increases their credibility so that the consumer feels like they are being “sold” by a friend rather than an advertisement. Influencer marketing has become a billion dollar industry, powered by the jet setting and exotic locations that influencers represent online.

Kate Spiers

Spring lover and influencer Kate Spiers

Kate Spiers

Kate Spiers, a Glasgow-based lifestyle blogger, said, “For many of us, this has worked in their favor. Our readers have more time to keep up with our content and engage with it. I’ve seen my engagement and following increase dramatically, and it reminded me why I started my blog in the first place – to share my life and inspire others to live well. “

“I’ve blogged for over ten years and in that time I’ve seen myself and my co-creators go from simple fashion and beauty photos in their bedrooms to big editorial campaigns with entire teams,” says Spiers.

Woman drinking paper coffee cup inside the car with feet on dashboard - girl reading in road trip reading travel book with ocean beach and palm trees in background - travel concept - focus on hands

People who would rather travel by car than by plane.


Just when air traffic came to a standstill, some influencers from other areas such as online therapy had to take up. As COVID-19 drives depression among Americans amid the dwindling economy and massive job losses, mental health awareness becomes increasingly important, creating a demand for online therapy. In order to reach out to young millennials affected by the pandemic, it makes sense that influencers now partner with online mental health providers.

Tania Marie Caringi (IG @ taniamarie.c), an Italian-American influencer and model, was particularly set back when she traveled to Italy for Milan Fashion Week and got stuck in the country after the show was canceled.

“Creating content for me has been a challenge since the lockdown, and it’s double what it is in Italy. But I have to bring in a bit of creativity and share some of my fallback content with my fans, ”Tania told me in a chat.

Covid-19 changes “influence”

When Covid-19 broke for the first time, there were concerns about whether or not influencers could still produce content during the lockdown. That concern was stronger for travel-specific influencers, whose ability to deliver fresh content to their audience relies on the ability to play Globetrot.

“The Covid-19 pandemic has closed the loop in the industry in many ways – we are again taking our own photos in our bedrooms! With no access to our entire team (agents, photographers, assistants, even co-creators) we had to reduce it to the self-created content we started with, ”says Spiers, adding that it has become a boon in disguise with more authentic content is published with positive audience response.

“I also enjoyed the slower pace as well as the more accessible content that I see on my feed and the way our videos and images are more appreciated by our audiences. I hope that doesn’t change when life resumes! “

Judy Kim

Food stylist and recipe developer with a fashion background, Judy Kim

Judy Kim

“The pandemic made me realize how unsustainable work habits were in the past. I appreciate living slower and cooking home-cooked food, often Korean, says Judy Kim, a New York-based food stylist and recipe developer with a background in fashion. Like many others, she spends more time on Instagram, sharing recipes, cooking and gardening tips and enjoying connecting with people around the world.

Kim is set to open a new business that she has been postponing so far, starting with a DIY cookie kit that takes advantage of her design aesthetic. The proceeds will be donated to a local charity. She documents her trip on Instagram via @ and @ crosby_37.

Disinfection of aircraft seats by passengers after boarding the flight

Plastic glove with a wipe to disinfect the aircraft seats and armrests.


The role of influencers in a post-Covid-19 world

Even if the world adjusts to a new life outside of the Covid-19 lockdown measures, it is clear that branding will not be the same. More than ever there is a need for authenticity, creativity and relativity that only an influencer can deliver.

Anika and Tayler Schweigert, founders of the German travel and lifestyle brand @LoveLifePassport, and their partners Jadina & Ralf Tesch, who teach marketing experts and other influencers the art of influencing in daily webinars, are critical of the latest developments in the industry. “Nowadays the term” influencer “is just a catchphrase that is associated with a large number of followers or a large number of people who have clicked on” Follow “,” explains Ralf Tesch. This does not necessarily mean that a person actually has influence. ”

“The main concern of any influencer should be to build a real target audience and thus gain a following that really trusts him or her. This can be achieved through intensive and authentic interaction with others, ”says Tesch.

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