Superinfluencers may be posting themselves out of relevancy during the coronavirus.
In April, a series of missteps from influencer Arielle Charnas landed her in hot water on social media. After securing a test for COVID-19 through personal connections, Charnas revealed to her 1.3 million Instagram followers that she had indeed tested positive for the coronavirus. The influencer proceeded to break New York City’s shelter-in-place mandate to temporarily relocate to the Hamptons, prompting online backlash for what her followers deemed a reckless decision.
“Our partnership with Arielle Charnas ended in 2019, and we have no foreseeable collaborations,” the retailer wrote in response to a tweet. Just two years ago, Nordstrom copresident Pete Nordstrom sang Charnas’ praises in an Instagram Live video.Charnas’ flop exposed a greater lack of self-awareness of the sense of entitlement she and her superinfluencer peers have developed via social media.
Zyper, a platform that matches brands with their social media “brand fans,” has seen a 139 percent increase in inbound leads, with the most interest coming from fast-fashion, luxury and sportswear retailers. “As we evolve our marketing to unlock new customers and channels of engagement, our partnership with Zyper has allowed us to efficiently scale a microinfluencer platform that has delivered robust content and engagement rates that are a multiple higher than our typical rates on social media,” said Robert Ferrario, the retailer’s senior vice president, strategy & growth, marketing & testing, in a statement.
Billion Dollar Boy has noticed a shift toward niche influencers who can fill brands’ content creation void during this time. Niche categories have experienced an increase in Instagram engagement in recent weeks, noted Billion Dollar Boy, with gaming engagement up 23 percent from April 13 to April 19 versus the week prior. WWD previously reported on the uptick in viewership that financial influencers are seeing due to the coronavirus’ economic impact.
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