Seb Jewell, from Insanity Group spoke to us about the shifting objectives of brands and how lockdown has sparked creativity:
What is the biggest change you’ve seen in the industry in the past 6 weeks?
There’s a lot more conversation happening around campaign messaging and the end product that is being created. Both influencers & brands alike want to ensure that any content they are sharing is authentic to them and hits the right tone with their audience; specifically there has been a significant increase in brands working with our talent in relation to CSR.
Additionally, the impact of social distancing on a brand's marketing & social teams, studios, production, warehouses and distribution etc. has meant that the content that is being created isn’t necessarily solely product lead or focused. Brands are increasingly working with influencers as their own in-house content creation teams, and there has been an increased invitation for influencers to share their creativity.
What do you see for the future of influencer content?
I think it will follow further along the current path; influencers & brands will work together with increasing conversation & fluidity, leading to even more creative & collaborative content. Format wise, utilising live stream, video content & platforms such as TikTok will lead the charge in terms of the content they are creating. Authenticity in content will continue to be king, and partnerships will continue to be executed as part of a longer term relationship between brand & talent.
Alex Serruys (@alexincolour) talked to us about staying creative and the feeling that the industry is being refreshed:
What’s the biggest change you’ve seen in the past six weeks?
There’s definitely been a big change. A lot of brands shut off to begin with and it felt like we came to a standstill. Now they’re starting to look into collaborations again, but it kind of feels like I’m starting my influencer career from scratch again. I hope that brands who truly understand influencer marketing might invest more into our creative ideas, now that they can see the value of what we can create at home.
How have you adapted your content whilst on lockdown?
I'm seeing tonnes of the same content, influencers just copying each other (which can get a little tedious) but what can you do? I think if you’re used to direction from friends or photographers to be creative it can be hard when you’re alone. I’ve tried to move away from that and been original, putting my own stamp on my content. So instead of shooting in lots of different outside locations, I’m shooting more selfies with my wicked Huawei or creating short videos inside. I’ve seen great engagement and growth, which it’s great!