Sales surge for fitness influencers, the coronavirus changes YouTube viewing habits, and Rihanna’s TikTok house closes

Hanna Coleman

Welcome to this week’s Influencer Dashboard newsletter!

This is Amanda Perelli, writing to you from my desk at home, and here’s an update on what’s new in the business of influencers and creators.

This week, I spoke to fitness influencers on Instagram and YouTube who said they’ve experienced a surge in sales of direct-to-consumer workout services this month, as more people seek at-home workout alternatives amid the coronavirus pandemic.

This increase in engagement and sales has protected their incomes, as brand deals slump, they said.

I spoke to fitness influencer Katie Dunlop, who created the at home-workout program and app, Love Sweat Fitness. She has been filming live content on Instagram for her 392,000 followers almost every day this past week, compared to her usual once or twice per month.

“There’s been a really interesting shift with people being forced to workout at home who maybe aren’t used to it,” she said. “We’ve seen a huge growth in the consumption of our content, downloads of our mobile app.”

Influencer Hanna Coleman said she’s seen a 62% spike in sales for her $30.00 (usually $60.00) at-home workout guide this month.

With this spike in interest, fitness creators are offering more free content to followers, and they are discounting paid programs and extending free trials. They also said that, throughout this month, they had been mindful that their businesses were surging as other influencer categories — and business categories generally — were hurting. (Read the full post here.)

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More industry updates on the impact of the coronavirus pandemic:

A top social-video data firm made a 22-page report on how the coronavirus has changed viewer habits on YouTube and other platforms. Here are the 5 takeaways: My colleague Dan Whateley wrote about a report from Tubular Labs on YouTube and Facebook video consumption during the outbreak.

Rihanna’s Fenty Beauty house, where 5 TikTok stars were staying and making videos, is shutting down temporarily due to the coronavirus pandemic: I wrote about Rihanna’s new TikTok collab house, which is temporarily closing out of caution due to the pandemic.

‘Double-edged sword’: How YouTube’s business could be both hurt and helped by the coronavirus pandemic: Dan spoke to …read more

Source:: Business Insider

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