CREATIVE BUSINESSES, SELLING ONLINE AND INFLUENCER MARKETING IN 2020
NOTE: This blog post is part 24 of my INSTAGRAM SERIES - content all about helping YOU manage your way around instagram. In the INSTAGRAM SERIES I've touched on subjects such as how much money should bloggers and influencers earn, how do instagram algorithms really work and is your instagram account worth following. Just click here to find all the other parts in the series. Now on with today's post...
As I write these lines we’re in the middle of a global pandemic and though our primary focus is most certainly (and rightly!) on people’s and the planet’s well-being, the reality for most of us is that we still need to pay our bills and provide for ourselves and our loved ones. The question is, how can content creators, food photographers, recipe developers and influencers like us whose industry has been turned upside down, weather these uncertain times and come out of this period with our income streams (and sanity) still in tact? I don’t want to pretend that I have all the answers, but would love to share some ideas and thoughts that might help you manoeuvre through these choppy waters…
FOCUS ON WHAT YOU CAN CONTROL
When the pandemic started, I just couldn’t sleep; I kept tossing and turning thinking about what would happen to the restaurant industry long-term, how the government would manage school closures or when I’d be able to see my parents in person again. The thing is, the answers to these really important questions realistically weren’t going to come to me at 2am in the morning and sadly weren’t even in my hands. I soon realised that dedicating all my energy to things I couldn’t change didn’t serve me or the people I needed to show up for in my personal life or my business.
Instead, I tried to focus on things that I could control, things that would make me feel better as well as things that would serve me and my audience in the short- as well as the long-term, including…
WORK ON SOMETHING IN YOUR BUSINESS EVERY (WEEK)DAY
This work could involve writing a new blog post, building out your e-shop, recording new material for your e-course or starting a podcast. Some of these actions will impact your reach, engagement and income instantly whilst serving you and your audience tremendously right this very moment. Others may only come into their own once this recession is over, when perhaps you’ll be able to launch that high end course you’ve always dreamed of to the audience you’ve build, cared for and nurtured during these tumultuous times.
LOOK AFTER YOURSELF
As those of you who listen to the EAT CAPTURE SHARE PODCAST may know, I wasn’t feeling my best during the recording of season 2. My health was at an all time low and with that my ability to show up wholeheartedly in my business. What that difficult season taught me is that if I don’t care for myself, I can’t be the best version of me for YOU. The same goes for you my friend, if you don’t look after yourselves it will ultimately affect your bottom line negatively more than the pandemic itself ever could. Put another way, the better you look after yourself, the more likely you’ll be able to move the needle in the right direction in your business. Hence, despite the headlines and the relentless bad news, light that candle, go for that walk, eat the salad, drink that litre of water because you and your business WILL feel better for it, I promise.
USE THIS TIME TO REFLECT ON YOURSELF AND YOUR CAREER
As I’m homeschooling, cooking and meal planning like a crazy woman and still working in my business, days seem to fly by and the ‘extra free time’ everyone keeps talking about doesn’t quite materialise. But if I’m really honest, and stop the senseless instagram scrolling and non-stop reading of the news, I must confess, my pace of life - perhaps like yours - is much, much slower.
The pandemic has in fact allowed me to step into my day with more focus and less distractions which in turn has awarded me the headspace to reflect a little more on what direction I want The Little Plantation to go over the coming months and even years. Now I wonder if you can use this quieter period in your creative business to look deep within and establish what really lights that fire in your belly. More photography, a cookbook, less content in exchange for goods? Once you’ve identified hopes, dreams and ambitions ask yourself what you can do to make your work more fulfilling going forward? And what can you do NOW to make that a reality in the future?
IS IT OK TO SELL DURING A CRISIS?
When all of this kicked off, I wasn’t sure if it was still ethical to run a creative business that sells something that isn’t life-saving or ‘essential’ . Like many of us middle class folk, I recognised that I had so much already - a roof over my head, savings to fall back on, etc. Did I really ‘need’ to focus on running my business and making a profit?
Wrapping my head around those questions required a bit of time; I needed to think things through and assess how I felt about asking someone to invest in a food photography course, during a global pandemic where so many didn't even know where their next meal would come from.
Truth be told, I wasn't going to sell anything during this crisis and focus solely on my free offerings - the podcast and my instagram food photography challenge, but then I got SO many e-mails enquiring about my online course, I had to take stock and reassess my stance.What my community showed me is that we DO need creativity, entertainment, focus and purpose to wade through troubled times. I suddenly also realised that the survival of our small businesses is crucial because it means we can continue paying our staff, we can support our local economy and we can help people learn new skills. The latter can in turn support THEM in building THEIR side hustle or finding a creative outlet that brings them unmeasurable joy. I don’t know about you, but considering those factors makes selling a heck of lot more meaningful.
So with that in mind, remember all the people that benefit and derive joy from your recipes, your photography, your courses and your delicious products. Serve them well and make your creative output (whatever it may be) contribute in the most positive way possible!
IS INFLUENCER MARKETING DEAD?
Right, I’m not going to string you along because it’s not fair, so I’ll give it you short and sweet: NO! it’s abso-freakin-lutely not dead. Influencer marketing is good and well, thank you very much, BUT, and that was a capital letter big but on purpose, I do think there will be some shifts and changes over the coming weeks, months and possibly even years within the influencer marketing space.
SLIMMER PICKINGS
A lot of companies I have worked with as a content creator are doing rather well - this includes large supermarkets, well known pasta brands, established olive oil companies etc. You know, all the products you could barely get ahold of during those early stages of the pandemic because they were SO sought after. But many independent producers and providers, start ups, restaurants and bars that I have had the pleasure of working with are struggling and some are no longer able to make things work.
Though it may take a while for the entire food space to bounce back from this pandemic, influencer marketing will continue to be relevant and important in a market where lots of the big boys want to fill the gaps left by those who had to call it a day. Thing is when companies close, they leave gaps in the market and loyal audience who need to go elsewhere to get what they want. For those who are still in the running, having the chance to win the hearts of new audiences is gold and that’s where influencers and content creators come into play. So its bittersweet news, YES, you can still get brand collaboration deals, but there will be fewer brands who have a profitable enough business at the moment that will be able to contemplate working with content creators like us.
MORE COMPETITION
With fewer food brands and businesses still in the running, it means that more content creators will be going after the same brand deals. This means that you’ve got to be top of your game, putting out your best work and building a strong, loyal community on instagram (and beyond) to be considered for the best brand collaborations currently available. Are you up for the challenge?
SENSITIVE, APPROPRIATE, UPLIFTING AND TIMELY
This is very much my personal perspective, so please take it with a pinch of salt, but (sponsored) food content that is overly opulent and wasteful right now feels totally tone deaf to me! (I’ve talked about this openly on the Eat, Capture Share podcast recently).
When agreeing to brand collaborations, please ensure that the content you create is relevant, uplifting and inspiring whilst considering the moment in time we find ourselves in. Appropriate content could include helpful sourdough bread baking tutorials, child friendly recipes that kids, unable to go to school, can make with minimal adult supervision, affordable pantry based meals for those on lower incomes, or freezer friendly mains for parents who are working from home whilst home-school their little ones. If that isn’t influencer marketing with heart, I don’t know what is!
TAKING YOUR BUSINESS ONLINE
Running a creative business or being a freelance creative is always tumultuous - their are times of feasts and periods of famines, but the thing is, being able to navigate all the ups and downs is fundamental to doing this creative work long term. Moreover, working freelance also means being able to adjust, adapt, think outside the box and pivot to meet your audience where they are at.
With in person events, workshops and gatherings off limits for the foreseeable future, using the powers of the internet isn't optional, it’s mandatory for creatives like you and me. So ask yourself: What does your audience need right now, what can you offer them that can work (almost as well or perhaps even better) through online channels? This may include expanding or opening an online shop, moving your workshop and cooking classes online or working with your 1-2-1 clients virtually.
Facebook recently opened FACEBOOK SHOPS, competing directly with Shopify, Etsy and in many ways even banks! Why? Because they KNOW that having an online shop and online offerings is the future; it’s where it’s at! Your business being part of that virtual economy will be crucial to its survival, now, during COVID-19 and beyond.
CLOSING THOUGHTS
There is uncertainty, but continuing to work on your business with focus, putting an offer on the table when it feels right, meeting your audience where they are, communicating sensitively and in the most helpful way possible with your prospective clients, putting your best work forward, pivoting if need be and claiming your space in the virtual market place will all help you make it through these uncertain times. I’ve got complete faith in you! Now go, and make it happen!
NEED MORE INSTAGRAM AND BUSINESS HELP?
I’m teaching an instagram and the business of blogging masterclass where we’ll dig deep into all of the above mentioned points and explore how you can grow your audience and online income. Want to find out more? Then please head here where you’ll also find a contact form. I can’t wait to hear from you.
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