How Influencers Are Adapting During the Pandemic: Grace Lee @bygracelee

Just as brands and creatives are adjusting their strategy amid the current global pandemic, content creators are adjusting their work as followers shift their expectations — and spend more time online. For our new blog series, CIIC spoke with a few of our favorite content creators for their insights. First up: New York-based Grace Lee.

What kind of content are your followers currently engaging with? How have you shifted your content to accommodate your followers’ interest?

My followers have been most engaged with how I have been approaching my mindset and time during COVID-19. I have shared ways to cope, how to help, and I am constantly in communication with my followers to see how they are doing. I have been focused on mental health and dealing with struggles financially, emotionally, mentally, and physically during this unsettling time.

If you have shifted content, do you see yourself shifting back after COVID or continuing with the new content direction? 

I think I will always be evolving with my content because my content will always be a reflection of who I am. Since I am growing mentally, physically, and emotionally, I believe that my content will also follow suit. What has really helped me stay focused with my brand during this time has been to continually ask myself how I feel with what's going on in the world. To react, feel the emotions, and speak up for things I stand for and believe in.

How have your metrics shifted? Any data you can provide? 

My metrics have shifted -- I have noticed that my blog views have decreased, but my podcast listenership has increased. I have been spending more time growing my podcast audience and I think time and effort are big reflections of that.

How do you predict the current situation will change the influencer landscape?

I believe that for the world of social media, this current situation is a wake-up call. It really poses the question of 'why are you following this person and what is it that resonates with you?' and for influencers to ask themselves, 'what value am I providing to my followers? How can I be a resource with what I am passionate about? How can I use my platform to help someone else who is struggling?' I think there are changes and will be changes in the way we talk about certain issues, the best ways to resolve them, and how to move forward with something as serious as a global pandemic.

Have you felt the need to reinvent yourself as an influencer?

I like this question because I think this time, especially, has reminded me to constantly evolve as a content creator. We should always strive to do more, learn more, and grow -- not only for an audience, but for ourselves.

Have you noticed any innovative or creative ways that brands are working with influencers now?

I have seen a lot of support amongst small businesses and local shops. Influencers are reminded that they should be using their platform to help others and I have seen a lot of influencers doing just that. They have been promoting small businesses they love and partnering with companies that are making and selling masks.

What are some creative new ideas/deliverables that you’ve come up with to offer to brands that might have changed their messaging or had to tighten their budgets?

I have been focusing more on my podcast and working with skincare companies. With my podcast, I have been focused on reaching out to people who are actually doing something for their industry and making a difference. I actually had a great, informative conversation with Amy Sedeno from CIIC! Working with skincare companies has been fun because this is something I have been focusing on especially during quarantine, and I want to be realistic with what I am currently doing in my everyday routine. Most brands have been flexible with their messaging and campaigns during quarantine because this is a sensitive time and it's important not to be tone-deaf. Brands have been more lenient with deadlines and I have also been lenient with budgeting for that reason. Compensation is important, but so is building a relationship with the brand.

With the importance of sensitive messaging, what kind of backlash have you seen influencers receive and how have you worked to prevent that from happening within your own content?

In the beginning of quarantine, I was astounded by the way some influencers were approaching COVID-19. This is not reflective of all influencers, but it was just the small percentage that really shocked me. It blew my mind how inconsiderate, ignorant, and careless they acted. I have seen influencers state that this was not serious, not educate themselves, and share the wrong information. I have seen influencers use their privilege and status to their advantages, and people have been vocal about it on social media. For me, I have always grounded myself by asking the question: "Why are you doing what you are doing?" And it reminds me that my purpose is to help other people in the best way I can -- whether it's through my job as a social media strategist, or talking about issues that are taboo and hard to discuss, or giving people the opportunity to share their story on my podcast or giving people the opportunity to hear someone else's story to learn from it, I want to help others grow too.