Fashion brands are asking influencers to do more with less – Glossy

For those that are still finding brand deals, influencers are feeling the pressure to create more content than ever.

Not all brands are still spending on influencers — who can charge a few thousand dollars per post, if they have several thousand followers. But some, like Brooklinen and Birdies, still see value in these partnerships. With big photo shoots paused, using macro- and micro-influencers to shoot content from home can be a relatively cost-effective workaround. Some brands are asking influencers to post about the brand regularly, some are moving to more one-off posts for the near future, and others are looking to these groups to supply content for lookbooks and e-commerce assets.

“We have really been educating brands on how they can work with influencers in different ways than they are used to. Typically, they send product and get a creative brief to them. But influencers can co-host an IG Live with your founder, and [their images] can power not just your Instagram, but also your website, your emails and your Amazon shop,” said Mae Karwowski, CEO of influencer agency Obviously.

Eloquii asked its existing existing influencer partners to shoot and provide imagery for its e-commerce site and upcoming editorial lookbooks. In the last six weeks, the brand brought at least six influencers on board for this project, including Rochelle Johnson (259,000 Instagram followers), Kelly Augustine (91,400 followers) and Dani Sauter (112,000 followers).

For influencers, that means getting more creative in terms of how they shoot their outfits when they