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| Don’t Mention the Virus! And Other Marketing Tips | Don’t Mention the Virus! And Other Marketing Tips |
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| As the coronavirus pandemic moved across the United States, the stock market plunged and many of the country’s businesses closed, a major platform for social media influencers had a rosier message: “Good news in consumer shopping trends!” | As the coronavirus pandemic moved across the United States, the stock market plunged and many of the country’s businesses closed, a major platform for social media influencers had a rosier message: “Good news in consumer shopping trends!” |
| RewardStyle, which connects retail brands with thousands of Instagram personalities and bloggers, told influencers in an email on March 30 that orders through its app, LikeToKnow.It, had surged. It encouraged users, who earn commissions on products they help sell, to “keep posting to capture this demand while using a softer approach to drive shopping.” | RewardStyle, which connects retail brands with thousands of Instagram personalities and bloggers, told influencers in an email on March 30 that orders through its app, LikeToKnow.It, had surged. It encouraged users, who earn commissions on products they help sell, to “keep posting to capture this demand while using a softer approach to drive shopping.” |
| “We recommend that for every 5 posts, you make 2 posts relatable about life at home and 3 posts about shopping,” the company said in the email, which a recipient shared with The New York Times. “This approach creates a softer sell in your feed while continuing to provide guidance to your followers during this time.” RewardStyle also provided an image that said “Staying In is So In,” that could help “give context and balance” to shopping posts. People stuck at home could be a good thing, a company representative wrote, adding, “Nothing like a little retail therapy to help pass the hours.” | “We recommend that for every 5 posts, you make 2 posts relatable about life at home and 3 posts about shopping,” the company said in the email, which a recipient shared with The New York Times. “This approach creates a softer sell in your feed while continuing to provide guidance to your followers during this time.” RewardStyle also provided an image that said “Staying In is So In,” that could help “give context and balance” to shopping posts. People stuck at home could be a good thing, a company representative wrote, adding, “Nothing like a little retail therapy to help pass the hours.” |
| The messages were jarring to influencers uneasy about promoting new fashions in the midst of a public health crisis that was crushing the economy. But they provided a glimpse into how desperate retailers and marketers are tailoring their sales pitches for newly homebound consumers, who are fluctuating between panic and ennui while scrolling through their Facebook and Instagram feeds. Retail sales plummeted 8.7 percent in March, the largest decline since the data started being tracked three decades ago. With online business now crucial for many brands whose futures are threatened by store closings, the sell itself has become a delicate dance. | The messages were jarring to influencers uneasy about promoting new fashions in the midst of a public health crisis that was crushing the economy. But they provided a glimpse into how desperate retailers and marketers are tailoring their sales pitches for newly homebound consumers, who are fluctuating between panic and ennui while scrolling through their Facebook and Instagram feeds. Retail sales plummeted 8.7 percent in March, the largest decline since the data started being tracked three decades ago. With online business now crucial for many brands whose futures are threatened by store closings, the sell itself has become a delicate dance. |
| “People are more anxious, they’re on high alert, they’re under a lot of stress and there’s a lot of bad news they’re consuming and experiencing,” said Mae Karwowski, chief executive of Obviously, an influencer agency that has been adjusting the tone and messaging of campaigns. “We want to make sure brands aren’t attached to those really negative things that are happening while still acknowledging that we’re all communally going through this.” | “People are more anxious, they’re on high alert, they’re under a lot of stress and there’s a lot of bad news they’re consuming and experiencing,” said Mae Karwowski, chief executive of Obviously, an influencer agency that has been adjusting the tone and messaging of campaigns. “We want to make sure brands aren’t attached to those really negative things that are happening while still acknowledging that we’re all communally going through this.” |
| Apparel chains have whipped up ads with references to indoor living, social distancing and videoconference calls. Loungewear has become de rigueur. Even Brooks Brothers — yes, Brooks Brothers — has advertised its “work-at-home styles.” | Apparel chains have whipped up ads with references to indoor living, social distancing and videoconference calls. Loungewear has become de rigueur. Even Brooks Brothers — yes, Brooks Brothers — has advertised its “work-at-home styles.” |
| “Keep your hands to yourself and get denim delivered,” Gap said in an ad that showed a person’s hands in their back pockets. Joie advertised a “cozy meets chic” sweatsuit, a month after promoting $250 floral tops. | “Keep your hands to yourself and get denim delivered,” Gap said in an ad that showed a person’s hands in their back pockets. Joie advertised a “cozy meets chic” sweatsuit, a month after promoting $250 floral tops. |
| “A tip for tomorrow morning’s 9 a.m. videoconference call: Doubled-up headbands make bedhead look beautiful,” Anthropologie proclaimed in a recent Instagram post. The brand Lively gamely promoted its “perfect work-from-home bra,” even as the necessity of such garments has been questioned in a quarantined world. The subject line of a recent email from Reformation simply read: “WHAT DAY IS IT.” | “A tip for tomorrow morning’s 9 a.m. videoconference call: Doubled-up headbands make bedhead look beautiful,” Anthropologie proclaimed in a recent Instagram post. The brand Lively gamely promoted its “perfect work-from-home bra,” even as the necessity of such garments has been questioned in a quarantined world. The subject line of a recent email from Reformation simply read: “WHAT DAY IS IT.” |
| Brands are aware that people are glued to their phones and they are desperate to engage. “Every Instagram Story frame going up, we’re seeing an increase of 30 percent more viewers than we normally would — that’s such an aggressive increase,” said Vickie Segar, founder of Village Marketing, an influencer agency. | Brands are aware that people are glued to their phones and they are desperate to engage. “Every Instagram Story frame going up, we’re seeing an increase of 30 percent more viewers than we normally would — that’s such an aggressive increase,” said Vickie Segar, founder of Village Marketing, an influencer agency. |
| But they are trying to proceed carefully, with messages of optimism and self-care and varying levels of references to the grim state of the world. | But they are trying to proceed carefully, with messages of optimism and self-care and varying levels of references to the grim state of the world. |
| Some companies have barred any mention of the coronavirus or Covid-19 in influencer posts, even if the ads are about staying at home or taking care of family. Ms. Karwowski’s agency, Obviously, has recommended that influencers working at home should portray products in everyday clothing and that images should feel “bright and cheerful.” It advised against advertising from bed or in pajamas. | Some companies have barred any mention of the coronavirus or Covid-19 in influencer posts, even if the ads are about staying at home or taking care of family. Ms. Karwowski’s agency, Obviously, has recommended that influencers working at home should portray products in everyday clothing and that images should feel “bright and cheerful.” It advised against advertising from bed or in pajamas. |
| “Being in bed can work if you’re talking about self-care and taking care of yourself, but not ‘Haven’t left my bed in days — send help,’” Ms. Karwowski said. “One thing to ask yourself if you are a creator: How is this going to make my audience feel, what emotions will it bring out in them?” | “Being in bed can work if you’re talking about self-care and taking care of yourself, but not ‘Haven’t left my bed in days — send help,’” Ms. Karwowski said. “One thing to ask yourself if you are a creator: How is this going to make my audience feel, what emotions will it bring out in them?” |
| The idea, she said, is to aim for positivity and calmness rather than stress or anxiety. | The idea, she said, is to aim for positivity and calmness rather than stress or anxiety. |
| Ulta Beauty, the cosmetics chain with 1,200 stores that are currently closed, introduced a new ad campaign with Obviously this month called “See Beautiful Today.” It was based on the idea that “no matter how dark the world seems, people seek moments of beauty to help get through difficult times,” a representative said. A group of influencers will create quarantine content for Ulta this month, like how-to hair tutorials and do-it-yourself nail care as part of its broader focus on self-care and joy. | Ulta Beauty, the cosmetics chain with 1,200 stores that are currently closed, introduced a new ad campaign with Obviously this month called “See Beautiful Today.” It was based on the idea that “no matter how dark the world seems, people seek moments of beauty to help get through difficult times,” a representative said. A group of influencers will create quarantine content for Ulta this month, like how-to hair tutorials and do-it-yourself nail care as part of its broader focus on self-care and joy. |
| Updated June 2, 2020 | |
| Mass protests against police brutality that have brought thousands of people onto the streets in cities across America are raising the specter of new coronavirus outbreaks, prompting political leaders, physicians and public health experts to warn that the crowds could cause a surge in cases. While many political leaders affirmed the right of protesters to express themselves, they urged the demonstrators to wear face masks and maintain social distancing, both to protect themselves and to prevent further community spread of the virus. Some infectious disease experts were reassured by the fact that the protests were held outdoors, saying the open air settings could mitigate the risk of transmission. | |
| Exercise researchers and physicians have some blunt advice for those of us aiming to return to regular exercise now: Start slowly and then rev up your workouts, also slowly. American adults tended to be about 12 percent less active after the stay-at-home mandates began in March than they were in January. But there are steps you can take to ease your way back into regular exercise safely. First, “start at no more than 50 percent of the exercise you were doing before Covid,” says Dr. Monica Rho, the chief of musculoskeletal medicine at the Shirley Ryan AbilityLab in Chicago. Thread in some preparatory squats, too, she advises. “When you haven’t been exercising, you lose muscle mass.” Expect some muscle twinges after these preliminary, post-lockdown sessions, especially a day or two later. But sudden or increasing pain during exercise is a clarion call to stop and return home. | Exercise researchers and physicians have some blunt advice for those of us aiming to return to regular exercise now: Start slowly and then rev up your workouts, also slowly. American adults tended to be about 12 percent less active after the stay-at-home mandates began in March than they were in January. But there are steps you can take to ease your way back into regular exercise safely. First, “start at no more than 50 percent of the exercise you were doing before Covid,” says Dr. Monica Rho, the chief of musculoskeletal medicine at the Shirley Ryan AbilityLab in Chicago. Thread in some preparatory squats, too, she advises. “When you haven’t been exercising, you lose muscle mass.” Expect some muscle twinges after these preliminary, post-lockdown sessions, especially a day or two later. But sudden or increasing pain during exercise is a clarion call to stop and return home. |
| States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people. | States are reopening bit by bit. This means that more public spaces are available for use and more and more businesses are being allowed to open again. The federal government is largely leaving the decision up to states, and some state leaders are leaving the decision up to local authorities. Even if you aren’t being told to stay at home, it’s still a good idea to limit trips outside and your interaction with other people. |
| Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. | Touching contaminated objects and then infecting ourselves with the germs is not typically how the virus spreads. But it can happen. A number of studies of flu, rhinovirus, coronavirus and other microbes have shown that respiratory illnesses, including the new coronavirus, can spread by touching contaminated surfaces, particularly in places like day care centers, offices and hospitals. But a long chain of events has to happen for the disease to spread that way. The best way to protect yourself from coronavirus — whether it’s surface transmission or close human contact — is still social distancing, washing your hands, not touching your face and wearing masks. |
| Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. | Common symptoms include fever, a dry cough, fatigue and difficulty breathing or shortness of breath. Some of these symptoms overlap with those of the flu, making detection difficult, but runny noses and stuffy sinuses are less common. The C.D.C. has also added chills, muscle pain, sore throat, headache and a new loss of the sense of taste or smell as symptoms to look out for. Most people fall ill five to seven days after exposure, but symptoms may appear in as few as two days or as many as 14 days. |
| If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) | If air travel is unavoidable, there are some steps you can take to protect yourself. Most important: Wash your hands often, and stop touching your face. If possible, choose a window seat. A study from Emory University found that during flu season, the safest place to sit on a plane is by a window, as people sitting in window seats had less contact with potentially sick people. Disinfect hard surfaces. When you get to your seat and your hands are clean, use disinfecting wipes to clean the hard surfaces at your seat like the head and arm rest, the seatbelt buckle, the remote, screen, seat back pocket and the tray table. If the seat is hard and nonporous or leather or pleather, you can wipe that down, too. (Using wipes on upholstered seats could lead to a wet seat and spreading of germs rather than killing them.) |
| More than 40 million people — the equivalent of 1 in 4 U.S. workers — have filed for unemployment benefits since the pandemic took hold. One in five who were working in February reported losing a job or being furloughed in March or the beginning of April, data from a Federal Reserve survey released on May 14 showed, and that pain was highly concentrated among low earners. Fully 39 percent of former workers living in a household earning $40,000 or less lost work, compared with 13 percent in those making more than $100,000, a Fed official said. | More than 40 million people — the equivalent of 1 in 4 U.S. workers — have filed for unemployment benefits since the pandemic took hold. One in five who were working in February reported losing a job or being furloughed in March or the beginning of April, data from a Federal Reserve survey released on May 14 showed, and that pain was highly concentrated among low earners. Fully 39 percent of former workers living in a household earning $40,000 or less lost work, compared with 13 percent in those making more than $100,000, a Fed official said. |
| Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications. | Taking one’s temperature to look for signs of fever is not as easy as it sounds, as “normal” temperature numbers can vary, but generally, keep an eye out for a temperature of 100.5 degrees Fahrenheit or higher. If you don’t have a thermometer (they can be pricey these days), there are other ways to figure out if you have a fever, or are at risk of Covid-19 complications. |
| The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing. | The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing. |
| If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. | If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others. |
| If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested. | If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested. |
| This type of messaging represents a “much softer sell” and acknowledges today’s reality, Ms. Karwowski said. “It’s more of a conversation.” | This type of messaging represents a “much softer sell” and acknowledges today’s reality, Ms. Karwowski said. “It’s more of a conversation.” |
| Influencers are also changing how they sell products based on their personal challenges. Jacqueline Granquist, a 31-year-old part-time influencer in San Diego who has worked with brands like Joie and Hobo bags, said that she had been posting more about her own struggles and encouragement for others even as she promotes fashion items. Ms. Granquist recently lost her waitressing job because the restaurant closed, and she said others are facing similar issues and may not want to shop. | Influencers are also changing how they sell products based on their personal challenges. Jacqueline Granquist, a 31-year-old part-time influencer in San Diego who has worked with brands like Joie and Hobo bags, said that she had been posting more about her own struggles and encouragement for others even as she promotes fashion items. Ms. Granquist recently lost her waitressing job because the restaurant closed, and she said others are facing similar issues and may not want to shop. |
| “Even I’m in a situation where I shouldn’t be spending money and here I am trying to sell products,” Ms. Granquist said. “It is a different world and a weird way to sell and so I think that’s why I’m posting more messages saying, it’s OK to not be OK, or that I had an off day today, and trying to humanize it a bit. It’s not just, ‘Buy these shoes.’” | “Even I’m in a situation where I shouldn’t be spending money and here I am trying to sell products,” Ms. Granquist said. “It is a different world and a weird way to sell and so I think that’s why I’m posting more messages saying, it’s OK to not be OK, or that I had an off day today, and trying to humanize it a bit. It’s not just, ‘Buy these shoes.’” |
| She added, “I don’t think I normally would have posted that kind of stuff prior to all this.” | She added, “I don’t think I normally would have posted that kind of stuff prior to all this.” |
| Amber Venz Box, co-founder and president of RewardStyle, said that the email her company sent last month came after some influencers had briefly stopped posting and others shared group pictures that showed they weren’t “adjusting to the new reality.” She said she wanted influencers to feel empowered to post and to be tasteful in their approach. | Amber Venz Box, co-founder and president of RewardStyle, said that the email her company sent last month came after some influencers had briefly stopped posting and others shared group pictures that showed they weren’t “adjusting to the new reality.” She said she wanted influencers to feel empowered to post and to be tasteful in their approach. |
| “Brands are struggling for authenticity in this Covid crisis and influencers provide that in a way that other channels fail to do,” she said. “We know consumers are seeking escapism that our influencers provide.” | “Brands are struggling for authenticity in this Covid crisis and influencers provide that in a way that other channels fail to do,” she said. “We know consumers are seeking escapism that our influencers provide.” |
| Taylor Lorenz contributed reporting. | Taylor Lorenz contributed reporting. |