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| Influencing? In This Economy? It’s Only Gotten More Competitive | Influencing? In This Economy? It’s Only Gotten More Competitive |
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| Alyson Stoner, 26, is an actress whose credits include various Disney and Nickelodeon productions. She has also independently developed an online audience of over one million who turn to her for advice about wellness and creativity. | Alyson Stoner, 26, is an actress whose credits include various Disney and Nickelodeon productions. She has also independently developed an online audience of over one million who turn to her for advice about wellness and creativity. |
| Last month, as Hollywood sets went dark, her second career ramped up. By mid-March she was feeling caught in a “hamster wheel” of work. That’s when she got a call from Josh Zimmerman, her life coach. | Last month, as Hollywood sets went dark, her second career ramped up. By mid-March she was feeling caught in a “hamster wheel” of work. That’s when she got a call from Josh Zimmerman, her life coach. |
| Mr. Zimmerman, 35, helped Ms. Stoner prioritize her projects and narrow the scope of her responsibilities. Within 24 hours of their call, she had a plan for a timely series about grief, gratitude and self-reflection called “14 Days of Mindfulness,” which she would share on Instagram Live and YouTube. | Mr. Zimmerman, 35, helped Ms. Stoner prioritize her projects and narrow the scope of her responsibilities. Within 24 hours of their call, she had a plan for a timely series about grief, gratitude and self-reflection called “14 Days of Mindfulness,” which she would share on Instagram Live and YouTube. |
| She shelved other projects that were taking up too much time. “I reclaimed my mornings, and that structure has allowed me to maintain a sense of stability and sanity during quarantine,” Ms. Stoner said. | She shelved other projects that were taking up too much time. “I reclaimed my mornings, and that structure has allowed me to maintain a sense of stability and sanity during quarantine,” Ms. Stoner said. |
| Mr. Zimmerman has, in the course of two years, become a go-to adviser for creators. Through one-on-one coaching sessions, conducted via Zoom even in the absence of a pandemic, he has helped dozens of people navigate their lives as influencers. | Mr. Zimmerman has, in the course of two years, become a go-to adviser for creators. Through one-on-one coaching sessions, conducted via Zoom even in the absence of a pandemic, he has helped dozens of people navigate their lives as influencers. |
| “What a lot of people don’t understand is that the process of making content is stressful and very lonely,” Mr. Zimmerman said. | “What a lot of people don’t understand is that the process of making content is stressful and very lonely,” Mr. Zimmerman said. |
| Mr. Zimmerman is not an agent. He doesn’t help clients negotiate brand deals or take a cut of their revenue. He is not a therapist either. He is a life coach, and he’s very upfront about the difference. | Mr. Zimmerman is not an agent. He doesn’t help clients negotiate brand deals or take a cut of their revenue. He is not a therapist either. He is a life coach, and he’s very upfront about the difference. |
| “I work on anything the talent wants to work on, unless it veers into mental health,” he said. While a therapist might help an influencer diagnose mental health issues that arise from the emotional toll that comes with being in the public eye, Mr. Zimmerman develops tactical solutions, like career planning and focus techniques. | “I work on anything the talent wants to work on, unless it veers into mental health,” he said. While a therapist might help an influencer diagnose mental health issues that arise from the emotional toll that comes with being in the public eye, Mr. Zimmerman develops tactical solutions, like career planning and focus techniques. |
| “When I see what Josh is doing, it seems very unique but fills a very specific need in the creator community,” said Earnest Pettie, a trends insights lead at YouTube. “It’s no secret that some of the best performing executives have executive coaches. Creators are an emerging class of media professionals, and so it’s great to see them engage with experts who can provide support and resources to help them remain productive in a positive way.” | “When I see what Josh is doing, it seems very unique but fills a very specific need in the creator community,” said Earnest Pettie, a trends insights lead at YouTube. “It’s no secret that some of the best performing executives have executive coaches. Creators are an emerging class of media professionals, and so it’s great to see them engage with experts who can provide support and resources to help them remain productive in a positive way.” |
| Mr. Zimmerman’s role feels especially vital now, in the midst of a health crisis that has sent half the world home for an indefinite period and glued many of them to their phones. The pandemic has been a boon for influencers who can provide actionable advice to followers in the coronavirus era — fitness coaches, food bloggers and medical professionals, for example — but those in other sectors, such as travel and fashion, have collectively lost millions in brand deals and ad revenue. | Mr. Zimmerman’s role feels especially vital now, in the midst of a health crisis that has sent half the world home for an indefinite period and glued many of them to their phones. The pandemic has been a boon for influencers who can provide actionable advice to followers in the coronavirus era — fitness coaches, food bloggers and medical professionals, for example — but those in other sectors, such as travel and fashion, have collectively lost millions in brand deals and ad revenue. |
| Most creators have continued working, business as usual or even more than usual. “In a time when everything is shutting down and businesses are closing, the general populace is turning more to entertainment and media,” Ms. Stoner said. | Most creators have continued working, business as usual or even more than usual. “In a time when everything is shutting down and businesses are closing, the general populace is turning more to entertainment and media,” Ms. Stoner said. |
| And the competition is fierce. “You’re putting out more content, but your audience has been diluted because there’s all these other people going live at the same time or putting new stuff out,” Mr. Zimmerman said. “You’re trying even harder to get those eyeballs and the money is not coming in as it should be, and maybe the brand deals you’ve relied on have disappeared.” | And the competition is fierce. “You’re putting out more content, but your audience has been diluted because there’s all these other people going live at the same time or putting new stuff out,” Mr. Zimmerman said. “You’re trying even harder to get those eyeballs and the money is not coming in as it should be, and maybe the brand deals you’ve relied on have disappeared.” |
| There are also platform changes to navigate. YouTube initially demonetized any video mentioning Covid-19, prompting YouTube stars to steer clear of coronavirus as a topic. | There are also platform changes to navigate. YouTube initially demonetized any video mentioning Covid-19, prompting YouTube stars to steer clear of coronavirus as a topic. |
| “It scared a lot of my clients from putting anything out there because they didn’t want to get demonetized, even for spreading the word about helping people stay inside and stay safe,” Mr. Zimmerman said. “There’s been an onslaught of creators who are uncertain and really reaching out for structure in their lives.” | “It scared a lot of my clients from putting anything out there because they didn’t want to get demonetized, even for spreading the word about helping people stay inside and stay safe,” Mr. Zimmerman said. “There’s been an onslaught of creators who are uncertain and really reaching out for structure in their lives.” |
| YouTube later reversed its decision. “As Covid-19 has become a part of our everyday lives, we want to support creators and news organizations covering this important topic,” a company spokesperson wrote in an emailed statement. “As previously announced, we’ve expanded monetization of Covid-19 content to all creators in the YouTube Partner Program.” | YouTube later reversed its decision. “As Covid-19 has become a part of our everyday lives, we want to support creators and news organizations covering this important topic,” a company spokesperson wrote in an emailed statement. “As previously announced, we’ve expanded monetization of Covid-19 content to all creators in the YouTube Partner Program.” |
| Many creators turn to Mr. Zimmerman because of his résumé; he has worked in the influencer space for years and knows the ins and outs of the business. | Many creators turn to Mr. Zimmerman because of his résumé; he has worked in the influencer space for years and knows the ins and outs of the business. |
| In 2013, Mr. Zimmerman took a job clearing video rights for YouTube Nation, a YouTube news show with more than two million subscribers, and fell headfirst into the world of YouTube stars. “I had no idea who any of these creators were at first, but I really came to admire them,” he said. Within three years, Mr. Zimmerman had founded his own management firm, JZ Management. | In 2013, Mr. Zimmerman took a job clearing video rights for YouTube Nation, a YouTube news show with more than two million subscribers, and fell headfirst into the world of YouTube stars. “I had no idea who any of these creators were at first, but I really came to admire them,” he said. Within three years, Mr. Zimmerman had founded his own management firm, JZ Management. |
| He liked working with creators and was struck by the toll creating content and growing a personal brand took on them. His father has worked as a life coach for high-profile business executives for years, and in 2018, Mr. Zimmerman decided to follow in his footsteps. He founded CreatorCoach.com, declaring himself “the first-ever life coach dedicated to creators.” | He liked working with creators and was struck by the toll creating content and growing a personal brand took on them. His father has worked as a life coach for high-profile business executives for years, and in 2018, Mr. Zimmerman decided to follow in his footsteps. He founded CreatorCoach.com, declaring himself “the first-ever life coach dedicated to creators.” |
| That same year, burnout became an open topic of discussion. A handful of top YouTubers announced they would be taking a break from the platform. Some influencers left the business or quit the internet entirely. The raison d’être of Creator Coach became clearer. | That same year, burnout became an open topic of discussion. A handful of top YouTubers announced they would be taking a break from the platform. Some influencers left the business or quit the internet entirely. The raison d’être of Creator Coach became clearer. |
| Influencers face a unique set of challenges. “Creators don’t separate from their work because they are their work,” Mr. Zimmerman said. “We go home and turn our computers off; they are their own brand. They are their own IP. They’re never off, which leads to fatigue and a whole bunch of things that are not helpful to the creative process.” | Influencers face a unique set of challenges. “Creators don’t separate from their work because they are their work,” Mr. Zimmerman said. “We go home and turn our computers off; they are their own brand. They are their own IP. They’re never off, which leads to fatigue and a whole bunch of things that are not helpful to the creative process.” |
| He said that the pressures the crisis has created — “uncertainty about money, uncertainty about who you can trust, uncertainty about staying relevant” — have made the job all the more consuming. | He said that the pressures the crisis has created — “uncertainty about money, uncertainty about who you can trust, uncertainty about staying relevant” — have made the job all the more consuming. |
| Updated June 16, 2020 | |
| The coronavirus emergency relief package gives many American workers paid leave if they need to take time off because of the virus. It gives qualified workers two weeks of paid sick leave if they are ill, quarantined or seeking diagnosis or preventive care for coronavirus, or if they are caring for sick family members. It gives 12 weeks of paid leave to people caring for children whose schools are closed or whose child care provider is unavailable because of the coronavirus. It is the first time the United States has had widespread federally mandated paid leave, and includes people who don’t typically get such benefits, like part-time and gig economy workers. But the measure excludes at least half of private-sector workers, including those at the country’s largest employers, and gives small employers significant leeway to deny leave. | |
| So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement. | So far, the evidence seems to show it does. A widely cited paper published in April suggests that people are most infectious about two days before the onset of coronavirus symptoms and estimated that 44 percent of new infections were a result of transmission from people who were not yet showing symptoms. Recently, a top expert at the World Health Organization stated that transmission of the coronavirus by people who did not have symptoms was “very rare,” but she later walked back that statement. |
| 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. |
| A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study. | A study by European scientists is the first to document a strong statistical link between genetic variations and Covid-19, the illness caused by the coronavirus. Having Type A blood was linked to a 50 percent increase in the likelihood that a patient would need to get oxygen or to go on a ventilator, according to the new study. |
| The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April. | The unemployment rate fell to 13.3 percent in May, the Labor Department said on June 5, an unexpected improvement in the nation’s job market as hiring rebounded faster than economists expected. Economists had forecast the unemployment rate to increase to as much as 20 percent, after it hit 14.7 percent in April, which was the highest since the government began keeping official statistics after World War II. But the unemployment rate dipped instead, with employers adding 2.5 million jobs, after more than 20 million jobs were lost in April. |
| 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. | 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. |
| 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. |
| 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.) |
| 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. |
| Plus, fans expect a level of responsiveness and intimacy that most celebrities don’t offer. Consequently, many influencers have been inundated with messages asking for help or advice on how to handle the current moment. | Plus, fans expect a level of responsiveness and intimacy that most celebrities don’t offer. Consequently, many influencers have been inundated with messages asking for help or advice on how to handle the current moment. |
| “It’s the juxtaposition of businesses shutting down, but everyone wanting more from us,” said Ms. Stoner, “asking us to be the connection that they can’t get anywhere else.” One misstep could lead to massive online backlash. | “It’s the juxtaposition of businesses shutting down, but everyone wanting more from us,” said Ms. Stoner, “asking us to be the connection that they can’t get anywhere else.” One misstep could lead to massive online backlash. |
| While some people have suggested that the pandemic may mark the end of influencer culture, Collin Colburn, a senior analyst at Forrester, a market research and advisory firm, begs to differ. | While some people have suggested that the pandemic may mark the end of influencer culture, Collin Colburn, a senior analyst at Forrester, a market research and advisory firm, begs to differ. |
| “I don’t think it’s the end of anything,” he said. “There could be a collapse in print advertising, there could be a collapse in out of home advertising, there could be a collapse in influencer marketing. I don’t think any of them are going away.” | “I don’t think it’s the end of anything,” he said. “There could be a collapse in print advertising, there could be a collapse in out of home advertising, there could be a collapse in influencer marketing. I don’t think any of them are going away.” |
| Mr. Zimmerman agreed. “This is not the end of influencers or creators,” he said. | Mr. Zimmerman agreed. “This is not the end of influencers or creators,” he said. |
| Such opinions, he said, disregard the range of ideas, interests, platforms and demographics influencers represent. “There’s quilting creators, there’s woodworking creators, there’s anything you can think of. Any hobby, any idea, there is an influencer or someone making content,” Mr. Zimmerman said. | Such opinions, he said, disregard the range of ideas, interests, platforms and demographics influencers represent. “There’s quilting creators, there’s woodworking creators, there’s anything you can think of. Any hobby, any idea, there is an influencer or someone making content,” Mr. Zimmerman said. |
| The pandemic has even turned more people into online creators. Late-night hosts are now vlogging, non-celebrities have begun live-streaming on Instagram and #withme videos, where people bring viewers along for often mundane daily tasks, have seen a 600 percent spike in viewership since the pandemic hit. | The pandemic has even turned more people into online creators. Late-night hosts are now vlogging, non-celebrities have begun live-streaming on Instagram and #withme videos, where people bring viewers along for often mundane daily tasks, have seen a 600 percent spike in viewership since the pandemic hit. |
| But ad revenues will undoubtedly tighten and certain sectors of the creator community may face trouble. “If you look at past crises or recessions, it’s just a recalibration of the marketing budget,” said Mr. Colburn. “Maybe influencers will command less of the budget than they did before, but there will always be brands who want to engage these people who have influence over their followings.” | But ad revenues will undoubtedly tighten and certain sectors of the creator community may face trouble. “If you look at past crises or recessions, it’s just a recalibration of the marketing budget,” said Mr. Colburn. “Maybe influencers will command less of the budget than they did before, but there will always be brands who want to engage these people who have influence over their followings.” |
| Mr. Zimmerman said he’s started working with some clients pro bono in light of their lost revenue. He wants to help as many people as he can during these uncertain and chaotic times. “The industry is moving at lightning speed, and every hour it’s different,” he said. “Everyone is like, ‘it’s a marathon not a sprint,’ but it’s a marathon at 100 miles an hour.” | Mr. Zimmerman said he’s started working with some clients pro bono in light of their lost revenue. He wants to help as many people as he can during these uncertain and chaotic times. “The industry is moving at lightning speed, and every hour it’s different,” he said. “Everyone is like, ‘it’s a marathon not a sprint,’ but it’s a marathon at 100 miles an hour.” |