They’ve also found ways to collaborate with other influencers without being with them IRL, such as a recent Instagram Live with Bachelor start Tyler Cameron. Nonetheless, on streaming platforms where revenue is based on views, he says, the uptick has been almost enough to offset such losses. “ I think their time is more focused on big things going on right now so they’re focusing less on working with creators.” “Brands are no bueno right now,” he says. Brand partnerships have also suffered a great deal in the wake of COVID-19, according to Johnson. Both Sway House and Hype House had discussed touring this year, but members of both houses said such plans had been indefinitely put on hold because of the virus the postponement of events like Coachella, an influencer Mecca, also came as a disappointment. “ I don’t think a lot of kids on TikTok think the same way as a lot of adults do about [social distancing,” he says, “because they don’t know the consequences.”Īs quarantining measures continue, many of the creators’ plans have been momentarily put on hold. (DeRulo and Easterling did not respond to requests for comment.)īut for the most part, says Johnson, the comments have been relatively unchanged. “And then you have to be like, ‘No, it’s a draft.'” On Thursday, the day Newsom issued his stay-at-home directive, 19-year-old TikTok star Addison Easterling posted a TikTok with Jason DeRulo because it’s unclear when the content was actually shot, many of her followers commented to ask whether she was practicing social distancing along with the rest of the country. “Maybe a few times I’ve seen comments like, ‘”Oh my Gosh, you’re together,'” says Johnson, who recently posted a video featuring Hype House member Dixie D’Amelio. ![]() The older content being posted now has the effect of making it difficult to tell how strictly creators are adhering to quarantine guidelines. Surprising No One, TikTok Is Driving a Lot of New-Artist Growth “I think if anything, us being together with just ourselves has helped us, actually.” A lot of times we get so scattered - we’re going to meetings and events - that we never get to be together as a group to put our minds on content,” he says. “I think if anything us being together as an entity and just ourselves has helped us. ![]() “T here’s not really much to do but go on social media and post content.”įor the members of Sway House, who live together full time and are currently quarantined together, it’s helped them focus more on ideation and content production, says Griffin Johnson, 21. “Everyone’s bored and on their phones so it’s a good time to see what kind of content you can put out and if it makes engagement go up or not,” Gregg says. Still, the widespread isolation has arguably boosted her profile on pretty much all social media platforms. So they’re looking for other ways to entertain themselves.”įor members of the various influencer collectives who do not live in the houses full time (most of the members of Hype House, for instance, fall into this category), quarantine has posed some minor challenges, as their content tends to be more successful if they feature other members of the house or other TikTok stars, says Avani Gregg, a member of the Hype House who is currently quarantined with her mother and sister in Los Angeles. “It’s a lot like summer vacation - everyone’s out of school, except they can’t go to the beach. He says the views on his YouTube channel have increased 60 to 70 percent. The growth has been crazy,” says Josh Richards, who lives at Sway House. “The TikToks have been exploding on everyone’s accounts. ![]() That’s presumably in large part thanks to millions of American teenagers being forced to attend virtual classes while surreptitiously scrolling through their feeds. This has been disastrous for influencers whose social media brands are dependent on taking lush, vibrant photos from exotic locales those who rely primarily on Instagram for their income, for instance, also frequently invite makeup artists and stylists to prep for shoots, which is obviously difficult to do in quarantine.īut on streaming platforms like TikTok - where many Gen Z stars can simply upload content of themselves in sweatpants and a sport bra dancing to the latest trending audio from the confines of their own bathrooms and generate hundreds of thousands, if not millions, of likes - creators say they’ve been experiencing tremendous growth. Gavin Newsom, who has demanded that they stay at home and avoid all non-essential travel. In California, where both houses are located, the state’s 40 million residents are on lockdown due to a directive from California Gov.
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