When the reality of the coronavirus pandemic was fully realized back in March, the whole multi-billion dollar industry of "influencing," from travel to brand partnerships to festival season sponsorships, was disrupted. And that wasn't the only challenge faced by creators whose job it is to post inspiring content to social media; navigating the landscape of a world that had seemingly changed overnight called for a shift in priorities, and the types of things people want to see online - not to mention personally dealing with the heaviness of the situation. 

For Helen Owen, an Instagram favorite whose 1.6 million followers keep up with her travels, style posts, and #couplegoals photos, the result was a re-calibration of her approach and the type of content she wanted to share. It points to a pivot that everyone in the influencer community should embrace: more meaningful content meant to engage on a deeper level.

From her time spent surviving quarantine to the ways she's evolved her business model, Owen spoke with us about her experience as an influencer learning to adapt.

[Photos via @HelenOwen]

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Helen Owen• Helen Owen Coronavirus• Helen Owen Quarantine• Interview with Helen Owen• Influencers in a time of coronavirus