How IG Star Helen Owen Has Pivoted During The Pandemic For Her 1.6 Million Followers

The first area of my business that was immediately impacted was travel. So much of my online identity is based in travel, whether it be near or far, and much of my content is inspired by travel as well, so acclimating to create more meaningful and relevant “home content” has been my biggest adjustment during this pandemic. 

Just as I have had to readjust my content, I have also been leaning into partnerships that are relevant to life at home. When the pandemic first escalated I lost a handful of brand deals, as I know many other creators did, as businesses began to undergo budget cuts, deal with warehouses and factories halting production or issues with shipping. Many brands that were strategizing their marketing efforts via influencers surrounding events, festivals, or travel of some kind all had to rethink or subtract their endeavors and thus any subsequent partnerships have understandably fallen through. But while certain partnerships have subsided, other brands that cater to life at home have found their businesses are flourishing and as I transition into posting content again I have been able to align myself with those brands that I identify with, i.e. home fitness, skincare, heath and nutrition, home decor, and so on.