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Influencers are walking a “tightrope” to strike the right tone amid the pandemic and protests. 

Jun 15 2020

Influencers are walking a “tightrope” to strike the right tone amid the pandemic and protests. COVID and the Black Lives Matter protests have forced many brands to scrap campaigns and adjust their messaging to focus on “unity and care,” while influencers are figuring out how to approach these events. Some have been called out for using the Black Lives Matter protests as “self-promotion” or accused of “virtual signaling” (when a person allegedly doesn’t believe in the causes they publicly support or are only backing a certain idea for “clout”). But for influencers like Kalyn Chandler (who has been using her platform to showcase Black-owned businesses) “to continue on like nothing happened” and not address the protests felt wrong, and some have risked losing followers who opposed their opinion. (The Washington Post, Business Insider, CNN)