This is a much discussed question right now; the rise of the lifestyle blogger (or by their own styling, ‘influencer’) has generally been halted as a result of the coronavirus, particularly in the areas of arts, celebrity culture, the travel industry or Instagram stars. What will most likely happen is that the professionals, those who really understand their audience rather than just using social media channels for their own profile (although of course in some cases, the two go hand in hand)….those who add something to their followers’ knowledge, provide insights, entertainment and so on – they’ll survive, but there’s no doubt there’s been a massive change in the league tables and as some bloggers will fall permanently from view, new stars will appear. As always, it’s about originality and innovation and brands will be looking for the bloggers with trend-setting vision – after all, they’re the influencers aren’t they and not the followers?