How influencers in Luxembourg are affected by the lockdown?
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The question may sound strange, especially for a small country like the Grand Duchy. But yes, Luxembourg has a handful of international influencers. Who are they? How do they fill their social media when they are staying at home under lockdown? In which sector do influencers achieve the best results?
Fashion, beauty and lifestyle
Without any surprise, the top 3 influencers in Luxembourg are women specialized in fashion, beauty and lifestyle. They are all French and accumulate on Instagram more than 580,000 followers, much more than the combined online communities of the most important media in the country: L’Essentiel, RTL and the Luxembourg Wort. It is no coincidence that they were chosen as fashion ambassadors in May 2019 at the launch of the major shopping centre in Luxembourg City in the Cloche d’Or district.
Emilie Higle is the only of the three who earn her entire living through her Instagram profile (112,000 followers) and her popular blog My Little Fashion Diary(in French and English). Living between Paris and Luxembourg, she usually shares her fashion looks, fashion products, travel experiences and covers main fashion events. Since the lockdown, as an expert in social media strategy, Emilie has adapted her content to the new situation. No more posts about international fashion weeks but articles about tips on how to stay home and fight anxiety, series to watch on Netflix, her daily routine during the lockdown, favourite food recipes and quick full-body workout routine. No more glossy pictures but simple pictures of her daily life.
Yasmine Zeroc (194,000 followers on Instagram), host at the Luxembourgish French-language station L’essentiel Radio since 2019, lives in Metz (France) and has launched an online shop of clothes, jewellery and accessories (only in French). On her Instagram profile, she shares pictures of her daily life with or without her kids or her husband. Her stylish way of dress attracts more and more followers. Each of her picture has between 5,000 and 10,000 likes and some of them can reach more than 220,000 views! And, surprisingly, the lockdown did not have any impact on the popularity of her Instagram account or her e-shop!
The Instagrammer Pauline Torresis a young French expat who has been working in Luxembourg for 5 years. She shares every day on Instagram with her community of 282,000 followers pictures and videos of her that always have an impressive number of likes and views despite the lockdown.
Another well-known influencer is the Luxembourgish food entrepreneur Anne Faber. In 2003, she moved to the UK to study and to start an exciting journalistic career. Ten years later, she decided to set up a production TV company and to launch from her little London kitchen the first episode of her cooking show Anne’s Kitchen. It was an immediate hit. After two seasons dedicated to the British food with a Luxembourgish twist and to a culinary adventure across Europe, Anne returned to Luxembourg and decided to focus her show on the food of her homeland. She regularly publishes on her Internet site (in English) recipes not only from Luxembourg but from all over the world. Anne also does food photography, writes and creates cookbooks – 4 books until now -, organizes cooking events and classes – unfortunately cancelled due to COVID-19 measures.
Alex and Ivo, busy parents of two girls who lived in the US and the UK, launched the blog What’s On For Kids when they moved to the Grand Duchy. They quickly discovered that finding what is going on around Luxembourg which would be interesting for kids was not an easy task. That is why they created this blog where parents can find suggestions and tips for activities in and around the country that are kids-friendly. The lockdown period did not stop the activity of the blog. Alex and Ivo are still giving every week a list of things to do for kids but at home!
Besides these top influencers, Luxembourg has numerous nano-influencers sharing their passion about cooking (e.g. Cookerei by Salomé in French), photography (e.g. Lunvision), travel and art (e.g. the photography journal by Anouk) or balanced diet (e.g. Nessa and her Instagram account nessasphere - 355,000 followers - where she shares her fitness recipes that, combined with a workout, enabled her to sculpt her body in just 6 months) !
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 She is the co-founder of Masterclass Studio, a company dedicated to digital strategy.