I honestly don’t know where Em goes with her content this year. It’s clear she bought followers in 2020 so there’s no evidence of natural growth. She works with a very odd bunch of brands as she’s not really an influencer with a niche like fashion or fitness. She tries to do everything so she can grab ad work with any brand but the result is chaotic and bounces from alcohol to protein bars to beef jerky. Just not coherent. She admitted in one of those quick book videos that she has no business plan and it shows. I think she will just keep doing the same thing, pushing aff links and doing whatever work she can until the money dries up.
the retail sector is in dire straits due to Covid, so I imagine alot of retailers will cut their marketing budgets. Also worth remembering many retailers are on the brink - debenhams, topshop, new look, etc. and there’s so may influencers to work with these days. Em just doesn’t have the numbers to compete any more.
alot of influencers are getting engaged and having a baby which is handy content during what could be quite a bleak period for many influencers. I can’t see Em getting engaged any time soon. And she would want an Elle Darby style engagement (I.e. planned for content) but no way would Matt participate in that!