Glazed Donut Nails, Latte Make-up, Strawberry Lady, Cinnamon Cookie Butter Hair… Hailey Bieber and her staff have brought on some buzz within the influencer advertising and marketing trade for his or her skill to impression social media tendencies. What’s spectacular is that they don’t simply encourage tendencies, they know methods to take benefit! A main instance of this: Hailey Bieber’s Krispy Kreme collaboration, which got here off the again of the viral Strawberry Lady make-up development.
So what makes Hailey and her staff so good at this? And extra importantly, what learnings can these within the influencer advertising and marketing trade decide up and apply to their very own influencer applications?
4 Influencer Advertising and marketing Learnings from Hailey Bieber’s Viral Traits
Influencer Advertising and marketing Studying 1: Something may be “new” with the fitting creativity and timing
First, let’s look slightly bit nearer on the knowledge on two of the newest viral tendencies that Hailey Bieber and her staff are thought-about chargeable for:
- Latte Make-up. Hailey first talked about “latte make-up” on July sixteenth, posting a brief video on TikTok and picture carousel submit on Instagram. Mentions of the “latte make-up” development spiked with a 31% improve in energetic influencers and 33% improve in mentions within the 3 days following her submit vs the three days prior.
- Strawberry Lady. For the Strawberry Lady development, our knowledge means that Hailey’s submit was the spark that kicked off the development. In all of July, there have been solely 6 “”strawberry lady” mentions. Then, following Hailey’s IG carousel post on August 2 captioned “Strawberry Lady Summer time” mentions skyrocketed with 503 influencer mentions this month by Aug 23.
Okay, so is it simply that Hailey Bieber has a particular one thing that isn’t out there to the common influencer advertising and marketing program? Is the key equation simply good aesthetics + massive following = virality?
In all chance, the reply is… no. Whereas having a celeb at your helm can definitely assist enhance a development, it doesn’t assure {that a} model will immediately turn out to be a development setting machine (simply take a look at different celeb manufacturers like Kylie Cosmetics).
As an alternative, we predict that one of many key parts to Hailey and her staff’s success is their skill to select up TikTok microtrends after which repackage them into one thing “new”. Latte make-up? A reimagination of nude, smokey eye appears which were round for ages. Strawberry Lady? An extremely blushed, pure make-up look that has been on the rise for some time, however now repackaged with a enjoyable summer time fruit title. Different examples that aren’t Hailey Bieber-inspired embody “glass pores and skin” (dewy pores and skin texture), “cloud pores and skin” (matte pores and skin texture), and lots of, many extra.
For these trying to rating some viral tendencies for his or her influencer advertising and marketing applications, the important thing learnings listed below are: implement good social listening instruments so you’ll be able to decide up on micro tendencies early on, suppose creatively about methods to put a enjoyable spin on rising tendencies in a method that’s effectively positioned to your model, and get in on the development on the proper time (e.g. Strawberry Lady make-up felt proper as a result of the title, a summer time fruit, matched the timing).
Professional tip: When you’re itching to study extra on this particular subject. Try this text the place we dive deeper into how trendsetting/chasing and content material planning performs an enormous function in constructing a classy influencer marketing program.
Influencer Advertising and marketing Studying 2: Align your tendencies to what issues to your target market
Okay, this studying sounds apparent (and it’s). However, it’s essential while you apply it to the way you decide and spend money on tendencies to your influencer advertising and marketing program.
In Hailey Bieber’s case, evidently not solely do her and her staff have understanding of what their target market is all in favour of, they’ve sense of how that viewers’s opinions on magnificence/vogue are shifting over time. This helps them concentrate on particular tendencies, whereas additionally anticipating/planning forward.
Let’s comply with this prepare of thought a bit deeper down the rabbit gap. If we assume that Hailey Bieber’s target market is Gen Z and Gen Alpha shoppers (which might make sense, given among the influencers she invited to her Krispy Kreme collaboration launch), her are two viewers insights that align with their viral tendencies:
- Ability inclusivity. The highly effective factor concerning the Strawberry Lady and Latte Make-up appears? They don’t require MUA (make-up artist) stage ability – they’re each one thing the common particular person can do with common instruments and merchandise. It’s potential that Gen Zers and Gen Alpha’s are both at first levels of enjoying with make-up, or don’t have sufficient time to pour a bunch of time or cash into each viral look they need to attempt.
- Value accessibility. Not solely are the Hailey Bieber-led tendencies accessible to all ability ranges, they don’t require costly merchandise or instruments to realize. Whereas Gen Zers and Gen Alpha’s definitely eat magnificence merchandise, they’re nonetheless coming into their spending energy.
Whereas they will’t take the complete credit score for these tendencies’ virality, these two parts cut back the friction that Gen Zers and Gen Alpha’s typically expertise when getting in on a brand new development. They have been capable of look good and really feel good with out making an attempt to study too many expertise or attain issues which might be out of their worth level.
Professional tip: Many high manufacturers have discovered success by going straight to the supply, asking shoppers and influencers in sure demographics to weigh in on product analysis, model positioning, and extra. For instance, Walmart and P&G surveyed a panel of Gen Zers when creating a brand new hair care line and the outcomes shocked them sufficient to pivot their merchandise. Study extra about how Walmart, P&G, and different manufacturers use influencer marketing in stunning methods.
Influencer Advertising and marketing Studying 3: Discovering a distinct segment might help hold issues contemporary
When you hadn’t observed, the latest viral tendencies related to Hailey are all meals centered. Having a typical theme is a robust method to hold a model’s picture feeling constant whereas incorporating quite a lot of tendencies. And, giving your staff a distinct segment to work inside might help open up creativity. That is very true when pondering by repackaging recognized issues into new and enjoyable tendencies.
So why meals for Hailey Bieber, particularly? Onerous to inform. However, meals is visible and relatable to all individuals. It’s additionally seasonal, and permits for inventive play with colour and texture. For instance, we might see a play on texture being one thing like turning laborious gelled hair appears into “crème brulée hair”. Or a play on colour? Vibrant pink nails being “sweet apple nails”.
The sort of creativity takes the stress off of arising with fully new tendencies! It additionally makes a development much less about shopping for the newest excessive finish product, and extra about becoming a member of in on a brand new and enjoyable expertise.
Influencer Advertising and marketing Studying 4: Audit efficiency so you’ll be able to enhance successes
One of many issues that made Hailey Bieber’s newest tendencies so notable to the influencer advertising and marketing neighborhood, was how rapidly her model, Rhode Magnificence, was capable of flip them right into a product collaboration with Krispy Kreme.
On August twenty first, Hailey announced Rhode Magnificence’s collab with Krispy Kreme for his or her new Strawberry Glaze peptide lip therapy, which performed off of each the Strawberry Lady and Glazed Donut tendencies.
Did the staff have already got this in thoughts when Hailey first posted concerning the Strawberry Lady development? We’ll by no means know. What we do know is that this distinctive and well timed collab, mixed with the enjoyable, colourful product packaging made it a product launch that was extensively shared throughout social media. It additionally efficiently sparked pleasure throughout the sweetness neighborhood, and amongst influencers and shoppers who wouldn’t usually suppose a lot of one other magnificence product launch.
For people desirous about methods to obtain this type of flawless timing and alignment in their very own influencer advertising and marketing applications, the very best piece of recommendation we can provide right here is to audit your content material efficiency in actual time.
In case you are making an attempt out a brand new development, new messaging, or enjoying with new product varieties the only most essential factor you are able to do is observe how effectively your content material is performing. In case you are testing issues out by your creator companions, influencer marketing platforms like Traackr might help make the sort of efficiency auditing a lot simpler.
By monitoring efficiency in actual time, it is possible for you to to:
- Inform whether or not one thing is working – and if it isn’t, you’ll know to cease investing your time and finances!
- Determine whether or not one thing has potential for virality – if that’s the case, you most likely need to make investments additional with content material boosting or by bringing on extra influencer companions!
- Decide whether or not one thing needs to be became an even bigger marketing campaign. For instance, in case you establish a development that’s performing effectively, chances are you’ll think about incorporating it into your subsequent product launch!
As with most issues in influencer advertising and marketing, data is energy! The extra info you could have on how your methods and experiments are performing, the extra probably you might be to have the ability to spend your cash, time, and assets extra successfully!
