Uncover The Prime 2021 Influencer Advertising Magnificence Traits
Perfume, inclusive skincare, physique positivity and TikTok-driven content material had been among the many high magnificence developments within the influencer market in 2020, in line with our newest State of Influence: Beauty 2021. The report investigates how the occasions of the previous yr have knowledgeable rising developments within the magnificence trade, in addition to the social media platform and influencer advertising and marketing sectors.
New Traackr Report Reveals Prime Magnificence, Platforms, and Influencer Traits
The report offers insights into rising platform, influencer, and sweetness developments primarily based on the content material produced by a panel of 41,717 influencers. It analyzes the variety of activated influencers, mentions and engagements, produced and shared by these influencers from January 2019 – December 2020, particularly specializing in how 2020 in comparison with 2019. The report additionally makes use of Traackr’s proprietary metric, the Brand Vitality Score (VIT) to benchmark how the content material in every class carried out, taking into consideration visibility, impression and model belief.
Inclusivity Takes Middle Stage, Perfume Makes a Comeback, and Platforms and Content material Evolve
Some key insights from this magnificence developments report embrace:
Inclusivity Themes
- Social justice stays high of thoughts. Though social posts about Black Lives Matter did peak throughout the top of the motion in summer season of 2020, the conversations about social justice by no means returned to 2019 ranges. Evaluating all of 2019 to 2020, there was a ten,069% improve in posts about BLM and a 36,198% improve in engagement. It’s doable that this sustained improve is proof that the influencer neighborhood has modified for the higher – exhibiting extra consciousness and motion in the direction of social justice points than earlier than.
- Physique positivity and acceptance achieve momentum. Content material discussing physique positivity and acceptance noticed a 324% improve in complete variety of engagements between 2019 and 2020. This progress is because of the truth that influencers like Lizzo, Jessamyn Stanley and Katie Sturino had extra open and proud conversations concerning the matter, and since manufacturers partnered with a extra numerous set of parents to make sure broader illustration.
Magnificence Content material
- “Fragrance-fluencers” revive perfume. In 2020, perfume noticed a resurgence in curiosity and in reality was the second magnificence class with essentially the most progress from 2019 to 2020. A serious a part of that progress was pushed by TikTok, with the platform seeing a 237% improve in activated influencers and a big 1065% spike in engagement. TikTok’s brief video format appeared to be an ideal place for influencers to share critiques, publish tutorials and convey the essence of a perfume.
- Skincare will get extra numerous and trustworthy. Skincare noticed a serious increase throughout the pandemic because the “skinfluencer motion” went viral. Though the overall skincare rise appears to have settled down, conversations round numerous skincare noticed a 19% improve in engagements from 2019 to 2020, with manufacturers like Paula’s Alternative, KNC Magnificence and Black Woman Sunscreen main the way in which. Skincare content material can also be changing into extra clear and trustworthy as influencers and audiences focus discussions on particular pores and skin challenges like pimples (194% improve in engagements), eczema (148% improve in engagements) and rosacea (190% improve in engagements).
- Make-up refocuses to particular developments and content material. Though conversations about make-up had been down broadly in 2020, some manufacturers and influencers nonetheless managed to achieve success by getting artistic and providing particular, helpful content material. For instance, lip make-up exploded in reputation on TikTok in comparison with different platforms with a 134% improve in energetic influencers and 346% improve in engagements from 2019 to 2020. Different profitable developments that had been extra platform agnostic included pure make-up seems, high-shine and impartial lips, extremely pigmented or inventive eyes, and transformation or “glow up” movies.
Platform Traits
- Social commerce dialog picks up. Within the second half of 2020, paid influencer collaborations began selecting again up as manufacturers resumed advertising and marketing and advert spend following preliminary pandemic reactions. As manufacturers sought out methods to straight attain and promote to customers, the dialog round social commerce additionally climbed with a 27% improve in influencers actively speaking about it and a 28% improve in engagements from 2019 to 2020. It wasn’t simply influencer conversations selecting up — firms began making strategic strikes, like Shopify increasing checkout capabilities to Fb, Instagram and TikTok and L’Oréal investing in social commerce software program.
- Triller, Clubhouse and Pinterest shut in on TikTok. The meteoric rise of TikTok proved that customers are prepared for brand new or revamped social platforms, and distributors are heating up the competitors. Primarily based on influencer conversations, Triller noticed essentially the most buzz with a 119% improve in posts and 1317% improve in engagements. Coming in second was Clubhouse with a 506% improve in posts and 6% lower in engagements, and third was Pinterest with a 20% improve in engagements. Additional insights on why these platforms succeeded are shared within the full report.
In chatting with me concerning the findings, Pierre Loïc- Assayag, CEO and co-founder of Traackr, mentioned, “2020 was a lesson in accountability and resilience. As a number of world points took maintain, manufacturers and influencers wanted to step again from product-focused methods and undertake humanized and genuine mindsets.”
“Within the coming yr, we’ll see the necessity for genuine model values, robust viewers and influencer relationships, artistic and value-based content material, and platform exploration proceed to develop.”
This report additionally offers additional perception on how paid influencer collaborations have rebounded within the final yr, which sorts of magnificence developments carried out properly, and which influencers are rapidly rising to prominence. You possibly can download the full report here.
