There are many examples of successful beauty influencer programs and an ever rising variety of magnificence creators coming onto the scene, however the style trade continues to lag behind.
In line with current knowledge from Traackr’s Fashion State of Influence report, the quantity of creators posting style content material has decreased year-over-year:
- US creator content material mentioning style phrases decreased by 15%
- UK creator content material mentioning style phrases decreased by 18%
- FR creator content material mentioning style phrases decreased by 20%
That being stated, client curiosity has not decreased, particularly with regards to video. Video views on creator style content material elevated year-over-year by 30% within the US, 17% within the UK, and 41% in France.
It’s clear that whereas influencer advertising has turn out to be a essential technique for the style trade, many manufacturers (and creators) are nonetheless making an attempt to determine tips on how to maximize ROI. Under, we delve into insights from the profitable influencer packages of Nike, Adidas, and SHEIN.
Influencer Program Evaluation: Main Trend Manufacturers
In line with our current Fashion State of Influence report, Nike, Adidas, and SHEIN rank among the many prime 10 when it comes to Brand Vitality Score (VIT)—a metric that evaluates model visibility, engagement, and belief by creator content material.
Nike’s Influencer Program
Nike had probably the most spectacular influencer packages within the US with a complete VIT rating of 792K, incomes it the #1 spot on the US Trend Leaderboard.
Throughout the first eight months of 2024, there have been a number of elements that contributed to Nike’s influencer program success:
- Various creator content material technique. A lot of the highest content material for Nike that got here from creators was natural, and spanned completely different matters. Creators talked about Nike in something from sneaker content, to fitness content, to lifestyle/fashion content, and extra.
- Sturdy social platform give attention to Instagram, whereas rising TikTok. Instagram is central to Nike’s influencer technique, contributing 71% of its complete VIT. Nevertheless, the model additionally has a powerful TikTok presence, which earned 21% of its complete VIT — a better portion than the common seen throughout the style market.
- Daring campaigns with athlete creators. Nike launched it’s #WinningIsntForEveryone marketing campaign in the course of the Olympics in July 2024. The marketing campaign had a extra polarizing and aggressive tone which could have been a deliberate shift in technique as a way to fight the narrowing of their market share lead in opposition to opponents. To bolster the marketing campaign, Nike had lots of their athletes publish social media content material together with quick video clips from Lebron James, Victor Wembanyama, and Giannis Antetokounmpo.
- Superstar partnerships. Megan Thee Stallion additionally generated an enormous quantity of impressions for Nike, posting 21 occasions throughout her social accounts to drive consciousness for her particular collaboration assortment with Nike that was launched in February 2024.
Nike’s Influencer Program Stats (January – August 2024):
- Total UK Rank (VIT): #1
- Most Impactful Social Media Platform: Instagram
- Most Impactful Creator Tier: Macro (250K+ followers)
Adidas’ Influencer Program
Within the UK, Adidas earned the #1 spot on the Trend Leaderboard, with a complete VIT rating of 257K.
Among the components that helped Adidas see a lot influencer program success embody:
- Athlete ambassadors. Adidas Soccer’s ambassador relationships with Jude Bellingham and David Beckham had been extremely impactful for Adidas’ model consciousness. Jude and David talked about Adidas in a mixed 20 posts, incomes over 74K VIT and 50M engagements.
- Prioritization of sneaker content material. Sneaker content material was key to the model’s success. Whereas a lot of the top-performing sneaker content material featured uncommon or customized sneakers from sneaker collectors and lovers, there have been additionally loads of athletes and fashion creators who talked about Adidas sneakers in unboxings, OOTD, and life-style content material.
- Optimization of natural content material. Outdoors of their key high-profile ambassador relationships, Adidas was not reliant on sponsored campaigns. The truth is, most of its prime VIT-earning posts had been natural mentions.
Adidas’ Influencer Program Stats (January – August 2024):
- Total US Rank (VIT): #1
- Most Impactful Social Media Platform: Instagram
- Most Impactful Creator Tier: VIP (5M+ followers)
Tip: Curious to see how social media traits can contribute to a model’s success? Discover how Adidas sneakers became a trend in fashion influencer marketing.
SHEIN’s Influencer Program
SHEIN has quickly emerged as a heavyweight participant within the quick style area over the previous couple of years, and its influencer technique has performed an important function in its success. Within the first eight months of 2024, the model managed to earn the #1 spot on the FR Trend Leaderboard, with a complete VIT rating of 118K (+10% year-over-year).
Some pillars to SHEIN’s influencer program success:
- Emphasis on mid and micro tier creators. Mid (50K+ followers) and macro tier creators (250K+ followers) earned 59% of SHEIN’s complete VIT. Among the finest performing creators included Carla Moreau, Cecile Duval, nawakkk, Monia, and Selin Elma.
- Tapping into the whitespace on TikTok. TikTok earned 52% of SHEIN’s complete VIT. To check, the final style model advertising solely noticed 17% of VIT coming from TikTok.
- Funding in sponsored content material. SHEIN invested closely in sponsored content material, with 56% of its VIT coming from paid content material. In 2024, they partnered with over 1000 FR creators on paid posts, greater than 3x every other model (YSL is second with 329 creators making paid content material).
- Creator content material in style and past. Among the content material themes that had been probably the most profitable for SHEIN included shopping hauls, try-ons, and unboxing movies together with couples content, and content material from mothers that includes outfit appears of them and their kids.
SHEIN’s Influencer Program Stats (January – August 2024):
- Total FR Rank (VIT): #1
- Most Impactful Social Media Platform: TikTok
- Most Impactful Creator Tier: Macro (250K+ followers)
These insights into Nike, Adidas, and SHEIN’s influencer packages spotlight efficient methods that manufacturers can undertake to reinforce their very own influencer advertising efforts. For a deeper dive into model insights, prime influencers, and rising traits, get the full State of Influence report.
