Sponsor of this 12 months’s Influencer Marketing Show Global, Traackr, has launched its ‘State of Beauty’ report. The report explores how inclusivity is taking middle stage, perfume is making a comeback, and how platforms and content material proceed to evolve.
Research discovered within the current report carried out by the data-driven influencer advertising and marketing platform, Traackr, discovered that perfume, inclusive skincare, physique positivity, and different TikTok-driven content material was among the many high magnificence traits within the influencer market in 2020. Traackr’s ‘State of Influence: Beauty’ aimed to analyze how the challenges of the previous 12 months have knowledgeable rising traits within the magnificence trade, with a spotlight on the social media platform and influencer advertising and marketing sectors.
The crew at Traackr analysed a pattern of 41,717 influencers, primarily positioned within the United States, Canada, and Europe, who produce content material and have audiences considering widespread magnificence, style, meals, and beverage. The pattern included influencers of all tiers, from nano to movie star. Content produced and shared by these influencers from January 2019 – December 2020 was analysed. Traackr particularly wished to focus on how 2020 in comparison with 2019 to provide a report that would supply key trade insights and comparisons.
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. In the approaching 12 months, we’ll see the necessity for genuine model values, sturdy viewers, and influencer relationships, artistic and value-based content material, and platform exploration proceed to develop.”
Let’s discover the findings from the report…
Inclusivity Themes
Beauty Content
“Perfume-fluencers” revive perfume. In 2020, perfume noticed a resurgence in curiosity. Fragrance 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% enhance in activated influencers and a major 1065% spike in engagement. TikTok’s brief video format gave the impression to be and continues to be an ideal place for influencers to share opinions, put up tutorials and convey the essence of a perfume.Skincare will get extra numerous and sincere. Skincare noticed a significant increase through the pandemic because the ‘skinfluencer motion’ went viral. Although the preliminary skincare hype appears to have settled down, conversations round numerous skincare noticed a 19% enhance in engagements from 2019 to 2020, with manufacturers like Paula’s Choice, KNC Beauty, and Black Girl Sunscreen main the best way.Skincare content material can be changing into extra clear and sincere as influencers and audiences focus discussions on particular pores and skin challenges like pimples (194% enhance in engagements), eczema (148% enhance in engagements), and rosacea (190% enhance in engagements).Makeup refocuses to particular traits and content material. Although 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% enhance in lively influencers and 346% enhance in engagements from 2019 to 2020.Other profitable traits that had been extra widespread throughout many platforms included pure make-up seems to be, high-shine and impartial lips, extremely pigmented or inventive eyes, and transformation or ‘glow up’ movies.Platform Trends
Social commerce dialog picks up. In 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% enhance in influencers actively speaking about it, with engagement in social commerce content material rising 28% from 2019 to 2020.As nicely as seeing extra influencers getting concerned with social commerce, manufacturers began reshaping their methods. Shopify is an instance of a model that altered its commerce technique in response to the pandemic by increasing checkout capabilities to Facebook, Instagram, and TikTok. We additionally noticed L’Oréal placing funding in social commerce software program.Triller, Clubhouse, and Pinterest shut in on TikTok. The rise of TikTok proved that buyers had been prepared for brand new or revamped social platforms, we additionally noticed how competitor platforms reacted to comply with in TikTok’s footsteps.Based on influencer conversations, Triller noticed essentially the most buzz with a 119% enhance in posts and 1317% enhance in engagements. Coming in second was Clubhouse with a 506% enhance in posts and 6% lower in engagements, and third was Pinterest with a 20% enhance in engagements. Overall, 2020 noticed a exceptional enhance in time spent on social media, with many people spending extra time at residence. If you need to learn extra about Traackr’s findings, you may delve into the complete report. The report additionally gives additional perception on how paid influencer collaborations have rebounded within the final 12 months, which sorts of content material carried out nicely within the magnificence trade, and which influencers are shortly rising to prominence.
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