Glazed Donut Nails, Latte Make-up, Strawberry Lady, Cinnamon Cookie Butter Hair… Hailey Bieber and her group have brought on some buzz within the influencer advertising and marketing business for his or her means to affect social media traits. What’s spectacular is that they don’t simply encourage traits, they know easy methods to take benefit! A major instance of this: Hailey Bieber’s Krispy Kreme collaboration, which got here off the again of the viral Strawberry Lady make-up pattern.
So what makes Hailey and her group so good at this? And extra importantly, what learnings can these within the influencer advertising and marketing business decide up and apply to their very own influencer applications?
4 Influencer Advertising and marketing Learnings from Hailey Bieber’s Viral Developments
Influencer Advertising and marketing Studying 1: Something may be “new” with the precise creativity and timing
First, let’s look a bit bit nearer on the knowledge on two of the latest viral traits that Hailey Bieber and her group 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” pattern spiked with a 31% enhance in lively influencers and 33% enhance in mentions within the 3 days following her submit vs the three days prior.
- Strawberry Lady. For the Strawberry Lady pattern, our knowledge means that Hailey’s submit was the spark that kicked off the pattern. In all of July, there have been solely 6 “”strawberry lady” mentions. Then, following Hailey’s IG carousel submit on August 2 captioned “Strawberry Lady Summer time” mentions skyrocketed with 503 influencer mentions this month via Aug 23.
Okay, so is it simply that Hailey Bieber has a particular one thing that isn’t obtainable to the typical influencer advertising and marketing program? Is the key equation simply good aesthetics + massive following = virality?
In all probability, the reply is… no. Whereas having a celeb at your helm can definitely assist increase a pattern, it doesn’t assure {that a} model will all of the sudden turn into a pattern setting machine (simply have a look at different celeb manufacturers like Kylie Cosmetics).
As an alternative, we predict that one of many key components to Hailey and her group’s success is their means to select up TikTok microtrends after which repackage them into one thing “new”. Latte make-up? A reimagination of nude, smokey eye seems which have been 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 season fruit identify. 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 plenty of, many extra.
For these seeking to rating some viral traits for his or her influencer advertising and marketing applications, the important thing learnings listed here are: implement good social listening instruments so you’ll be able to decide up on micro traits early on, assume creatively about easy methods to put a enjoyable spin on rising traits in a manner that’s properly positioned on your model, and get in on the pattern on the proper time (e.g. Strawberry Lady make-up felt proper as a result of the identify, a summer season fruit, matched the timing).
Professional tip: In case you’re itching to study extra on this particular subject. Take a look at this text the place we dive deeper into how trendsetting/chasing and content material planning performs a giant position in constructing a complicated influencer advertising and marketing program.
Influencer Advertising and marketing Studying 2: Align your traits to what issues to your target market
Okay, this studying sounds apparent (and it’s). However, it’s vital whenever you apply it to the way you decide and spend money on traits on your influencer advertising and marketing program.
In Hailey Bieber’s case, evidently not solely do her and her group have understanding of what their target market is occupied with, they’ve sense of how that viewers’s opinions on magnificence/vogue are shifting over time. This helps them give attention to particular traits, whereas additionally anticipating/planning forward.
Let’s observe this practice 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 a number of the influencers she invited to her Krispy Kreme collaboration launch), her are two viewers insights that align with their viral traits:
- Ability inclusivity. The highly effective factor in regards to the Strawberry Lady and Latte Make-up seems? They don’t require MUA (make-up artist) degree talent – they’re each one thing the typical individual can do with common instruments and merchandise. It’s potential that Gen Zers and Gen Alpha’s are both to start with phases 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.
- Worth accessibility. Not solely are the Hailey Bieber-led traits accessible to all talent ranges, they don’t require costly merchandise or instruments to realize. Whereas Gen Zers and Gen Alpha’s definitely devour magnificence merchandise, they’re nonetheless coming into their spending energy.
Whereas they will’t take the total credit score for these traits’ virality, these two components scale back the friction that Gen Zers and Gen Alpha’s usually expertise when getting in on a brand new pattern. They had been capable of look good and really feel good with out making an attempt to study too many expertise or attain issues which are 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 growing 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 advertising and marketing in shocking methods.
Influencer Advertising and marketing Studying 3: Discovering a distinct segment might help hold issues recent
In case you hadn’t observed, the current viral traits related to Hailey are all meals centered. Having a standard theme is a robust approach to hold a model’s picture feeling constant whereas incorporating quite a lot of traits. And, giving your group a distinct segment to work inside might help open up creativity. That is very true when considering via repackaging identified issues into new and enjoyable traits.
So why meals for Hailey Bieber, particularly? Exhausting to inform. However, meals is visible and relatable to all folks. 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 exhausting gelled hair seems into “crème brulée hair”. Or a play on colour? Shiny crimson nails being “sweet apple nails”.
One of these creativity takes the strain off of developing with utterly new traits! It additionally makes a pattern 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 increase successes
One of many issues that made Hailey Bieber’s newest traits so notable to the influencer advertising and marketing group, 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 introduced 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 traits.
Did the group have already got this in thoughts when Hailey first posted in regards to the Strawberry Lady pattern? 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 wonder group, and amongst influencers and shoppers who wouldn’t usually assume a lot of one other magnificence product launch.
For folk fascinated about easy methods to obtain this sort of flawless timing and alignment in their very own influencer advertising and marketing applications, the very best piece of recommendation we may give right here is to audit your content material efficiency in actual time.
In case you are making an attempt out a brand new pattern, new messaging, or enjoying with new product sorts the one most essential factor you are able to do is observe how properly your content material is performing. In case you are testing issues out via your creator companions, influencer advertising and marketing platforms like Traackr might help make such a 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 must be was a much bigger marketing campaign. For instance, in case you establish a pattern that’s performing properly, it’s possible you’ll think about incorporating it into your subsequent product launch!
As with most issues in influencer advertising and marketing, information is energy! The extra data you have got on how your methods and experiments are performing, the extra seemingly you’re to have the ability to spend your cash, time, and sources extra successfully!
