Saying the State of Affect: Magnificence 2021 I Traackr

Uncover The High 2021 Influencer Advertising and marketing Magnificence Developments

Perfume, inclusive skincare, physique positivity and TikTok-driven content material have been among the many high magnificence tendencies within the influencer market in 2020, in line with our newest State of Affect: Magnificence 2021. The report investigates how the occasions of the previous yr have knowledgeable rising tendencies within the magnificence business, in addition to the social media platform and influencer advertising sectors.

New Traackr Report Reveals High Magnificence, Platforms, and Influencer Developments

The report supplies insights into rising platform, influencer, and sweetness tendencies 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 Model Vitality Rating (VIT) to benchmark how the content material in every class carried out, bearing in mind visibility, affect and model belief.  

Inclusivity Takes Heart Stage, Perfume Makes a Comeback, and Platforms and Content material Evolve

Some key insights from this magnificence tendencies report embody:

Inclusivity Themes

• Social justice stays high of thoughts. Though social posts about Black Lives Matter did peak in the course of the top of the motion in summer time 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 potential that this sustained improve is proof that the influencer neighborhood has modified for the higher – exhibiting extra consciousness and motion in direction of social justice points than earlier than.
• Physique positivity and acceptance acquire 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 in regards to the matter, and since manufacturers partnered with a extra numerous set of oldsters 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 major 1065% spike in engagement. TikTok’s brief video format gave the impression 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 sincere. Skincare noticed a serious increase in the course of the pandemic because the “skinfluencer motion” went viral. Though the final 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 Lady Sunscreen main the way in which. Skincare content material can also be changing into extra clear and sincere as influencers and audiences focus discussions on particular pores and skin challenges like zits (194% improve in engagements), eczema (148% improve in engagements) and rosacea (190% improve in engagements).
• Make-up refocuses to particular tendencies and content material. Though conversations about make-up have been down broadly in 2020, some manufacturers and influencers nonetheless managed to achieve success by getting inventive and providing particular, useful content material. For instance, lip make-up exploded in reputation on TikTok in comparison with different platforms with a 134% improve in lively influencers and 346% improve in engagements from 2019 to 2020. Different profitable tendencies that have been extra platform agnostic included pure make-up appears, high-shine and impartial lips, extremely pigmented or inventive eyes, and transformation or “glow up” movies.

Platform Developments

• Social commerce dialog picks up. Within the second half of 2020, paid influencer collaborations began choosing again up as manufacturers resumed advertising and advert spend following preliminary pandemic reactions. As manufacturers sought out methods to immediately 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 choosing 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 buyers are prepared for brand new or revamped social platforms, and distributors are heating up the competitors. Based mostly 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 talking to me in regards to the findings, Pierre Loïc- Assayag, CEO and co-founder of Traackr, mentioned, “2020 was a lesson in accountability and resilience. As a number of international 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, inventive and value-based content material, and platform exploration proceed to develop.” 

This report additionally supplies additional perception on how paid influencer collaborations have rebounded within the final yr, which sorts of magnificence tendencies carried out effectively, and which influencers are shortly rising to prominence. You possibly can obtain the complete report right here.