5 Influencer Collaborations that Work & Why I Traackr

Get Impressed By These 5 Influencer Collaborations

It’s clear that after a momentary dip in 2020, paid magnificence collaborations are again. Manufacturers are diving again into sponsored content material with creativity and enthusiasm, however what’s really working?

To reply this query, we analyzed a set of 42,022 influencers throughout the US and Europe to seek out nice paid collaborations which have taken place with prime and up-and-coming magnificence manufacturers in 2021. Under we dig into how 5 explicit collaborations work, and why they’re so compelling – even when they aren’t on the prime of the engagement charts (but). 

Goal Magnificence

Finest influencer collab: Instagram Mani Prep Set collab with @overglowedit.

• Excessive engagement 
• High quality content material

What makes it work?

• Emotive. At first blush it could not appear to be there may be a lot to this collab, however the energy of this submit is within the caption. Melanie (@overglowedit) did a fantastic job of tapping into the feeling that the product can provide somebody – how a contemporary manicure could make you are feeling renewed, joyful and (even in a small method) looking forward to the long run. On a private be aware: the writing is so pleasant and accessible, it virtually had me pondering I might obtain these nails although I’ve by no means painted inside a cuticle line in my life. 
• Nod to client web tradition. Years in the past, Goal grew to become often known as the shop the place you go in searching for “one fast factor” and are available out with a cartful of nice issues. My colleague who’s from Goal’s hometown, Minneapolis, tells me she fondly refers back to the massive field retailer as Targé Boutique, in reference to its enjoyable purchasing expertise.   A search on Google turns up a great deal of clients posting about this within the type of memes, humorous movies and extra. Melanie faucets into that tradition development by speaking about that feeling of pleasure that Goal’s magnificence part provides her. The sub-message is that even should you don’t discover the particular product she’s selling attention-grabbing, it is possible for you to to find one thing you’re keen on there. By doing that, this influencer collaboration turns into a robust site visitors driver that goes past a single product.

Make-up Revolution

Finest influencer collaboration: TikTok Creator Revolution with @abbyroberts. 

• Nice TikTok activation
• Excessive engagement

What makes it work?

• Name for creativity. TikTok is a superb place to go viral – all it takes is just a little creativity. On this influencer collaboration, Make-up Revolution is tapping into each viewers member’s need to be inventive and well-known. The #creatorrevolution contest invitations magnificence fanatics to take part within the contents by posting themed make-up seems to be for the prospect to earn a $100k creator contract. It’s actually a win win – if all goes effectively Make-up Revolution will be capable to rack up a bunch of brand name consciousness and engagement (the truth is the competition web page is already at 4 billion views) and rating a contemporary, inventive magnificence guru for his or her workforce.

Nivea

Finest influencer collaboration: Skincare routine with @giuliagaudino.

• High quality content material
• Excessive engagement 

What makes it work?

• Polished however relatable. Instagram is understood for having content material that’s extra polished and filtered, so it’s no shock that this video has a distinct really feel than a number of the TikTok collaborations that had been shared above. Nonetheless, Nivea proves that the polished lens of Instagram can nonetheless be relatable should you simply choose the fitting tone. This collab is very compelling as a result of it achieves a lighthearted tone by way of upbeat music, shiny enhancing, and easy content material. The countdown timer on the prime tells the viewers that this product can match simply into their life, they usually can have enjoyable doing it (companions included).
• Extra than simply the pores and skin. The second factor that actually works on this collab is that Giulia and Nivea have tied skincare to one thing that youthful audiences actually care about proper now – self care. Skincare isn’t nearly trying good, it’s about feeling good. 

Study extra about what’s prime of thoughts amongst magnificence influencers and their audiences in Traackr’s State of Affect: Magnificence 2021.

Shiseido

Finest influencer collaboration: TikTok sunscreen promo with @mireyarios.

• Excessive engagement
• High quality content material

What makes it work?

• New type of satisfying. On this collab, Shiseido partnered with Mireya Rios for one in all her signature ASMR skincare movies. ASMR movies first gained recognition on YouTube, the place creators used light on a regular basis sounds (whispering, consuming, and so forth) to set off a tingling stress-free sensation in listeners. Influencers like Mireya have introduced this development into the wonder world, and it appears to be actually resonating. In her ASMR, movies Mireya usually focuses on highlighting the feel of magnificence merchandise whereas utilizing sounds for example a product’s advantages (hydrating, satisfying, brightening, and so forth). This ended up being the proper match for Shiseido as a result of the Clear Sunscreen Stick is all about passable solar safety that’s simplistic, unintrusive (goes on clear), and efficient. 

CeraVe

Finest influencer collaboration: TikTok skincare routine duet between @meishmoe and @dermdoctor. 

• High quality content material
• Influencer/viewers experimentation

What makes it work?

• Academic, but humorous. Whereas this paid influencer collab is technically the sixth most participating submit for CeraVe in January 2021, we needed to focus on it as a result of it exhibits the ability of mixing two unrelated issues to make one thing distinctive. Dr. Shah (@dermdoctor) is understood for his medical experience in dermatology – his movies are at all times scientific and academic. However, Moe (@meishmoe) produces content material that’s primarily centered on comedy, not magnificence. On this collab, Moe brings his personal mild twist to the wonder routine, making skincare really feel much less intimidating and finally extra accessible. This matches completely with the picture that CeraVe has constructed because the skincare model that’s easy, reasonably priced and efficient.
• Illustration! Pay attention, it’s no secret: variety has been an enormous concern for the wonder business. That being mentioned, we’re beginning to see some progress. In our latest SOI report we discovered that numerous skincare content material noticed a 9% enhance in energetic influencers and a 19% enhance in engagements from 2019 to 2020, throughout all social platforms. Nonetheless, whereas these numbers present some progress, they don’t seem to be the place we needs to be. Because of this we love seeing creators like Moe, a masculine-presenting particular person of colour, working with such a well-liked model like CeraVe. Not solely is he working with a well-liked model, he’s doing it in a method that’s genuine to his personal content material and profile…we’d argue that that is precisely what makes this video so good. Range wins! Each time. 

Just like the breakdown of those influencer collaborations? We’ve got extra coming – so keep tuned!