3 Style Influencer Advertising Traits from Early 2022 I Traackr

Style Influencer Traits in Early 2022

The style business has not had a straightforward couple of years because the pandemic disrupted client spending and provide chains. 

Nevertheless 2022 is trying promising. Traackr knowledge reveals that each the athletic and quick vogue classes are seeing an uptick in exercise, whereas luxurious remains to be falling behind.

Most attention-grabbing, however maybe not-so-surprising, is the large uptick in video views. We’re seeing an identical pattern within the magnificence business, as influencers and types proceed leaning exhausting into video content material on Instagram and TikTok.

So what are a couple of vogue influencer developments and that audiences are at present taken with?

Sustainability endures

Up to now “greenwashing”, or the usage of sustainability phrases for advertising and marketing and PR functions, has been an enormous situation. However, some publications like Girls’s Put on Each day have reported the business is trying to “laws and restricted substances lists” to assist tackle these considerations.

Our knowledge reveals that the variety of vogue influencer posts about this matter have decreased over the previous yr. That being mentioned, it’s clear that sustainability remains to be an necessary matter for shoppers, as engagements and video views proceed to extend. 

Sustainable Style Content material Throughout All Platforms:

• -18% posts
• +135% engagements 
• +150% video views

Matters that tackle sustainability in a extra particular approach are additionally on the rise. For instance, thrifting has seen an increase in posts, engagements, and video views prior to now yr. 

Thrifting Content material Throughout All Platforms:

• +10% posts
• +7% engagements 
• +34% video views

This particular class of sustainable vogue is turning into so standard that influencers are even making full blown companies out of it. For instance, TikTok influencers like Emma Rogue – who constructed a following reselling thrifted garments – opened her personal brick-and-mortar thrift retailer. She is only one of many. 

Knitwear on the rise

COVID lockdowns is likely to be ending, however shoppers’ want to be cozy isn’t. 

Knitwear is the most recent textile to seize client consideration. Is it due to the coziness? The colour? Or as a result of it sits someplace between Y2K and retro/boho vogue? We’re unsure. However though the variety of influencer posts have decreased over the previous yr, the variety of video views from shoppers has elevated. 

Knitwear Content material Throughout All Platforms:

• -4% posts
• +18% video views

This pattern is getting so massive that knitwear design has grow to be a excessive demand job!

Style goes digital

It’s no secret that vogue goes digital. Many manufacturers are experimenting with a variety of applied sciences to create new experiences and simple methods for his or her audiences to buy. 

So what are some tech options that vogue influencers are buzzing about?

Our knowledge reveals that dwell stream buying — which has actually taken off within the magnificence business — is gaining traction amongst vogue influencers too.

Stay Procuring Mentions Throughout All Platforms:

• +52% influencers
• +70% posts
• +673% engagements
• +394% video views

Our knowledge additionally discovered that content material mentioning “digital styling” noticed a 30% enhance in video views over the previous yr as effectively. May this imply that the pandemic has impressed a everlasting change in how shoppers store? Will in-store buying ever return to pre-pandemic ranges? 

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‍Concerning the knowledge: All knowledge above compares March 2020 – February 2021 vs March 2021 – February 2022, so as to a full year-over-year comparability.