There are many examples of profitable magnificence influencer applications and an ever rising variety of magnificence creators coming onto the scene, however the style business continues to lag behind.
In line with latest knowledge from Traackr’s Style State of Affect report, the quantity of creators posting style content material has decreased year-over-year:
- US creator content material mentioning style phrases decreased by 15%
- UK creator content material mentioning style phrases decreased by 18%
- FR creator content material mentioning style phrases decreased by 20%
That being mentioned, client curiosity has not decreased, particularly on the subject of video. Video views on creator style content material elevated year-over-year by 30% within the US, 17% within the UK, and 41% in France.
It’s clear that whereas influencer advertising and marketing has change into a crucial technique for the style business, many manufacturers (and creators) are nonetheless making an attempt to determine methods to maximize ROI. Beneath, we delve into insights from the profitable influencer applications of Nike, Adidas, and SHEIN.
Influencer Program Evaluation: Main Style Manufacturers
In line with our latest Style State of Affect report, Nike, Adidas, and SHEIN rank among the many high 10 when it comes to Model Vitality Rating (VIT)—a metric that evaluates model visibility, engagement, and belief by way of creator content material.
Nike’s Influencer Program
Nike had probably the most spectacular influencer applications within the US with a complete VIT rating of 792K, incomes it the #1 spot on the US Style Leaderboard.
Throughout the first eight months of 2024, there have been just a few components that contributed to Nike’s influencer program success:
- Numerous creator content material technique. A lot of the highest content material for Nike that got here from creators was natural, and spanned completely different subjects. Creators talked about Nike in something from sneaker content material, to health content material, to way of life/style content material, and extra.
- Sturdy social platform concentrate on Instagram, whereas rising TikTok. Instagram is central to Nike’s influencer technique, contributing 71% of its whole VIT. Nonetheless, the model additionally has a powerful TikTok presence, which earned 21% of its whole VIT — the next portion than the common seen throughout the style market.
- Daring campaigns with athlete creators. Nike launched it’s #WinningIsntForEveryone marketing campaign throughout the Olympics in July 2024. The marketing campaign had a extra polarizing and aggressive tone which could have been a deliberate shift in technique with a view to fight the narrowing of their market share lead towards opponents. To bolster the marketing campaign, Nike had a lot of their athletes put up social media content material together with quick video clips from Lebron James, Victor Wembanyama, and Giannis Antetokounmpo.
- Superstar partnerships. Megan Thee Stallion additionally generated an enormous quantity of impressions for Nike, posting 21 occasions throughout her social accounts to drive consciousness for her particular collaboration assortment with Nike that was launched in February 2024.
Nike’s Influencer Program Stats (January – August 2024):
- Total UK Rank (VIT): #1
- Most Impactful Social Media Platform: Instagram
- Most Impactful Creator Tier: Macro (250K+ followers)
Adidas’ Influencer Program
Within the UK, Adidas earned the #1 spot on the Style Leaderboard, with a complete VIT rating of 257K.
Among the components that helped Adidas see a lot influencer program success embody:
- Athlete ambassadors. Adidas Soccer’s ambassador relationships with Jude Bellingham and David Beckham have been extremely impactful for Adidas’ model consciousness. Jude and David talked about Adidas in a mixed 20 posts, incomes over 74K VIT and 50M engagements.
- Prioritization of sneaker content material. Sneaker content material was key to the model’s success. Whereas a lot of the top-performing sneaker content material featured uncommon or customized sneakers from sneaker collectors and fans, there have been additionally loads of athletes and style creators who talked about Adidas sneakers in unboxings, OOTD, and way of life content material.
- Optimization of natural content material. Outdoors of their key high-profile ambassador relationships, Adidas was not reliant on sponsored campaigns. The truth is, most of its high VIT-earning posts have been natural mentions.
Adidas’ Influencer Program Stats (January – August 2024):
- Total US Rank (VIT): #1
- Most Impactful Social Media Platform: Instagram
- Most Impactful Creator Tier: VIP (5M+ followers)
Tip: Curious to see how social media tendencies can contribute to a model’s success? Uncover how Adidas sneakers turned a development in style influencer advertising and marketing.
SHEIN’s Influencer Program
SHEIN has quickly emerged as a heavyweight participant within the quick style area over the previous couple of years, and its influencer technique has performed a necessary function in its success. Within the first eight months of 2024, the model managed to earn the #1 spot on the FR Style Leaderboard, with a complete VIT rating of 118K (+10% year-over-year).
Some pillars to SHEIN’s influencer program success:
- Emphasis on mid and micro tier creators. Mid (50K+ followers) and macro tier creators (250K+ followers) earned 59% of SHEIN’s whole VIT. Among the finest performing creators included Carla Moreau, Cecile Duval, nawakkk, Monia, and Selin Elma.
- Tapping into the whitespace on TikTok. TikTok earned 52% of SHEIN’s whole VIT. To match, the final style model advertising and marketing solely noticed 17% of VIT coming from TikTok.
- Funding in sponsored content material. SHEIN invested closely in sponsored content material, with 56% of its VIT coming from paid content material. In 2024, they partnered with over 1000 FR creators on paid posts, greater than 3x every other model (YSL is second with 329 creators making paid content material).
- Creator content material in style and past. Among the content material themes that have been probably the most profitable for SHEIN included buying hauls, try-ons, and unboxing movies together with {couples} content material, and content material from mothers that includes outfit appears to be like of them and their youngsters.
SHEIN’s Influencer Program Stats (January – August 2024):
- Total FR Rank (VIT): #1
- Most Impactful Social Media Platform: TikTok
- Most Impactful Creator Tier: Macro (250K+ followers)
These insights into Nike, Adidas, and SHEIN’s influencer applications spotlight efficient methods that manufacturers can undertake to boost their very own influencer advertising and marketing efforts. For a deeper dive into model insights, high influencers, and rising tendencies, get the total State of Affect report.
