Glazed Donut Nails, Latte Make-up, Strawberry Woman, Cinnamon Cookie Butter Hair… Hailey Bieber and her workforce have brought about some buzz within the influencer advertising trade for his or her skill to influence social media developments. What’s spectacular is that they don’t simply encourage developments, they know the way to take benefit! A chief instance of this: Hailey Bieber’s Krispy Kreme collaboration, which got here off the again of the viral Strawberry Woman make-up development.
So what makes Hailey and her workforce so good at this? And extra importantly, what learnings can these within the influencer advertising trade choose up and apply to their very own influencer packages?
4 Influencer Advertising Learnings from Hailey Bieber’s Viral Tendencies
Influencer Advertising Studying 1: Something may be “new” with the precise creativity and timing
First, let’s look a bit of bit nearer on the information on two of the newest viral developments that Hailey Bieber and her workforce 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” development spiked with a 31% enhance in energetic influencers and 33% enhance in mentions within the 3 days following her submit vs the three days prior.
- Strawberry Woman. For the Strawberry Woman development, our information means that Hailey’s submit was the spark that kicked off the development. In all of July, there have been solely 6 “”strawberry lady” mentions. Then, following Hailey’s IG carousel submit on August 2 captioned “Strawberry Woman 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 program? Is the key equation simply good aesthetics + massive following = virality?
In all chance, the reply is… no. Whereas having a star at your helm can definitely assist increase a development, it doesn’t assure {that a} model will immediately change into a development setting machine (simply have a look at different celeb manufacturers like Kylie Cosmetics).
As an alternative, we predict that one of many key parts to Hailey and her workforce’s success is their skill to select up TikTok microtrends after which repackage them into one thing “new”. Latte make-up? A reimagination of nude, smokey eye seems which were round for ages. Strawberry Woman? 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 lots of, many extra.
For these trying to rating some viral developments for his or her influencer advertising packages, the important thing learnings listed below are: implement good social listening instruments so you possibly can choose up on micro developments early on, suppose creatively about the way to put a enjoyable spin on rising developments in a means that’s effectively positioned on your model, and get in on the development on the proper time (e.g. Strawberry Woman make-up felt proper as a result of the identify, a summer season fruit, matched the timing).
Professional tip: For those who’re itching to be taught extra on this particular matter. Try this text the place we dive deeper into how trendsetting/chasing and content material planning performs a giant function in constructing a complicated influencer advertising program.
Influencer Advertising Studying 2: Align your developments to what issues to your audience
Okay, this studying sounds apparent (and it’s). However, it’s crucial whenever you apply it to the way you choose and spend money on developments on your influencer advertising program.
In Hailey Bieber’s case, plainly not solely do her and her workforce have a great understanding of what their audience is excited by, they’ve a great sense of how that viewers’s opinions on magnificence/vogue are shifting over time. This helps them deal with particular developments, 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 audience 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 developments:
- Talent inclusivity. The highly effective factor concerning the Strawberry Woman and Latte Make-up seems? They don’t require MUA (make-up artist) degree talent – they’re each one thing the typical particular person can do with common instruments and merchandise. It’s attainable that Gen Zers and Gen Alpha’s are both to start with levels of taking part in with make-up, or don’t have sufficient time to pour a bunch of time or cash into each viral look they wish to strive.
- Value accessibility. Not solely are the Hailey Bieber-led developments accessible to all talent ranges, they don’t require costly merchandise or instruments to attain. Whereas Gen Zers and Gen Alpha’s definitely eat magnificence merchandise, they’re nonetheless coming into their spending energy.
Whereas they will’t take the total credit score for these developments’ virality, these two parts scale back the friction that Gen Zers and Gen Alpha’s usually expertise when getting in on a brand new development. They have been in a position to look good and really feel good with out attempting to be taught too many expertise or attain issues which can be out of their value 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 creating a brand new hair care line and the outcomes stunned them sufficient to pivot their merchandise. Study extra about how Walmart, P&G, and different manufacturers use influencer advertising in stunning methods.
Influencer Advertising Studying 3: Discovering a distinct segment may help preserve issues contemporary
For those who hadn’t observed, the latest viral developments related to Hailey are all meals centered. Having a standard theme is a robust technique to preserve a model’s picture feeling constant whereas incorporating a wide range of developments. And, giving your workforce a distinct segment to work inside may help open up creativity. That is very true when considering via repackaging identified issues into new and enjoyable developments.
So why meals for Hailey Bieber, particularly? Laborious 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 may see a play on texture being one thing like turning arduous gelled hair seems into “crème brulée hair”. Or a play on colour? Vibrant purple nails being “sweet apple nails”.
The sort of creativity takes the stress off of developing with fully new developments! It additionally makes a development much less about shopping for the most recent excessive finish product, and extra about becoming a member of in on a brand new and enjoyable expertise.
Influencer Advertising Studying 4: Audit efficiency so you possibly can increase successes
One of many issues that made Hailey Bieber’s newest developments so notable to the influencer advertising neighborhood, was how shortly her model, Rhode Magnificence, was in a position to 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 remedy, which performed off of each the Strawberry Woman and Glazed Donut developments.
Did the workforce have already got this in thoughts when Hailey first posted concerning the Strawberry Woman development? 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 broadly shared throughout social media. It additionally efficiently sparked pleasure throughout the wonder neighborhood, and amongst influencers and shoppers who wouldn’t usually suppose a lot of one other magnificence product launch.
For folk fascinated by the way to obtain this sort of flawless timing and alignment in their very own influencer advertising packages, the perfect piece of recommendation we can provide right here is to audit your content material efficiency in actual time.
In case you are attempting out a brand new development, new messaging, or taking part in with new product varieties the only most essential factor you are able to do is observe how effectively your content material is performing. In case you are testing issues out via your creator companions, influencer advertising platforms like Traackr may help make the sort of 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!
- Establish whether or not one thing has potential for virality – in that case, you in all probability wish to make investments additional with content material boosting or by bringing on extra influencer companions!
- Decide whether or not one thing must be became an even bigger marketing campaign. For instance, when you determine a development that’s performing effectively, chances are you’ll contemplate incorporating it into your subsequent product launch!
As with most issues in influencer advertising, data is energy! The extra info you’ve gotten on how your methods and experiments are performing, the extra possible you might be to have the ability to spend your cash, time, and assets extra successfully!
