Saying the State of Affect: Magnificence 2021 I Traackr

Perfume, inclusive skincare, physique positivity and TikTok-driven content material had been among the many high magnificence developments 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 12 months have knowledgeable rising developments within the magnificence business, in addition to the social media platform and influencer advertising and marketing sectors.

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

The report gives insights into rising magnificence, platform and influencer developments 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, making an allowance for visibility, impression and model belief.  

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

Some key insights from the report embrace:

Inclusivity Themes

• Social justice stays high of thoughts. Though social posts about Black Lives Matter did peak through 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% enhance in posts about BLM and a 36,198% enhance in engagement. It’s attainable that this sustained enhance is proof that the influencer group has modified for the higher – displaying 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% enhance in complete variety of engagements between 2019 and 2020. This development is because of the truth that influencers like Lizzo, Jessamyn Stanley and Katie Sturino had extra open and proud conversations concerning the subject, and since manufacturers partnered with a extra numerous set of parents to make sure broader illustration. 

Magnificence Content material

• “Fragrance-fluencers” revive perfume. In 2020, perfume noticed a resurgence in curiosity and actually was the second magnificence class with probably the most development from 2019 to 2020. A significant a part of that development was pushed by TikTok, with the platform seeing a 237% enhance in activated influencers and a major 1065% spike in engagement. TikTok’s quick video format appeared to be an ideal place for influencers to share evaluations, put up tutorials and convey the essence of a perfume.
• Skincare will get extra numerous and trustworthy. Skincare noticed a significant enhance through the pandemic because the “skinfluencer motion” went viral. Though the overall skincare rise appears to have settled down, conversations round numerous skincare noticed a 19% enhance in engagements from 2019 to 2020, with manufacturers like Paula’s Selection, KNC Magnificence and Black Woman Sunscreen main the way in which. Skincare content material can also be changing into extra clear and trustworthy as influencers and audiences focus discussions on particular pores and skin challenges like pimples (194% enhance in engagements), eczema (148% enhance in engagements) and rosacea (190% enhance in engagements).
• Make-up refocuses to particular developments and content material. Though conversations about make-up had been down broadly in 2020, some manufacturers and influencers nonetheless managed to achieve success by getting inventive and providing particular, invaluable content material. For instance, lip make-up exploded in recognition on TikTok in comparison with different platforms with a 134% enhance in lively influencers and 346% enhance in engagements from 2019 to 2020. Different profitable developments that had been extra platform agnostic included pure make-up appears to be like, high-shine and impartial lips, extremely pigmented or creative eyes, and transformation or “glow up” movies.

Platform Tendencies

• Social commerce dialog picks up. Within the second half of 2020, paid influencer collaborations began choosing again up as manufacturers resumed advertising and marketing 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% enhance in influencers actively speaking about it and a 28% enhance 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 spanking new or revamped social platforms, and distributors are heating up the competitors. Primarily based on influencer conversations, Triller noticed probably the most buzz with a 119% enhance in posts and 1317% enhance in engagements. Coming in second was Clubhouse with a 506% enhance in posts and 6% lower in engagements, and third was Pinterest with a 20% enhance in engagements. Additional insights on why these platforms succeeded are shared within the full report. 

In chatting with me concerning the findings, Pierre Loïc- Assayag, CEO and co-founder of Traackr, stated, “2020 was a lesson in accountability and resilience. As a number of world points took maintain, manufacturers and influencers wanted to step again from product-focused methods and undertake humanized and genuine mindsets.”  

“Within the coming 12 months, 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 gives additional perception on how paid influencer collaborations have rebounded within the final 12 months, which kinds of content material carried out nicely within the magnificence business, and which influencers are rapidly rising to prominence. You possibly can obtain the total report right here.