At present we launched our 2020 State of Affect Report entitled “#Unprecedented 2020” 

Our report highlights how the pandemic and social justice actions haven’t solely led shoppers to demand greater sensitivity and consciousness, however sustained motion from influencers and types alike. Moreover, the unsure financial future and emergence of platforms like TikTok have required manufacturers to take dangers and get inventive with a view to keep forward of the curve and stay related.

Our report supplies insights into main magnificence, trend and life-style classes primarily based on the content material produced by a panel of 41,219 influencers and 20 manufacturers. It analyzes the variety of activated influencers, mentions and engagements, produced and shared by these influencers from January 2019 – June 2020, particularly specializing in how the primary half of 2020 in comparison with the identical interval in 2019. Our report highlights how the pandemic, Black Lives Matter motion, and overarching social media platform shifts have affected world enterprise and adjusted shopper and model conduct within the magnificence, trend and life-style industries. 

Key insights from segments in our report embody:

• The “skinfluencer motion” and the related influencers rising to digital fame
• The resurgence of haircare, particularly customized haircare 
• The shift in make-up in direction of clear magnificence (and the lower in make-up posts total)
• The dominant pressure in trend is activewear, now greater than ever. 
• The significance of transparency in trend, and the juxtaposition of developments in sustainable and quick trend respectively

“The pandemic and better Black Lives Matter social justice motion have modified the influencer advertising and marketing world for the higher,” mentioned Pierre-Loic Assayag, CEO and co-founder of Traackr. “Influencers at the moment are held accountable by their audiences to be conscious, accountable and genuine with how they wield their affect. Our business has talked so much concerning the significance of brand name goal over the previous couple of years, however 2020 has turned up the warmth much more. Manufacturers are usually not solely anticipated to participate within the dialog, however influencers and audiences are auditing their guarantees and guaranteeing observe by way of on broader social justice points.” 

The pandemic and ensuing financial uncertainty additionally had a big impact on the content material and placement of paid influencer advertising and marketing collaborations. Not solely did new platforms like TikTok dominate the market, current platforms added new functionalities and noticed vital adjustments in viewers conduct, like Instagram’s Reels and Store. There was additionally an additional delineation of the sorts of content material that carry out effectively on every platform, additional demonstrating the place these conversations are going down and the way manufacturers are taking discover. 

To obtain the total report, go to https://bit.ly/2ZjSJ3q

Methodology

This report was created utilizing Traackr, a expertise platform that permits a data-driven method to influencer advertising and marketing, by way of deep influencer, marketing campaign, and market-level insights. For the needs of this examine, Traackr analyzed a pattern of 20 manufacturers, and 41,219 of influencers primarily positioned in the USA, Canada, and Europe who produce content material and have audiences focused on widespread life-style classes together with magnificence, trend, meals and beverage. Influencers of all tiers (nano, micro, mid, macro, prime, and VIP) have been included.