Perfume, inclusive skincare, physique positivity and TikTok-driven content material have been among the many prime magnificence traits within the influencer market in 2020, in keeping with our newest State of Affect: Magnificence 2021. The report investigates how the occasions of the previous 12 months have knowledgeable rising traits within the magnificence trade, in addition to the social media platform and influencer advertising sectors.

New Traackr Report Reveals Prime Magnificence, Platforms, and Influencer Traits

The report offers insights into rising magnificence, platform and influencer traits 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, taking into consideration visibility, affect and model belief.  

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

Some key insights from the report embrace:

Inclusivity Themes

• Social justice stays prime of thoughts. Though social posts about Black Lives Matter did peak in the course of 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% improve in posts about BLM and a 36,198% improve in engagement. It’s doable that this sustained improve is proof that the influencer group has modified for the higher – exhibiting 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% improve in complete variety of engagements between 2019 and 2020. This progress is because of the truth that influencers like Lizzo, Jessamyn Stanley and Katie Sturino had extra open and proud conversations in regards to the matter, 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 in reality was the second magnificence class with essentially the most progress from 2019 to 2020. A serious a part of that progress was pushed by TikTok, with the platform seeing a 237% improve 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 opinions, submit tutorials and convey the essence of a perfume.
• Skincare will get extra numerous and sincere. Skincare noticed a significant enhance in the course of the pandemic because the “skinfluencer motion” went viral. Though the final skincare rise appears to have settled down, conversations round numerous skincare noticed a 19% improve in engagements from 2019 to 2020, with manufacturers like Paula’s Selection, KNC Magnificence and Black Lady Sunscreen main the way in which. Skincare content material can be changing into extra clear and sincere as influencers and audiences focus discussions on particular pores and skin challenges like pimples (194% improve in engagements), eczema (148% improve in engagements) and rosacea (190% improve in engagements).
• Make-up refocuses to particular traits and content material. Though conversations about make-up have been down broadly in 2020, some manufacturers and influencers nonetheless managed to achieve success by getting artistic and providing particular, worthwhile content material. For instance, lip make-up exploded in recognition on TikTok in comparison with different platforms with a 134% improve in lively influencers and 346% improve in engagements from 2019 to 2020. Different profitable traits that have been extra platform agnostic included pure make-up seems to be, high-shine and impartial lips, extremely pigmented or inventive eyes, and transformation or “glow up” movies.

Platform Traits

• Social commerce dialog picks up. Within the second half of 2020, paid influencer collaborations began selecting again up as manufacturers resumed advertising 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% improve in influencers actively speaking about it and a 28% improve in engagements from 2019 to 2020. It wasn’t simply influencer conversations selecting 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. Based mostly on influencer conversations, Triller noticed essentially the most buzz with a 119% improve in posts and 1317% improve in engagements. Coming in second was Clubhouse with a 506% improve in posts and 6% lower in engagements, and third was Pinterest with a 20% improve in engagements. Additional insights on why these platforms succeeded are shared within the full report. 

In talking to me in regards to 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, sturdy viewers and influencer relationships, artistic and value-based content material, and platform exploration proceed to develop.” 

This report additionally offers additional perception on how paid influencer collaborations have rebounded within the final 12 months, which kinds of content material carried out properly within the magnificence trade, and which influencers are shortly rising to prominence. You’ll be able to obtain the total report right here.