Over the previous 12 months, we’ve all navigated huge modifications in lots of elements of our lives—how we work, how we store, how we socialise. Even as companies reopen in lots of elements of the world, and other people swap masks for make-up, 2021 continues to be a time of transition, with the foundations of post-pandemic life nonetheless taking form.
Like nearly each business, the influencer economic system advanced considerably from 2020 to 2021. For many content material creators and their followers, the aspirational ethos of pre-pandemic influencer posts was changed by an emphasis on social influence and genuine connection. Meanwhile, the rising affect of Gen Z customers, who deeply worth individuality and creativity, paved the best way for a proliferation of avant-garde make-up tendencies. In brief, the outdated guidelines of influencer advertising and marketing have been out—and to succeed, manufacturers, like influencers, needed to assume exterior the field.
In this text, we’ll dive into the revolutionary methods setting three forward-thinking manufacturers other than the competitors, and description key takeaways different manufacturers can use to copy their success.
Savage x Fenty retains it actual with #SavageXIRL marketing campaign
See you later, Victoria’s Secret. In 2021, lingerie’s outdated guard formally retired, leaving Rihanna’s Savage x Fenty the reigning queen of underwear. Following regular momentum, the label boasted an explosive 153% year-over-year surge in Earned Media Value (EMV) from June 2020 to May 2021, garnering $331.0M EMV. This development was fueled by a 69% year-over-year enlargement of Savage x Fenty’s influencer neighborhood, which swelled to five.3k content material creators.
It’s unattainable to speak about Savage x Fenty’s influencer technique with out mentioning the model’s blockbuster vogue present, which has successfully changed the now-defunct Victoria’s Secret present because the lingerie occasion of the 12 months. While many vogue manufacturers struggled to take their reveals digital through the pandemic, Savage x Fenty hosted a blockbuster digital occasion in October, that includes cameos from the likes of Lizzo and Cara Delevigne. Mentions of #SavageXFentyShow powered $4.3M EMV all through the month (compared, Prada accrued $1.7M EMV by way of content material tagged #PradaFW21 when it confirmed on-line in February).
Savage x Fenty has additionally impressed a gentle stream of high-impact content material by way of its ongoing #SavageXIRL marketing campaign, which—according to the model’s emphasis on physique positivity and self-acceptance—invitations influencers to share unretouched images of themselves in Savage x Fenty items. Though hardly a brand new initiative, the inclusive marketing campaign took off in late 2020 and has maintained momentum into 2021, with type bloggers corresponding to Bella Ramos routinely flaunting the model’s lingerie in flirty at-home posts. Altogether, mentions of #SavageXIRL garnered $3.9M EMV from June 2020 to May 2021, greater than doubling its $1.7M whole over the earlier 12 months.
Danessa Myricks Beauty options in avant-garde make-up appears to be like
There’s no denying that the pandemic was robust on the cosmetics business—other than the occasional Zoom glad hour, life at dwelling supplied few alternatives to get glammed up. So how did Danessa Myricks Beauty handle to not solely evade the steep EMV declines skilled by many different make-up manufacturers, however almost double its EMV whole? From June 2020 to May 2021, Danessa Myricks Beauty collected $61.9M EMV, a 99% year-over-year enhance, whereas its neighborhood of three.0k influencers marked a 94% YoY enlargement.
The secret to the model’s success? Strong relationships with content material creators who used make-up much less for glamour than for avant-garde self-expression. Take the model’s prime EMV-driving influencer, make-up artist Linda Hallberg, who usually finishes her vibrant cut-creases with 3D rhinestones and even synthetic flowers. Linda shouted out Danessa Myricks Beauty in a formidable 119 posts from June 2020 to May 2021, producing $2.8M EMV.
Notably, Danessa Myricks Beauty actively invested in its partnership with Linda by furnishing the influencer with alternatives to develop her personal platform: in February, for instance, Linda joined Danessa Myricks herself in a make-up demonstration at magnificence conference The Makeup Show, which occurred just about this 12 months. Danessa Myricks Beauty additionally featured extra broadly in edgy appears to be like from each established and smaller-scale content material creators, netting $4.6M EMV by way of #ArtisticMakeup posts from June 2020 to May 2021—an enchancment upon the hashtag’s $1.1M whole through the earlier 12-month interval.
Insert Name Here turns into e-girls’ it-brand
TikTok has launched loads of new tendencies to the social media panorama, from goofy dance movies to unlikely meals combos (Takis and cream cheese, anybody?). Chief amongst TikTok’s cultural contributions is the “e-girl” aesthetic, characterised by dewy pores and skin, daring eyeliner, and colourful hair—or wigs. One wig model specifically has capitalised on the age of the e-girl to drive vital development on social media: Insert Name Here. Bolstered by a community of two.5k influencers, the model powered $58.7M EMV from June 2020 to May 2021, up 48% from the earlier 12 months.
Throughout the time interval monitored, Insert Name Here despatched wigs and extensions to widespread TikTok creators like Tatyana Joseph and Avani Gregg, who proudly confirmed off their new ’dos. Both Gen Z stars ranked among the many model’s prime 10 EMV-drivers, contributing a respective $635.3k and $611.8k, whereas mentions of #TikTok collected $637.1k.
In addition to constructing clout on the short-form video platform, the model made a splash by teaming up with powerhouse influencer Liane Valenzueva for a clip-on ponytail product launched in September. A longtime fan of Insert Name Here, the life-style blogger enthusiastically hyped her wig’s launch and persistently sported it on Instagram, rising because the model’s prime earner with $2.6M EMV throughout 151 posts.
As influencers and customers start to enterprise exterior their properties and readjust to in-person gatherings, the social media panorama will proceed to remodel. That mentioned, adaptability, innovation, and open mindedness will stay key to manufacturers’ earned media development. Drawing from the achievements of Savage x Fenty, Danessa Myricks Beauty, and Insert Name Here, listed below are some steps that every one manufacturers can take to encourage sustained, impactful dialog on-line.
Forge genuine connections with influencers (and customers)In 2021, aspiration is out and authenticity is in. After spending over a 12 months on Zoom, we’re all a little bit too acquainted with the again partitions of one another’s bedrooms—which, coupled with the collective trauma of a world pandemic, makes pretension really feel a little bit misplaced. Rather than returning to the larger-than-life glamour of circa-2019 Instagram, manufacturers can lean into the hotter, quirkier vitality of right now’s influencer neighborhood by launching campaigns that invite content material creators to indicate off their true colours, like #SavageXIRL. Embrace creativityAs social media strikes away from filtered, flawless aesthetics, content material creators are more and more desperate to rejoice their individuality by means of creative self-expression. When partnering with influencers, manufacturers ought to take care to not stifle their advocates’ inspiration with strict content material pointers. By granting influencers inventive company over their work and permitting them to take dangers, manufacturers stand to profit from content material that showcases the total vary of their followers’ skills. Keep an eye fixed out for rising tendencies Conversation on social media strikes shortly, and tendencies can emerge in a single day. Being the primary to win over a brand new subculture (like e-girls) can repay immensely as area of interest aesthetics and pursuits develop into mainstream. By staying plugged into the net communities that matter to your model, and shortly responding to rising actions, you’ll be able to make sure that your model’s message stays related.
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