Over the previous yr, we’ve all navigated large modifications in lots of points of our lives—how we work, how we store, how we socialise. Whilst companies reopen in lots of components of the world, and folks 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 trade, the influencer economic system advanced considerably from 2020 to 2021. For a lot of content material creators and their followers, the aspirational ethos of pre-pandemic influencer posts was changed by an emphasis on social affect and genuine connection. In the meantime, the rising affect of Gen Z shoppers, who deeply worth individuality and creativity, paved the way in which for a proliferation of avant-garde make-up developments. Briefly, the previous guidelines of influencer advertising and marketing had been out—and to succeed, manufacturers, like influencers, needed to assume exterior the field.
On this article, we’ll dive into the progressive methods setting three forward-thinking manufacturers aside from the competitors, and description key takeaways different manufacturers can use to copy their success.
Savage x Fenty retains it actual with #SavageXIRL marketing campaign
So long, Victoria’s Secret. In 2021, lingerie’s previous 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 Worth (EMV) from June 2020 to Could 2021, garnering $331.0M EMV. This development was fueled by a 69% year-over-year growth of Savage x Fenty’s influencer group, which swelled to five.3k content material creators.
It’s not possible to speak about Savage x Fenty’s influencer technique with out mentioning the model’s blockbuster style present, which has successfully changed the now-defunct Victoria’s Secret present as the lingerie occasion of the yr. Whereas many style 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 (as compared, Prada accrued $1.7M EMV through content material tagged #PradaFW21 when it confirmed on-line in February).
Savage x Fenty has additionally impressed a gradual stream of high-impact content material through its ongoing #SavageXIRL marketing campaign, which—consistent with the model’s emphasis on physique positivity and self-acceptance—invitations influencers to share unretouched photographs of themselves in Savage x Fenty items. Although hardly a brand new initiative, the inclusive marketing campaign took off in late 2020 and has maintained momentum into 2021, with fashion bloggers equivalent 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 Could 2021, greater than doubling its $1.7M complete over the earlier 12 months.
Danessa Myricks Magnificence options in avant-garde make-up seems to be
There’s no denying that the pandemic was robust on the cosmetics trade—aside from the occasional Zoom pleased hour, life at dwelling provided few alternatives to get glammed up. So how did Danessa Myricks Magnificence handle to not solely evade the steep EMV declines skilled by many different make-up manufacturers, however practically double its EMV complete? From June 2020 to Could 2021, Danessa Myricks Magnificence collected $61.9M EMV, a 99% year-over-year enhance, whereas its group of three.0k influencers marked a 94% YoY growth.
The key to the model’s success? Sturdy 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 typically finishes her vibrant cut-creases with 3D rhinestones and even synthetic flowers. Linda shouted out Danessa Myricks Magnificence in a formidable 119 posts from June 2020 to Could 2021, producing $2.8M EMV.
Notably, Danessa Myricks Magnificence actively invested in its partnership with Linda by furnishing the influencer with alternatives to increase her personal platform: in February, for instance, Linda joined Danessa Myricks herself in a make-up demonstration at magnificence conference The Make-up Present, which befell nearly this yr. Danessa Myricks Magnificence additionally featured extra broadly in edgy seems to be from each established and smaller-scale content material creators, netting $4.6M EMV through #CreativeMakeup posts from June 2020 to Could 2021—an enchancment upon the hashtag’s $1.1M complete through the earlier 12-month interval.
Insert Identify Right here turns into e-girls’ it-brand
TikTok has launched loads of new developments to the social media panorama, from goofy dance movies to unlikely meals mixtures (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 particularly has capitalised on the age of the e-girl to drive important development on social media: Insert Identify Right here. Bolstered by a community of two.5k influencers, the model powered $58.7M EMV from June 2020 to Could 2021, up 48% from the earlier yr.
All through the time interval monitored, Insert Identify Right here despatched wigs and extensions to fashionable TikTok creators like Tatyana Joseph and Avani Gregg, who proudly confirmed off their new ’dos. Each 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.
Along with 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 Identify Right here, the approach to life blogger enthusiastically hyped her wig’s launch and constantly sported it on Instagram, rising because the model’s prime earner with $2.6M EMV throughout 151 posts.
As influencers and shoppers start to enterprise exterior their properties and readjust to in-person gatherings, the social media panorama will proceed to rework. That stated, adaptability, innovation, and open mindedness will stay key to manufacturers’ earned media development. Drawing from the achievements of Savage x Fenty, Danessa Myricks Magnificence, and Insert Identify Right here, listed here are some steps that each one manufacturers can take to encourage sustained, impactful dialog on-line.
- Forge genuine connections with influencers (and shoppers)
In 2021, aspiration is out and authenticity is in. After spending over a yr on Zoom, we’re all slightly too conversant in the again partitions of one another’s bedrooms—which, coupled with the collective trauma of a world pandemic, makes pretension really feel slightly misplaced. Moderately 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 group by launching campaigns that invite content material creators to point out off their true colours, like #SavageXIRL.
- Embrace creativity
As social media strikes away from filtered, flawless aesthetics, content material creators are more and more desperate to have fun their individuality by creative self-expression. When partnering with influencers, manufacturers ought to take care to not stifle their advocates’ inspiration with strict content material tips. 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’ talents.
- Hold an eye fixed out for rising developments
Dialog on social media strikes shortly, and developments 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 may be sure that your model’s message stays related.