Building a strong community strategy in beauty is more than just partnering with the biggest influencers out there. It has become a full 360 approach, spanning events, IRL activations, cross-category partnerships and interacting with audiences in a way that feels authentic. Enter the beauty community roadmap — key insights highlighting the power of each step, alongside best-in-class case studies backed by data powered by our partner, Lefty. Discover more in our report just launched.
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Hot take: There's a significant shift happening in luxury marketing that's worth your attention. A backlash against the overuse of influencers in luxury marketing is gaining momentum. This new trend, called "de-influencing," discourages excessive consumption promoted by social media personalities. Let's look at the numbers: ♐️"De-influencing" mentions have skyrocketed to 7,200 this year. ♐️That's a staggering 683% increase from last year! ♐️Almost 30% of TikTok and Twitter users now view viral products negatively. But why the change? Consumers have grown weary of hard-sell tactics and over-promotion. They're seeking authenticity and trustworthiness, which many feel is lacking in traditional influencer marketing. So how are luxury brands adapting to this shift away from influencers marketing? 1. Rethinking influencer partnerships: ♐️Brands are moving away from predictable sponsored posts. They're exploring deeper, more genuine collaborations with macro creators. 2. Embracing niche expertise: ♐️There's a growing interest in smaller, yet highly influential key opinion leaders with specialized knowledge. 3. The "Quiet Luxury" approach: ♐️Many brands are stepping back from flashy logos and in-your-face advertising. Instead, they're focusing on: - Investment pieces - Subtle, understated branding - Encouraging thoughtful shopping habits 4. Enter the "Genuinfluencers": ♐️Brands are giving platforms to creatives who share values, offer advice, and express genuine passion. It's not just about advertising products anymore. What does this mean for the future? While this doesn't spell the end for influencers in luxury fashion, it does signal a significant shift. Brands are prioritizing authenticity and meaningful connections over mere reach and visibility. So, do you think this anti-influencer movement is necessary? Share your thoughts in the comments! #luxurymarketing #marketingtrends #authenticbranding #influencermarketing
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5 reasons to work with nano-influencers: 1️⃣ The global influencer marketing industry is valued at $24 Billion 2️⃣ Stronger loyalty and audience trust compared to large influencers 3️⃣ Looked at as long-term business partners 4️⃣ SEPHORA and L'Oréal are key examples of this strong influencer collaboration 5️⃣ Leads to stronger brand authenticity and niche market penetration Elvis O. KAWEDO explores this trending marketing strategy: https://lnkd.in/e6Txx9u2 #beautyindustry #influencermarketing #nanoinfluencers #trends2024
Beauty Heavyweights Are Incubating Small Influencers and Brands
beautymatter.com
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The recent Vogue Business article on Nara Smith highlights a pivotal shift in influencer marketing towards authenticity and long-term relationships. Smith's approach moves beyond traditional, transactional partnerships, focusing on building genuine connections with both brands and audiences. As we navigate this evolving landscape, it's clear that fostering deeper, more meaningful relationships between brands and influencers can significantly enhance campaign effectiveness. Prioritising authenticity and sustained engagement not only sets us apart from competitors but also drives greater ROI for clients. This trend underscores the growing importance of strategic, relationship-based influencer marketing, and it's something that will guide our future campaigns and partnership strategies. Let's embrace this shift and continue to innovate in our approach! #InfluencerMarketing #Authenticity #BrandEngagement #MarketingStrategy #vogue https://lnkd.in/g5kGiUtF
Nara Smith and the new era of influencer marketing
voguebusiness.com
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The #marketing landscape is undergoing a significant transformation, with a creator-centric approach rapidly emerging as the new norm for brands. The two legs to it being #CelebrityMarketing and #InfluencerMarketing. #YouTube influencers, however vast their reach, are absolutely not “today’s celebrities,” and celebrity marketing and influencer marketing offer fundamentally different benefits for brands. Celebrities are more effective at driving recall than creators (84% versus 73%). Where YouTube creators really start to gain the upper hand is in deeper brand involvement. YouTube creators are 4X more effective at driving a lift in #BrandFamiliarity than those with celebrities. Beauty brands were one of the first to team up with influencers and creators have established a huge presence among the YouTube beauty community. About 86% of the top 200 beauty videos on YouTube were made by creators rather than professionals or brands. Beauty brand Glossier, Inc. collaborated with beauty influencers and makeup artists to create content that felt personal and genuine. These partnerships not only increased brand awareness but also reinforced Glossier's reputation as a customer-centric brand. #DanielWellington, a watch brand, leveraged micro-influencers across various social media platforms, focusing on highly engaged audiences. This approach resulted in authentic content creation that resonated with diverse audiences, significantly boosting brand visibility and sales. Celebrity marketing has historically focused on endorsement, sponsorship, and product placement. While celebrities need to be trendy and stylish, consumers expect creators to be friendly, funny, and sometimes irreverent which drives more credibility. For those willing to invest, it’s clear that influencer marketing is more than a bandwagon. It’s a powerful, scaled form of communication. The shift towards a creator-centric approach is a response to the evolving consumer landscape, where authenticity and #PersonalizedEngagement are highly valued. For brands, this means not only leveraging the reach of these creators but also tapping into their ability to create content that resonates on a personal level. As this trend continues to grow, it represents not just a passing fad but a fundamental shift in how brands connect with their audiences.
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🚀 Exciting trends in brand marketing! A recent study reveals that new brands are increasingly turning to endorsement deals with influencers and celebrities to boost their visibility and credibility. This strategy not only enhances brand awareness but also helps establish trust with target audiences. As consumers increasingly seek authenticity, partnering with trusted figures can make all the difference. In a competitive landscape, leveraging the power of influencers and celebrities may be the key to standing out. Brands that embrace this trend are not just marketing; they're building connections. What are your thoughts on influencer partnerships? Have you seen any successful campaigns lately? 💬 #Yapiee #BrandMarketing #InfluencerMarketing #CelebrityEndorsement #Yapieeapp https://lnkd.in/d93VK_Cw
New brands jump at endorsement deals with influencers, celebrities: study
marketingdive.com
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YokeyAD | Connecting your brand with right influencers | Influencer marketing strategies that make impact
❕ What does your brand's voice REALLY sound like? It's fascinating to think about, but the voice of your brand could sound one way to you and come across completely differently to your audience. So, why does this happen? Your brand's voice is something you shape — it’s the way you present your product, how you craft your messaging, the strategy you choose, and the markets you target. But how your brand is perceived, how it is heard by the audience, is influenced heavily by the people who buy your products and share their experiences. Influencers are at the forefront of this — acting as the megaphones that broadcast how your product resonates in the hearts of consumers. They hold significant sway over the narrative and tone surrounding your brand. Considering that humans are social creatures by nature, we’re hardwired to look to our peers and the people we admire for cues on what to do, what to buy, and what to believe in. That’s why even established luxury brands like Louis Vuitton still pour massive resources into influencer marketing, partnering with top celebrities and supermodels to maintain their aura of exclusivity and luxury. It might seem unnecessary — after all, how could anyone forget or overlook such a high-profile brand? Yet, even these giants understand the power of staying relevant in the social sphere. When potential customers come across your brand, they’re often looking at it through the lens of other buyers. They scroll through comments, check reviews, and see what others are saying about it across various platforms. By leveraging positive feedback from influencers and opinion leaders, you make it easier for potential customers to make a decision! And yes, you’re also nudging them towards a purchase. Statistics show that 61% of consumers trust influencer recommendations — and I'd bet that the other 39% are just not ready to admit it yet! 😉 At the end of the day, every business has a unique voice. And with a well-crafted influencer marketing strategy, you can amplify it to resonate even more authentically with your audience. ❔ So, what does your brand's voice sound like today?
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Is influencer marketing fair to its audience? 👀 In today's digital landscape, the sway of influencers in areas like fashion, makeup, and increasingly skincare is undeniable. Yet, as I found myself immersed in the realm of Instagram skincare recommendations, I couldn't help but notice a prevalent trend: many of these endorsements are paid partnerships. Having worked in this industry for over two years, I'm well aware that influencer marketing operates on this premise, where collaborations are often driven by financial incentives. However, what troubles me is the apparent lack of diligence on the part of some influencers when selecting brands to endorse. It seems that, in pursuit of monetary gain, some may overlook the importance of recommending products that genuinely benefit their audience. I believe influencers have a responsibility to choose brands wisely. By aligning themselves with products that they've thoroughly researched and truly believe in, they not only maintain the trust of their audience but also set a standard for brands to strive for excellence. This approach can build relationship between influencers, their followers, and brands. Audiences can place greater trust in recommendations knowing they're based on genuine merit rather than financial gain. Meanwhile, brands are incentivized to prioritize quality and innovation, knowing that influencers are discerning in their selections. When endorsements feel more like commercial transactions than authentic recommendations, audiences are left questioning the integrity of the influencer's judgment. Ultimately, by championing transparency, research, and integrity in their collaborations, influencers can elevate the standard of influencer marketing, fostering a more trustworthy and mutually beneficial ecosystem for all stakeholders involved. What do you think? 🤔 #influencers #influencermarketing #need #change #newways #marketing
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New brands jump at endorsement deals with influencers, celebrities. Do "influencers" influence you? #Advertising #Marketing #PublicRelations #Media #AdvertisingAgency #MediaBuying #Television #Radio #Outdoor #DigitalMedia #SocialMedia #Branding #SilverStateWonders
New brands jump at endorsement deals with influencers, celebrities: study
marketingdive.com
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Assistant Professor - Fashion Design & Communication | Trends Forecast Fashion Media Enthusiast | PhD scholar - studying trends in Fashion Communication with Gen Z
The fashion landscape is evolving, and so is the world of influencer marketing. According to the recent BoF-McKinsey State of Fashion 2024 report, consumers are yearning for authenticity, entertainment, and relatable personalities. Here are some key insights and trends shaping the future of fashion influencer collaborations: 1️⃣ Authenticity Wins: Consumers prefer influencers who are relatable and authentic. Gone are the days of overly polished aesthetics; the focus is shifting to genuine connections. 2️⃣ Rise of Quirky & Vulnerable Influencers: The “new wave” of creators embraces quirkiness, humor, and vulnerability. Think Alix Earle, Madeline Argy, or Tube Girl, gaining millions of followers on platforms like TikTok. 3️⃣ Platform Shift: TikTok is stealing the spotlight with its emphasis on authenticity, surpassing Instagram in user engagement. Brands are exploring this platform to connect with a wider, more engaged audience. 4️⃣ Deepening Partnerships: Brands are moving beyond one-off collaborations, forming deeper partnerships with influencers. It’s not just about product promotions; it’s about co-creating content that aligns seamlessly with the influencer’s style. 5️⃣ Innovative Campaigns: Fashion marketers need to break free from traditional initiatives. Innovative and surprising campaigns that resonate with followers and reach new audiences are key. Humor, self-awareness, and unfiltered tones are becoming crucial elements. The fashion industry is witnessing a dynamic shift, and brands that adapt to these trends stand to gain the most. As we navigate 2024, it’s time to embrace the authenticity and creativity that influencers bring to the table. #FashionMarketing #fashioncommunication #trends2024 #InfluencerCollaborations #AuthenticityInFashion
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