Stay informed with WeArisma’s blog, offering expert insights into the latest trends and strategies in influencer marketing. From beauty to brand advocacy, health & wellness to trending topics, our blog provides actionable advice and thought leadership to help you succeed.
Stay informed with WeArisma’s blog, offering expert insights into the latest trends and strategies in influencer marketing.
Wearisma’s 2021 research reveals that 74% of consumers are influenced more by recommendations from people they know than by high-profile influencers. As brand advocacy evolves, measurement becomes crucial for success, echoing the personal, trusted approach of Avon’s door-to-door sales representatives.
To stay ahead in a post-pandemic world, brands should leverage TikTok’s growing influence, embrace China’s social commerce model, utilize KOL loyalty programs, and adopt a comprehensive influencer strategy to build authentic connections and drive engagement.
In 2020, UK audiences engaged most with sponsored content, while France’s top trend was fashion and style. Japan’s focus shifted to luxury and safety, Germany saw a surge in homeware content, and the US highlighted the prominence of sponsored ads and social justice movements like #BlackLivesMatter.
In Q2, social media trends reveal unique interests across markets: the UK focused on #InteriorDesign and #Makeup, the USA highlighted #BlackLivesMatter and #KendallxKylie, France buzzed with #Football and #Concours, Italy engaged with #Food and #Insanitypage, and Japan saw growth in #PR and #OOTD, indicating diverse regional preferences brands should leverage for impactful engagements.
Despite gym closures, the UK’s £3.8B fitness industry saw a surge in health & wellness engagement, with brands like Fabletics, Fitbit, Garmin, Peloton, and Gymshark leading the charge. Key to their success were strategic influencer partnerships and data-driven campaigns, resulting in significant boosts in engagement and brand visibility.
Explore how Thailand, Taiwan, and South Korea successfully utilized celebrity-driven campaigns and video content to adapt and thrive in 2020’s challenging beauty market.
Despite the challenges of 2020, the beauty industry in APAC is rebounding, with a 45% increase in #Beauty content engagements from Q2 to Q3, driven by local influencers, product seeding, and user-generated content.
Rihanna’s Fenty Beauty, known for its inclusive approach, is expanding into skincare with Fenty Skin, leveraging male beauty influencers to drive engagement and replicate its previous success, amidst a growing trend in male beauty and skincare.
The luxury menswear market is on the rise, driven by Millennials and Gen Z, with Gucci’s A/W 2020 show highlighting this shift. Wearisma’s analysis shows a 23% annual growth in online menswear discussions since 2018, with China leading in Media Value growth at 73%.
With sustainability now essential, Wearisma’s data shows a 50% increase in engagement with sustainable content. Brands like Loewe and Gucci have thrived by focusing on targeted sustainability efforts that resonate with consumers.
Wearisma predicts that in 2020, brands will need to navigate evolving social media communities, embrace exclusive online spaces, leverage nostalgia and creativity, and focus on ephemeral content to stay ahead in influencer marketing.
In 2019, as the Health and Wellness market surged, brands like Fabletics, Ritual, and Terra Origin effectively utilized Influencer Marketing to connect with diverse audiences and strengthen their market presence.
Last week, Wearisma’s APAC Influencer Marketing Manager, Vicky Huang, presented key insights on data-driven influencer marketing at the Conde Nast Summit Forum in Taipei, highlighting trends in Taiwanese influencer content, the popularity of luxury brands like Gucci, Dior, and Chanel, and introducing emerging micro-influencers that luxury brands should engage with.
Sponsored influencer trips, though costly, often yield significant rewards by generating highly engaging content. Wearisma’s Travel Index highlights 2019’s top influencer destinations, showcasing how the Travel & Tourism sector leverages influencers to boost global tourism and reshape destination perceptions.
Wearisma’s latest analysis shows that Influencer Marketing strategies cannot be universally applied. Key differences in Japan, the UK, and France, such as varying Influencer engagement rates, agency involvement, product interests, conversation topics, and transparency standards, highlight the need for tailored approaches. Use intelligent data to adapt strategies for each market effectively. Subscribe to our newsletter for insights on luxury brand trends.
Despite K-Beauty’s rapid growth, challenges from Western competitors and international disputes require adopting strategies from France, such as enhancing regional social media presence, leveraging micro-influencers for accessibility, and building personalized connections to maintain a global competitive edge.
Wearisma’s latest white paper, produced in partnership with CEW France, highlights the dynamic growth in the beauty industry and the pivotal role of influencers, showcasing how Indie beauty brands are reshaping market trends in France and offering valuable lessons for J-Beauty’s digital strategy.
Wearisma and CEW France have launched ‘The State of French Beauty Influence,’ a white paper revealing how influencer marketing drives innovation and diversity in the French beauty industry, with insights presented at a successful Beauty Brunch in Paris.
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WeArisma is a specialist in precision earned media that unleashes the power in numbers. We leverage cutting-edge AI and unparalleled global data and insights to predict creative strategies that drive brand influence, grow communities and optimise business results. Removing the guesswork and reducing the risk.
