The Ethical Fashion Influencer analysis shows sustainable fashion is the top trending keyword in the category. Ethical and Fashion are also trending keywords.
Source Credit: Warwick Business School Alumni Research Data and Influencer Network Analysis
The report has been run from 1st September 2020 to 16th September 2020 and includes information and analysis on the top influencers, posts, hashtags across blogs and Twitter. In summary Dave Lackie, Jeffree Star and James Charles are the most popular and high profile influencers. April Coleman and Hannah-Ween have been ranked 2 and 3 and influencers to watch. Another beauty influencer to watch is Sarah Berryman. The most popular companies mentioned include Sephora, Nordstrom, Huda Beauty, Harrods, Debenhams and the Estee Lauder company. The trending hashtags include #Bbloggers, #Beauty, #Skincare, #Bloggerstribe.
Top 100 Beauty Influencers - Dave Lackie, April Coleman and Hannah-Ween have been ranked the top beauty influencers in September.
Cisco has launched a weekly Future of Work Series, providing Expert Insights and Trends on the Future of Work. The presentation so far has covered the following.
How will the events of 2020 change how we engage with customers, design our organisations & teams, and what it means to be an effective leader? What makes a great place to work, especially during these times and how technology can make the return to work safe and productive?
Great recommendations on how to 'remote' work or as we now call it just 'work' 1. Overcommunicate 2. Empower small teams 3. Purposely design your interactions (Trello example brilliant) 4. Focus on output not process (focus on peoples purpose and engagement) 5. Find new team rituals (bring people together - Lego engagement team has a virtial coffee and wears silly hats - fabulous) 6. Collaborate widely (bring in new partners). 7. Democratize data (build data driven culture). Example of Uber - builds data tools to allow people to use data.
The series can be found on the page below -
https://www.linkedin.com/company/cisco/
On Wednesday 9th September, Samsung took over Waterloo station with the following iconic OOH placements. Furthermore, Vodafone owned the IMAX which particularly stood out as there was lower footfall in the capirtal. Whilst 'normal' hasn't arrived yet with only 10% of Londoners returning to the capital - it is great to see brands advertising welcoming people back.
Should automotive companies transfer sales to the internet through the use of a live expert? In some sectors such as automotive this is a fledgling trend but other sectors are already moving sales online through showrooms. Take Samsung for example, they have launched an Live Expert Virtual Assistant which is a one way video call. You can speak to a live expert who will take you around and show you products and answer your questions.
The fear of infection is causing people to avoid public places and they feel safest at home. In the car industry tools are already available to enable the conclusion of online car purchases as important information on a model can be found on the internet, watching video tests or comparing different cars with each other through modern applications and visualization tools. This enables dealers to make cost savings, for dealers instead of launching another showroom launching an online car sales platform enables a reduction in expenses by 30-50%.
However, experiencing the car in real time with a real person through virtual video calls could be a strategy the automotive industry could adopt from technology companies such as Samsung. Additionally, they may see an increase in families and vulnerable people isolating visiting the showroom, so this could be an opportunity to engage a wider audience base too.
Examples below of screenshots from the Samsung website showing Samsung Live Expert and the video call facilities which have been rolled out to engage customers and give them the option to visit stores online and speak to a real person.
There has been volatile growth with the European New Car market caused by economic instabilities in the European region. Volkswagen, Renault, PSA Group and Hyundai are market leaders and all are based in Germany, France, South Korea. Each group has a large brand portfolio offering different brands for consumers. This allows the companies to gain a large share of the market. Furthermore, R&D is aiding the companies to enhance products and meet customer needs.
Graph: Europe New Car Market Share by Percentage Share, By Value, 2018 (Source: MarketLine)
VW is the best selling car company in Europe with 18% market share. VW markets its vehicles under an umbrella of brands, including Audi, Seat, Skoda, Bentley, Bugatti, Lamborghini, Porsche, Volkswagen, Commercial Vehicles, MOIA, Scania and MAN. VW's four segments are (1) PassEnger cars (2) Financial Services (3) Commercial Vehicles and (4) Power Engineering.
Renault SA is the second best selling car company with 7% market share. The company manufactures and distributes light commercial vehicles, passenger cars and electric vehicles. Renault's alliance is with Nissan Motors and brands include Renault, Dacia, Alpine, Lada, Renault Samsung Motors.
PSA Group is the third best selling car company with 5% market share. PSA designs, develops and manufactures passenger cars, light commercial vehicles, scooters and motorcycles.
The strategies the leading players focus include R&D. VW has strong R&D capabilities which facilitate developments and enhance existing products, thus maintaining a strong market position. VW concentrates on product portfolio expansion as well as improvements with functionality, quality, safety and environmental compatibility of group products. VW is also focussing on electrification of the vehicle range to create an efficient range of engines and lightweight construction. VW has a strong brand portfolio helping it to enhance its market share in key global markets and leverage brand strength and growth. The VW portfolio covers all segments (motorcycles, subcompact cars, heavy trucks and buses.) The portfolio includes consumption optimized engines. The portfolio allows VW to have presence in all relevant automotive world markets. The group has a competitive advantage with its large brand portfolio, steadily growing presence and wide range of financial services.
Headline statistics
1. The European new cars market grew by 1.5% in 2018 to reach a value of $509.1 billion
2. In 2023, the European new cars market is forecast to have a value of $642.7 billion, an increase of 26.2% since 2018.
3. The European new cars market shrank by 0.9% in 2018 to reach a volume of 17,025.6 thousand units
4. In 2023, the European new cars market is forecast to have a volume of 19,390 thousand units, an increase of 13.9% since 2018.
5. Germany accounts for 25.3% of the European new cars market value.
6. Volkswagen is the leading player in the European new cars market, generating a 18.1% share of the market's value.
7. Rivalry within the new cars market is intensified by the existence of large-sized companies and the high fixed costs associated with car manufacturing. However, the relatively small number of large companies in the market, due to the large economies of scale required, mitigates competition. Differentiation is a fundamental aspect of competition in the new cars market, and that serves to alleviate rivalry to some extent.
Source: MarketLine Industry Profile, New Cars in Europe, January 2020
Today I had the opportunity to listen to the Media Smart Influencer Marketing Roundtable hosted by the Advertising Association and Media Smart. Media Smart is an education non-profit ensuring every child in the UK, aged 7-16 years old can confidently navigate the media they consume.
The panel discussed the importance of re-building public trust in advertising as 74% of parents think more education is needed (Tara Hopkins, Head of Public Policy, EMEA). Social influencer complaints are growing (ASA CEO Guy Parker). The ASA have provided guidelines for influencers to ensure influencers disclose and guide users that an advert is an ad. A simple and effective way of doing this is through #ad. Don't hide the #ad amongst other hashtags and ensure all adverts are clearly labelled. If viewers have to play detective then the influencer is not working hard enough (ASA CEO Guy Parker).
When asked who is responsible for correctly labelled adverts, Dan Clays (CEO of Omnicom Media) explained 'everyone has a responsibility.' Media Smart provides excellent media marketing materials for children, teachers and parents. The resources include Film based material, PSHE resources and teacher learning packs for children. Hannah Witton, a YouTube influencer has volunteered time to create videos and explain influencer marketing to children. There is a range of material to be used in assemblies and the classroom. 'How can we get material out there?' was a question Dan posed to all attendees.
Tara Hopkins (Head of Public Policy, EMEA, Instagram) explained the whole area of influencer marketing is new. There needs to be greater consistency and transparency. Influencers must create a post, tag and easily brand content. Partners such as TikTok and Instagram are working with Media Smart to change messaging, policies and wording. The joint forces are bringing innovative ways to bring the policies to light. For example, rolling out filtered stories series which authentically will help children understand real life scenarios and the difference between paid for Instagram content.
TikTok has the aim to produce joyful content and create a safe environment. Sponsored content is visible and the company have strict practices in relation to alcohol, gambling and a 12 + audience (Stuart Flint, VP, Sales, TikTok). Tracey Brabin (Shadow Secretary of Cultural Industries, MP) addressed the round table and explained there are both positives and negatives to influencer marketing. The positives include the channel is a new opportunity for young people, products and to get ideas out into the world. Influencer marketing has been used for health messaging and it is important to protect people, innovation and creativity. Tracey Brabin asked what impact has the BLM (Black Lives Matter) movement had on the community. TikTok saw communities come together and support the movement as well as produce education pieces and content which was put up.
The Chair concluded by asking the panel - 'If there is one thing that could be done better, what would that be?' Answers included -
1. #ad is important on posts, influencers need to be simple and upfront
2. Clarity of messaging, influencers need to be clear on regulations
3. The ASA has resources and platforms, TikTok and Instagram are leaning in
4. Accreditation, pace of change, consistency and research are important
5. Girl guides are helping young people with low self esteem and the shame that some young people may feel.
Media Smart is an important charity addressing parental concerns and providing support and material to children, parents and schools through their partners. The charity is growing from strength to strength.
Below is a link to all the useful resources provided by Media Smart
https://mediasmart.uk.com/influencer-marketing-education-resource/
Source Credit: Shadow Minister for Cultural Industries, Tracy Brabin MP; ASA CEO Guy Parker; Media Smart Chair and CEO of Omnicom Media Group UK, Dan Clays; Stuart Flint, VP, Sales, TikTok; and Tara Hopkins, Head of Public Policy, EMEA, Instagram; and Charlotte Williams, social influencer and founder of the SevenSix agency.
Source Credit: https://www.toolbox.com/marketing/programmatic-advertising/articles/programmatic-advertising-trends/
Influencers are becoming increasingly important across all industry and consumer segments. A summary of key beauty influencer activity has been provided for the last 31 days. The summary highlights live makeup videos are always a winner, particularly when makeup artists collaborate with singers and stars. It is important to stay tuned with up and coming influencers too, whilst they have a smaller follower count, they often have a highly engaged audience who retweet their content. The beauty influencer network continues to grow and it's important for companies to research their influencer network to ensure opportunities can be explored.
From the period of 05/08/20 to 05/09/20 - 267 influencers and 400 topics covered the Beauty category across Twitter and blogs. Below are the key statistics for this period.
Top 15 Influencers in the Beauty Category over the last 31 days (05/08/20 to 05/09/20)
In total there were 1,533 tweets, 60,757 retweets, 427 mentions and 69,375 likes with 155 articles posted.
Most re-tweeted tweets over the past 31 days (05/08/20 to 05/09/20)
The most popular retweet was makeup artist James Charles collaboration with Doja Cat 'Doing Doja Cat's Makeup.'
A selection of the most re-tweeted tweets over the past 31 days (05/08/20 to 05/09/20)
Dave Lackie, Jeffree Star and James Charles achieved the highest retweets and likes.
Most recent tweets to date - 05/09/20
Below are a selection of the most recent tweets to date.
Influencers achieving the highest retweets over the past 31 days (05/08/20 to 05/09/20)
The data analysis shows Sandra, Lima and Isabelle Kate were bloggers who achieved the highest retweet count. Albeit, their followers are lower than the larger beauty bloggers who have 250,000 + followers, these up and coming bloggers achieved the highest retweet count, showing their audiences liked their content and shared through retweets.
Credit Source: Warwick Business School Alumni Research Tools, MarketLine, Beauty Influencer Network Conducted by Sunaina Patel