Top 15 Beauty Influencers, Retweets and More - Influencer Insight Analysis

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

Why are brands and creators loving TikTok? - Discussion Panel Summary #socialday2020

The Guiness World Records (GWR) brand is one of the top 5 most popular brands on TikTok.  Dan Thorne from GWR discussed how #GWRchallenge became a success on TikTok as users were asked to undertake challenges such as kick ups with toilet rolls.  Each week GWR releases a new challenge which is shared across social media platforms.  TikTok Creator Ollie B explained types of content that work on social media include shorter formats, sibling rivalry, meme inspired content which helps to foster a sense of community and content that makes people laugh.  It is important to keep an eye on competitor activity.  It is vital a creator brings personality to the videos and doesn't hide behind photos.  Dan Thorne further discussed the importance of producing human moments on TikTok which go beyond dance challenges.  For example, The Washington Post has presented the Newsroom in an interesting, funny and creative way on TikTok. TikTok is about self-expression and young people are adopting the platform and are able to produce quality videos which can be edited quickly, said Yenan Wang from PHD, who particularly likes the diving challenges and Titanic style challenges the platform offers.

Esme Rice asked 'Why is TikTok a differentiator?'.  The platform allows brands to show their human side.  Guiness World Records is about record breaking and people visit the channel to see action.  You need to ask what makes your brand content connect with other humans.  TikTok is a warm community allowing creators to produce fun and interesting content.  It allows people to engage intimately with consumers.  The User Generated Content (UGC) on TikTok interacts with audiences in an innovative fashion.  Ollie B's Harry Potter impressions gained momentum, he found a niche and could creatively reach a new and unique audience.  In turn, sales of Harry Potter merchandise also increased.

All speakers agreed TikTok is a platform for positivity and there are no barriers to entry.  It has flourished because it is a positive place and the community visits TikTok to see happy content.  The channel is growing and it may potentially change, however, at present TikTok hosts a positive community.  The algorithm prioritises relevant content which a user has an interest in.  The content is entertaining and educational.

The benefits of TikTok over other social platforms is the ability for creators to attain organic growth.  Ollie B mentioned to achieve the same reach on competitor channels would need to involve marketing budget.  When working with influencers on TikTok it is important to keep the brief open and allow the influencer to focus passion and produce engaging content.  TikToks call to action (CTA) include links in bio and an affiliate scheme would also aid influencers.

The Dettol campaign in India was a handwashing challenge and achieved 125m views.  The influencer acts as a spark and gets the ball rolling with a campaign, there is then a butterfly effect where everyone wants to join the party.

The speakers discussed the recent negative news about TikTok around privacy and some countries boycotting the brand.  Yenan Wang explained it is important to cross pollinate and diversify your social media strategy and ensure media content is hosted on a number of social platforms, including bringing users to your website and email lists.  Content should be hosted on a content hub for users to engage with the branded content.  Ollie B explained if all US creators are banned, then TikTok UK creators will gain more of a spotlight.

The panel discussion was informative and provided a variety of viewpoints on TikTok from industry leading experts.  TikTok is clearly a channel which is growing, the platform is recruiting heavily in the UK where it is focussing on paid media opportunities.  Creators love the fact they can organically grow their reach, and brands which don't have a lot of budget can create content which makes their brand go viral when used correctly.  The platform is also a very positive platform with an algorithm which prioritises relevant content and interest.  It's important to remember to ask what makes your brand connect with human beings when considering launching on the channel.

Source Credit: #socialday2020 panel, Yenan Wang, PHD; Dan Thorne, GWR; Ollie B, Creator; Esme Rice

  

Source Credit: https://www.oberlo.co.uk/blog/tiktok-statistics

Source Credit: https://www.socialday.co.uk/

SnapChat launching Planet Snap, Dog Scanner and Health Kick #Socialday2020

#Socialday2020 - I was invited by an old friend from OMDUK to Social Day 2020.  I had the opportunity to watch a range of brilliant presentations.  Below are the takeouts from Day1.  

Snapchat's Ed Couchman talked about augmented reality and enabling shared areas through local lenses.  An example of The Gateway of India was presented, in 2019 key landmarks were made interactive.  New intiatives for 2020 include local lenses unlocking interactive augmented reality dimensions around whole blocks and buildings.  The idea is that you and your friends can now enjoy new dimensions through AR as insight reveals sharing such realities with friends increases engagement.  

Additionally, Snapchat is launching Planet Snap - where users can learn the name, origin and how to take care of new plants and trees becoming a flora and fauna expert.  Dog Scanner allows users to find out the exact name and breed of a dog, and it also works on people(!), so you know what dog you resemble. Health Kick is another exciting initiative which allows users to scan bar codes on food and gain nutritional insight.  In the future, voice scanning and voice activation are areas which Snapchat will be developing.  For example, you could say 'Hey Snapchat make my hair pink' which will turn your hair pink.  Snapchat is pioneering new forms of storytelling through premium content and working with key partners.

During lockdown, Will from Home reached 35 million Snapchatters, Will Smith brought self-isolation to the home from his garage.  Snapchat also encouraged children to read through the A-List Book Club with celebrities like Kendell Jenner and Alicia Keys recommending booklists, read here https://achieve.lausd.net/alistbookclub

The key things to look out for in 2020/2021 is the 'Happening Now' feature which is a new product providing current news, this will be rolling out in the UK.  Snapchat has partnered with the WashingtonPost, Buzzfeed, ESPN and various credible news sources in the USA.  Snap Games was launched in 2019 and is at the heart of Snapchat allowing Snapchatters to play games and seek experiences with friends.  Users play twice as long on games when playing with a friend.  Games include Bitmoji Party and Ready Chef Go. There will be further game developments so watch this space.

Snapchat is pioneering augmented reality and continues to roll out new innovations to engage their audience.  There are lots of new features to look forward to as their audience continues to grow. Snapchat have over 350 partners, over 60 shows and increasing engagement.  A chart has been provided to show the size of Snapchat in comparison to how the platform ranks compared to other platforms, whilst the platform is smaller in size, it is at the heart of celebrity and pop cultures. There is real opportunity for brands to stand out and particularly reach a millenial and Generation Z audience.   

Source Credit: YouTube, Will From Home Episode 6

Source Credit: https://www.exchange4media.com/digital-news/snapchat-introduces-landmarkers-to-india-with-the-iconic-gateway-of-india-and-taj-mahal-99174.html

Source Credit: https://www.shinyshiny.tv/2020/01/cooking-game-ready-chef-go-added-to-snap-games.html

Source Credit: https://www.businessinsider.com/snapchat-behind-slow-user-growth-charts-2018-8?r=US&IR=T

A Summary of Search Trends in the time of Covid-19

Microsoft recently released the Search Trends in the time of Covid-19 report, this has been published in July 2020 and shared by Simon Jacobson, Microsoft UK Business Lead.  

Below is the link to the full report which is 44 pages long.  I am going to help to summarise the key findings from the report and focus on the  key UK and US trends.

The full report can be found here - https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/ebook/2020/07-july/search-in-time-of-covid19/microsoft-advertising-search-trends-in-the-time-of-covid19-july2020.pdf

The report focuses on how consumers have turned to search to explore, discover and purchase key necessities from March through to July. The report is broken down into three core phases.

1. RESPOND - navigating the now

2. RECOVER - planning the come back

3. REIMAGINE - shaping the new normal

The Microsoft research shows an 'increase in desktop usage' and 'strong search volume growth.'

Microsoft Sector Analysis shows - 

Travel - key insight reveals the 'US and UK digital travel sales in 2020 will fall by 50% YOY.  As there will be less time spent on leisure and business travel it will take until 2022 for sales to reach pre-pandemic levels. Microsoft report in late June there have been 'early signs of recovery across some travel subcategories.' 

Source: eMarketer | travel Times of COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

Retail -  the home, food, grocery, consumer electronics and grocery categories gained the most search volume post lockdown in the first edition of the report.  Microsoft has reported a softening of this but witnessed high search volume levels which are higher than before the outbreak.  Potential reasons could be people are avoiding public places still, a potential acceleration in online shopping adoption and potential signs of lasting consumer behaviour.

Source: eMarketer | travel Times of COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

Grocery Shoppers - The Microsoft report shows 40% of digital grocery shoppers never used online shopping pre-pandemic lockdown. Separate research surveys show 68% of new grocery eCommerce shoppers have the intention to continue to shop online in the future.

Amazon Prime data showed an increase in 20% to 32% of people purchasing home furniture and appliances from February to June.

Source: eMarketer | Mobile Shopping Gains Are Likely to Stick in the Future (link) Source: eMarketer | Digital Purchases during COVID-19 (link) Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020

 Additional insight which can be found in the report include -

• A 12% increase in search volume for buy online and pick up in-store (BOPIS) post lockdown, in the US
• The apparel online sector is forecasted to grow +8% in 2020, albeit, the industry could see a -20% decline
• In the automotive sector, whilst search volumes are bouncing back.  The BCG automotive and macroeconomics team forecast sales will decrease by 14%-22% across China, US and European markets in 2020
• A UK micro trend is the increase in pet insurance searches after lockdown as people started to adopt pets
• There was an increase in demand for remote collaboration software.  A Microsoft Teams study revealed there were 22% more short  30 minute meetings, 11% fewer long meetings (more than an hour) and a 72% increase in instant messages.
• Below is a graph of the education sector, immediately after lockdown was introduced there was a spike in the demand for online education resources as children needed to be remotely educated.  Schools and Teachers shifted to remote education models. Microsoft reports there needs to be a deep transformation of education technology with a systematic shift from 'teaching to learning'.  This can be achieved through artificial intelligence (AI), a range of new devices and tools that will help transform the teacher-student-parent relationship.

Education Sector Search Volume Graph

Source: Microsoft Internal Data, Search volume trend, Jan 4th – Jul 11th 2020 Source: Schools after COVID-19: From a teaching culture to a learning culture (link)

The top 10 jobs in-demand in todays economy are reported to become a:

1. Software Developer 

2. Sales Representative

3. Project Manager

4. IT administrator

5. Customer Service Specialist

6. Digital Marketing Specialist

7. IT Support / Help Desk

8. Data Analyst 

9. Financial Analyst

10. Graphic Designer

The Full report can be found here which shares insights on pivots that businesses can adapt to in Covid-19 and how these can help drive long term digital transformation.  The report includes analysis on digital advertising during a recession - https://advertiseonbing-blob.azureedge.net/blob/bingads/media/insight/ebook/2020/07-july/search-in-time-of-covid19/microsoft-advertising-search-trends-in-the-time-of-covid19-july2020.pdf