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Beauty Category Insights - COVID-19 by Traackr

The impact of COVID-19 on beauty influencers and resulting content trends.

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Beauty Category Insights - COVID-19 by Traackr

  1. 1. Beauty Influencers & Content Trends During COVID-19 Analysis by category Q1 2020 vs Q1 2019 Markets: US, UK, France
  2. 2. 2 Methodology •This report was compiled using Traackr, an influencer marketing platform, based on the content produced by a panel of 33,389 beauty influencers with audiences in the U.S., UK and France. •For the purposes of this report, influencers were selected because they produce content featuring beauty brands. •This report draws on content produced between January 2019 - March 2020 across Instagram, Facebook, YouTube and Twitter.
  3. 3. 3 Insights Summary •Covid-19 is top of mind for beauty influencers, as are topics related to our “new normal”. March has also been a huge month for TikTok experimentation. •Beauty mentions decreased in March 2020, in part due to Covid-19, but mentions had been trending downward in January and February as well, prior to the virus becoming a global concern •Engagement rates on beauty content have also decreased but at a slightly lower rate than mentions, indicating that it’s not just that beauty mentions have slowed, but also that Covid-19 has changed audiences’ engagement habits •Despite the decline in mentions and engagement rates, the types of beauty content that drive high engagement rates hasn't changed much during the pandemic indicating that audiences are still interested in beauty content that provides entertainment, education and inspiration. •It’s an important time for brands to optimize the work they do with influencers to align with the influencer and audiences' needs and interests during this time
  4. 4. 4 COVID-19 Quarantine & Stay Home 20223 16558 1534 3378 1298 2074 January February March COVID-19 & Quarantine Preoccupies Beauty Influencers As the pandemic became a global crisis, influencers quickly began posting about the virus and quarantine. More than 20,000 beauty influencers were posting the pandemic in March. *Measuring general COVID-19, quarantine and stay home terms across US, UK, FR beauty panels in 2020: IG, YT, TW, FB
  5. 5. 5 Beauty influencers are actively talking about their “New Normal” Posts discussing cooking, fundraising (supporting causes) and working from home have exploded. Posts per Week by Theme 0 3500 7000 10500 14000 2020-02-24 2020-03-02 2020-03-09 2020-03-16 2020-03-23 2020-03-30 Working Out Children WFH Fundraising Cooking *Measuring general “new normal” terms across US, UK, FR beauty panels in 2020: IG, YT, TW, FB
  6. 6. 6 Beauty-related mentions declined in Q1 2020 and most significantly in March, when the pandemic became global *Measuring general beauty mentions across US, UK, FR beauty panels in 2020 vs. 2019: IG, YT, TW, FB The first three months of 2020 show a decline in beauty-related mentions, with March seeing the highest decrease YoY. In part, the decrease can be attributed to the shift in conversations and activity surrounding Covid-19 but the decrease for the full quarter indicates that influencers had already starting posting less about beauty content than the year before. Total Makeup Skin Hair Fragrance 9,102 44,774 43,213 94,701 172,390 January 2020 -13% -13% -10% -19% -1% Total Makeup Skin Hair Fragrance 10,561 44,858 42,237 89,889 168,203 February 2020 -9% -12% -0% -13% +2% Total Makeup Skin Hair Fragrance 9,185 39,733 42,406 81,402 153,679 March 2020 -23% -26% -9% -28% -20%
  7. 7. 7 Engagement rates also decreased but at lower rates than mentions *Measuring general beauty mentions across US, UK, FR beauty panels in 2020 vs. 2019 Total Makeup Skin Hair Fragrance 2.17% 2.74% 2.75% 3.43% 2.89% January 2020 -11% -9% +4% -12% -7% Total Makeup Skin Hair Fragrance 2.39% 2.59% 2.59% 3.28% 2.77% February 2020 -15% -11% -8% -19% -2% Total Makeup Skin Hair Fragrance 2.16% 2.54% 2.47% 3.34% 2.75% March 2020 -17% -14% -12% -22% -2% The average engagement rate on beauty content decreased as well, indicating that not only are audiences not seeing as much influencer beauty content but also that they aren’t engaging as much with the content that they see. Audiences are understandably preoccupied and are likely seeing more Covid-19 related content at the tops of their feeds. This has impacted the hair category the most as they saw the biggest YoY decrease in mentions and engagement rates.
  8. 8. 8 TikTok is having a moment. There has been a 99% increase in mentions of TikTok by beauty influencers on the other major social platforms since January. Instagram Live is also seeing an increase in mentions, albeit much lower volume overall. Posts per Week Mentioning TikTok & Instagram Live 0 2000 4000 6000 8000 2019-12-30 2020-01-06 2020-01-13 2020-01-20 2020-01-27 2020-02-03 2020-02-10 2020-02-17 2020-02-24 2020-03-02 2020-03-09 2020-03-16 2020-03-23 2020-03-30 Instagram Live TikTok Mentions *Measuring general “new normal” terms across US, UK, FR beauty panels in 2020: IG, YT, TW, FB
  9. 9. Changes in Content
  10. 10. 10 What’s Changed: Top Makeup Content 2019 by engagement rate Topics: Bright looks, bold colors, St. Patrick’s Day 2020 by engagement rate Influencers are still sharing makeup routines and doing tutorials but in March 2020, we're seeing more mentions related to TikTok makeup trends, using content to spark joy/give us a sense of normalcy and content focused on the makeup collections they already own. Topics: TikTok tutorials, content to spark joy, decluttering content and giveaways
  11. 11. 11 What’s Changed: Top Skin Content 2019 by engagement rate 2020 by engagement rate Topics: Routines, giveaways, educational content around skin problems Skincare topics seems to have changed the least in March 2020 with influencers still creating content around best practices for taking care of your skin. Some brands like Farmacy are continuing to host giveaways. Similar to makeup, there are more mentions related to products they've seen on TikTok. Topics: Routines, giveaways, educational content around skin problems (+TikTok)
  12. 12. 12 What’s Changed: Top Hair Content Trends: DIY styling, hair care routines,, flashbacks/looking forward to being back in the salon Trends: Professional content, hair color, polished product shots 2019 by engagement rate 2020 by engagement rate Hair content has changed the most as the top content in 2019 was dominated by professional hair color looks. Since most people can’t get to the salon, conversations have shifted to hair care and styling you can do at home.
  13. 13. 13 What’s Changed: Top Fragrance Content Tremds: Favorites, organic reviews and collections Trends: Favorites, sponsored giveaways 2019 by engagement rate 2020 by engagement rate Most recent fragrance content has been in the form of organic mentions, with influencers highlighting favorite scents. Brands like Diptyque are continuing to send mailers and getting mentions from reviews.
  14. 14. Recommendations Maintaining Influencer Programs During COVID-19
  15. 15. 15 Maintain & Nurture Relationships Focus on relationships and content creation. •Check in to make sure your partners are safe and doing ok. •Ask your influencers what types of content they are thinking of creating. •Brainstorm ways that you can contribute to their work. •Monitor for organic advocates and engage as often as possible.
  16. 16. 16 Research Creative Content Ideas Spend time reviewing influencer content in Traackr reports. •What kinds of content are your influencers creating? •What are your competitors doing? •What is getting the highest engagement rates? •How are audiences reacting?
  17. 17. 17 Think Give, Give, Give (not Give, Give, Get) This is a time to help your community. Consider partnering with your influencers to help your audience navigate their “new normal”. Some brands are: •Hiring influencers to provide virtual classes •Organizing online one on ones between brand leadership and influencers •Partnering with influencers to amplify fundraisers and other giveback initiatives.
  18. 18. Thank you!

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