Glazed Donut Nails, Latte Make-up, Strawberry Lady, Cinnamon Cookie Butter Hair… Hailey Bieber and her staff have induced some buzz within the influencer advertising trade for his or her skill to influence social media developments. What’s spectacular is that they don’t simply encourage developments, they know easy methods to take benefit! A first-rate instance of this: Hailey Bieber’s Krispy Kreme collaboration, which got here off the again of the viral Strawberry Lady make-up pattern.
So what makes Hailey and her staff so good at this? And extra importantly, what learnings can these within the influencer advertising trade decide up and apply to their very own influencer packages?
4 Influencer Advertising Learnings from Hailey Bieber’s Viral Tendencies
Influencer Advertising Studying 1: Something may be “new” with the best creativity and timing
First, let’s look slightly bit nearer on the information on two of the latest viral developments that Hailey Bieber and her staff are thought of liable for:
- Latte Make-up. Hailey first talked about “latte make-up” on July sixteenth, posting a brief video on TikTok and picture carousel put up on Instagram. Mentions of the “latte make-up” pattern spiked with a 31% enhance in energetic influencers and 33% enhance in mentions within the 3 days following her put up vs the three days prior.
- Strawberry Lady. For the Strawberry Lady pattern, our information means that Hailey’s put up was the spark that kicked off the pattern. In all of July, there have been solely 6 “”strawberry lady” mentions. Then, following Hailey’s IG carousel put up on August 2 captioned “Strawberry Lady Summer time” mentions skyrocketed with 503 influencer mentions this month by Aug 23.
Okay, so is it simply that Hailey Bieber has a particular one thing that isn’t accessible to the common influencer advertising program? Is the key equation simply good aesthetics + massive following = virality?
In all probability, the reply is… no. Whereas having a star at your helm can actually assist enhance a pattern, it doesn’t assure {that a} model will all of a sudden turn out to be a pattern setting machine (simply have a look at different celeb manufacturers like Kylie Cosmetics).
As a substitute, we expect that one of many key components to Hailey and her staff’s success is their skill to choose up TikTok microtrends after which repackage them into one thing “new”. Latte make-up? A reimagination of nude, smokey eye appears which were round for ages. Strawberry Lady? An extremely blushed, pure make-up look that has been on the rise for some time, however now repackaged with a enjoyable summer time fruit title. Different examples that aren’t Hailey Bieber-inspired embody “glass pores and skin” (dewy pores and skin texture), “cloud pores and skin” (matte pores and skin texture), and plenty of, many extra.
For these trying to rating some viral developments for his or her influencer advertising packages, the important thing learnings listed below are: implement good social listening instruments so you may decide up on micro developments early on, suppose creatively about easy methods to put a enjoyable spin on rising developments in a method that’s properly positioned in your model, and get in on the pattern on the proper time (e.g. Strawberry Lady make-up felt proper as a result of the title, a summer time fruit, matched the timing).
Professional tip: In the event you’re itching to be taught extra on this particular subject. Take a look at this text the place we dive deeper into how trendsetting/chasing and content material planning performs an enormous position in constructing a classy influencer advertising program.
Influencer Advertising Studying 2: Align your developments to what issues to your target market
Okay, this studying sounds apparent (and it’s). However, it’s essential if you apply it to the way you decide and put money into developments in your influencer advertising program.
In Hailey Bieber’s case, evidently not solely do her and her staff have a very good understanding of what their target market is curious about, they’ve a very good sense of how that viewers’s opinions on magnificence/trend are shifting over time. This helps them deal with particular developments, whereas additionally anticipating/planning forward.
Let’s observe this prepare of thought a bit deeper down the rabbit gap. If we assume that Hailey Bieber’s target market is Gen Z and Gen Alpha customers (which might make sense, given a few of the influencers she invited to her Krispy Kreme collaboration launch), her are two viewers insights that align with their viral developments:
- Ability inclusivity. The highly effective factor in regards to the Strawberry Lady and Latte Make-up appears? They don’t require MUA (make-up artist) stage ability – they’re each one thing the common particular person can do with common instruments and merchandise. It’s doable that Gen Zers and Gen Alpha’s are both at first levels of enjoying with make-up, or don’t have sufficient time to pour a bunch of time or cash into each viral look they wish to attempt.
- Value accessibility. Not solely are the Hailey Bieber-led developments accessible to all ability ranges, they don’t require costly merchandise or instruments to attain. Whereas Gen Zers and Gen Alpha’s actually devour magnificence merchandise, they’re nonetheless coming into their spending energy.
Whereas they will’t take the complete credit score for these developments’ virality, these two components cut back the friction that Gen Zers and Gen Alpha’s typically expertise when getting in on a brand new pattern. They had been in a position to look good and really feel good with out attempting to be taught too many abilities or attain issues which can be out of their worth level.
Professional tip: Many high manufacturers have discovered success by going straight to the supply, asking customers and influencers in sure demographics to weigh in on product analysis, model positioning, and extra. For instance, Walmart and P&G surveyed a panel of Gen Zers when growing a brand new hair care line and the outcomes shocked them sufficient to pivot their merchandise. Study extra about how Walmart, P&G, and different manufacturers use influencer advertising in stunning methods.
Influencer Advertising Studying 3: Discovering a distinct segment may also help preserve issues recent
In the event you hadn’t seen, the current viral developments related to Hailey are all meals targeted. Having a typical theme is a strong solution to preserve a model’s picture feeling constant whereas incorporating quite a lot of developments. And, giving your staff a distinct segment to work inside may also help open up creativity. That is very true when pondering by repackaging recognized issues into new and enjoyable developments.
So why meals for Hailey Bieber, particularly? Laborious to inform. However, meals is visible and relatable to all individuals. It’s additionally seasonal, and permits for artistic play with shade and texture. For instance, we might see a play on texture being one thing like turning exhausting gelled hair appears into “crème brulée hair”. Or a play on shade? Brilliant crimson nails being “sweet apple nails”.
The sort of creativity takes the strain off of arising with utterly new developments! It additionally makes a pattern much less about shopping for the most recent excessive finish product, and extra about becoming a member of in on a brand new and enjoyable expertise.
Influencer Advertising Studying 4: Audit efficiency so you may enhance successes
One of many issues that made Hailey Bieber’s newest developments so notable to the influencer advertising group, was how rapidly her model, Rhode Magnificence, was in a position to flip them right into a product collaboration with Krispy Kreme.
On August twenty first, Hailey introduced Rhode Magnificence’s collab with Krispy Kreme for his or her new Strawberry Glaze peptide lip therapy, which performed off of each the Strawberry Lady and Glazed Donut developments.
Did the staff have already got this in thoughts when Hailey first posted in regards to the Strawberry Lady pattern? We’ll by no means know. What we do know is that this distinctive and well timed collab, mixed with the enjoyable, colourful product packaging made it a product launch that was broadly shared throughout social media. It additionally efficiently sparked pleasure throughout the wonder group, and amongst influencers and customers who wouldn’t usually suppose a lot of one other magnificence product launch.
For folk fascinated by easy methods to obtain this sort of flawless timing and alignment in their very own influencer advertising packages, the most effective piece of recommendation we can provide right here is to audit your content material efficiency in actual time.
If you’re attempting out a brand new pattern, new messaging, or enjoying with new product varieties the one most essential factor you are able to do is observe how properly your content material is performing. If you’re testing issues out by your creator companions, influencer advertising platforms like Traackr may also help make the sort of efficiency auditing a lot simpler.
By monitoring efficiency in actual time, it is possible for you to to:
- Inform whether or not one thing is working – and if it isn’t, you’ll know to cease investing your time and funds!
- Establish whether or not one thing has potential for virality – if that’s the case, you most likely wish to make investments additional with content material boosting or by bringing on extra influencer companions!
- Decide whether or not one thing ought to be became a much bigger marketing campaign. For instance, for those who determine a pattern that’s performing properly, it’s possible you’ll take into account incorporating it into your subsequent product launch!
As with most issues in influencer advertising, information is energy! The extra info you have got on how your methods and experiments are performing, the extra doubtless you’re to have the ability to spend your cash, time, and assets extra successfully!
