Glazed Donut Nails, Latte Make-up, Strawberry Lady, Cinnamon Cookie Butter Hair… Hailey Bieber and her staff have brought about some buzz within the influencer advertising and marketing business for his or her capability to affect social media traits. What’s spectacular is that they don’t simply encourage traits, they know take benefit! A primary instance of this: Hailey Bieber’s Krispy Kreme collaboration, which got here off the again of the viral Strawberry Lady make-up development.
So what makes Hailey and her staff so good at this? And extra importantly, what learnings can these within the influencer advertising and marketing business choose up and apply to their very own influencer applications?
4 Influencer Advertising Learnings from Hailey Bieber’s Viral Tendencies
Influencer Advertising Studying 1: Something may be “new” with the precise creativity and timing
First, let’s look a little bit bit nearer on the information on two of the newest viral traits that Hailey Bieber and her staff are thought-about answerable for:
- Latte Make-up. Hailey first talked about “latte make-up” on July sixteenth, posting a brief video on TikTok and picture carousel submit on Instagram. Mentions of the “latte make-up” development spiked with a 31% improve in energetic influencers and 33% improve in mentions within the 3 days following her submit vs the three days prior.
- Strawberry Lady. For the Strawberry Lady development, our information means that Hailey’s submit was the spark that kicked off the development. In all of July, there have been solely 6 “”strawberry lady” mentions. Then, following Hailey’s IG carousel submit on August 2 captioned “Strawberry Lady Summer time” mentions skyrocketed with 503 influencer mentions this month by means of Aug 23.
Okay, so is it simply that Hailey Bieber has a particular one thing that isn’t obtainable to the typical influencer advertising and marketing program? Is the key equation simply good aesthetics + giant following = virality?
In all chance, the reply is… no. Whereas having a celeb at your helm can actually assist increase a development, it doesn’t assure {that a} model will out of the blue turn into a development setting machine (simply have a look at different celeb manufacturers like Kylie Cosmetics).
As an alternative, we expect that one of many key components to Hailey and her staff’s success is their capability to choose up TikTok microtrends after which repackage them into one thing “new”. Latte make-up? A reimagination of nude, smokey eye seems to be which have been 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 season fruit identify. Different examples that aren’t Hailey Bieber-inspired embrace “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 seeking to rating some viral traits for his or her influencer advertising and marketing applications, the important thing learnings listed here are: implement good social listening instruments so you possibly can choose up on micro traits early on, suppose creatively about put a enjoyable spin on rising traits in a approach that’s effectively positioned on your model, and get in on the development on the proper time (e.g. Strawberry Lady make-up felt proper as a result of the identify, a summer season fruit, matched the timing).
Professional tip: For those who’re itching to be taught extra on this particular matter. Try this text the place we dive deeper into how trendsetting/chasing and content material planning performs an enormous position in constructing a complicated influencer advertising and marketing program.
Influencer Advertising Studying 2: Align your traits to what issues to your audience
Okay, this studying sounds apparent (and it’s). However, it’s crucial once you apply it to the way you choose and put money into traits on your influencer advertising and marketing program.
In Hailey Bieber’s case, evidently not solely do her and her staff have a very good understanding of what their audience is concerned about, they’ve a very good sense of how that viewers’s opinions on magnificence/style are shifting over time. This helps them give attention to particular traits, whereas additionally anticipating/planning forward.
Let’s observe this practice of thought a bit deeper down the rabbit gap. If we assume that Hailey Bieber’s audience is Gen Z and Gen Alpha customers (which might make sense, given among the influencers she invited to her Krispy Kreme collaboration launch), her are two viewers insights that align with their viral traits:
- Talent inclusivity. The highly effective factor in regards to the Strawberry Lady and Latte Make-up seems to be? They don’t require MUA (make-up artist) stage talent – they’re each one thing the typical individual can do with common instruments and merchandise. It’s potential that Gen Zers and Gen Alpha’s are both at first phases of enjoying with make-up, or don’t have sufficient time to pour a bunch of time or cash into each viral look they need to strive.
- Worth accessibility. Not solely are the Hailey Bieber-led traits accessible to all talent 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 traits’ virality, these two components cut back the friction that Gen Zers and Gen Alpha’s usually expertise when getting in on a brand new development. They had been capable of look good and really feel good with out making an attempt to be taught too many expertise or attain issues which are 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 stunned them sufficient to pivot their merchandise. Study extra about how Walmart, P&G, and different manufacturers use influencer advertising and marketing in shocking methods.
Influencer Advertising Studying 3: Discovering a distinct segment can assist maintain issues recent
For those who hadn’t observed, the latest viral traits related to Hailey are all meals targeted. Having a standard theme is a robust method to maintain a model’s picture feeling constant whereas incorporating quite a lot of traits. And, giving your staff a distinct segment to work inside can assist open up creativity. That is very true when pondering by means of repackaging identified issues into new and enjoyable traits.
So why meals for Hailey Bieber, particularly? Arduous to inform. However, meals is visible and relatable to all folks. It’s additionally seasonal, and permits for inventive play with colour and texture. For instance, we may see a play on texture being one thing like turning laborious gelled hair seems to be into “crème brulée hair”. Or a play on colour? Brilliant crimson nails being “sweet apple nails”.
Any such creativity takes the stress off of developing with utterly new traits! It additionally makes a development 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 possibly can increase successes
One of many issues that made Hailey Bieber’s newest traits so notable to the influencer advertising and marketing neighborhood, was how shortly her model, Rhode Magnificence, was capable of 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 remedy, which performed off of each the Strawberry Lady and Glazed Donut traits.
Did the staff have already got this in thoughts when Hailey first posted in regards to the Strawberry Lady development? 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 sweetness neighborhood, and amongst influencers and customers who wouldn’t usually suppose a lot of one other magnificence product launch.
For people excited about obtain this type of flawless timing and alignment in their very own influencer advertising and marketing applications, the perfect piece of recommendation we may give right here is to audit your content material efficiency in actual time.
If you’re making an attempt out a brand new development, new messaging, or enjoying with new product varieties the one most essential factor you are able to do is monitor how effectively your content material is performing. If you’re testing issues out by means of your creator companions, influencer advertising and marketing platforms like Traackr can assist make one of these 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 price range!
- Establish whether or not one thing has potential for virality – in that case, you in all probability need to make investments additional with content material boosting or by bringing on extra influencer companions!
- Decide whether or not one thing must be became an even bigger marketing campaign. For instance, for those who determine a development that’s performing effectively, chances are you’ll contemplate incorporating it into your subsequent product launch!
As with most issues in influencer advertising and marketing, information is energy! The extra info you’ve got on how your methods and experiments are performing, the extra possible you’re to have the ability to spend your cash, time, and assets extra successfully!
