The Importance of Influencer Marketing

April 28th, 2022 by

Influencer marketing has become an increasingly popular way of marketing, with more and more individuals wanting to become an influencer each day. Influencer marketing is a fantastic way to get your brand and products known, but what is the importance of influencer marketing you may ask?

With consumers moving to a digital world, the importance of influencer marketing is key. Already existing in the digital world, consumers have a strong preference for online commerce, meaning having an influencer marketing strategy will allow you to tap into the digital sphere and reach a wide range of consumers. With a strong influencer marketing strategy, influencers can work online to promote your brand and its products, meaning it’s vital that brands seek help from an influencer marketing agency, helping brands create and execute an influencer marketing campaign.

Now we’ve covered the beginning of the importance of influencer marketing, you might be wondering what an influencer marketing agency is and how they work. An influencer marketing agency is an agency that specializes in creating campaigns that will be carried out by influencers. No campaign will ever be the same as there are different types of influencer marketing—some campaigns are executed on a micro scale, some are gifted, whilst others can be global and result in heaps of user-generated content. Offering different influencer marketing services, an influencer marketing agency taps into a variety of influencer marketing trends, such

as using TikTok’s native features of soundbites, trends and much more. With a wide range of options and influencers, there are so many benefits of influencer marketing, showing the importance of influencer marketing once again.

One of the benefits of influencer marketing is influencer marketing statistics and the results possible from participating in a campaign. With influencers being a brand’s content production, they create native ads that resonate better with consumers, enhancing consumer conversion and leading to an increase in sales. Influencer marketing results in a higher conversion rate, producing a high and successful statistic, once again, showing the importance of influencer marketing. Analysts can then identify the best performing influencer content and turn it into a paid ad, targeting a specific group and resulting in more conversion and sales. As well as a high conversion statistic, there is an increased engagement rate, as influencer marketing is perceived as more authentic, reflecting the importance of influencer marketing.

With great influencer marketing statistics everywhere, it’s important to remember that in 2010, only celebrities had the influencer status, showing how far influencer marketing has come. An influencer can now be anyone, with a range of different passion points to tap into, there is a role for everyone in the influencer marketing world. But to become an influencer or adopt an influencer marketing strategy, you need to understand best practices of influencer marketing. The most important influencer marketing best practice is selecting an influencer that aligns with your brand and with an audience that are likely to purchase your products/relate to your products. With this best practice for influencer marketing, brands are set for success.

As well as the benefit of a high conversion rate when using influencer marketing for specific campaigns, influencer marketing also helps to improve credibility and trust. Having strong partnerships with influencers enables audiences to trust your products, as they trust the influencer’s opinion. Having relevant influencers strengthens brand reputation and supports credibility, again showing the importance of influencer marketing.

Another benefit of influencer marketing is that brands have the ability to revamp their content strategy, producing relevant content that engages their audience in a new way. Influencer marketing enables interesting and varied content, creating specific content for followers. By producing specific content for followers, this can result in user generated content, which is content produced by your followers and it is a growing trend that all brands should be taking advantage of. User generated content is the reason that 31% of marketers engage in influencer marketing, with UGC increasing over time and brands using the content as more engaging testimonials.

Brands that are welcoming influencer marketing and adapting their strategy to implement influencer marketing are the brands that are getting known, moving with the advancing nature of technology. The brands that aren’t tapping into influencer marketing will miss out and lose their voice. The past few years, especially with the pandemic, have rewarded brands with fantastic growth opportunities but those that aren’t taking them will feel the lag already. With influencer marketing already being popular, there is so much more to come.

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Monthly Beauty Roundup: April 2022

April 26th, 2022 by

Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. So, who’s been busy in the beauty world this month? 

Trend spotlight

Beauty through the eras 

Continuing from the nostalgia trend, beauty creators have been showing beauty trends through the eras. Starting from the popularity of the TV show Pam and Tommy, 90s inspired makeup began taking over TikTok. From here, a beauty filter showing makeup from the 00s, 90s, 80s, 60s and 50s has begun trending with users asking their audiences which era they suit best.

@realhannamartinezlmk y’all!♬ Follow me if you like skiing – Isaac

@gingerfairy95♬ Follow me if you like skiing – Isaac

Creator spotlight

Amelia Olivia

Amelia (@ameliaolivia09) is a popular TikTok creator who rose to popularity following her GRWM-style videos and trials of trending TikTok beauty hacks. Amelia shares beginner-friendly content, and often shares her makeup favourites and skincare tips. She currently has over 600K followers and over 17.8 million likes on TikTok. 

@ameliaolivia09 Let’s go brunching!!! #grwm #longlastingmakeup ♬ original sound – Amelia Olivia

@ameliaolivia09 Watch this product change your life #skinbumps #clearskintips #musthaveskincare ♬ original sound – Amelia Olivia

Brand Spotlight 

Farfetch Beauty

Luxury fashion retailer Farfetch is entering the world of beauty with its own beauty marketplace. The platform boasts over 100 brands, from luxury powerhouses to indie cult favourites. The platform covers skincare, make-up, hair, fragrance, bath and body, and wellbeing, with the aim of serving customers across all ages, races, cultures and genders. 

Farfetch Beauty

Farfetch already has a robust and successful influencer strategy, providing the influencers with unique discount codes giving their audiences the opportunity to own luxury at a discounted price—we expect to see this expand with their new beauty platform.

Content spotlight

Gucci: #HoldMeBoldly 

Gucci launched a global TikTok music challenge using a branded hashtag and sound, #HoldMeBoldly. Using Top-View and In-Feed ads, Gucci activated influencers to showcase the new Rouge à Lèvres Liquide Mat. TikTok users were encouraged to join the challenge and use the hashtag, which has received over 36.4 million views. The sound has over 150 videos created using it. 

@kali.ledger #ad Join me with @gucci #HoldMeBoldly Rouge à Lèvres Liquide Mat music challenge 💄#GucciBeauty ♬ #HoldMeBoldly – Gucci Beauty

@gucci A shade that holds upon your lips #HoldMeBoldly #GucciBeauty @DANIELLE ♬ #HoldMeBoldly – Gucci Beauty

L’Oreal: #LorealHyaluronic

L’Oreal launched a Hashtag Challenge using influencers, Top-View and In-Feed ads for its new L’Oreal Elvive Hydra hair product. Influencers created videos using a branded sound, showing a before and after hair transformation. The hashtag #LorealHyaluronic has over 69.7 million views, and the sound has over 2,100 videos. 

@milliegracecourt I’ve got 99 problems but bad hair ain’t 1 💁🏼‍♀️💜 @L’Oréal Paris #LorealHyaluronic #HydraHyaluronic ♬ #LorealHyaluronic – L’Oréal Paris

@clairechte #ad New obsession @L’Oréal Paris 💜#LorealHyaluronic #Loreal #hydrahyaluronic ♬ #LorealHyaluronic – L’Oréal Paris

ACH: That Girl

Playing into the “It Girl” trend on TikTok, ACH used In-Feed ads and influencers to promote its Essential Eye Cream for Face. Influencers showed how they achieved the natural “it girl” look using the cream, and offered an exclusive TikTok Shop discount. By boosting influencer content, some videos have received over 30K likes and 4 million views. 

@aishatami##AD Who even is that girl?✨I adore the @@ahc.uki’s Eye Cream for Face, try it now with 20% off on my TikTok shop#skincare ##skintok ##s#elfcare#♬ That Girl AHC edition – AHC

@okayasmin “That girl” trend but make it realistic. Self care with @@ahc.uki Essential Eye Cream for Face 💖✨ Click to Shop #skincare ♬ That Girl AHC edition – AHC

Olay: 14 Day Challenge

Olay UK launched a 14 Day Challenge to showcase its new Vitamin C + AHA collection. It used influencers to show a before, during and after video using a voiceover. The videos were promoted as In-Feed ads, but were not posted to the influencers’ channels or Olay’s. 

@OlayMeet our NEW Vitamin C + AHA collection and find out how to get brighter skin in just one day!♬ Promoted Music

@OlayMeet our NEW Vitamin C + AHA collection and find out how to get brighter skin in just one day!♬ Promoted Music

Pat McGrath: Bridgerton

To coincide with the release of Bridgerton Season 2 (known for its glowy makeup provided by Pat McGrath itself), Pat McGrath Labs launched a Bridgerton Collection. Using In-Feed ads and influencer marketing, influencers showed the eyeshadow palette, blush, lipsticks, eyeliner and body shimmer. 

@blueyedcaiI got to play with the @Pat McGrath Labs X Bridgerton ||! I’m obsessed with the belle of the ball palette + the brand new satin allure lipsticks! ##pmgpartner ##patmcgrathlabs ##makeup ##grwm ##fyp♬ Take Me to Pluto – idonthateyou

@patmcgrathrealTake your GLAM from DAY TO NIGHT with MAJOR ##McGrathMuse @Kensington using the ##PATMcGRATHLABSxBRIDGERTON II Collection. Shop NOW on PATMcGRATH.COM ⚡️⚡️⚡️ ##makeup ##grwm ##tutorial ##bridgerton ##fyp

♬ original sound – Pat McGrath Labs

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Who are the top crypto influencers?

April 11th, 2022 by

So, it’s fair to say things are running amok in the exploding world of all things crypto. Internet memes and monkey’s selling for millions, teenage TikTokers rallying huge followings into making cryptocurrency investments in an odd form of influencer marketing, bands of cryptobros terrorising the financial markets and who could ever forget – ‘The Dogefather’ aka Elon Musk’s shameless SNL plug in what may have been the weirdest episode of SNL ever (including the 80s one’s).

Like most new financial fields, crypto currency has been often misunderstood and misrepresented on social media sites. Here’s a list of some of the top crypto influencers who hope to change that perception.

Vitalik Buterin

Vitalik Buterin is a Russian-Canadian writer and programmer and has been involved in the Bitcoin community since 2011, co-founding and writing articles for Bitcoin magazine. He is primarily known as the one behind Ethereum, a blockchain that operates as a world computer for decentralised applications, or DApps.

 

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A post shared by Vitalik Buterin (@vitali.buterin)

He’s one of the essential top crypto influencers with 3.6 million followers on twitter, and was recently featured on the cover time magazine. His crypto influencer Instagram is also massive with 1.2 million hanging on his every word.

Roger Ver

As one of the earliest, most verbal proponents of cryptocurrency and crypto-related startups, he gained the nickname “Bitcoin Jesus.” In the past few years, though, Ver’s opinions on and investments in cryptocurrencies have become even more polarising, as has his personal story.

 

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A post shared by Roger Ver (One Account Only!) (@roger)

From January 1999 through August 2000, Ver bought 49 pounds of explosives, stored them in a residential apartment building, sold at least 14 pounds of them as large firecrackers on eBay, and mailed them to customers via the U.S. Postal Service. Given that he had no licence to sell these injurious devices, he was arrested and charged in 2001. In 2002, Ver pleaded guilty to violating federal statutes. He was sentenced to and served 10 months in federal prison.

A controversial figure, Roger Ver is one of the biggest crypto influencers around and is worth following for him alone.

Charlie Lee

Litecoin founder and former Coinbase Director of Engineering, Charlie Lee has close to a million followers on Twitter, making him a top crypto influencer and thought leader for crypto authorities. On his Twitter account, Lee shares the latest Litecoin and Litecoin Foundation news, as well as the latest articles related to crypto. He sometimes shares memes and comic strips that summarise crypto news and issues in a more accessible and humorous way.

One of the most reliable sources of information on crypto and how it works, Lee joined BTCS Inc. as one of its Board of Directors.

Kenn Bosak

Kenneth Bosak has been a Bitcoiner since 2015 and has now ventured into NFT territory. Through his own website where he discusses all-things NFT and a dedicated YouTube channel where he hosts videos of podcasts and NFTs, he has made crypto and NFTs accessible and understandable to the general public. 

Kenn Bosak - crypto influencers

Dan Held

A Bitcoin entrepreneur and top crypto influencer, Held is currently the Director of Growth Marketing at Kraken.

Prior to that, he was at Uber on Rider Growth/Global Data. Before Uber, Dan built some of the most popular early crypto products including ChangeTip (acquired by AirBnB), and ZeroBlock (acquired by Blockchain.com in the second ever Bitcoin acquisition). He was part of the original 2013 crypto meetup group in SF which included the founders of Kraken, Coinbase, Litecoin, and others.

 

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A post shared by Dan Held (@danhedl)

He’s active on Twitter, where he explains all things Bitcoin and makes crypto more understandable. On Twitter, he has approximately 560,000 followers. He runs his own Substack newsletter and a website, and writes on Medium about Bitcoin and Kraken.

Layah Heilpern

Layah is an international on-screen journalist, specialising in finance and emerging technologies, including cryptocurrencies and blockchain.

Running her own media business, Layah has partnered with several crypto media organisations, interviewing the biggest names in the space, while providing her own bitcoin analysis and educational video content. She’s the host of The Layah Heilpern Show, which focuses on crypto, politics, motivation and entrepreneurship, making her one of the top YouTube crypto influencers in the field.

 

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A post shared by Layah Heilpern (@layahheilpern)

Layah also works as a consultant helping onboard new people into the space. Initially from London, England, Layah has previously relocated across Europe to cover international breaking news stories.

Ben Horowitz

A co-founder and partner at Andreessen Horowitz, Ben Horowitz is a venture capitalist and author who is also known as a crypto analyst. On Twitter, where he has more than 600,000 followers, he talks about business, finance, and technology, and occasionally covers crypto and Bitcoin issues.

Ben Horowitz

He is the author of the New York Times bestsellers, The Hard Thing About Hard Things and What You Do Is Who You Are. He also created the a16z Cultural Leadership Fund to link the highest cultural leaders to the best new technology businesses, and enable more young African Americans to enter the technology industry.

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The Virtual Influencers Taking over Social Media

April 11th, 2022 by

With the proliferation of hardware technology advancing every day, virtual influencers are becoming more popular and even going as far as becoming the face of some brands, such as Prada who created their very own virtual influencer named Candy, promoting their new Candy fragrance line. With huge brands adapting their strategy to implement virtual influencers, you’re probably wondering what a virtual influencer is.

Virtual influencers are computer-generated influencers. They can either look like a human with a relatable personality and human features (eyes, hair, a smile, etc) or they can look like a cartoon character, looking like Barbie or even being a sausage brought to life. Virtual influencers can be called digital avatars or characters, or even computer generated influencers. 

Although virtual influencers do not physically exist alongside us, they have their very own lives and fully developed life stories, they often become famous virtual influencers. Being a virtual influencer may seem like a dream to some, but it takes more than just one person to consistently create realistic and narrative content. Behind each virtual influencer comes a design team, multiple writers and many artists, making the process tricky and something not just anyone can decide to create. 

Now that we have established what a virtual influencer is, it’s time to explore what they do for a living. Virtual influencers, more specifically, virtual influencers on Instagram, choose what to wear, how to act, what to do, who to meet up with, who to argue against, who to date and more. Most importantly, they make brand deals—making money for themselves and the brand. 

When a brand partners with a virtual influencer, not only do they have a unique content provider, but also reduced lead times and mistakes. With a team working to create high-quality content, brands are able to post more content at a faster pace. As virtual influencers are digitally editable, brands have an easy ride when briefing virtual reality influencers as it is harder to misinterpret given instructions. 

Virtual influencers are completely changing the game—you can choose any backdrop, location or setting, helping brands create unique content. Using virtual influencers can show audiences brands are culturally relevant by tapping into social media trends and staying up-to-date with the ever-evolving tech world. 

Although virtual influencers seem great, there is an argument they are pushing real social media influencers out of the picture. Brands can control everything about a virtual influencer, whereas they cannot change a real social media influencer’s personality or what they stand for, making it difficult to collaborate if they do not align when it comes to values. 

Another reason why virtual influencers are pushing real social media influencers out of the spotlight is because they currently have no regulations, leading to much more creative freedom for the brand’s content. With more creative freedom, brands can push the boundaries and not feel restricted to an influencer’s regulations, values or messaging. A virtual influencer can be as fun as you want them to be—from skydiving from the world’s highest vantage point or riding the world’s fastest motorbike across the Sahara desert, the possibilities are endless with virtual influencers. 

The last reason why virtual influencers are becoming more popular than social media influencers, is because they cost less. Real social media influencers with 1 million followers costs averagely $250,000 per post, whereas a virtual influencer with 3 million followers costs $9,000, saving a brand $241,000 simply by opting for a virtual influencer. 

Although there are many benefits to investing in a virtual influencer, there are some cons. When it comes to content, there is a fine line between producing fun and engaging content versus making followers feel uneasy about the virtual influencer—thanks to the uncanny valley, it is hard to navigate between positioning robots as scary vs relatable. 

There are also issues with authenticity. How can an artificial influencer be authentic and real? This is something that brands have to solve. Virtual influencers can be involved in scandals, making it hard for brands to remain politically correct. And lastly, there are legal issues surrounding copyright and trademarks—who owns the virtual influencer? 

Having explored the pros and cons, it’s clear that no matter how many cons there are, virtual influencers are slowly taking over the influencer marketing industry. 

So, let’s take a look at some of the top virtual influencers. 

Lu Do Magalu

Lu Do Magalu is one of the world’s most famous virtual influencers, active since 2009. She regularly shares unboxing videos and product reviews, partnering with some big brands such as Adidas, leading to 5.5 million followers on Instagram and 4.2 million followers on TikTok. 

 

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A post shared by Lu do Magalu 💙 (@magazineluiza)

Blawko 

Up next is the male virtual influencer, Blawko, who is LA-based and specialises in streetwear style and has a range of cool tattoos. With a unique style, Blawko is idolised for having a big personality although he never reveals his full face. He is also in a relationship with another popular virtual influencer Bermuda. Bermuda and Blawko are just one example of how big the virtual reality world really is. Blawko can be found on YouTube, often featuring in interviews and even completed a DJ set, showing virtual influencers have developed personalities that allow them to stand out.

 

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A post shared by 🅱️LAWKO (@blawko22)

LilMiquela

Miquela Sousa—better known as Lil Miquela—is one of the top virtual influencers and has worked with big-name fashion brands including Prada, Dior and Calvin Klein. She also released one single, “Not Mine”, in 2017 and debuted her first music video, “Hard Feelings”, at Lollapalooza’s online festival. Created in 2016, she is often hailed as the first virtual influencer and started the virtual influencer craze. 

This freckled Brazilian-American influencer was created by Brud and has over 3 million Instagram followers, dubbed as “Miquelites”, 3.5 million TikTok followers and more than 30,000 Twitter followers.

 

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A post shared by Miquela (@lilmiquela)

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A Complete Guide to Influencer Marketing

April 4th, 2022 by

So, you’ve found this influencer marketing guide, but what is influencer marketing? Put succinctly, influencer marketing is when you work with social media influencers (those who have a large following) to promote your brand, product or service. In this influencer marketing guide, we’re going to go over the benefits of influencer marketing, influencer marketing best practices and ultimately arm you with the information you need to think about influencer marketing successfully. This will be a quick guide to influencer marketing but hopefully a valuable one for you. 

Why Influencer Marketing Works?

Why read an influencer marketing guide unless it works right? Well, it does. The first benefit is cost-effectiveness. A good marketing strategy brings you ROI – and influencer marketing does that. The availability of gifting influencer campaigns (where you give influencers your products for free in return for featuring on their socials) means you can work with influencers for very limited costs. You can target audiences precisely; by matching up the influencers’ audience with your target audience you can make sure that your product or service is brought to the attention of the right people. Unlike a TV ad or a billboard – by choosing the right influencer, you can, in a way, choose who sees your product. If you make a product for parents for example, choose influencers who are followed by parents. The third benefit of influencer marketing in this influencer marketing guide is authenticity. The influencer has a relationship with their audience and has the trust of them. So, when they recommend a product to their audience, the recommendation feels authentic and personal.

Hopefully therefore, this influencer marketing guide has explained that influencer marketing is a must if you’re to promote your brand in 2022.

Different types of influencer marketing

There are different ways to get influencers to promote your brand or product on socials, that’s the next section in this guide to influencer marketing on social media:

Gifting

Only an option with nano and micro influencers, but as alluded to earlier in this influencer marketing guide it’s when you gift an influencer your product or service and in return they feature it on their channel or feed. This is as close to free as you’re going to get – very cost effective.

Sponsored content

This is when you pay an influencer to feature a product on their channels. These are obviously more expensive but will get you more awareness and therefore greater impact.

Affiliate marketing

This is where you give your influencer a unique link. If someone buys the product through this link, you give the influencer a fee per sale. This incentivises the influencer to push and sell the product as they get more money the more they sell.

Outsourcing content creation

This is great if you’re looking to grow, start or develop your own social channels as well as leverage influencer marketing. The idea is that you kill two birds with one stone. The influencer posts the video/picture on their own feed – driving brand awareness. Then, you post the image/video on your own feed, giving you native, engaging content for your own channel.

Influencer takeover

This is where you hand the keys of your brand’s social account over to an influencer who ‘takes over’ your account for a few hours or a day. This brings the fans of that influencer over to your brand – driving awareness.

Co-creating a product with an influencer

Especially popular among fashion and beauty genres on socials, this is where you create a product for your brand, with an influencer. This promotes your brand to the influencer’s audience. By designing a product with the influencer, who knows their audience best, they’ll know what their audience wants to see in a product.

FAQs

How to get influencers to promote your product:

Highlighted in the above section of this influencer marketing guide, there are six different ways to promote your product or brand by leveraging influencers. An additional hint would be to make sure you’re keeping your ear to the ground when it comes to influencer marketing trends; making sure you know what other brands are doing and whether they are working.

What is an influencer marketing strategy?

An influencer marketing strategy is a strategy that works to ensure you get the best ROI when it comes to leveraging influencers in your marketing. Designing a fool-proof strategy is key but can be very straightforward as long as you pay attention to influencer marketing statistics: knowing who the influencers’ audience is, where attention is going and which channels to leverage.

What are the types of influencers?

Mega influencers, macro influencers, mid-tier influencers, micro influencers and nano influencers are the different sizes of influencers that you can consider partnering with. Influencers can also be divided into passion point tribes such as family, lifestyle, student or travel. The size of influencer you use is most likely determined by your budget but the passion point should be determined by your target audience.

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TikTok Trend Watch, March 2022

April 4th, 2022 by

Over one billion people tune into TikTok every month looking for entertainment, hacks, travel tips and more. TikTok has become one of the leading platforms for culture and trends, taking a user-centric approach. 

We’ve pulled together the key trends and updates you need to know to optimise your TikTok efforts. 

TikTok Trends

Local #PlacesToVisit

Discovery has always been huge on TikTok, particularly regarding travel destinations and tips. TikTok has leaned into this with a new discovery section for local travel tips and locations. TikTok has created a banner within the Discover page that allows users to find #PlacesToVisit within their areas. 

Local #PlacesToVisit

The banner takes users through to a landing page where they can select an area to view travel tips on, and a submission form to have their own content shown on the discovery page. Users select a location and they are taken through a page dedicated to content around that city. 

They can view popular creators in the area, the best places to visit as chosen by others, trending sounds, restaurants, local shops, and the top things to do. 

Local #PlacesToVisit 2

Influencer-led livestream events 

As TikTok developed its live commerce capabilities, there has been a significant increase in the number of influencer-led livestream shopping events. Instead of influencers hosting shoppable livestreams on a brand-owned channel, they are held on the influencers’ own profile. 

Shoppable livestreams are social media’s version of shopping channels such as QVC. When they are hosted by an influencer, they have the benefit of being presented by someone who has an engaged audience that trusts their opinions and recommendations, leading to more sales. 

Influencers can work with one brand specifically or multiple brands. As with branded livestreams, influencers can link products mentioned within the livestream in the shoppable cart. In addition, influencers are often able to offer their audiences exclusive discounts.

TikTok Platform Updates 

TikTok 10-minute videos

TikTok has rolled out 10-minute videos to all creators. While users aren’t yet able to record 10 minute videos within the platform itself, they can be uploaded to the platform. The new time limit increase allows TikTok creators to make long-form content, something other social platforms already offer. 

TikTok 10-minute videos

While users can now upload long-form content, the popularity of TikTok lies within its quick, entertaining short-form videos. According to TikTok’s own data, creators actually prefer short-form content. However, the offer of long-form means TikTok can now directly compete with YouTube. 

The new feature will keep certain creators on the platform, although TikTok does need to refine its monetisation policies and creator funds if it wants creators to make long-form content. Long-form content presents the opportunity for screen mid-roll ads, similar to YouTube. 

TikTok expands Stories pilot

TikTok began testing Stories in summer of 2021, and has now expanded its pilot tests. TikTok Stories last for 24 hours before they are deleted and can be viewed through the For You Page or by navigating to a user’s profile and clicking their profile picture. Users with access to the feature can see how many people have viewed their Story, but not the exact profiles of who. Contrary to other platforms offering a similar feature, users can leave public comments on TikTok Stories. 

TikTok expands Stories pilot

Stories offer creators and brands a new creative way to engage their TikTok community. With TikTok Stories, creators and brands can share unpolished moments—snapshots into their everyday lives or behind the scenes of a product or campaign launch. 

We expect TikTok Stories to eventually have ad integration too. Stories present an opportunity for advertisers to reach their audiences using a new format that keeps users scrolling through content for longer.

Not all users have access to this feature yet; if you don’t have the feature, you can’t see stories that users with the feature have uploaded.

TikTok SoundOn platform 

TikTok has launched its own music marketing and distribution platform, SoundOn, to help more artists get their music heard. The new platform allows artists to upload their music directly to TikTok and to parent company ByteDance’s own music streaming service Resso, in addition to global streaming platforms including Apple Music, Spotify, Pandora, Deezer and Tencent’s Joox. 

TikTok SoundOn platform

SoundOn is designed to support unsigned artists as they begin their music careers. Its main USP is its direct links to TikTok as the platform has become a power player within the music industry thanks to its viral audio trends—67% of TikTok users are more likely to seek out songs after hearing them on the platform. 

To boost SoundOn artists on TikTok, the music platform gives them exposure through TikTok creators. Fans then follow artists on music streaming services, where that loyalty is converted into revenue.  

As well as building their TikTok presence, SoundOn opens up opportunities for brands to partner with lesser-known musicians to help boost their campaigns. 

TikTok launches Agency Centre 

Certain users have reported a new Agency Centre option within their TikTok Live settings. The Agency Centre menu allows creators to toggle on agency invitation, which will allow agencies to discover their account. When the programme is complete, talent agencies will be able to invite creators to join their network. 

TikTok launches Agency Centre

The Agency Centre will boost creator discovery within professional audiences and allow creators to benefit from channel development using guidance and advice from industry professionals. This is particularly useful for creators working within the gaming, fashion, food and beauty industries, where live content is hugely beneficial for community building. 

For brands, the programme means brands can easily source talent to partner with as agencies can build up a strong network of appropriate creators. 

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Building a Community on Twitch

March 15th, 2022 by

Twitch has become a powerful platform for community building, for both brands and creators. Twitch is the world’s leading interactive live streaming platform. While it began as a platform for gamers to livestream their favourite latest releases or cult classic games, it has since evolved into a home for a variety of content—from cooking and sports, to fashion and beauty, to art and more. You name it, there’s a Twitch community for it. 

At any given moment on Twitch, there are at least 2.5 million users active on the platform. Around one third of Twitch’s regular audience base watch a combination of gaming and non-gaming content—the portion watching only non-gaming content is also growing at a rapid rate. In the past three years, non-gaming content on Twitch has quadrupled. This has resulted in the platform creating more categories specifically for non-gaming content, including Sports, Music and Just Chatting—which has become Twitch’s biggest non-gaming category. 

The variety of streaming categories available on Twitch has allowed streamers to broaden their audience reach and content. The interactions available on Twitch not only allow viewers to connect with people who have similar interests, but the streamers themselves. The most successful streamers on Twitch have appreciated this connection, and continue to encourage their established and growing audiences to interact with them and others viewing through the Twitch Chat—the chatbox connected to the livestream.  

Building a community with Twitch Chat 

Twitch Chat is one of the most powerful community building tools. It is a communication tool that viewers can use to express enjoyment, ask questions, and joke with streamers and each other. This consistent interaction helps build emotional bonds from viewers and from streamers. As streamers feel connected to their community, they are able to be more vulnerable and genuine with their audiences—something that the Just Chatting category lends itself to. 

The long-form content format of Twitch allows streamers and viewers to connect on a deeper level when compared to other platforms. Twitch is specifically designed for viewer interactions, and streamers are able to provide valuable content for niche topics, while maintaining an overarching conversation that interests wider audiences—something other platforms are restricted from doing due to character limits or select content formats. 

Giving back to a community

With the ease of communicating directly with an audience, many streamers create experiences that will “give back” to their audiences. These include giveaways, competitions, shoutouts, making exclusive NFTs, or even the chance to have a professional music producer produce a song for budding artists. 

Being able to give back to a community further strengthens the bond between streamer and audience. Audiences feel appreciated when a streamer gives back to their community, which increases their emotional attachment. 

Partnering with brands on Twitch

Streamers on Twitch are loyal to their audiences. When partnering with brands, they not only consider how a brand will benefit them and their influence, but also what their audiences will genuinely enjoy and use. Many streamers consider how a brand will translate their brand partnership creative ideas to work specifically with Twitch—what works on Instagram or TikTok won’t work as well on Twitch. 

Live interactions on Twitch allow streamers (and brands) to be more creative with their promotional content. Streamers can bounce off audience responses and create a buzz around a product, campaign or new release in real-time. 

From a brand perspective, the communities on Twitch are an incredible opportunity. Dedicated streamers have built incredibly loyal and engaged audiences of all sizes. Brands should consider finding streamers that create high-quality content over high-quantity, as these streamers are likely to have the audiences that are most likely to be influenced.

The future of livestreaming 

Livestreaming is set to become significantly more integrated into everyday lives—something that streamers have been able to confirm with growing audiences and business opportunities. As more brands realise the potential behind having a live audience response, brand partnership integrations are likely to become more creative and engaging to audiences. 

As Twitch continues to develop its content categories, there will soon (if not already) be a place or streamer for every brand. Whether a brand wants to build a community of its own, or connect to an audience through a streamer, in 2022 we will see plenty more opportunities for brands to get involved with Twitch communities. 

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Monthly Beauty Roundup: February 2022

February 23rd, 2022 by

Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. So, who’s been busy in the beauty world this month? 

Trend spotlight

Euphoria 

The HBO show Euphoria has taken over the internet. With its dramatic makeup and nails, users have taken to social media to recreate the looks or create their own Euphoria-inspired looks. There have been multiple trending Euphoria sounds, but the most popular has been the song “All For Us” by Labrinth and Zendaya, which features in the show, which users have used to recreate Euphoria looks. 

@makeupbysamanthaharvey IB @Olga Dann @настюшка @sldk.di✨💿💞💜 #euphoria #euphoriaseason2 #euphoriamakeuplook #euphoriamakeup #maddyperez #rhinestonemakeup ♬ when i rip – favsoundds

@kornelia.ski Here is the tutorial you all wanted💜#euphoriamakeup #euphoria ♬ sonido original – taliaespinoza

Eyeliner filter

A popular filter on TikTok this month has been the Eyeliner Filter. The filter is the eyeliner equivalent of a random generator—it flicks through different eyeliner looks until it lands on a fun graphic liner look. Users then recreate the final look the filter lands on, but add their own twist. 

@tonimcpeak Reply to @chloe_ykk we’re committed at this point 😅 #eyelinerfilter #eyelinerfiltertrend #fyp ♬ original sound – tonimcpeak

@hayleybuix It’s cutee or whateva! #eyeliner #eyelinerfiltertrend #fyp ib @mimiermakeup ♬ dc gaby e juu – Gaby Lopes

Creator spotlight

Charles Gross 

Charles is a 26-year old from NYC. He is an established name within luxury fashion, but has recently begun delving into luxury beauty, skincare and perfumes. Known for his soft-tone, quick wit, and catchphrase “Let’s talk about it”, he has just under 950K followers on TikTok, and 85K followers on Instagram. 

@charlesgross #ad Surprised by the efficacy of the @caudalie Premier Cru Eye Cream. A staple in my routine. @sephora #BrighterInABlink #Caudalie #CaudaliePartner ♬ original sound – Charles Gross

@charlesgross♬ original sound – Charles Gross

Content spotlight

Palmer’s: Coconut Oil Formula 

To promote its new Coconut Oil Formula Facial Range, Palmer’s used In-Feed ads and influencers. Influencers created content in their own content style (demonstrations vs comedy skits) to promote the products, and then the videos were published as ads on the platform. 

The influencers used have worked with Palmer’s before, helping add authenticity to the ads.  

@Palmer’s@BeulahDavina uses NEW Coconut Oil Formula Facial Range♬ Promoted Music

@Palmer’s@ShahnazIslamTikTok uses NEW Coconut Oil Formula Facial Range♬ Promoted Music

Caudalie: 3 minute challenge 

Caudalie used In-Feed TikTok ads to promote a video featuring beauty influencer Danielle Marcan. Danielle completed the “3-minute makeup challenge” using Caudalie products, while promoting the new Premier Cru Eye Cream. 

Caudalie has also activated other influencers to promote the product. Supported with the hashtags #BrighterInABlink and #CaudaliePremierCru, Caudalie has gained nearly 12 million views across the hashtags. 

@caudalieCHALLENGE N°1: We gave @daniellemarcan less than 3 minutes to do her make-up… mission completed! 🤩 ##BrighterInABlink ##CaudaliePremierCru ##Caudalie♬ son original – Caudalie

@leanemarts Bye aux cernes, poches & petites ridules et bonjour au regard lumineux & hydraté #CaudaliePremierCru @caudalie #ScienceOfYouth #BrighterInABlink ♬ I Can Feel It (Christmas Instrumental) – Nick Sena and Danny Echevarria

Pantene: Pantene Overnight Beauty Reset

Pantene used TopView and In-Feed TikTok ads to promote its new Overnight Beauty Reset hair serum. Using influencers and celebrity ambassador Katie Piper, Pantene used a commissioned sound to show the results of the new product. Pantene boosted influencer posts as well as posting ads from its own account. 

Pantene supported the influencer content with two hashtags: #OvernightBeautyReset and #PanteneDreamHair, which combined have over 29 million views. 

@user416319909Repair 7 days damage in 8 Hours with NEW Pantene Overnight Beauty Reset♬ original sound – Sponsored Content

@rikkisandhuumy biggest hair hack!!! my hair is so SILKYYYY 🤩🤩🤩 im in loveeee 💞 AD @Boots UK ##OvernightBeautyReset ##PanteneDreamHair♬ Pantene Overnight Beauty Reset – Laura Greaves feat. Lhoste

Rimmel London: #KindAndFree

To promote its new Kind and Free beauty range, Rimmel used In-Feed ads, activated influencers and boosted content. It also launched the Hashtag Challenge #KindAndFree, and encouraged users to lip-sync to an original sound and show times they felt good. 

The #KindAndFree hashtag has over 3.4 billion views, and around 500 videos created using the sound. 

@rimmellondonJoin Rimmel’s ##KindAndFree challenge! Show us how you’re living your best Kind & Free life!♬ Kind and Free – Lhotse feat. Charlotte Devaney

@rimmellondonWho’s ready to join the ##KindAndFree challenge? Show us how you’re living your best Kind & Free life!♬ Kind and Free – Lhotse feat. Charlotte Devaney

Vichy Laboratoires: #StepZero 

To promote its popular serum Mineral 89, Vichy Laboratories used In-Feed ads on TikTok and Instagram Story ads. Vichy used influencer content to create a slideshow-style ad to post on its own channels, while it also boosted influencer content promoting the serum.

Vichy Laboratories supported its activity with #StepZero, which has gained over 55.5 million views on TikTok. 

@vichylaboratoiresSave 30% on Minéral 89 Serum 50 & 75ml. Ends 00:01 16/02/22. Only at LookFantastic. T&Cs apply.♬ Promoted Music

@sparklesandskin##ad Step Zero 😍 @Vichy Laboratoires @LOOKFANTASTIC ##Vichy ##StepZero ##Mineral89 ##hyaluronicacid♬ original sound – iona @sparklesandskin ✨

Givenchy: #IRRESISTIBLEisUS 

Givenchy launched the #IRRESISTIBLEisUS Challenge on TikTok and Instagram, to offer consumers the chance to star in the new Givenchy Irresistible campaign. Users were encouraged to recreate the dance choreography and share to their TikTok or Instagram feed while using the #IRRESISTIBLEisUS hashtag. The hashtag on TikTok has over 48.4 million views, and has over 1K videos of UGC posted on Instagram. 

@givenchybeautyJoin the ##IRRESISTIBLEisUS Challenge for a chance to star in the next Givenchy Irresistible campaign. See terms and conditions at link in bio.

♬ I Follow Rivers – Lykke Li

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The reality of “sustainable fashion”

February 23rd, 2022 by

“Sustainable fashion” has been a hot topic for the past few years. As a result of the consumer demand for transparency from companies, many brands have created social and environmental sustainability policies to show their commitment to the movement. But how genuine are these policies, and how sustainable is sustainable fashion?

While sustainable fashion doesn’t have a globally recognised definition, it is often described as the movement towards a green, ethical and economic fashion industry; three very big issues, mashed together to make one monster of a movement. 

Sustainable fashion & Greenwashing 

The main element of sustainable fashion brands seem to focus on is the environmental aspect. Currently, the fashion industry is the second largest global polluter and contributes to 10% of all global emissions, trailing behind the oil industry. This is expected to grow to 50% by 2030, but if fashion brands are pledging to reduce their carbon footprint and develop environmentally friendly products and packaging, shouldn’t this percentage be decreasing? 

This is where we meet greenwashing. Greenwashing is where brands pose as being environmentally friendly when they aren’t. This includes having ranges and collections that are “eco”, despite still using synthetic materials and are focused around seasonal trends. The concept of seasonal trends and fads go directly against the concept of sustainable fashion—the more niche and temporary items brands make for consumers, the more waste they ultimately produce. 

However, when brands position themselves or ranges as eco, at surface level consumers are inclined to believe them. This results in a vicious cycle of consumers believing they are doing good, when they have been duped into the opposite. 

Greenwashing has unfortunately become a staple marketing ploy for many fashion brands. For a fashion brand to be truly sustainable, they need to create clothes that are designed to last a lifetime—in terms of style and quality.  

Overconsumption in fashion

The current success of the fashion industry is led by investing in trends. By encouraging consumers to always have the latest trends, they are encouraging a disposable mindset; clothing is meant to be worn for a couple of months and then replaced for the newest fad. But what happens to the forgotten items? Most end up in landfill for hundreds of years, unable to decompose due to their synthetic fibres. 

Overconsumption is an issue that extends to the second-hand fashion industry as well. Even though the initial impact isn’t nearly as harmful as first-hand purchases, by overbuying clothes, the risk of waste is just as high. 

Workers’ rights concerns

One of the oldest fashion arguments in the book is concerns over worker’s rights. Unfortunately, this is still a prevalent issue in today’s fashion landscape. Certain fashion companies have notoriously ignored consumer demands to ensure their workers are paid fair wages, in favour of being able to provide insanely discounted items—that are guaranteed to sell out to loyal customers. 

Underpaying workers is not ethical or sustainable. Whether this is in the UK, or abroad in garment-producing companies, factory workers are often overlooked, underpaid and treated poorly. 

The impact of social media 

On social media, there are thousands of conversations around the sustainable movement within the fashion industry. There are countless accounts informing social media users of the negative impact a disposable mindset has on the environment and people, many of which use social media to find other like-minded people to rally and boycott. 

Unfortunately, there are also countless other social media accounts sharing $1K hauls from notably unsustainable and ethical fashion brands. The need to constantly be on top of the latest trends drives social media content and engagement. With the ease of going viral on social media, the cycle of making something popular, driving it to the ground, and then replacing it with something else is never ending.

Brands driving the sustainable movement 

Adidas 

Adidas are leaders within the sustainability movement. By partnering with environmental charities (most notably Parley Oceans to create shoes from ocean waste), and investing in new sustainable materials, including mushroom leather Mylo and wood-based Spinnova fibres, Adidas is showing consumers and other brands that being sustainable and fashionable is possible. 

adidas

Patagonia

When you think of ethical clothing, Patagonia probably jumps to mind. Patagonia has strong labour rights and uses recycled, rather than virgin, polyester—it has also committed to reducing its energy use and emissions. Patagonia also has an initiative called Worn Wear, where Patagonia customers can trade in their old Patagonia items for a discount to buy a new item. The old items are restored and then resold at a discounted price, helping reduce the waste sent to landfill and increase the lifetime of the product. 

patagonia

Lucy & Yak

Lucy & Yak is a clothing company that produces ethically created clothing. Its newest factory in India is powered by social energy panels, meaning the building is completely sustainable, and all employees are paid 3-4X above the living wage. All packaging and mailers are created from 100% recycled and biodegradable materials, and the clothing items are organic or recycled. 

Stella McCartney 

When thinking of sustainable and ethical luxury fashion, Stella McCartney is the first name that comes to mind. The fashion house has been a pioneer of eco-friendly, cruelty-free, inclusive, and ethical fashion. Stella uses organic cotton, ethically sourced wool, regenerated cashmere, recycled textiles, while excluding fur and leather. Her stores use solar panels and LEDs for energy, and recyclable materials for packaging. The brand also follows the principles of circular fashion by using regenerative and restorative production methods.

Stella McCartney 

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Virtual Influencers in the Fashion Industry

February 21st, 2022 by

Once upon a time, we feared robots taking over the world. This fear has gone from a far-fetched thought to a reality as a result of technical developments in artificial intelligence. While we’re still a way off from dealing with robots roaming around the streets, one place they have begun to take over is social media. Around the world, people are taking to social media to follow and engage with a new wave of online personality: the virtual influencer. 

What are virtual influencers?

Virtual influencers are computer generated influencers. They are sometimes also referred to as digital avatars, CG-models or digital characters. While they don’t actually exist in the physical world, they lead very exciting lives on social media. They have their own virtual and real friends and partners, their own political and social opinions, their own dietary preferences, and virtual hobbies. They present a realistic front on social media, but if you look behind the screen, you’ll find a team of designers, writers and artists that work hard to ensure the virtual influencer looks, moves and speaks like a regular person. 

The history of virtual influencers

Virtual influencers began making a real buzz in the marketing world in 2016. Initially, virtual influencers were designed to appear as realistic as possible. At first glance, you probably wouldn’t notice they weren’t real—given the photoshop and FaceTune editing many influencers favour, you would have assumed they were simply perfectly edited for social media. 

Since then, the appearance of virtual influencers have evolved. While you will still find the incredibly human-like avatars (like Miquela Sousa aka Lil Miquela), we are seeing more and more cartoon-like virtual influencers take pride of place, such as Noonoouri or Qai Qai

Virtual influencers have been ingrained within the fashion industry since their conception. Starting casually with social media collaborations, the relationship between virtual influencers and fashion has blossomed. Now, we regularly see virtual influencers appear in luxury fashion campaigns (Balmain even started its own Virtual Army) and forming long-term partnerships with designer and high-street fashion brands. 

The Opportunities when using virtual influencers

The main opportunity regarding virtual influencers is that you can design a “human” from scratch. This means, if you are willing to develop your very own avatar, you can create the perfect personification of your brand. You can design how they talk, their appearance, their interests and any niche hobbies, their fashion sense, and you can even change their location depending on initiatives. There are no physical restraints when using virtual influencers. 

When working with virtual influencers, production costs are reduced. You don’t need to fork out for hair and makeup teams, rent for studio spaces, or travel expenses. There will also be significantly less lead times, as you don’t need to fit around an influencer’s schedule or wait for them to find time to create content. 

Given the coming of the metaverse, using virtual reality influencers is the equivalent of dipping your toes in the digital waters. Virtual influencers have nearly 3X the engagement as human influencers, and are a great way to begin engaging younger audiences. As metaverse experiences become more accessible, you can have a natural transition into the digital world by using virtual influencers to showcase any digital garments you have created. 

Alongside the buzz of the metaverse, is the popularity of NFTs. By working with or creating a virtual influencer, fashion brands could create exclusive NFTs. These could be redeemed for a real-life experience or for the garment the virtual influencer is wearing. 

The threats when using virtual influencers

When using virtual influencers, there are a few ethical concerns. Considering virtual influencers aren’t actually real, they aren’t able to experience the items they are promoting. The garments will always fit, the fabric will always be comfy and flow, and there will never be a quality issue. It’s an ethical quandary promoting something as perfect when it’s not real. 

Social platforms (namely Meta) are cracking down on ethical guidelines for virtual influencers. The metaverse evolution has further blurred the lines in terms of what’s allowed in terms of representation. As virtual influencers can be literally anyone or anything, this leads to concerns about body image perception and other forms of misuse through false or unclear representation. Meta’s eventual ethical framework will likely provide limits to the use of virtual influencers. 

Consumers connect with humans. If a digital influencer looks like a person, social media users will feel empathy, but to a certain extent. There comes a point where the virtual influencer becomes too close to reality, and users will respond with revulsion. It’s called the “uncanny valley” metaphor. This suggests a humanlike appearance or behaviour can make an artificial figure more familiar to viewers, but once the figure tries and fails to be too realistic, the sense of familiarity drops sharply. 

Virtual influencers have been successful so far due to their novelty. Even though they’ve been a buzzword for the past four years, brands are still finding new ways to incorporate them. You can find virtual influencers on every platform—including YouTube, Instagram, TikTok and Twitter. While this presents brands with more opportunities, it also means consumers are becoming desensitised to them. How long until this novelty completely wears off? 

Fashion brands using virtual influencers

Balmain

Balmain was very quick to adopt virtual influencers into its social media strategy. In 2018, the brand created its own “Virtual Army”, consisting of three popular virtual influencers: Margot, Shudu and Zhi. 

balmain - virtual influencer

The lifelike models were created by photographer Cameron-James Wilson, who created Shudu in 2017. The models were styled by CLO Virtual Fashion, which created hyper-realistic 3D garments. Balmain designed the models to each show a specific influence within the brand’s fashion collections. 

Prada

Prada has been working with virtual influencers since 2018. Lil Miquela took over the brand’s Instagram account during the Autumn 2018 Milan fashion week. The virtual influencer attended the brand’s fashion show and uploaded backstage videos and preview images of the collection. The takeover was an exciting experience for viewers as they saw the potential for combining the real and digital worlds (phygital). 

Since then, Prada has continued to periodically work with Lil Miquela to “dress” her in their new ranges and to feature her within luxury campaigns. Prada has also worked with cartoon-ish virtual influencer Noonoouri.

Prada has taken working with virtual influencers one step further within its fragrances. To relaunch its Prada Candy line, Prada created its own in-house influencer (aptly named Candy) to promote the fragrance. The decision to create its own virtual influencer stemmed from a strategy to engage the digitally-focused Gen Z. 

 

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A post shared by Prada (@prada)

By using Candy, Prada are able to stimulate digital interactions with younger audiences, as well as explore new digital heights and milestones. Prada can create a relatable story using Candy, while keeping charge of its own digital narrative. 

Puma

As part of its promotion for the new Future Rider sneakers, Puma created a virtual influencer (Maya) to represent Southeast Asia. To accurately represent SEA, Maya was created using an AI platform that mapped the faces of millions of people in SEA, using multiple online sources. 

 

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A post shared by M △ Y △ (@mayaaa.gram)

Maya’s personality was created in a similar way, using psychographics and social listening tools within SEA. Her personality evolved with time, and her additional interests were decided using AI curation and social listening, ensuring that she remained relevant to SEA audiences at all times. 

Puma has also worked with virtual influencer Rae for the 2022 Chinese New Year. 

 

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A post shared by Rae 蕊 (@here.is.rae)

Famous virtual influencers in fashion

Lil Miquela

Miquela Sousa—better known as Lil Miquela—is one of the top virtual influencers and has worked with big-name fashion brands including Prada, Dior and Calvin Klein. She also released one single, “Not Mine”, in 2017 and debuted her first music video, “Hard Feelings”, at Lollapalooza’s online festival. 

@lilmiquela Which one do you think is more accurate? 👀 #thatsnotmyname #robot #adayinmylife ♬ That’s Not My Name – The Ting Tings

 

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A post shared by Miquela (@lilmiquela)

This freckled Brazilian-American influencer was created by Brud and has over 3 million Instagram followers, dubbed as “Miquelites”, 3.5 million TikTok followers and more than 30,000 Twitter followers.

Noonoouri 

Noonoouri is a cartoonistic digital influencer that has taken the fashion world by storm. She has worked with most designer fashion brands, including Versace, Bulgari and Dior, as well as high-street brands—most recently Ivy Park. 

 

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A post shared by noonoouri (@noonoouri)

While fashion is Noonoouri’s main entertainment channel, she also aims to inform people about various social causes, shaping her into more than just a digital fashion character. She’s a proud vegan and publicly supports sustainable fashion (a bit of a juxtaposition…). She is mainly active on Instagram and has nearly 400K followers there. 

imma

imma is Japan’s first virtual model and was created in 2018. With her distinctive pink bob, imma has made headlines, including “New 100 Talent to Watch” by the Japan Economics Entertainment. 

 

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A post shared by Tommy Jeans (@tommyjeans)

@imma.tokyo Thanks 2021✌️💗#imma#あたしCGらしい#ithinkimcgi#2021振り返り#2021memories #my2021#bye2021 ♬ オリジナル楽曲 – imma

Her interests in Japanese culture, art and film have transformed her into a well-rounded influencer. She has worked with fashion brands including Burberry, Adidas Tokyo, and has just been announced as a brand ambassador for Tommy Jeans. She has over 350K followers on Instagram, and over 300K followers and 3.5 million likes on TikTok. 

FAQs

What do virtual influencers do?

Virtual influencers are fictional computer generated ‘people’ who have the realistic characteristics, features and personalities of humans.

How do virtual influencers impact real life influencers?

Virtual influencers have a higher engagement rate than real influencers—this is highly appealing to brands, which is why so many virtual influencers have partnered with brands on social media. However, despite this, real life influencers will always be favoured by consumers. This is because virtual influencers aren’t able to provide authentic experiences or recommendations. Virtual influencers can’t actually experience anything, so there will always be some form of a disconnect between them and their audience. 

Who was the first virtual influencer?

The first virtual influencer to enter the space was Lil Miquela. 

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