Influencer Marketing for Beauty Brands

September 15th, 2022 by

The beauty industry is perhaps the most perfectly poised to take advantage of the benefits of influencer marketing. Tutorials, unboxings, hauls, first impressions etc. are all opportunities for brands to promote their products. So with 74% of Gen Z and 66% of millennials driven to make purchases based on beauty influencer posts, implementing influencer marketing is a no brainer for brands within the beauty industry. 

In this blog we will reveal the secret to successful beauty influencer campaigns, the industry’s future and how platforms such as TikTok and Instagram have been integral to its projected $100 billion growth. 

Campaign Examples

With the sheer size of the beauty industry comes a whole host of successful campaign examples. Before delving into the details, let’s take a look at some essential statistics responsible for their success. 

Beauty companies are expected to spend $7.7 billion on advertising in 2022. 

Though the top advertising channel is still television, digital advertising is quickly gaining traction. In an industry that generates so much revenue, it is only right that companies spend billions of dollars on advertising its products. However, let’s not mistake the amount of money spent for the success of the campaign. 

Digital advertising makes up 34.1% of the total ad spend in the beauty industry.

One third of beauty product buyers interact with brands on social media. This ensures that as the target audience moves online, so do the marketing efforts of brands. 

Influencer marketing for beauty brands is heavily leaned on by a select few. Here are some notable examples.

 

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A post shared by Glossier (@glossier)

Glossier 

Glossier quickly became a household name within the beauty sphere, standing tall as a $1.8 billion company. The key to their success? “Regular women who promote the brand so devoutly” – according to CEO Emily Weiss. While working with influencers has always been at the core of Glossier’s marketing strategy, it is the shoutout to and feature of the brand’s regular customers on their page that entices new consumers to want to get to know what Glossier has to offer. This highlights the importance of customer appreciation within influencer marketing for beauty brands.

 

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A post shared by ColourPop Cosmetics (@colourpopcosmetics)

ColourPop

Colourpop is unique in its approach to influencer marketing, as it relies solely on the recommendations of social media influencers to promote their products. By incorporating ColourPop’s products into their YouTube videos, influencers have managed to achieve the following:

  1. Encourage followers to buy the brand’s products
  2. Generate interest among fellow makeup artists to pursue their own collaborations with the brand

Just like other brands who work with micro influencers, ColourPop relies on the re-purposing of user generated content to fill up their social media platforms. 

Social media platforms X beauty brands

The beauty industry is set to exceed $100 billion by the end of 2022 and platforms such as TikTok and Instagram are integral to that growth. The success of influencer marketing for beauty brands greatly depends on the social media platform they are run on. 

According to a Think with Google study, YouTube is the number one source for beauty content among women aged between 18-54. This is because, unlike other industries, 46% of consumers of beauty products still prefer to see beauty products in person, meaning they are seeking influencers purely for information and knowledge on certain products as opposed to using their recommendation to purchase products online. YouTube is the perfect platform for this as its long-form video format allows for lengthy product reviews. 

TikTok is also growing as an influencer hub as its short-form video concept allows influencer marketing for beauty brands to reach a wider audience than platforms such as YouTube and Instagram can due to over 1 billion users on the app. 

influencer marketing for beauty brands

The future of influencer marketing for beauty brands 

It is no secret that things are looking bright for the future of the beauty industry, with it projected to sit at $758.4 billion by 2025, however, beauty influencer marketing itself could take an unexpected turn. 

Consumer complaints regarding influencers are often targeted at questioning the validity of what they have to say, given that the majority of them aren’t actually qualified MUAs or skincare experts. A surfeit in sponsored posts on an influencer’s profile also reinforces this scepticism and pushes consumers to question whether their recommendations are truly authentic. 

To combat this, some brands are hoping to re-instill consumer trust by upskilling their influencer partners to ensure that they are more informed and, therefore, better ambassadors for their brand. 

In January 2022, the No7 Beauty Company partnered with the British Beauty Council on a skincare education program designed to upskill social media content creators. The UK-based, invitation-only program consists of six modules both online and in-person with the aim of it being the start to a solution for the changing industry. Educating those with a voice in the beauty industry will mean that influencer marketing for beauty brands will appear more authentic and trustworthy. 

Influencer marketing for beauty brands: round up 

As influencer marketing for beauty brands continues to grow, companies that want to stand out and thrive need to recognise the importance of getting content and social proof from creators; whether these be customers or established influencers. It’s true that beauty is in the eye of the beholder, but in this case it is also in the hands of the consumer.

FAQ’s

Who is the most popular beauty influencer?

Huda Kattan, better known as @hudabeauty, continues to sit at the top with over 50million Instagram followers. 

Who is the best beauty blogger?

Wendy Rowe (www.wendyrowe.com) is a beauty and skincare expert with over a decade of experience in the industry. 

Who are the top three TikTok beauty&skincare influencers?

  1. Mikayla Nogueira – @mikaylanoguiera – 2.4M followers 
  2. Christina “Tinx” Najjar – @tinx – 1.2M followers 
  3. Hyram Yarbro – @hyram – 6.2M followers 

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A Month in Beauty: August 2022

September 1st, 2022 by

Welcome back to another beauty roundup! 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

Lash curler eyeshadow 

The beauty TikTok community has been getting creative with eyeshadow hacks; the latest involves an eyelash curler. The original viral video is credited to @lenkalul and has over 29M views, and nearly 3M likes. The trend has been replicated thousands of times, with exciting new looks each time. 

@lenkalul the easiest way! ad using lunar beauty nude prism palette & eyeko black magic cocoa edition eyeliner from my @boxycharm 🤍 #boxycharm #boxycharmpartner #makeup ♬ original sound – 𝙖𝙧𝙞𝙛𝙛_

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Indie slease 

While the “Clean Girl” is still running rampant, we are beginning to see a resurgence of indie slease/grunge makeup looks. The shift back towards a more unkempt look is inline with a cultural shift towards indie music, maximalism and unedited social content. 

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍🔥 #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Creator spotlight

MissDarcei 

MissDarcei is a Canadian TikTok creator with over 530K followers, and 20M likes. Originally starting on YouTube, Darcei transitioned over to TikTok, where she continues creating fun content, trying weird products and fun styles/aesthetics. She also shows her followers how to recreate Korean makeup looks on deeper skin tones.

@missdarcei This is the weirdest foundation I’ve ever seen 😧 #makeup #beauty #foundation #makeupreview #beautytok #fyp #foryoupage ♬ original sound – Darcei

@missdarcei Reply to @reena.humaira This is by far my most requested look #makeup #beauty #indianmakeup #makeuptransformation #fyp #viral ♬ original sound – chrisbrownofficial


Brand Spotlight

CeraVe

CeraVe successfully positioned itself as a go-to skincare brand for Gen Zs through an extensive push on TikTok, using native content and influencers. It created a #CeraVePartner team full of TikTok-famous dermatologists, making CeraVe trustworthy and culturally relevant. Its latest campaign #CleanseLikeADerm has nearly 200 million views propelling #CeraVe to 2.3 billion views in total on TikTok. 

@dermdoctor #CeraVePartner How to pick the right cleanser like a dermatologist @CeraVe #dermdoctor #skincare #CeraVe #CleanseLikeaDerm ♬ Bedtime Groove – CeraVe ft. Matatama

@skin.doctor Cleanse like a Dermatologist! #CeraVePartner @cerave #CleanseLikeADerm #CeraVe ♬ original sound – Dr. Mina, MD

Content spotlight

Clinique UK: Even Better Clinical Foundation 

Clinique UK used In-Feed Ads to promote influencer content that had been reposted to its own channel. Using the Even Better Clinical Foundation, influencers created makeup looks for various summer occasions, while using on-screen text to inform viewers about the benefits of the foundation. 

@cliniqueukA mini wedding-guest makeup masterclass with @Yemani_elise and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

@cliniqueukA long-lasting, flawless summer look by @Ryley and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

Estrid: Self Care

Razor brand Estrid using In-Feed Ads to promote influencer-created content that was reposted to its own channel. Estrid used two key messages: ease of use, and embracing oneself. Ease of use videos were mainly focused around travel, and embracing oneself videos discussed embracing female body hair. 

@heyestrid Lets shave our face together! #foryou #fyp #estrid #heyestrid #pcos #hirsutism #psocawareness #shaving @thatgirlsare ♬ Aesthetic – Tollan Kim

@heyestridEstrid – A razor for humans♬ Promoted Music – heyestrid

VO5: #GreatHairAnywhere

VO5 used influencers to promote its heat protectant, blow-dry spray and anti-frizz mousse, using the hashtag #GreatHairAnywhere. Influencers took their audiences through their hair care routines before showing themselves out and about, with their hair looking great. Influencer content was boosted from their own channels, and the hashtag has over 650K views. 

@nissheegg Achieve the bouncy Voluminous hair with @vo5_official Volume Blow dry spray. #GreatHairAnywhere ♬ I THINK I’M FALLIN’ (ALTERNATE EDIT) – Dominique

@jahanara.makeup Get great hair all the time and anywhere with @vo5_official ! I am obsessed with the Frizz Free Air-Dry Cream🤩 my hair lasted all day in the heat without frizzing up at all!☀️💫 even in the humidity, my new hero product! #GreatHairAnywhere #ad ♬ Hotel (Sped Up) – Lawsy

Veet UK: #RewriteTheRules  

Veet UK worked with influencers and boosted their content for its #RewriteTheRules campaign. Influencers took viewers through their waxing routine, while sharing funny waxing stories from their younger years or when they first started waxing. Boosted content received over 25K likes, with some reaching as many as 54K. 

@rosiebreenx My Veet story time! How I managed my unibrow at 15😂 #VeetUK #YourChoice #RewriteTheRules #AD ♬ original sound – R O S I E 🦋

@laurensaddingtonx Why do we get embarassed about everything when we’re younger? 😂 Veet helping me with my cute hairy toes 🤣 read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – laurensaddington

Fenty: Ketchup or Makeup?

Fenty Beauty collaborated with MSCHF to create a Ketchup or Makeup campaign, promoting a new Fenty Gloss Bomb. The “palette” consists of 6 sachets, with some containing Ketchup and others containing the new gloss. Fenty gifted palettes to TikTok creators, who went through each sachet to discover if it was Ketchup or makeup. The #KetchupOrMakeup hashtag has over 14M views after just 2 days of posting. 

@madeleinecwhite What sick individual thought of this i just wanna talk #ketchupormakeup ♬ Anxiety Is My Boyfriend – Haven

@christxiee @fentybeauty x @mschfz this is INSANE #mschf#ketchupormakeup ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

Olaplex: Olaflex 

Olaplex ran a sponsored Hashtag Challenge, with an original sound by DJ Felix Cartal. Olaplex challenged users to show their hair transformations from dry, damaged hair, to hair that had been revitalised with Olaplex routines. The #Olaflex hashtag has over 4.3 billion views, and countless user-generated content.

@goldynaps @olaplex always brings my dry hair & curls back to LIFE, so I had to show y’all how I #OLAFLEX ♬ OLAFLEX – OLAPLEX

@icychat As many of you may know how much I LOVE @olaplex already.. you KNOW I definitely had to do the #OLAFLEX ♬ OLAFLEX – OLAPLEX

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A Month in Beauty: July 2022

August 11th, 2022 by

Welcome back to another beauty roundup! 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

Kitana Wins 

An eyeliner trend once again reigns supreme in the TikTok beauty world. This time, it’s showing off speed liner to a soundbite taken from Mortal Kombat X, using the Blue Diamond filter, which gives the video an iridescent glow. The filter has over 109K videos created using it, and the sound has over 558K videos. 

@alondra.ceo She THICK! Thick wing liner 😎 STAY MAD— youre giving me views and engagement 🥰 thx bestie! #fyp #wing #winglinertutorial ♬ оригинальный звук – Valerie

@fairy.freak Okay but this filter ✨👀 #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Creator spotlight

Ohemaa Bonsu 

Ohemaa is a popular TikTok and Instagram beauty creator. She regularly reviews products for darker skin tones, sharing her favourite finds with her audience. She has over 150K followers on TikTok, but over 4 million likes. She has a popular series called Atrocious Shades, where she tries to make odd makeup shades work. 

@ohemaabonsu Did you say no talc loose powder foundatio? Yes, i did! #beauty #makeuptips #powderfoundation #mineralfoundation ♬ original sound – Ohemaa

 

@ohemaabonsu The most expensive blotting powder I own plus shipping. #makeup #makeuphack #beauty ♬ original sound – Ohemaa

Brand Spotlight 

BASMA Beauty 

BASMA Beauty launched in 2021 and has already taken over TikTok. The brand went viral on TikTok following posts showing incredible colour matches of its foundation. It has also been praised online for being transparent about its new share creation process, and is working directly with diverse beauty influencers to create more shade options. 

@basmabeautyofficialReply to @idkwtp55 a problem we need to solve.♬ original sound – BASMA Beauty

@basmabeautyofficial shade matches we’re obsessed with. #shadematching ♬ timeXkashy challenge – @PAPPiKASHY

Content spotlight

Maybelline: Sky High 

Maybelline ran an In-Feed TikTok campaign promoting its TikTok-famous Sky High mascara in a new Cosmic Black colour. It used influencers to create space-inspired makeup looks showcasing the new mascara or to create a GRWM-style video, discussing the difference between the original Sky High and the new one. Content was posted to and promoted from Maybelline’s own TikTok channel. 

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

@Maybelline New YorkSky High mascara goes Cosmic Black! Shop @Look Fantastic♬ Promoted Music

Refy: Skin Finish  

Refy used influencers to showcase its new Skin Finish water-based powder. Influencers either created videos talking through the application process, or simply showed a side by side difference by only applying the product to one side of their face. Content was posted to and boosted from Refy’s own channel. 

@refybeautyREFY Skin Finish Transformation with @shanspaldingx♬ Promoted Music

@refybeautyWait for the transformation… Skin Finish leaves your skin looking like SKIN! ##refybeauty ##waterbasedpowder ##makeup♬ Sia – Xeptemper

Pat McGrath: Divine Blush Duo  

To promote its Divine Blush Duos, Pat McGrath used multiple popular trending sounds and soundbites, and trends. It boosted ads from its own channel, and also boosted sponsored influencer content. Both types of ads showed the product in use by creating looks using them. 

@patmcgrathrealADDICTED TO THE BLUSH DUOS 😍😍😍 SHOP all 6 shades NOW at PATMcGRATH.COM ✨✨✨ ##blush ##patmcgrathlabs ##makeup ##tutorial♬ original sound – den-chan – den-chan 🇵🇭

@hayleybuixObsessed with the new blushes from @Pat McGrath Labs ! Couldn’t decide on one ##PMGPartner ##DivineBlushDuo ##ombreblush ##blushtrend♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) – Doja Cat

Pantene: Hydra Glow Summer

To promote its Hydra Glow Summer range, Pantene used influencers to show a before and after of their hair. Creating hair-wash routines to a commissioned track, influencers highlighted how the products will keep their hair feeling hydrated when out and about during summertime. The #HydraGlowSummer hashtag has nearly 10M views. 

@lucyedwards AD The feeling of amazing hair just adds to the sensory experience of walking alongside gorgeous waterfalls ✨ #HydraGlowSummer #Pantene #PowerOfHair ♬ Hydra Glow Summer – Harry Price

@georgia.barratt Reply to @megannnr_x @Pantene Pro-V hydration collection keeps my hair looking healthy always. Products are now available at asda 🤍 #makeup #beauty #xyzbca #hydraglowsummer #ad ♬ Hydra Glow Summer – Harry Price

Essie: Live Your Colour 

For its new Live Your Colour campaign, Essie partnered with beauty and nail creators to show how they live their colours. TikToks created by influencers showed them painting their nails, before transitioning into fun summer activities. Some influencer content was reposted to Essie’s own channel and boosted.  

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Posted in Social Commerce

Monthly Beauty Roundup: May 2022

June 10th, 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

Skincare-infused makeup

Skincare and self-care have been incredibly popular beauty trends over the past year, but we are now seeing skincare infused makeup take over social media. While makeup with skincare benefits isn’t a new trend, many brands have begun hopping on the hype to offer hyaluronic or mineral infused mascaras, foundations, concealers and more. 

@skinncosmetics##GRWM ft. SKINN’s Scientific Color skincare-infused makeup 💕 @isalealm_ ##makeup ##skincare ##beauty ##makeuproutine♬ pink and white slowed mix – xxtristanxo

Creator spotlight

Hannah Tyre

Hannah (@hannah_beauty27) is a US-based beauty influencer. With 1 million TikTok followers, Hannah regularly shares exciting and colourful makeup looks, skincare tips and her favourite drugstore products. Hannah also shares snippets of her life living with brittle bone disease. 

@hannah_beauty27 I found this blue & brown look on Pinterest and I really wanted to recreate it 💙 #motd #blueeyeshadow #makeuptutorial #makeupismypassion #makeuplover #grwm ♬ Fearless (Taylor’s Version) – Taylor Swift

@hannah_beauty27 Take off my makeup with me! 🥰 #skincareroutine #nightlyroutine #nightroutine #nightroutineskincare ♬ Taste It – Ikson

Brand Spotlight 

Jones Road Beauty

Jones Road Beauty is a beauty brand by makeup mogul Bobbi Brown. Although founded in 2016, it didn’t rise to internet infamy until this past month. To launch a new foundation, JRB gifted the product to influencers. Although generally met with positive results, a select few influencers didn’t know how to use the product properly, leading to Bobbi Brown herself creating a fun TikTok response. 

@trevorbarrett This foundation has been getting so much hate!👀Here’s why I actually like it!❤️#jonesroadbeauty #foundation #jonesroad #bobbibrown #stitch #makeupreview ♬ Night Fishing – C Y G N

@justbobbibrown How did I do?? Applying Jones Road’s light to medium coverage What The Foundation 🤣😅 #foundation #foundationhack #foundationroutine ♬ original sound – Bobbi Brown

Content spotlight

Garnier: Ultimate Blends

To promote its Ultimate Blends Hair Food, Garnier used influencers to create videos showing how the product is used and the difference it makes to hair health. Videos were posted to influencers’ own channels before being boosted by the brand to drive it to wider audiences. 

@isabellakateead | You can use it as a MASK, CONDITIONER or a LEAVE IN product!! Wowwww🤩👀💖 @Garnier UK & Ireland♬ original sound – isabellakate

@alxcextThe @Garnier UK & Ireland Hair Hood 3-in-1 Masks are an affordable haircare gem! 😉have you tried them? 👀 AD♬ original sound – Alice T

Murad: Correct & Protect Serum

Skincare brand Murad used influencers and recognised skincare experts to promote various products on TikTok. Influencer posts promoting the AHA/BHA Exfoliating Cleanser were boosted by the brand. Murad also used influencers to film content for its new Correct & Protect Serum SPF45. Content was posted to Murad’s own channel and then promoted as in-feed ads. 

@nilltavangarMy skin absolutely loves acids 💦 I use the ##Murad AHA/BHA Exfoliating cleanser 2-3x a week, as part of my noble quest against dull/congested skin 🤺 ##AD ##skincaretips♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

@muradskincareNEW Correct & Protect Serum SPF45. Satiny-smooth serum with 100% mineral SPF that’s tested and scientifically proven to visibly correct discoloration and prevent future hyperpigmentation. ##murad ##muradskincare♬ original sound – Murad Skincare

Medik8: Crystal Retinal 

To promote its cult favourite Crystal Retinal, Medik8 used influencers and a commissioned TikTok sound. Playing on a TikTok trend, Medik8 used influencers to lip sync to the sound before showing their skincare routines using Crystal Retinal. Influencer videos were boosted and shown to audiences as in-feed ads. 

@emily__blackwellNight time skincare routine @officialmedik8 ##retinalrevolution ##teamcrystalretinal |AD♬ RetinAL not RetinOL – officialmedik8

@charbarker My evening skin routine using @officialmedik8 Crystal Retinal 🤍 #RetinalRevolution #TeamCrystalRetinal ♬ RetinAL not RetinOL – officialmedik8

Caudalie: #HowDoYouMist

Caudalie launched a competition on TikTok, where the winner would receive a year’s supply of Caudalie products. Users were encouraged to duet an original video using an influencer and commissioned sound, and show their beauty transformation using the Beauty Elixir. The hashtag #HowDoYouMist has over 14M views in just 5 days. 

@Caudalie It’s GLOW time! Show us your #BeautyElixir transformation using #HowDoYouMist ♬ Promoted Music – Caudalie

@amelia0livia #duet with @caudalie are giving you the chance to win a year’s supply of skincare, one of my fave brands ever so you’re in for a treat!✨ Take part in the #HowDoYouMist to enter🤍 Ad #beautyelixir #caudalie ♬ Mist, Prep, Set, Glow – Caudalie

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Ecommerce VS Social Commerce

April 4th, 2022 by

Ecommerce vs social commerce at first glance may seem a hard choice to make, but once you get to know the difference between ecommerce versus social commerce, you’ll realise that they both work together to participate in sales increase.

Kicking off with social commerce, social commerce is made up of social media marketing and ecommerce. Social commerce is the promotion and selling of products and services using social media platforms. When a good social media marketing campaign is launched, impressions, clicks, reach and engagement increase, leading to conversions in the form of sales as the user is redirected to an online store. Put simply, social commerce are purchases made directly from a social media channel. So when you think about social commerce vs ecommerce, social commerce is a way for people and brands to connect over a product interest. 

Social commerce happens entirely on a social media platform, from product discovery and interest, through to consideration and purchasing. Ecommerce is a sales experience or consumer journey which leads to a product purchase on a company’s website or application. 

When it comes to ecommerce vs social commerce, we need to understand that as social media grows, it causes an increase in e-commerce for social media. For example, a study by Facebook in 2019 saw 87% of users following a brand or visiting their website after seeing a product on Instagram and 54% of users purchased a product. With social commerce increasing sales, retailers are utilising social commerce as part of an omnichannel commerce strategy, delivering experiences across channels and interacting with consumers. Retailers are not the only brands to use social commerce, as social commerce marketing agencies are created to help brands implement social commerce as well as ecommerce, creating impactful campaigns that increase sales for brands.

Moving onto ecommerce, ecommerce is when we purchase and sell products or services through the internet. Consumers do not browse for products, but click on products based on photographs or descriptions. Ecommerce may seem similar to social shopping but when it comes to ecommerce vs social shopping, ecommerce involves more than just one category. Ecommerce is made up of 4 categories: business to business, business to consumer, consumer to consumer, consumer to business. These 4 categories enable ecommerce to work as well as it does, opening up new opportunities for businesses and consumers.

Now both ecommerce and social commerce are defined, let’s return to ecommerce vs social commerce. Social commerce is the use of social media platforms to complete ecommerce transactions, increasing sales by working in correlation with each other. 

Ecommerce vs Social Commerce: The similarities 

The similarities between the ecommerce vs social commerce enables them to work well together as a pair, the similarities can be seen here:

  1. Inability to physically touch the product: until the product is shipped, the customer can not gain a real feel of the product. This means that expectations may not be met.
  2. Internet access: to order products or services online, customers must have access to the internet and some do not.
  3. Market costs: both ecommerce and social commerce offer products at a discounted price.
  4. Market trend: sellers keep an eye on the market trends when it comes to both ecommerce and social commerce.

Ecommerce vs Social Commerce: The differences 

Although ecommerce vs social commerce may seem super similar, there are some distinct differences:

  1. Trading: ecommerce has a global trading scope whereas social commerce has a limited trading scope. 
  2. Monitoring: ecommerce does not require daily monitoring, whereas social commerce needs daily monitoring
  3. Communication: ecommerce requires one-way communication and social commerce requires a two-way communication
  4. Time: ecommerce is more time-consuming than social commerce 
  5. Customer engagement: there is less customer engagement when it comes to ecommerce. Social commerce results in more customer engagement
  6. Trust: ecommerce is more trusted than social commerce
  7. Offered by: ecommerce is offered by Amazon, Flipkart, Alibaba, and more. Social commerce is offered by Facebook, Instagram, Pinterest, TikTok and more.

So with these similarities and differences in mind, ecommerce vs social commerce leads to only positives for businesses and consumers, both working as a pair to get brands known and increase sales. 

FAQs


What is the difference between ecommerce and social commerce?

Ecommerce is purchasing products and services over the internet, such as Amazon and Flipkart, whereas social commerce is ecommerce through a social media platform.

Are ecommerce and social commerce the same?

Although they both seem similar at first glance, ecommerce and social commerce are different, with the main difference being social commerce is a ecommerce performed on a social media network.

Why is social commerce better than ecommerce?

Social commerce is better than ecommerce because social commerce increases brand following and product interest as well as sales, meaning there are more benefits to social commerce than ecommerce. 

What is a social commerce example?

An example of social commerce is an in-app purchase, such as on Asos’s Instagram page where you can browse images of their products and purchase a product directly based off of the image provided.

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How Can Brands Unlock Black Friday and Cyber Monday on TikTok?

November 24th, 2021 by

Black Friday is arguably the biggest shopping event of the year, closely followed by Cyber Monday. Although initially created as an offline, in-store sales event (featuring thousands queuing outside stores in hopes of a steal), it has since transitioned to include online shopping as a result of consumer habits changing. 

As a result of the pandemic, the way consumers shop has once again changed, with online shopping more important than ever before as consumers look for deals from the comfort of their own homes. This change, while led by stay-at-home orders, was solidified by social media phenomena, namely the “TikTok Made Me Buy It” mindset. 

TikTok has been a driving force behind changing consumer behaviour. Not only has it changed the way we spend our time (i.e. spending hours and hours scrolling through hilarious, digestible videos), but it has changed our purchasing habits and the way we view and respond to ads.  

TikTok has a unique ability to deliver authentic content that resonates with users all over the globe. The potential audience reach of the platform makes Black Friday on TikTok an opportunity that brands will not want to miss out on. 

Black Friday on TikTok

According to TikTok, 54% more users plan to find Black Friday offers through sponsored social media posts on TikTok than any other platform. In 2020, 80% of TikTok users who made a purchase on Black Friday said that TikTok played a role in their decision, and 40% of purchasers said they made a purchase after seeing an exact item on TikTok. For Black Friday 2021, 80% of TikTok users expect TikTok to inspire them to make a purchase this year. 

Pre-pandemic, Black Friday used to be about rushing to stores or malls as early as possible on Friday morning. Now, things look slightly different. Online retailers have begun stretching out their Black Friday sales over multiple weeks and offer regular customers early access to discounts. The early start of sales may have been a result of supply chain issues facing retail markets all over the world. However, TikTok users have happily embraced this change and have already begun their purchasing. 

The communities available on TikTok are almost endless. Think of a community niche and there’s an incredibly high chance they’re active on TikTok. However, TikTok has revealed there are certain categories TikTok users are more likely to buy in Black Friday sales compared to other platforms. 

TikTok users are 35% more likely to purchase gaming devices, 20% more likely to buy personal care items, 16% more personal electronics and 15% more clothes. 

How to hack Black Friday 

So, with this in mind, how can brands make the most from TikTok during the Black Friday and Cyber Monday sales season? 

The first thing to remember before making any content for TikTok is that authenticity rules the platform. TikTok users see straight through overly-promotional ads; you have to be genuine. Authenticity is the reason many brands have been able to succeed on the platform. 

The best way to target users on TikTok is through paid ads. TikTok offers a suite of paid ads that all offer their own benefits to brands. In general, TikTok ads capture users’ attention and encourage engagement more than other platforms. They also increase brand recall more when compared to other social platforms. The average user’s attention span has shrunk to only 8 seconds, so make sure you begin all your ads with key points and call-to-actions. 

There are a variety of paid ads available. One of the most effective at capturing attention is TopView ads. These present ads to users as soon as they open the platform, capturing their attention immediately. 

Another ad available involves creating a Branded Effect. Branded Effects are a fun way to increase reach and conversions, and can seamlessly navigate traffic to your website or dedicated Black Friday landing page. 

As with all social platforms, influencer marketing is highly effective on TikTok. Using TikTok creators to demonstrate or promote your deals not only increases reach and brand awareness, but gives your brand social proof and credibility—something brands can never have enough of. TikTok has its own Creator Marketplace you can browse to find the perfect creators for your brand. 

Another thing to remember is that, while Black Friday is technically only one day, deals can last for multiple days or weeks. You don’t need to stop promoting your deals on TikTok just because Black Friday is over. Users love deals at every time of the year, but especially in the run-up to Christmas. 

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The Future of Fashion is Digital

October 21st, 2021 by

Technology is developing at an incredible rate. With social media platforms offering in-app shopping, Facebook and Snapchat’s AR glasses, AR in retail stores and live shopping platforms, the Metaverse is creeping closer and closer with each incremental innovation. We’ll soon be spending a significant amount of time in the Metaverse, but we have one important question left: what should we wear? 

Within the past couple of years, the fashion world has actively begun adopting AR and technology—from NFTs and digital garments to AR try-ons in retail to virtual shopping, now including virtual stylists.  

The main way we interact with others nowadays is through digital. We instant message, voice call and video chat. We like, comment and watch livestreams. Living in an era of instant gratification, it’s unsurprising that our shopping experiences are taking a digital turn. 

The rise of digital in retail

Livestream Shopping & Virtual Styling

The concept of blending entertainment with instant purchasing isn’t new—it’s been incredibly popular in China for the past few years. However, it is only just making its mark in the West. Livestream shopping is an immersive experience that keeps shoppers engaged for extended periods of time. The latest development in livestream shopping is the introduction of virtual styling.

Livestream Shopping & Virtual Styling

Hero is a virtual styling platform. Brands can partner with the platform to provide text, chat and video styling assistance to their customers. Using the platform, brand teams can walk customers through key pieces in their physical stores to help identify the right items for the customer. Customers could ask real-time questions about the garments, return policies and even store availability for specific products. 

Hero allows brands to seamlessly blend online and in-store experiences. Many brands—including Levi’s, rag & bone, Nike, and Chloé—have partnered with Hero and seen incredible results. As a result of real interactions between associates and customers, Hero can yield an incredibly high conversion rate of 20%, and for some stores, up to 88% of users make a purchase within 24 hours of a virtual styling session. 

Livestream Shopping

Having the ability to speak to potential customers in real time allows chosen associates (or stylists) to offer their expertise on products they handle day in, day out. A brand’s stylists have the best understanding of the brand’s product offering and can most accurately provide a solution to a customer’s fashion query; stylists can also invite customers in for a private, reserved fitting room session to try on the clothes they discussed in their styling sessions. This not only increases footfall, but the opportunity to create a completely unique and personal experience for customers, increasing the likelihood of conversion. 

With the development of social commerce, it will be interesting to see whether digital styling will take its place on social media. TikTok and Instagram are leaders for in-app shopping, and with livestreaming capabilities where customers can purchase directly from a livestream, we could anticipate that influencers and brands may begin to offer virtual-styling services. 

Virtual Try-ons

Virtual try-ons using AR are bridging the gap between traditional brick-and-mortar retail and ecommerce. This tech allows consumers to achieve an accurate sense of look and fit of fashion items before making a purchase, all from the comfort of their own homes—something that is increasingly appealing to consumers following COVID-19. 

Sneaker and apparel resale brand GOAT launched an AR try-on feature within their app that allows shoppers to virtually try on sneakers. The brand implemented the feature to elevate the experience of discovery and to allow customers to see what some of the most exclusive trainers available would look like on their feet. 

Shopify retailer Tenth Street Hats has implemented AR tech directly onto its ecommerce website, allowing shoppers to try on selected hats on mobile and desktop devices, without having to download an app. The AR works by superimposing a real-time image of the hat onto the user’s head. 

Virtual Try-ons

The tool increased purchasing confidence significantly. For shoppers who engaged with the tech,the conversion rate increased by 52%. Data also showed that the longer a consumer engaged with the tool, the higher their average order value became.

The rise of digital fashion

Digital Clothing

A few years ago, if you suggested to customers they could buy an outfit that didn’t actually exist, you would have been laughed out the door. What’s the point in owning something that doesn’t exist? However, since the rise in popularity of cryptocurrencies and the consumer switch from a physical to digital mindset, the idea of digital fashion has become more accepted and even anticipated. 

Many fashion brands have already bought into the concept of digital fashion by creating branded items Snapchat users and gamers can dress their avatars in—including Adidas, Levi’s, Gucci, Valentino and Burberry. 

Digital Clothing

In more recent years, the fashion industry has been plagued with the issue of sustainability. As fast fashion brands have been boycotted and attacked for encouraging a disposable mindset and inflicting 10% of the world’s carbon emissions, the demand for digital fashion couldn’t have come at a better time; digital fashion could be the sustainable answer to fast fashion. 

With supply chains in tatters thanks to COVID-19, and social media revealing the impoverished worker’s lifestyles and the sad truth behind many “ethical” brands, the appeal of digital fashion has grown. For as little as $35, consumers can have a unique digital garment photoshopped onto their selected photos, which they can then share on their social media profiles. 

Digital fashion has no supply chain, no factories and no delivery delays. All digital fashion requires is a digital designer, a photo editor and a computer. With these three components, the expanse of digital fashion is limitless. Digital fashion presents the opportunity to be highly reactive to fashion trends, without any of the negative impacts of real fast fashion. 

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A post shared by Safiya Nygaard (@safiyany)

Digital Fashion & Social Media

The popularity of digital fashion on social media is rising. Popular influencers have begun investing and posting their digital looks on social media and have been met with overwhelming positivity from their audiences.  

In addition, Farfetch has become one of the first large retailers to rest digital sampling by dressing influencers in digital clothing to promote the launch of its pre-order offering from brands such as Balenciaga, Off-White and Oscar de la Renta. 

Digital Fashion & Social Media

Using digital clothing gives brands the opportunity to work with influencers in a new and exciting way, without having to send any physical products. This opportunity saves fashion brands of all sizes money and resources, all while generating a buzz on social media. 

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How to Use Finfluencers

September 23rd, 2021 by

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. Finfluencers have been able to solidify their relevance thanks to the rise of fintech, COVID and unemployment uncertainty and the popularity of cryptocurrency. 

Finfluencers present financial institutions with many opportunities, but they need to be used with the utmost care and responsibility. As a result of fraudulent financial promotions, fake finfluencers and Financial Conduct Authority (FCA) concerns, social media platforms are becoming increasingly strict on the promotion of financial services and products. 

So, how can financial institutions use finfluencers? 

How Plum uses Finfluencers

AI money saving app Plum partnered with finfluencers including Matt Morgan (@moneywithmatt) and Timothy Paul (@tempahtime) who create content on finance, business and entrepreneurship for teens and young adults. Plum ran a series of ads and tutorials on how to save money and safely invest in stocks, alongside a “52-Week Savings Challenge” that encouraged users to save small amounts of money regularly. This use of finfluencers worked for Plum as TikTok users enjoy participation-based marketing. .

@tempahtime#save #saving #savemoney #finance #personalfinance #plum♬ Steven Universe – L.Dre

@moneywithmattAn Easy Way To Invest in Stocks! #plum #invest #investing #ad #stocks♬ She Share Story (for Vlog) – 山口夕依


How Snoop uses Finfluencers

UK fintech Snoop primarily uses TikTok and finfluencers for customer acquisition. Snoop has worked with finfluencer Jatz Naran since 2020 and promotes all his Snoop-related TikToks. The TikToks use simple language and explain real-life situations in an easily understandable way; some of the TikToks have received over 12 million views. Snoop has said that TikTok has been surprisingly successful in acquiring customers in their 50s and 60s, as well as younger audiences. 

@jatznaranLink in bio 🚀 ##snoop ##sponsored ##fyp♬ The Magic Bomb (Questions I Get Asked) [Extended Mix] – Hoàng Read

@jatznaranSnoop is by far the best money management app I have used 🤯🔥 ##snoop ##moneymanagement ##fyp♬ STAY – The Kid LAROI & Justin Bieber

How to use finfluencers


Host educational finance workshops

Finfluencers can be used to host branded financial workshops that provide accurate financial information and tips in a snackable format. Finance is a notoriously tricky topic to understand, especially for those who have no pre-existing knowledge. Having qualified and experienced finfluencers host workshops, mini-series or tutorials on how to use a fintech or traditional financial institution’s services and what benefits it can bring customers. By hosting multiple workshops or videos in a series, finfluencers can go into depth with their advice, offering a well-rounded and unbiased viewpoint. 

Use finfluencers as financial brand ambassadors

Financial institutions can use finfluencers as brand ambassadors. We would recommend that the finfluencers chosen to be brand ambassadors have relevant professional experience in an institution’s financial category. This gives the partnership credibility from the get-go, and businesses can ensure the advice and content created will be accurate and beneficial to audiences. In addition, finfluencer ambassadors are already established within a social media niche and can help businesses reach new and relevant audiences. 

Make your own employees finfluencers

Employees of financial institutions understand the inner workings of the business and will already abide by (and agree with) company values. This means their ambassadorship is as authentic as it can be and a brand will be accurately portrayed and promoted online. Employees have the qualifications needed to work at financial institutions, so they understand how to offer relevant and accurate assistance on social media. In addition, using “normal” people as ambassadors makes a business seem more relatable to social media users; they will also be more inclined to trust a professional opinion. 

Host a money-saving challenge

Social media users, particularly those on TikTok, enjoy participation-based marketing. Hosting a money-saving challenge not only enables users to actively participate in a challenge, but promotes and encourages downloads of a business’ app or services. It allows users to experience, for example, a new fintech money-saving platform that has been demonstrated by reputable finfluencers and gives them a chance to ask for advice as the challenge progresses, increasing engagement. Challenges are highly popular on TikTok and are a surefire way to boost awareness. 

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The Finfluencer Opportunities and Threats

September 22nd, 2021 by

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. 

What are the opportunities?

Connect with new generations and upcoming spenders

Using social media and influencers is one of the best ways to connect with the Gen Z and Millennials. Traditional and fintech banks can use finfluencers to help connect and teach these generations genuine and helpful financial advice. As a result of COVID uncertainty and high unemployment rates, these younger generations are actively seeking financial advice. These generations are also becoming the largest spending spenders, so banks and fintechs can use finfluencers to explain budgeting and saving advice in bite-sized and understandable ways. 

Prevent high-risk investing and crypto FOMO

FOMO culture dominates social media, but particularly on TikTok. As a result of the popularity of Fintok, many TikTok users have created videos discussing their own success with investment in stocks and cryptocurrency. However, some neglect to inform about the risks of investing in these, leaving the Financial Conduct Authority (FCA) concerned at the number of high-risk investments from young people. Using expert finfluencers, financial institutions can inform TikTok users on how to safely identify and invest in real stocks and cryptocurrencies. This way TikTok users aren’t feeling like they are missing out but are being wise and safe with their investments. 

Crypto FOMO - Socially Powerful

Gain cultural relevance

Using finfluencers can be a great way to show social media users you understand their wants and needs. By using popular and relevant finfluencers, financial institutions can earn a competitive edge over their competitors as they are showing cultural relevance. Using finfluencers that can appear natively in people’s feeds, financial institutions gain social proof and allow viewers to connect with them through the chosen finfluencer. As the world continues to favour digital, using finfluencers is an easy way for traditional banks to get their foot in the social-door. 

Teach younger generations about fintech

Millennials are less financially literate than the generations before them and are also one of the most indebted generations. However, they are the most likely to use fintech. This gives an opportunity to established and upcoming fintech businesses to use expert finfluencers (or perhaps use their own employees as finfluencers?) to promote their services while teaching Millennials about personal finance. Social media offers instant access to financial information, but using finfluencers helps personify fintech companies and makes a typically confusing topic easy to understand.

What are the threats?

Excessive positivity and encouragement for high-risk investments

Finfluencers are actively trying to reinforce their position as finfluencers. They are more likely to gain followers and a viral hit if they explain investment opportunities through rose-tinted glasses. However, by emphasizing the positive wins of investing, these finfluencers are not fully informing their audiences of the risks involved. In addition, as many platforms aren’t regulated, advice finfluencers are giving may not be correct, opening the threat of misinformation and even fraud. This means people are making high risk investments without understanding the incredibly serious risks involved. 

Influencers abusing their position of power

In recent times, many reality stars and influencers have abused their positions of power by promoting dubious finance assistants, debt schemes and cryptocurrencies to their large audience bases. When financial information is provided by a non-financial expert, the likelihood of their audience being well informed on personal finances is relatively low. This means any financial information is incredibly misleading and stands a high chance of being fraudulent; Kim Kardashian has been criticised by the head of the FCA for promoting an untested cryptocurrency on Instagram. As these stars have large fanbases, many of their audience members will follow blindly as a result of misplaced trust.

Influencers abusing their position of power - Socially Powerful

FCA concerns over social-media encouraged investments

The FCA has voiced serious concerns over young people actively seeking out investments online and says social media is responsible for young investors taking on too much risk. Research has shown that more than half of young investors have purchased a cryptocurrency using loans and credit cards. 

Discussing TikTok directly, the FCA has said people should be wary of fake finfluencers “promising high-return investments” and encourages people to do their own research. The FCA has called for social media platforms to create regulations for the promotion of financial products that have not been approved by an FCA-authorised firm. 

Platforms banning the promotion of financial services

As a result of the FCA threatening action if social media sites continue to promote risky, and occasionally fraudulent, investments to inexperienced consumers, many have begun taking steps to protect their users. In July, TikTok globally banned the promotion of certain financial services products including investment services, foreign exchange and cryptocurrency. Google has also clamping down on finance fraud by forcing all financial services advertisers to prove and display they are authorised by the FCA. 

In addition, it is likely the developing Online Safety Bill will include new regulations financial institutions and social media platforms need to be aware of. 

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The Rise of the “Finfluencer”

September 16th, 2021 by

TikTok is a popular entertainment app that’s used by nearly a billion users daily—the majority of whom are under 25. TikTok’s highly diverse audience base means there is an incredibly diverse range of content people create and consume. While TikTok began as a space for dance challenges and comedic videos, it has evolved into an all-round entertainment platform that shares bite-sized educational videos. 

As a result of this diverse content, we have begun to see new types of influencers gain traction on the platform and across other social media sites. A new type of influencer that is taking social media by storm is the finfluencer. 

What is a finfluencer?

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. 

Why are they relevant?

There are four main reasons finfluencer have been able to dominate TikTok:

  1. The rise of fintech has resulted in a money-savvy community of Gen Z and Millennials that live and breathe financial literacy.
  2. Amid the COVID-19 economic uncertainty, younger generations don’t know what to do with their money. 
  3. Amidst high unemployment, Gen Z & Millennial audiences are educating themselves to be financially resilient.
  4. There is interest in cryptocurrency and investing, but a limited understanding of the processes and consequences.

The impact of fintech

Fintech (financial technology) has disrupted traditional banking. As of January 2021, over 14 million Brits had a digital-only bank account (Monzo, Starling Bank. Plum etc.). 

Fintech banking offers customers 24/7 support through non-traditional channels such as social media. New fintech and traditional banks are beginning to take a mobile-first approach to reach out to customers by designing products and services with the aim of enhancing customer experience via mobile. 

With more accessible banking, more consumers are taking an interest into personal finances in order to become more financially literate. 

The impact of COVID-19 and unemployment

The pandemic has resulted in economic uncertainty. Unemployment rates among 18 to 29 year olds is expected to reach 17% in 2021 and many are in low-paid and insecure jobs. As a result, young people don’t know what to do with their money. 

76% of 25 and 29 year olds have concerns over how COVID has impacted their work and personal lives. Amidst this recession, Gen Z & Millennial audiences are using social media to educate themselves to be more financially resilient; they are learning how to plan for and in later life. 

The impact of Crypto

Cryptocurrency has become a buzzword online. As a result of its popularity on social media, many finfluencers have begun discussing investing in crypto. Thanks to the general population having a minimal understanding of crypto, finfluencers have been able to gain a following through creating crypto content. 

Crypto-memes and influence from public figures such as Elon Musk, crypto attracts people due to its perceived value; Dogecoin saw its value rise 40% after it went viral on TikTok. Many consumers don’t understand the concept and consequences of crypto. Finfluencers have the opportunity to explain these through simple, bite-sized content. 

Who and where are finfluencers?

Among top finfluencers, 34% are female aged 25-34 years, compared to 16% male in the same age bracket. This shifts when looking at finfluencers aged 35-44, of which 25% are male and only 9% are female.

Finfluencers are primarily found on TikTok (or FinTok) and YouTube. They are discoverable through the key hashtags:  #moneytok, #stocktok, #fintok, #finance and #investing.

TikTok has become a go-to platform for Gen Z and Millennials to learn and teach all-things finance and investing. The hashtag #FinTok has over 490.5 million views, and #MoneyTok has over 8.5  billion.  

Regulations for finfluencers

Surprisingly, there are no specific regulations relating to the promotion of financial services on social media. However, the Financial Conduct Authority (FCA) has repeatedly stated its concerns for fraudulent content on social media; cryptocurrencies aren’t currently regulated by the FCA, meaning many social media posts around digital tokens are scams. 

As a result, TikTok recently banned the advertisement of financial services and products on its platform. Google is also cracking down on financial services advertisers by making them prove they are authorised by the FCA

To summarise, there are no regulations for banks or fintechs surrounding the use of influencers. The chosen influencers must be clear about exactly what they are promoting and inform their audiences of rewards and risks involved. This isn’t a strict law, but is ethical and will avoid an investigation from the FCA.

Finfluencers must clearly label any sponsored advertisements from financial institutions, as they would with any other partnership. 

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