With the average user spending upwards of 74 minutes per day watching videos on YouTube, video engagement is one of the best ways for you to get your brand out there. But how do you get people to properly engage with the content you’re creating? 

Like most things worth their salt, creating engaging videos isn’t exactly an easy business. But, we promise it’s worth it, and once you’ve figured out how to make engagement work for you, it’s simple! 

But first, let’s back up a bit. What exactly is video engagement? 

It refers to the likes, shares, comments, saves, etc that a video receives. 

Simply viewing a video isn’t engaging with it, unfortunately, otherwise this would all be a whole lot easier. Good engagement means that you have a high engagement rate, which is just a fancy way of saying that most of your viewers are performing engaging actions.

High video engagement ensures brands are reaching their maximum audience and building lots of positive relationships with their consumers. On top of this, video engagement allows you to collect important analytics data that is crucial for marketing strategy. Finally, video engagement ensures you are selling your product in the most effective way. 

Good video engagement is the key to online success and we’re here to help you achieve it.

How to measure video engagement on YouTube 

Now that we know what video engagement is, let’s take a look at how to best keep track of it. 

Start by taking a look at each video individually. Each video is a little piece of the puzzle that adds up to your video engagement. Next, take note of all those video engagement metrics we talked about. Likes, comments, shares, even dislikes, are all crucial to measuring your video engagement. Now, it gets a bit mathy. Don’t be scared, you’ve got this. 

To calculate your engagement rate for a specific video, use the following formula: 

(Total number of engagements / total impressions) * 100 = Engagement rate %

Your total number of engagements is just the sum of all your likes, comments etc. Your total impressions are provided to you by your YouTube engagement stats (score!) What this fancy little formula gives you, is your engagement rate for that video. 

Now, to find out your engagement rate for your whole account, you need to find your engagement rate for each of your videos, then calculate the average. Ta dah! 

Once you’ve got all that information under your belt, you can start to take stock of how your engagement is doing. Is your rate higher than you expected? Or lower? Are certain videos getting better engagement? What’s the common thread between those? Take note of anything and everything you can deduce from your investigation. 

Tips for increasing video engagement 

How exactly do you achieve good engagement and high engagement rates? To help you out, we’ve put together the best ways you and your brand can maximise engagement on your videos and benefit from video content as much as possible. 

Understanding your audience

The first great way you can up your video engagement is by understanding your audience. Your viewers want relevant videos that speak to them and their needs. Rather than wasting their time, and yours, ensure that each video you share fits in with your channel, and with what your audience desires. 

Thumbnails

Studies show that the best video engagement videos have effective and aesthetically pleasing thumbnails. In fact, a great thumbnail can increase your engagement by up to 154%! Make sure that your thumbnails show what your video is about, are custom, and showcase your brand’s personality. 

On top of this, thumbnails that feature a human face do far better than those without. Faces in thumbnails humanise your brand, making you seem more authentic and personable. 

Subtitles

Another key way to increase your video engagement is by including subtitles. It is shown that 75% of all videos are watched on mobile devices, and 85% of videos watched on Facebook are done so without the sound on. 

Your viewers are far less likely to sit through a video on the tube, or discreetly in the office, if there’s no way to do so without sound. Make sure you’re catering to the needs of the modern audience and plug in those subtitles! 

CTAs

Ensuring that your videos have a call to action is a sure fire way to increase your engagement. Tell your viewers to visit your website to get more information on the topic at hand, or maybe embed a blog right there in your video. 

Studies have shown that calls to action increase video engagement stats by a whopping thirty-one times! That’s 3100% more! Wowee. 

Video length

The next key tip is making certain your videos are the appropriate length. 

Despite the many rumours that us humans have the attention spans of goldfish, shorter videos do far better in the digital age. Make sure you aren’t rambling on, or including too much information at once. Try making a multiple part series if you want to cover a lengthy topic, encouraging your audience to follow through to the next video. 

Oner Active did exactly this by splitting its documentary up into chapters for YouTube.

Relevance

Now, let’s move on to relevance. 

It can be a difficult task to keep up with the ever changing trend landscape, but it is crucial to make certain your videos are relevant. Do this by keeping track of what trends are currently doing well on YouTube and engaging with them. Make sure to tailor the trend to your specific brand, however. 

Another great way to stay relevant, is by implementing search word optimization, or, SEOs. This is done by finding keywords that are trending and plugging them into your description, title, or any other space you can. This ensures that whenever that keyword is searched, your video is at the top of the list. 

Promote

The final tip we have for you is, promotion! 

It may seem obvious, but make sure you are self promoting your content as much as you can. It is important to make sure you’re making it super easy for your audience to find and engage with your content. Post upcoming videos on your social accounts, send emails about videos to your subscribers, or even just mention other videos in your outros. 

So, there you have it; how to maximise your video engagement. Given the effectiveness of videos as a marketing strategy for business, seeking high rates of engagement is a no brainer. Apply these tips to your brands videos, and you’re sure to see great results on all your hard work. 

FAQ’s 

What is video engagement? 

Video engagement is essentially every way that a viewer can connect with your content that isn’t simply viewing it. The most important ones are likes, shares, and comments. 

What is good video engagement? 

Good video engagement is when you are receiving lots of engagement on your videos. Having a high engagement rate is the way you measure if your engagement is good or poor. 

How is it measured?

Video engagement is measured through the number of likes, shares, comments, etc. your videos are receiving. More specifically, video engagement is calculated by your engagement rate. This, in turn, is found through the formula below. 

(Total number of engagements / total impressions) * 100 = Engagement rate in %

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

TikTok Shop has taken over many of our FYPs. With creators of all sizes (starting with a minimum 1K followers) sharing their favourite TikTok Shop products, and many earning a pretty penny from commissions, we want to share how creators can earn on TikTok Shop, and what the benefits are. 

How to Set up TikTok Shop for Creators

Setting up your TikTok shop tab is a seamless process, however there are some requirements to meet.

TikTok Shop Requirements

In order to qualify for promoting products, a TikTok creator must be over 18, have over 1,000 followers, and have posted on TikTok within the last 28 days.

Setting up your TikTok Shop

The first step to earn on TikTok Shop is to go to the Creator Tools section by clicking the three lines in the top right corner of your profile page. 

The second step is to tap TikTok Shop for Creator under the Creator Next section of the page. 

If you meet the requirements to earn on TikTok Shop, you will be able to press Apply at the bottom of the page. Make sure to check out the Community Guidelines to ensure you stick to all rules set by TikTok, and avoid a possible ban. 

If you meet the requirements, you will then be taken through to a new page that informs you how to set up a commission account, explains the benefits of promoting products with TikTok Shop. 

Then, you will be required to fill in a form, detailing the information that aligns with your beneficiary account (AKA the details on your chosen withdrawal bank account). According to TikTok, the approval for this application can take up to 48 hours, so don’t panic if you aren’t accepted immediately. 

While you’re waiting for approval, or post-approval, you can browse The Creator Hub, which allows access to tools such as Product Marketplace, your Commissions, Campaigns to register for, the TikTok Shop Academy, and more, and also shows the trending products, video and LIVE inspirations, and the top creators on TikTok Shop. 

Once you have been approved, you can begin adding products to your TikTok Shop, which your followers can view through the basket tab on your profile page.

How to Earn Commission

There are a few ways of earning commissions through TikTok Shop. 

The main way of earning on TikTok Shop is through creating shoppable short videos about a product or products, and linking them within your TikTok video. These videos appear on a user’s For You Page, and feature a shopping basket above the caption. When clicking the icon, viewers can explore the product/s mentioned in the video, within TikTok, and even make a purchase. 

Another way to earn on TikTok Shop is by hosting Live Shopping videos. TikTok Live Shopping allows creators to host livestreams where they showcase products to their viewers in real time. Viewers can engage with the creator during the livestream, and also make a purchase through the basket icon that appears on the video. The basket showcases all videos mentioned within the video, but can be set to feature the product currently being discussed first. 

The final way to earn on TikTok Shop is by curating a Product Showcase Tab. The tab is located on a creator’s profile, and acts as a dedicated selection of recommended products. Viewers can peruse the collection, and purchase directly within the app. When purchased through a creator’s page, the creator earns commission. 

The amount of commission a creator gains for each product purchase varies due to the earning percentages set by each brand. Commission profit can be anything from 1% to 20%.

Benefits for Creators

TikTok Shop is a social commerce feature that has created a seamless buying journey for consumers. Not only does it benefit creators by allowing them to earn money from their promotions, but it creates a close community where people can discover and enjoy the same brands and products. 

Using TikTok Shop, creators can transform their profile pages and content into a visual storefront, supporting their favourite brands (the ones available on TikTok Shop, at least), whilst helping their audience find the best products at the best deals—TikTok Shop discounts can be extraordinary. 

Not only this, but by showing off their ability to promote products on TikTok Shop, they are also showcasing their ability to promote products in general. As a result of this, they could be noticed by other brands that are relevant to their TikTok Shop tab, and gain more influencer marketing collaborations.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

TikTok’s social commerce push has been in the news frequently as of recent, and the latest update is that the platform hopes to close out 2023 with a whopping $20 billion in retail sales—a 300% increase, from just under $5 billion in sales last year. 

But how does TikTok plan to accomplish this massive increase?

TikTok’s plan to become a shopping powerhouse

TikTok’s latest plan to increase its social commerce sales is by building the TikTok Shop Shopping Center. The Shopping Center will sell the stereotypical clothing and goods you can find in potentially questionable online stores such as Shein or Alibaba. 

The TikTok Shop Shopping Center is planned to function in a similar way to Amazon’s Sold by Amazon programme. TikTok will source third-party products, and handle the sales, shipping and logistics itself. 

The Shopping Center is a part two to TikTok’s previously announced plans to build fulfilment centres in the US. TikTok’s fulfilment centres will provide warehousing, delivery, and returns for TikTok merchants to ensure fast and sustainable growth of TikTok Shop. 

Despite growing relatively slowly within the US, TikTok Shop has boomed in the UK, and its popularity is slowly seeping into the States. The implementation of fulfilment centres in the US will reduce the wariness the government and some users have about data storage—we’re referencing the recent ban threats following misinformation that US data was stored in China. 

The fulfilment centres will also give smaller businesses an advantage over larger competitors. Rather than having to invest in a website and their own warehouse and logistics, small businesses can focus on growing their TikTok presence and rely on the platform’s logistics offering. 

One of TikTok’s top priorities is to empower local businesses to build their presences on the platform and within the TikTok Shop Shopping Center. 

The Shopping Center will integrate multiple channels that users can view and buy goods from, all in one singular location. Shoppers will be able to purchase from third-party merchants, as well as TikTok-produced items. 

TikTok is a well-known destination for promoting the best dupes. With the development of the Shopping Center, it’s likely that TikTok will begin developing its own dupes of products prominent under the #TikTokMadeMeBuyIt hashtag. 

TikTok has been testing a variety of new locations for TikTok Shop recently. Its latest test saw the Shop replace the swipeable Friends tab on the home page—meaning users would simply have to swipe to the left to visit TikTok Shop’s landing page. 

The TikTok Shop Shopping Center however, will be a one-tap-shop to a shopping portal. In addition to viewing the available products, shoppers will be able to view orders, access their shopping cart, set their addresses and payment methods, and chat with merchants. 

The Shopping Center is set out very similarly to a general online store, with products split between categories for easy discovery—including beauty, women’s clothing, electronics, food, and more. To make the experience more personal, the Shopping Center will show users products on their homepage that relate to their activity on the platform, as well as offering flash sales and exclusive TikTok Shop discounts at the top of the page. 

Due to the recent popularity, and continued growth of customers, of TikTok Shop, the Shopping Center is a natural progression of TikTok’s commerce efforts. By focusing on making the TikTok Shop consumer journey easier and more relevant to each user, TikTok is encouraging users to actively consider the platform as a shopping destination, putting it miles ahead of other social platforms starting out their social commerce journeys.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Hashtags adorn content across all socials and play a vital role in sending it out to a wider audience with the intention of increasing engagement, recruiting new followers, expanding online presence and a whole host of other goals. 

They were initially launched on Twitter as a way of organising content. Users could simply type a hashtag of interest into the search bar and indulge in the unlimited thread of related content at their fingertips. Today, they still serve this purpose, but can now also promote, connect, and draw attention to brands, campaigns, creators etc. 

Today, spotting a digital naive from a digital native is easy. It’s all in their ability to use hashtags. For marketers looking to present as the latter, knowing how to use hashtags is crucial for running successful marketing campaigns and refining content strategies. 

For some social media platforms, hashtags are so integrated into their functionality that it is harder for marketers to not utilise them. The algorithm of networking giants Instagram and TikTok relies so heavily on them that knowing how to use hashtags quickly becomes second nature.

But what does hashtagging on these platforms actually entail?

How to use hashtags on TikTok

Just like on any other social media platform, TikTok hashtags categorise content and help to make it more discoverable. This allows users to join in on trending or relevant conversations by using the right hashtags. 

As well as this, implementing them into your TikTok strategy can also boost engagement, help build a community, identify competitors, find influencers, give great content ideas and allow you to hop on trends. Their power isn’t to be underestimated. 

Hashtag implementation can look like one of five ways. 

Branded 

These are personal to brands which help promote their products and themselves. 

For example, Rimmel’s #LiveTheLondonLook ensures that any content using that hashtag, is associated with the brand. 

@rimmellondon

It’s all about those final makeup touches! ✨🤩 Shop High’Light now on TikTok shop #Rimmel #RimmelLondon #LiveTheLondonLook #Highlight #Highlighter

♬ Sweat – Nami22

Product-centric 

These are used to highlight reviews, recommendations and product discoveries. 

For example #AmazonFinds has 54.3B views and helps people discover the latest gadgets Amazon is selling. 

@julianna_claire

Amazon bathroom faves & more linked in my bio 💗! #amazonmusthaves #amazonbeauty #SimlishSessions #amazonfinds

♬ original sound – Julianna | Amazon Finds

Community 

These identify specific groups or consumers on TikTok. 

A great example of a community hashtag is #BookTok – a tag which connects book lovers across the internet and now has 153.5B views. 

@callisreadingg

in my opinion🫶🏼❤️🫶🏼❤️ #booktok #bookhaul #romancebooks #bookmail #unboxing #unboxinghaul #bookrecommendations #bookreview #bookshelf #haul #bookish

♬ original sound – Calli

Sponsored 

These are branded hashtags tied to marketing campaigns, including challenges, contests and promotions which require customers to tag themselves.

CeraVe’s #21DaysOfSPF campaign has now seen over 460.6M views.

@dermdoctor

#CeraVePartner I DARE YOU TO DO THE 21 DAYS OF SPF CHALLENGE WITH ME @cerave #21DaysOfSPF #FaceItLikeADerm #CeraVe  

♬ Lets Form A Habit – avani

General 

These are broad, non-specific terms and phrases used for labelling content on TikTok. 

For example, users could contribute their content to interior design fans by labelling it #BedroomDesign.

Conducting relevant research plays a vital role in learning how to use hashtags on TikTok. To find those that work best for your brand you can use the TikTok Discover tab to see which hashtags are currently trending or actively seek out articles that compile lists of the top tags for each category. 

Remember, it’s just as important to know which hashtags to use as it is to know how to use hashtags, so to help give you a head start, here are our top tips for using hashtags on TikTok:

Combine niche ones with relevant/trending ones

Popular hashtags are great for reaching a wider audience, but are also highly competitive, making it harder to get noticed. Implementing niche ones will ensure your content is seen by a hyper-targeted, relevant audience who have actively sought out that hashtag. 

Consider your caption character count

TikTok have recently upgraded their caption character limit to 2,200 characters, however for punchy, impactful content, sticking to something short and sweet will grab the most attention. 

Use #ForYou, #ForYouPage and #FYP with caution

These highly popular hashtags have trillions of views combined. If your goal is to boost visibility, relying too much on them isn’t the best idea. As mentioned above, a good mix of varying hashtags will put you in good stead for achieving your goals. 

How to use hashtags on Instagram

Known for the circulation of famed hashtags such as #WCW and #OOTD, Instagram presents multiple opportunities to make use of hashtags for both business and creative endeavours, alike. Firstly, not only can you add them to your posts, but you can also follow hashtags of interest. 

When it comes to learning how to use hashtags on Instagram, there are five categories to keep in mind when stuck for inspiration. 

Location-based: such as #UpperEastSide

Branded: for branded campaigns such as #MyCalvins 

Industry: to let users know which niche you belong to, #socialmediaagency, for example

Community-focused: such as #IAmASweatyBetty

Descriptive: describe your content 

Head of Instagram, Adam Mosseri, recently revealed that “[hashtags] aren’t going to meaningfully change the amount of reach you get when you post”. Instead, what they can do is improve your discoverability by ensuring your content appears in relevant searches. 

While Mosseri’s statement may have come as a surprise to many marketers – seeing as it doesn’t align with the general conviction that hashtags affect reach – it forces marketers to begin thinking about other tactics for increasing reach on Instagram. 

Now that it’s common knowledge that Instagram hashtags don’t technically affect reach, knowing how to use hashtags for the purpose of engaging your community remains crucial.

Here are our top tips for doing so:

Stick with 3-5 tags

Though Instagram allows up to 30 per post, we don’t advise using all 30. Instead, 3-5 carefully selected hashtags – a mixture of trending and niche – will be most effective.

Use them in both your captions and comment sections

Instagram has confirmed that hashtags are effective in both of these locations. If including them in your caption interrupts your aesthetic, putting them out of sight in the comment section is a sure way to combat this. 

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

For those familiar with the latest updates across social media, you’ll have noticed the increase in platforms adopting their own social commerce features. Think Facebook Shop, Instagram’s Shoppable Ads and, now, TikTok Shop. 

2022 shopping behaviours on TikTok reveal that 71.2% of users shopped after stumbling across something on their Feed and 58% used the platform for shopping inspiration. With TikTok’s social commerce features being so highly engaged with, the platform is now looking to expand. 

As a result of the popularity of the platform among users and brands, TikTok has begun planning the roll out of its own fulfilment centres across the US – and eventually the world. The move signifies TikTok’s commitment to e-commerce as its next major revenue stream following the explosive growth of its ads business. 

Through a recent job posting calling for a business solutions and merchant development manager, TikTok says, “By providing warehousing, delivery, and customer service returns, our mission is to help sellers improve their operational capability and efficiency, provide buyers a satisfying shopping experience and ensure fast and sustainable growth of TikTok Shop”. 

While the details are yet to be confirmed about TikTok’s latest endeavour, its application alone will pose a threat to companies like Amazon and Google who heavily rely on intent-based search advertising to drive business on their shopping platforms. 

As well as this, the implementation of TikTok fulfilment centres will provide small businesses with the opportunity to compete with the bigger players within their niches. These businesses will no longer have to invest extortionate amounts of their earnings into web development or outsourcing their own fulfilment centres. Instead, they will be able to hand the logistical reins over to TikTok and focus more of their efforts on boosting their social media presence and enhancing their community.

@basicbookz

#booktok made me buy it!! #bookrecommendations #bookrecs #archersvoice #thingswenevergotover #evelynhugo #hooklineandsinker #loveandotherwords

♬ All Your’n – Tyler Childers

The brands making an effort to enhance their online presence and strengthen their communities on TikTok are those more likely to see an increase in sales and benefit most from TikTok’s social commerce features. Users who feel seen and heard by brands are more likely to make purchases to prove their loyalty. With this, TikTok users are 1.4x more likely to purchase a product or service they discover in-app than users on any other platform. Good presence on TikTok leads to better discoverability which then leads to more purchases. 

Integrating social media with shopping not only creates a desired, seamless customer experience, but also provides us with a glimpse into the future of social commerce – a future that could result in TikTok being seen as a serious competitor to e-commerce giant, Amazon.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Fast moving consumer goods (FMCG) are products that are sold quickly and at a relatively low cost, due to their monthly – or weekly – repurchasing cycle. 

FMCG products are traditionally sold in stores and include things such as your toiletries, packaged foods, cosmetics and other consumables. However, as a result of the pandemic and multiple lockdowns throughout the country, FMCG brands have tried their hand at marketing their products online in a bid to cater to new consumer behaviours. 

Though the modern day consumer is partial to an online shopping spree (or five), they are no longer fooled by lacklustre banner pop-ups or ingenuine advertisements from celebrities. Brands have stepped their marketing games up and leveraged the power of social media in order to remain relevant in an ecommerce world.

Check out our blog on influencer marketing for FMCG brands to gauge a better understanding of what brands are doing to ensure this. 

In this blog, however, we will run you through the top 10 brands that dominate the UK FMCG scene and what they are doing to solidify their presence online and maintain their customer base. 

Who are the companies that control what we consume?

Unilever Group

As the country’s leading FMCG brand, it is highly likely that you’ve seen more of their social media campaigns than you care to imagine. Looking after the likes of Dove, Knorr, Ben & Jerry’s, Cif and many more household names, Unilever employs over 8,000 talented individuals to look after these brands online as well as in the 190 stores worldwide. 

Within the last five years, Unilever has solidified its place in the Europe and Asia Pacific market, reaching a revenue of 60.1bn by the end of 2022. It is also committed to sustainability and working towards a better future for everyone, making it an important part of the FMCG industry in the UK.

Notable social media campaigns from them include the #MagnumRemix campaign which featured the likes of Kylie Minogue and Peggy Gou 

@magnum_icecream At our exclusive 📍Magnum Cannes Spray Bar 😍🍦. Who wants a go!? #MagnumIceCream #ClassicsRemixed ♬ Can’t Get You out of My Head (Peggy Gou’s Midnight Remix) – Kylie Minogue

And the Dove #SelfEsteem project that advocates for online positivity and detoxing platform feeds to avoid falling prey to the dark side of social media.

@dove Social media is NOT reality✋🏼 @spencer.barbosa @dove #DovePartner#DoveSelfEsteemProject ♬ original sound – dove

Kraft Heinz Company

Kraft Heinz was established in 2015 and now sits on a revenue of £24 billion as of 2022 and employs over 21,000 people across six continents. 

Its brands include Kraft Mac & Cheese, Philadelphia Cream Cheese and Maxwell House Coffee and many other brands you can find on the shelves of the UK’s most popular supermarkets. 

The Kraft Heinz Company also does a great job of promoting their brands online in a bid to keep up with the rise in ecommerce. The Kraft Mac & Cheese TikTok account has 237.3K followers alone and makes good use of trending sounds.

@maccheesebykraft the spinach I bought last week in the fridge like 👁️ 👄 👁️ #anyoneelse #oops #macandcheese #fyp ♬ original sound – Literally everyone

Diageo

Founded in 1997, Diageo is a popular alcohol FMCG brand based out of the UK. It has grown considerably since then and, according to a 2022 revenue estimation, should be sitting close to £22 billion. 

The FMCG giant employs over 31,000 people across 199 countries and owns brands such as Smirnoff, Tanqueray, Baileys and Don Julio. A lot of its brands can be found on the shelves of physical stores, but their social media efforts have increased ecommerce sales recently too. 

Guinness, for example, launched their #LooksLikeGuinness campaign in 2021 to celebrate the reopening of pubs after the lockdown. 

 

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A post shared by BornSocial (@bebornsocial)

Reckitt Benckiser Group

Reckitt Benckiser Group is a leady health and hygiene company with operations spanning more than 60 countries worldwide. Just a few of the iconic brands that they own include Veet, Dettol, Nurofen and Lysol cleaning products. 

As of last year, RBG has 50,000 employees dotted around the globe and, as a company, generated an annual revenue of over £15 billion in 2022 alone. 

Notable social media campaigns from them include Veet’s #RewriteTheRules TikTok campaign which encourages people to share their body hair stories, just like the examples below have done.

@thelewissisterss Veet cold wax strip storytime👀😂 read full pack instructions before use #VeetUk #YourChoice #RewriteTheRules #AD ♬ original sound – TheLewisSisterss

@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 – Lauren Saddington 👑

FAQ’s

What brands are FMCG?

Any brand that sells cosmetics, packaged goods, dry food, toiletries etc.

How big is the FMCG industry in the UK?

The UK FMCG industry is valued at £110bn.

What is the no.1 FMCG brand in the UK?

Unilever Group.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

@ Socially Powerful

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Following a busy fashion month in September, October was go-go-go in the fashion world. We’ve rounded up the key highlights you need to know for this month. 

Keep reading to find out who’s been busy! 

Walmart expands virtual try on technology 

Walmart has expanded its AI try-on technology that helps shoppers visualise clothing on models

that look like themselves, in both appearance and body type. The new tech, called Be Your Own

Model, allows shoppers to use their own photos instead of choosing one of the existing fashion models.

Ebay’s bagging bargains on TikTok

Ebay has been using paid TikTok ads to promote its services. Using the hashtag #ebayway and the phrase “bagging bargains on…”, Ebay has amassed over 34M views with just 4 TikTok ads. 

@eBay_UK Saving a pretty penny on… pretty much anything. That’s the #ebayway ♬ Promoted Music – eBay_UK

Nike integrates its digital services

Nike is integrating its digital services with Zalando and JD Sports in return for a better understanding of its customers. Shoppers from Zalando and JD Sports will have access to Nike’s exclusive member’s products and loyalty scheme in exchange for customer data. Nike members will also be able to add their Zalando and JD Sports purchases to their Nike account, gaining further points. 

Shein launches resale program in the US

Shein has launched a resale program, Shein Exchange, in the US, with plans to expand into global markets come next year. The platform, which was created in partnership with branded resale technology platform Treet, pre-populates customers’ previous purchases to streamline the resale process, and bring pre-loved Shein products back into the Shein ecosystem. 

Shein exposed in new Channel 4 documentary 

Chinese online retailer Shein has recently been at the centre of a social media storm, following a damning documentary by Channel 4. The documentary revealed that Shein is guilty of paying factory workers under £500 a month (while making 500 garments a day), or just 3p per garment made. In addition, one factory was found to be docking one third of a worker’s pay for each mistake made on a garment. 

Still. Shein remains one of the biggest fast-fashion companies in the world, with a valuation greater than Zara and H&M combined. 

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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

Products I Regret Buying

Brands and TikTok users alike are sharing products they “regret” buying. In reality, they are sharing products that have had a positive impact on their beauty regime, eg “this made my hair too healthy”. 

@isabellakatee Linked them in my bio🤷🏼‍♀️ #hairtok #productsiregretbuying ♬ F R E K im a movie i should be on replay – emm.

@brooke_paradise The Natrium niacinamide tho👀#skincare #skincareproducts #skincareroutine #skincaretips #productsiregretbuying #nikkiminaj #frek #skincare101 #skintok #skincaretiktok #greenscreen #foryoupage #fyp #foryou ♬ F R E K im a movie i should be on replay – emm.

Skin Cycling

The skincare trend of the month is skin cycling. Recommended by professionals, skin cycling is a four day process of using an acid on day one, retinol on day two, and then resting your skin for the next two days. Professionals and skinfluencers have been sharing their cycling routines.

@sarahpalmyra Replying to @joan_jou Welcome back to skin cycling night 3 or hydrate/recovery night! As you probably already know I’m passionate about skin barrier health so these products also double as my holy grails for a damaged skin barrier. Spot any faves? 👀 #skincycling #snailmucin #cicaplast #skincare #skincyclingroutine #skinbarrier #damagedbarrier #skinbarrierroutine #skincareroutine ♬ original sound – Sarah Palmyra✨ Skin & Beauty

@drwhitneybowe I have a detailed blog on drwhitneybowebeauty.com under Derm Scribbles! #skincycling #thatboweglow #dermatologist #tretinoin #exfoliationnight #retinoidnight ♬ BIZCOCHITO – ROSALÍA

Creator spotlight

Maryam Remias

Maryam is a beauty creator taking over Reels and TikTok. Sharing her favourite beauty tips for ageing skin and showing that colourful looks have no age limit, she has gained 150K followers on Instagram and 16K on TikTok. Not only is she breaking stigma on makeup, she’s showing her followers how to embrace greying hair (while providing top curl tips). 

 

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A post shared by Maryam | Beauty Videos (@maryamremias)

@maryamremias Touchable wavy curls of my dreams! All thanks to @prosehair Styling Gel! I love the smooth texture of this gel, and doesn’t crunch or flake. You must try this for yourself! Go to the link in bio to get your Custom Styling Gel! #ProsePartner #ProseHair #CurlOutsideTheLines #grayhair ♬ Canyons – Official Sound Studio

Brand Spotlight 

Sephora 

Sephora has come back to the UK! The esteemed beauty store acquired Feel Unique and has taken over the website to become sephora.co.uk. UK shoppers will have direct access to its range of beauty products—including the viral Sephora Collection. There’s currently talk of a London Sephora store opening very soon. 

@sephorauk Something beautiful is on the horizon… 🌅 #sephorauk ♬ original sound – Sephora UK

@sephorauk That’s right, we’re talking hotter than rush hour on a Monday morning (IYKYK!) 🔥 Ready to get on board? Sign up to hear the news and travel to our next destination — all things beautiful! #ExpressAllOfYou #SephoraUK ♬ оригинальный звук – Мария – Stories • SMM • Фриланс

Content spotlight

Prada: #NeverTheSameAlwaysMyself

For its new signature perfume Prada Paradoxe, Prada used influencers to show snippets of every element of their lives that makes them them. Using the hashtag #NeverTheSameAlwaysMyself (38.1M views) and original sound (over 79 videos), Prada created a trend that is easy to replicate for viewers. 

@reganmia Being all versions of myself wearing prada 🪩 @pradabeauty #PradaBeauty #PradaParadoxe #NeverTheSameAlwaysMyself ♬ son original – pradabeauty

@paolalct Life in the blink of an eye Never the same… Always Myself @pradabeauty #pradaparadoxe #neverthesamealwaysmyself ♬ son original – pradabeauty

Wild: Always On

Wild has been pushing its refillable and mini deodorants with influencers this month. Messaging emphasises the sustainability benefits, range of scents, ease of set up and ease of use. To encourage purchases, influencers were given a 48 hour 20% off code for their audiences. 

@kali.sluzza What I take to a sneaky links 😛 You can use the code KALI to get 20% off any WILD Deodorant 💖 Link in bio 👀 @wildrefill #AD ♬ original sound – Kali

@rachelspicer_ Surprised my mum with her new @wildrefill 💚 fair to say she absolutely loves it as much as I do! Use the link in my bio and my discount code RACHELS20 for 20% off site wide chickens (only available for 48 hours) #chintok #wildrefill ♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

Boots UK: Taboo Talk

Boots UK brought back its podcast Taboo Talk for Menopause Awareness Month. Hosted by Vogue Williams and guests Sally Philips, Shaparak Khorsandi and Andrea McLean, the panel discuss the challenges of menopause to destigmatise the topic on social media. 

@bootsuk Taboo Talk is back for a one-off #menopauseawarenessmonth special 👀💖 @voguewilliams is joined by Sally Philips, Shaparak Khorsandi and Andrea McLean – discussing everything menopause 🤩 #bootsuk #bootbeauty #tabootalk #menopause #menopauseawareness #menopausesymptoms #perimenopause #menopauseawarenessday ♬ original sound – Boots UK

REFY: 10 Hour Test

To showcase the lasting power of its Lip Sculpt, REFY Beauty used influencers and employees to show the product’s wear throughout the day without top ups. The lip product is put through a smudge, food and drink test to show its staying power. 

@refybeauty Come with our Creative Manager to Paris Fashion Week whilst she puts our Lip Sculpt 10 hour wear to the test. Wearing shade Fawn #refybeauty #refylips #refylipsculpt #makeup #beauty #10hourtest ♬ Countless – Official Sound Studio

@elizabethkayeturner AD – Putting the @refybeauty Lip Sculpt to the 10 hour wear test!! I’m wearing shade Dusk!😍 #refy10hourliptest #refybeauty #refy #makeuptest #makeupchallenge #makeup ♬ original sound – Lizzy Turner

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If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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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. 

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 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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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

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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