Influencer Marketing Trends in 2024
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If you haven't yet integrated social selling into your marketing strategy, you're probably missing out on an important acquisition lever. But between stories, sponsored posts and live shopping, which has been booming since the Covid-19 crisis, you can sometimes get lost. Kolsquare guides you and offers you to discover social selling campaigns in the beauty sector that have hit the mark.
With the health crisis, e-commerce has taken another big leap. Social networks are taking over from brand websites and the hype goes to social commerce—selling on social networks. Networks are developing tools to shorten the shopping journey:
Whether the objective of a campaign is to increase sales, work on a brand’s image or awareness, brands and KOL’s can use different tools on Instagram:
Live shopping boosts the principle of social commerce. It uses the elements of an in-store sale in an authentic and engaging format. A format that is already successful in Asia, particularly in China where KOLs have long influenced direct sales. Brands like Perfect Diary, one of the first brands to use live streaming on WeChat, have quickly made a name alongside Dior and Maybelline. During the first quarantine, Shanghai New World shopping center set up a three-day livestream with several brands on Douyin, the Chinese TikTok. With more than 130,000 customers connected, it was a success.
Live Shopping mixes entertainment and live product showcases where viewers are able to buy products and ask questions. This is a way for brands to increase their sales but also their visibility.
Sephora chose Marion Moretti (@marioncameleon) to create a live show where she presented Too Faced products and made a festive make-up.
Galeries Lafayette quickly proposed a digital personal shopper service in May 2020. In February 2021, they combined influence and live shopping to present Kylie Skin products with the influencer Maya (@mayadorable) and an expert of Kylie Jenner’s brand. All the possibilities of live shopping were used: animation by the influencer, who recommended her favorite products, dialogs with the viewers to answer their questions and presentation of two exclusive limited edition Kylie Skin kits.
Last example with Walmart: after the success of a first live shopping event in December 2020, where Walmart recorded seven times more viewers than expected and gained 25% subscribers on TikTok, a second live event was created on TikTok in march 2021. The program featured popular content creators, such as Gabby Morrison, presenting brands such as NYX, Bliss and Marc Jacobs fragrances, and talking about their favorite products and beauty routines. Viewers could then add the products directly into a virtual shopping cart.
The live format is loved for its authenticity. It is a conversational format, with the absence of scripts or filters. Brands that use it should therefore not think about selling first, but rather propose an open format based on advice and dialogue about products. This involves the choice of KOLs who will host the live event— they must be engaging, in tune with the brand’s products and customers. It is also possible to select influencers who already know each other for even more authenticity. Creating a live on Instagram, brands also benefit from content that can last over time—because they can then publish it on IGTV.
Live shopping can be done in many ways when combined with influencers, with one common process: a brand invites one or more influencers to do a live show in their home, in a studio, or a shop.
Live shopping offers more authenticity than a simple product testing or unboxing video—primarily because it is live. The influencer at the heart of the live show can’t cheat and shows their reactions as they tests a brand’s products, so subscribers will tend to trust them more.
A live event is above all an exchange between the influencer, the brand, and the subscribers. It is an opportunity to answer all the questions subscribers may have about the products and to advise them. A format that combines well with a personal shopper who can speak directly during the live session for even more personalized advice.
In the world of influence, exclusivity leads to engagement and is appreciated by influencers and subscribers alike. Live Shopping can be a good way to offer exclusive offers and promotions to a community, to showcase a brand’s behind the-scenes or a product preview.
Live Shopping allows a new type of interaction between brands and communities — a beauty brand can therefore very well open to new subjects to communicate differently and attract new customers. A cooking class, a yoga class, a debate — anything can be a live event. A brand can find in-house expertise to host it or partner with a brand on a completely different topic.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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