Top Beauty, Platforms, and Influencer Trends in 2020-21
According to online reports, body positivity, beauty content and TikTok-driven content were among the top beauty trends in the influencer market in 2020-21, based on the number of activated influencers, mentions, and engagements produced shared by the influencers from January 2019 to December 2020. In this article from YTViews, we are going to some key insights from trends.
Body Positive Trend
Although social posts regarding Black Lives Matter peaked during the movement’s apex in the summer of 2020, social justice dialogues never recovered to 2019 levels. Instead, from 2019 to 2020, there was a 10,069 per cent rise in BLM postings and a 36,198 per cent increase in interaction. This consistent growth is likely proof that the influencer community has changed for the better, demonstrating greater understanding and action on social justice problems than previously.
Body positivity and acceptance are gaining traction. Between 2019 and 2020, the overall number of engagements on content on body positivity and acceptance increased by 324 per cent. This increase may be attributed to influencers such as Lizzo, Jessamyn Stanley, and Katie Sturino having more open and proud talks about the issue and companies partnering with a more varied range of people to guarantee more excellent coverage.
Beauty Content Trend
In 2020, the fragrance had a rebound in popularity, and it was the second most popular beauty category from 2019 to 2020. TikTok was a massive contributor to this rise. The platform experienced a 237 per cent increase in activated influencers and a whopping 1065 per cent increase in interaction. TikTok’s short video format seems ideal for influencers to provide fragrance evaluations and instructions and portray ascent’s essence.
Skincare is becoming more diversified and honest. Skincare witnessed a significant rise as the influencer movement spread during the epidemic. Although the overall skincare trend appears to have peaked, talks around diverse skincare saw a 19% increase in interactions between 2019 and 2020, with companies like Paula’s Choice, KNC Beauty, and Black Girl Sunscreen leading the way. In addition, as influencers and viewers focus talks on particular skin concerns such as acne, eczema, and rosacea, skincare content is becoming more open and honest.
Paid influencer partnerships began to take up again in the second half of 2020, as firms renewed marketing and ad expenditure following the first epidemic reactions. As marketers explored new ways to directly access and sell to customers, social commerce’s discourse grew, with a 27% rise in influencers actively discussing it and a 28% increase in interactions from 2019 to 2020. In addition, companies began making deliberate initiatives, such as Shopify adding checkout capabilities to Facebook, Instagram, TikTok, and L’Oréal, investing in social commerce technologies and influencer dialogues, ramping up.
Triller, Clubhouse, and Pinterest are gaining ground on TikTok. TikTok’s spectacular ascent shows that customers are eager for new or redesigned social networks, and providers are ramping up the competition. According to influencer chats, Thriller received the most excellent attention, with a 119 per cent spike in posts and a 1317 per cent increase in engagements. Clubhouse came in second with a 506 per cent rise in bars and a 6 per cent decline in interactions. In contrast, Pinterest came in third with a 20 per cent increase in engagements. The complete research contains more insights into why these platforms were successful.