The Engagement Rate

An industry bulletin for marketing pros.

The most problematic beauty brand on TikTok

🚫Youthforia

This week, we came across arguably the most problematic and disappointing beauty product we’ve discovered on TikTok yet.

Youthforia, a skincare-friendly beauty brand, has come under fire this week for releasing a new shade of ‘foundation’ which influencers are likening to black face paint. The new shade, “600”, debuted following criticism that the brand, which sells at Ulta Beauty, did not have enough inclusive products to serve a diverse range of customers.

The “600” shade is preceded by shade “590” which is arguably about ten skin tone shades lighter. This attempt at ‘diversity’ by Youthforia feels performative and is indicative of an all white, all tone deaf development team. 

One influencer, Golloria George, even bought black face paint to do a physical comparison on her complexion alongside Youthforia’s “600” hue. She calls the product “tar in a bottle” and its sad to say that the Youthforia shade looked hardly any different from the black paint. 

“When we say that we want you guys to make shades for us, we don’t mean to go to the lab and ask for minstrel show black”...

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Top 5 trends in influencer marketing in 2024 

There’s no denying the impact of influencers on social media, culture and commerce. But as it grows across various industries, so do its trends. 

According to SproutSocial, here are five influencer marketing trends shaping the social media landscape in 2024: 

1. Consumers are more discerning
   Gen Z aren’t loyal to brands. Instead, they value personal recommendations and trending products from influencers that entertain or interest them.

2. Purchase decisions are evolving
   Nearly half of all consumers (49%), make purchases once a month because of influencer posts.

3. Influencers and brands seek stronger, long-term partnerships

4. Niche influencer marketing trends continue to grow
   40% of consumers say they prefer to interact with micro and nano-influencers.

5. Diversity and representation are more important than ever
   In a Deloitte report, respondents 18-25 years old took greater notice of representative advertising at the time of purchase.

Virtual influencers: Brilliant marketing or boring gimmick? And does Gen Z care?...

Virtual influencers are the newest player in the ever-changing world of marketing. These computer generated personas, driven by AI technology have sparked curiosity and skepticism, among marketers and consumers alike. 

Are they mere gimmicky distractions? Or are they paving the way for an era of brand interaction?

Let’s look at the pros and cons. To be clear, these don’t stem from a personal opinion but factual research. 

Pros of the Virtual Influencer: 

1. ‘Cost Effective’ Creativity: Virtual influencers provide an option for marketers looking to unleash their ideas without straining their budgets. By sidestepping the production costs associated with influencer campaigns brands can explore innovative concepts while keeping expenses in check.

2. 24/7 Brand Representatives: Unlike real influencers, the virtual counterparts don't require rest or downtime. With their availability these digital figures can engage audiences. Deliver branded content at any time eliminating the need for breaks or even personal preference. 

3. Marketers Have Total Control of the Content: Marketers revel in having control, over influencers—every move is orchestrated by them. From the way they present themselves online, to the scripted messages they deliver every detail is meticulously designed to align with the brands core values creating a seamless flow of communication across various marketing campaigns. Personally, I also see this as a con because I believe that the creative control of the real life influencer actually brings huge benefits to the pitch of the marketer. That brings us on to…

Drawbacks of the Virtual Influencer:

1. Expensive Technical Requirements: Beneath the polished exterior of influencers lies a complex web of intricacies that require a significant investment in advanced technology. For brands with resources the high initial costs may deter them from fully embracing the virtual realm.

2. Concerns About Authenticity: In a world where authenticity is highly valued can virtual influencers truly connect with audiences? Devoid of real life experiences and emotions these digital personalities face challenges in building relationships with viewers who seek more than flashy visuals.

3. Industry Disruption Speculations: With virtual influencers claiming their space in the realm of influencer marketing discussions about disruptions reverberate throughout the industry. Will they disrupt established norms and redefine engagement strategies. Will they simply fade away as a passing trend?

4. Many Other Ethical Questions: A virtual influencer doesn't have morals or beliefs. Many of us look to influencers as role models and trust them to not take contracts by brands that may sit as problematic in teh current climate. Take Starbucks or McDonalds during this Gaza crisis, for example. Many of us were turned of food and fashion influencer Gabbriette when she promoted Starbucks in cab during Paris Fashion Week 

Regarding consumer sentiment, a study by SproutSocial questioned Gen Z on their feelings about a brand working with an AI influencer. While 27 percent of respondents said they would be "indifferent" to it, 37 percent said it would make them more interested in the brand and 37 percent said it would make them distrustful of the brand. 

Are virtual influencers groundbreaking pioneers leading marketing into territories or fleeting illusions in today's fast paced digital world? Only time will reveal as brands navigate this evolving landscape, in pursuit of consumer loyalty and engagement.

Love them or hate them one thing is certain: virtual influencers have arrived.

Flip the script: Instagram influencers are seeing more engagement on photos than Reels…

For the first time since Covid, short form content isn’t winning. A study from Digiday found that sponsored images had the highest engagement rate, with Reels garnering the lowest!

Data from 15 influencers and their Instagram and YouTube channels was analyzed for this year’s Influencer Index to measure the impact influencers have on consumers’ purchasing behaviors. 

Specifically, in the beauty category, single still images received higher engagement, reflecting the audience's preference for imagery-driven content. Carousel posts, allowing multiple images or videos in one post (up to 10), were particularly effective for fashion and other categories, providing a platform for showcasing product details or event highlights. 

This shift highlights the importance of understanding audience preferences and tailoring content accordingly for optimal engagement.