Understanding The Evolution Of Influencer Marketing

[vc_row][vc_column][vc_column_text]

4 Min Read |

Fueled by the immediacy and virality of social media, influencer marketing has accelerated the rate at which beauty trends and practices spread across the globe. Marc Jacobs recently appointed beauty influencer Nikkie de Jager, who blogs under the name Nikkie Tutorials, as its first-ever global artistry advisor. The hire is significant as it may represent a shift in the way that brands and influencers work together going forward. In an Instagram post published by the makeup brand, de Jager revealed that she will be integrated into the brand’s product development process, as well as share her expertise around the world on both Marc Jacobs Beauty and her own channels.

In order to identify patterns and trends in influencer behaviour, marketing specialist Tribe Dynamics developed panels across 14 distinct markets, namely the U.S., Canada, Mexico, U.K., Germany, Spain, Italy, France, Korea, Japan, Brazil, Russia, Australia, and the Gulf Countries. For this report, Tribe Dynamics used these market-specific panels of ambassadors to assess brand performance across international markets and provide breakdowns of brand strategies and influencer communities.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

This overview of the Middle East influencer market, includes notable brands, influencers, ambassador community metrics, and local trends based on Q1 2018 EMV data.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Gulf Countries EMV per brand: $2.3M*

Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates

[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1573411164192{background-color: #d4d4d4 !important;}”][vc_column][vc_column_text]

Notable Brands

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

Huda Beauty

Huda Beauty generated $4.9M EMV, posting a 128% YoY growth. The brand’s #FauxFilter Foundation continued to reign as Huda Beauty’s top-earning product ($1.2M EMV), scoring mentions from 48 unique ambassadors. Seventy percent of the influencers who posted about the foundation mentioned it more than once, suggesting widespread and sustained enthusiasm for the product.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]

Pantene

A whopping 86% of Pantene’s $419.5k EMV was generated by powerhouse bloggers. Top-tier influencers Like Fouz Al Fahad (@therealfouz on Instagram) created content for the brand’s Long-standing #StronglsBeautiful campaign ($327.2k EMV); however, much of this content was explicitly sponsored. As a result of its prominent powerhouse population, Pantene had one of the most potent influencer communities in the market, receiving an average of $42.0k EMV per ambassador—more than twice the average of the region’s top 20 beauty brands ($20.2k).

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/3″][vc_column_text]

MAC

Top Grossing Brand

$6.2 EMV

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_column_text]

GOSH Cosmetics

Micro-Influencer’s Choice

92% of posts by Micro-influencers

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_column_text]

Gerard Cosmetics

Potent Community

$62.4 EMV per ambassador

[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_raw_html]%3Cdiv%20align%3D%22center%22%3E%0A%3Cblockquote%20class%3D%22instagram-media%22%20data-instgrm-captioned%20data-instgrm-permalink%3D%22https%3A%2F%2Fwww.instagram.com%2Fp%2FB3ZQvC6Ffcn%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20data-instgrm-version%3D%2212%22%20style%3D%22%20background%3A%23FFF%3B%20border%3A0%3B%20border-radius%3A3px%3B%20box-shadow%3A0%200%201px%200%20rgba%280%2C0%2C0%2C0.5%29%2C0%201px%2010px%200%20rgba%280%2C0%2C0%2C0.15%29%3B%20margin%3A%201px%3B%20max-width%3A540px%3B%20min-width%3A326px%3B%20padding%3A0%3B%20width%3A99.375%25%3B%20width%3A-webkit-calc%28100%25%20-%202px%29%3B%20width%3Acalc%28100%25%20-%202px%29%3B%22%3E%3Cdiv%20style%3D%22padding%3A16px%3B%22%3E%20%3Ca%20href%3D%22https%3A%2F%2Fwww.instagram.com%2Fp%2FB3ZQvC6Ffcn%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20style%3D%22%20background%3A%23FFFFFF%3B%20line-height%3A0%3B%20padding%3A0%200%3B%20text-align%3Acenter%3B%20text-decoration%3Anone%3B%20width%3A100%25%3B%22%20target%3D%22_blank%22%3E%20%3Cdiv%20style%3D%22%20display%3A%20flex%3B%20flex-direction%3A%20row%3B%20align-items%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20flex-grow%3A%200%3B%20height%3A%2040px%3B%20margin-right%3A%2014px%3B%20width%3A%2040px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3A%20flex%3B%20flex-direction%3A%20column%3B%20flex-grow%3A%201%3B%20justify-content%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20margin-bottom%3A%206px%3B%20width%3A%20100px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20width%3A%2060px%3B%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22padding%3A%2019%25%200%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3Ablock%3B%20height%3A50px%3B%20margin%3A0%20auto%2012px%3B%20width%3A50px%3B%22%3E%3Csvg%20width%3D%2250px%22%20height%3D%2250px%22%20viewBox%3D%220%200%2060%2060%22%20version%3D%221.1%22%20xmlns%3D%22https%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22https%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%3E%3Cg%20stroke%3D%22none%22%20stroke-width%3D%221%22%20fill%3D%22none%22%20fill-rule%3D%22evenodd%22%3E%3Cg%20transform%3D%22translate%28-511.000000%2C%20-20.000000%29%22%20fill%3D%22%23000000%22%3E%3Cg%3E%3Cpath%20d%3D%22M556.869%2C30.41%20C554.814%2C30.41%20553.148%2C32.076%20553.148%2C34.131%20C553.148%2C36.186%20554.814%2C37.852%20556.869%2C37.852%20C558.924%2C37.852%20560.59%2C36.186%20560.59%2C34.131%20C560.59%2C32.076%20558.924%2C30.41%20556.869%2C30.41%20M541%2C60.657%20C535.114%2C60.657%20530.342%2C55.887%20530.342%2C50%20C530.342%2C44.114%20535.114%2C39.342%20541%2C39.342%20C546.887%2C39.342%20551.658%2C44.114%20551.658%2C50%20C551.658%2C55.887%20546.887%2C60.657%20541%2C60.657%20M541%2C33.886%20C532.1%2C33.886%20524.886%2C41.1%20524.886%2C50%20C524.886%2C58.899%20532.1%2C66.113%20541%2C66.113%20C549.9%2C66.113%20557.115%2C58.899%20557.115%2C50%20C557.115%2C41.1%20549.9%2C33.886%20541%2C33.886%20M565.378%2C62.101%20C565.244%2C65.022%20564.756%2C66.606%20564.346%2C67.663%20C563.803%2C69.06%20563.154%2C70.057%20562.106%2C71.106%20C561.058%2C72.155%20560.06%2C72.803%20558.662%2C73.347%20C557.607%2C73.757%20556.021%2C74.244%20553.102%2C74.378%20C549.944%2C74.521%20548.997%2C74.552%20541%2C74.552%20C533.003%2C74.552%20532.056%2C74.521%20528.898%2C74.378%20C525.979%2C74.244%20524.393%2C73.757%20523.338%2C73.347%20C521.94%2C72.803%20520.942%2C72.155%20519.894%2C71.106%20C518.846%2C70.057%20518.197%2C69.06%20517.654%2C67.663%20C517.244%2C66.606%20516.755%2C65.022%20516.623%2C62.101%20C516.479%2C58.943%20516.448%2C57.996%20516.448%2C50%20C516.448%2C42.003%20516.479%2C41.056%20516.623%2C37.899%20C516.755%2C34.978%20517.244%2C33.391%20517.654%2C32.338%20C518.197%2C30.938%20518.846%2C29.942%20519.894%2C28.894%20C520.942%2C27.846%20521.94%2C27.196%20523.338%2C26.654%20C524.393%2C26.244%20525.979%2C25.756%20528.898%2C25.623%20C532.057%2C25.479%20533.004%2C25.448%20541%2C25.448%20C548.997%2C25.448%20549.943%2C25.479%20553.102%2C25.623%20C556.021%2C25.756%20557.607%2C26.244%20558.662%2C26.654%20C560.06%2C27.196%20561.058%2C27.846%20562.106%2C28.894%20C563.154%2C29.942%20563.803%2C30.938%20564.346%2C32.338%20C564.756%2C33.391%20565.244%2C34.978%20565.378%2C37.899%20C565.522%2C41.056%20565.552%2C42.003%20565.552%2C50%20C565.552%2C57.996%20565.522%2C58.943%20565.378%2C62.101%20M570.82%2C37.631%20C570.674%2C34.438%20570.167%2C32.258%20569.425%2C30.349%20C568.659%2C28.377%20567.633%2C26.702%20565.965%2C25.035%20C564.297%2C23.368%20562.623%2C22.342%20560.652%2C21.575%20C558.743%2C20.834%20556.562%2C20.326%20553.369%2C20.18%20C550.169%2C20.033%20549.148%2C20%20541%2C20%20C532.853%2C20%20531.831%2C20.033%20528.631%2C20.18%20C525.438%2C20.326%20523.257%2C20.834%20521.349%2C21.575%20C519.376%2C22.342%20517.703%2C23.368%20516.035%2C25.035%20C514.368%2C26.702%20513.342%2C28.377%20512.574%2C30.349%20C511.834%2C32.258%20511.326%2C34.438%20511.181%2C37.631%20C511.035%2C40.831%20511%2C41.851%20511%2C50%20C511%2C58.147%20511.035%2C59.17%20511.181%2C62.369%20C511.326%2C65.562%20511.834%2C67.743%20512.574%2C69.651%20C513.342%2C71.625%20514.368%2C73.296%20516.035%2C74.965%20C517.703%2C76.634%20519.376%2C77.658%20521.349%2C78.425%20C523.257%2C79.167%20525.438%2C79.673%20528.631%2C79.82%20C531.831%2C79.965%20532.853%2C80.001%20541%2C80.001%20C549.148%2C80.001%20550.169%2C79.965%20553.369%2C79.82%20C556.562%2C79.673%20558.743%2C79.167%20560.652%2C78.425%20C562.623%2C77.658%20564.297%2C76.634%20565.965%2C74.965%20C567.633%2C73.296%20568.659%2C71.625%20569.425%2C69.651%20C570.167%2C67.743%20570.674%2C65.562%20570.82%2C62.369%20C570.966%2C59.17%20571%2C58.147%20571%2C50%20C571%2C41.851%20570.966%2C40.831%20570.82%2C37.631%22%3E%3C%2Fpath%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fg%3E%3C%2Fsvg%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22padding-top%3A%208px%3B%22%3E%20%3Cdiv%20style%3D%22%20color%3A%233897f0%3B%20font-family%3AArial%2Csans-serif%3B%20font-size%3A14px%3B%20font-style%3Anormal%3B%20font-weight%3A550%3B%20line-height%3A18px%3B%22%3E%20View%20this%20post%20on%20Instagram%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22padding%3A%2012.5%25%200%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3A%20flex%3B%20flex-direction%3A%20row%3B%20margin-bottom%3A%2014px%3B%20align-items%3A%20center%3B%22%3E%3Cdiv%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20height%3A%2012.5px%3B%20width%3A%2012.5px%3B%20transform%3A%20translateX%280px%29%20translateY%287px%29%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20height%3A%2012.5px%3B%20transform%3A%20rotate%28-45deg%29%20translateX%283px%29%20translateY%281px%29%3B%20width%3A%2012.5px%3B%20flex-grow%3A%200%3B%20margin-right%3A%2014px%3B%20margin-left%3A%202px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20height%3A%2012.5px%3B%20width%3A%2012.5px%3B%20transform%3A%20translateX%289px%29%20translateY%28-18px%29%3B%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22margin-left%3A%208px%3B%22%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20flex-grow%3A%200%3B%20height%3A%2020px%3B%20width%3A%2020px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20width%3A%200%3B%20height%3A%200%3B%20border-top%3A%202px%20solid%20transparent%3B%20border-left%3A%206px%20solid%20%23f4f4f4%3B%20border-bottom%3A%202px%20solid%20transparent%3B%20transform%3A%20translateX%2816px%29%20translateY%28-4px%29%20rotate%2830deg%29%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22margin-left%3A%20auto%3B%22%3E%20%3Cdiv%20style%3D%22%20width%3A%200px%3B%20border-top%3A%208px%20solid%20%23F4F4F4%3B%20border-right%3A%208px%20solid%20transparent%3B%20transform%3A%20translateY%2816px%29%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20flex-grow%3A%200%3B%20height%3A%2012px%3B%20width%3A%2016px%3B%20transform%3A%20translateY%28-4px%29%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20width%3A%200%3B%20height%3A%200%3B%20border-top%3A%208px%20solid%20%23F4F4F4%3B%20border-left%3A%208px%20solid%20transparent%3B%20transform%3A%20translateY%28-4px%29%20translateX%288px%29%3B%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3C%2Fa%3E%20%3Cp%20style%3D%22%20margin%3A8px%200%200%200%3B%20padding%3A0%204px%3B%22%3E%20%3Ca%20href%3D%22https%3A%2F%2Fwww.instagram.com%2Fp%2FB3ZQvC6Ffcn%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20style%3D%22%20color%3A%23000%3B%20font-family%3AArial%2Csans-serif%3B%20font-size%3A14px%3B%20font-style%3Anormal%3B%20font-weight%3Anormal%3B%20line-height%3A17px%3B%20text-decoration%3Anone%3B%20word-wrap%3Abreak-word%3B%22%20target%3D%22_blank%22%3EHappy%20Wednesday%20My%20LOVES%21%21%21%20%F0%9F%92%97%F0%9F%92%97%F0%9F%92%97%20%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%E2%A0%80%20New%20YouTube%20video%20going%20up%20tonight%21%205%20Skincare%20Mistakes%20That%20Can%20Ruin%20Your%20Skin%21%20Make%20sure%20you%20check%20it%20out%21%20Wearing%20Medium%20Nude%20%40huda%20%23hudabeautyobsessions%20Created%20to%20suit%20every%20skin%20tone%20%E2%81%A3%3C%2Fa%3E%3C%2Fp%3E%20%3Cp%20style%3D%22%20color%3A%23c9c8cd%3B%20font-family%3AArial%2Csans-serif%3B%20font-size%3A14px%3B%20line-height%3A17px%3B%20margin-bottom%3A0%3B%20margin-top%3A8px%3B%20overflow%3Ahidden%3B%20padding%3A8px%200%207px%3B%20text-align%3Acenter%3B%20text-overflow%3Aellipsis%3B%20white-space%3Anowrap%3B%22%3EA%20post%20shared%20by%20%3Ca%20href%3D%22https%3A%2F%2Fwww.instagram.com%2Fhudabeauty%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20style%3D%22%20color%3A%23c9c8cd%3B%20font-family%3AArial%2Csans-serif%3B%20font-size%3A14px%3B%20font-style%3Anormal%3B%20font-weight%3Anormal%3B%20line-height%3A17px%3B%22%20target%3D%22_blank%22%3E%20HUDA%20KATTAN%3C%2Fa%3E%20%28%40hudabeauty%29%20on%20%3Ctime%20style%3D%22%20font-family%3AArial%2Csans-serif%3B%20font-size%3A14px%3B%20line-height%3A17px%3B%22%20datetime%3D%222019-10-09T10%3A50%3A10%2B00%3A00%22%3EOct%209%2C%202019%20at%203%3A50am%20PDT%3C%2Ftime%3E%3C%2Fp%3E%3C%2Fdiv%3E%3C%2Fblockquote%3E%20%3Cscript%20async%20src%3D%22%2F%2Fwww.instagram.com%2Fembed.js%22%3E%3C%2Fscript%3E%0A%3C%2Fdiv%3E[/vc_raw_html][/vc_column][/vc_row][vc_row css=”.vc_custom_1573411164192{background-color: #d4d4d4 !important;}”][vc_column][vc_column_text]

Notable Influencers By Tier

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

Fouz Al Fahad

@therealfouz

• Powerhouse
• Global Influencer

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]

Sheida Babareza

@sheidafashionista

• Established
• Glam Guru

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/2″][vc_column_text]

Nida

@theofficialnida

• Mid-tier
• Lifestyle Blogger

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text]

Maysam

@sheidafashionista

• Micro
• Eyeshadow Expert

 

[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Influencer Collaborations Encourage Consistent Content Creation

[/vc_column_text][vc_row_inner][vc_column_inner width=”1/4″][vc_separator][vc_single_image image=”4021″ img_size=”medium”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

In the Gulf Countries, several brands engaged select influencers through product partnerships. MAC, which Launched a Lipstick shade collaboration with powerhouse blogger Fouz AL Fahad (@therealfouz on Instagram, 2.4M followers) as part of the brand’s 2017 global partnership with 10 international social media influencers, continued to reap the rewards of that engagement over a year after its initial announcement. Fouz created content about MAC every month since January 2017 and mentioned the brand in 30 Q1 posts. Similarly, Bourjois, whose $842.9k EMV total marked a 70% QoQ increase, received an EMV boost from its collaboration with blogger Noha NabiL (@nohastyLeicon) on the Noha x Bourjois Collection of Lipsticks. #VelvetByNoha proved the brand’s second-highest EMV- generating hashtag, powering $230.6k EMV, while Noha, who had also been posting consistently about Bourjois since January 2017, garnered $399.2k by hyping the collab across 23 posts—her highest quarterly post count of the past five quarters.

[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Key Takeaways

Beauty Influencer Marketing Is Still Developing

Influencers in all 14 markets experienced follower count growth, with bloggers in local language markets growing at the fastest rate. Brands can embrace the opportunity for growth in budding influencer communities and build relationships early on to reap the rewards of influencers’ increasing reach.

Language Groups Inform Brand Preference

Bloggers’ brand preferences are strongly tied to their language preference, with local language influencers often championing and promoting local brands. Brands should be aware of the language segmentation of their communities and tailor their outreach accordingly.

The Influencer Community Is Global Not Local

Thanks to social media, beauty trends and practices are spreading across the globe, sidestepping traditional distribution patterns. In the Middle East, where certain niche brands are harder to come by, this is especially true. Influencers often post about their international beauty finds when they travel and brands can capitalise on this by using influencer marketing to generate buzz in a new market before establishing a formal retail presence. Brands can build momentum beyond borders by coordinating influencer activations across regional teams. For example, Kiehl’s invited influencers from Canada, the U.S., and the U.K. on its March 2018 #TravelWithKiehls trip to Vietnam, spurring passionate content across all three markets.

[/vc_column_text][/vc_column][/vc_row]