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How Glamlite aims to build on the momentum of its viral palette

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“Creating viral products has become less of a phenomenon in beauty and more of a full-fledged strategy. Brands like Taste Beauty with its Nickelodeon eyeshadow palette, Storybook Cosmetics with its “Mean Girls”-themed palette, and Morphe and Colourpop with influencer and Disney collaborations have been able to garner tremendous growth and earned media value as a result of viral products. However, having one viral product does not guarantee long-term success, said Conor Begley, co-founder and president of data analytics firm Tribe Dynamics.

“If it’s a product that is purely an internet phenomenon and doesn’t provide underlying value, it can be here and gone in a couple of months,” he said. “When it stands the test of time is if it shows up in [digital] content on a repeated basis for four months or longer.”

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Does Social Media Success Spell Business Success?

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“Social data is even being used by investors as a discovery tool to figure out what brands they should be paying attention to in the first place. “It’s about the opportunity attached to the brand,” said Brit McCorquodale, senior vice president of revenue at San Francisco-based analytics firm Tribe Dynamics. “We’re looking at up-and-coming brands that [investors] should be paying attention to, then monitoring them as they grow and gain momentum online.”

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Benefit Cosmetics retools marketing efforts around ‘social good’

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“By and large, Benefit’s influencer activation strategy seems to be working. According to Tribe Dynamics data, Benefit Cosmetics is routinely in the top-five ranked cosmetics brands in earned media value (EMV). In January, it held the fifth-place position with nearly $57 million EMV, which was an 11 percent increase month over month. Additionally, the brand’s 2,900 ambassadors each posted about the brand over four times, resulting in about $19,500 EMV per post.”

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Kylie Jenner Is Changing the Meaning of Social Media Billionaire

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"The business would not exist at its current size without social media,” said Conor Begley, co-founder of brand-marketing company Tribe Dynamics.

Instagram co-founder Kevin Systrom, Snapchat co-founder Evan Spiegel, Facebook co-founder Mark Zuckerberg and Twitter co-founder Jack Dorsey are all billionaires younger than 45.

Each of Jenner’s Instagram posts is worth about $1 million, according to Hopper HQ, a social media scheduler. Jenner’s posts include family photos and mirror selfies, in addition to new product announcements or promotions for blush, lip gloss and eye shadow. Jenner has 128 million followers on Instagram, and plenty of others on Twitter, Facebook and Snapchat.

“She’s a unique case in that she has a massive, massive audience,” Begley said. “That can be replicated for sure."

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Why It Bags Are Making a Comeback

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“Dior deployed an aggressive marketing strategy to revive the Saddle, enlisting about 100 influencers, including Chiara Ferragni and Eva Chen, to wear and post about it. The bag generated almost $3.5 million in earned media value in the third quarter of 2018, according to Tribe Dynamics. But the momentum didn’t sustain, with that figure dropping to just $193,300 in the final three months of the year.“

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Social Trends Drive Men’s Market

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“With the rise of generation selfie, men’s makeup and grooming are becoming increasingly accepted and commonplace,” says Conor Begley, co-founder and president, Tribe Dynamics. “We’re seeing that more traditional grooming brands are gaining traction with moisturizers and beard oils, while the “beauty boys” of Instagram and YouTube are subverting traditional gender norms in beauty marketing.”

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How Vans Keeps Its Cool

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“Vans is in the same ballpark as Nike and Adidas in terms of its fan base, despite being a fraction of the size of either rival. According to Tribe Dynamics, it’s the only brand out of the three to indicate growth in potency among influencers on social media, posting a 5 percent increase in earned media value in the last quarter of 2018. And among American teens, research firm Piper Jaffray found that Vans ranked as their second-favourite footwear brand after Nike last fall.'“

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Founder or Freelancer: How to Succeed in Business as a Solo Act

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“When it comes to defending her rate during negotiations for brand collaborations and influencer programming, Jen Atkin — the celebrity hairstylist who founded Mane Addicts, a digital platform for the hair-obsessed, in 2014, and the hair care line Ouai in 2016 — approaches discussions like a lawyer preparing a case. “I will do the work and have the facts behind me,” said Atkin, whose 2.8 million Instagram followers regularly see her styling clients Kendall Jenner and Bella Hadid, and on vacation with friends Chrissy Teigen and John Legend.

“I will call and say, ‘Here is my media value. I have looked at Tribe Dynamics and Dash Hudson. I know how much my posts are worth. If you would like to be part of it, let’s talk about it.’ Remind people in a positive way of your worth. You can’t be afraid to do that,” she said.”

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Benefit Cosmetics U.K. launches in-house influencer agency

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"Benefit U.K.’s own influencer efforts in the fourth quarter of 2018 yielded over $24 million dollars in earned media value (EMV) and held the No. 7 spot out of the beauty brands operating in the country, according to influencer marketing platform Tribe Dynamics.

Benefit has one of the largest and most sophisticated influencer programs we have come across within the beauty sector,” said Conor Begley, co-founder of Tribe Dynamics. “They do a fantastic job of approaching the influencer space authentically at scale through relationship investment and partnership with the influencer community."

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