Tribe Talks: Webinar Series 2018
With social networks influencing consumer behavior more than ever, the success of brands is becoming increasingly dependent on digital word-of-mouth. Tribe Dynamics conducts in-depth research on brands’ social performance, using earned media value (EMV), our proprietary metric for measuring online engagement, to evaluate influencer marketing strategies. Now, we want to share our insights with you!
Over the coming months, we will hold bi-weekly webinars on topics ranging from the role of activism in influencer marketing to strategies for smaller-scale influencer activations. Each webinar will be accompanied by a special report providing additional data and insights on the topic. We hope you find these webinars and reports as illuminating as we have while creating them!
Click the links below to gain access to download the reports and sign up for the webinars.
Smaller-Scale Influencer Activations - AUgust 8
Beauty & Fashion
From Revolve’s three-day Coachella extravaganza to Tarte’s lavish #TrippinWithTarte getaway series, top-earning beauty, fashion, and lifestyle brands continue to rely on branded activations to bolster their relationships with influencer squads and encourage high-engagement content creation. However, these glitzy events and high-profile guest lists beg the question: how can smaller brands play in the space and inspire sustained enthusiasm from their supporters?
Supporting the Influencer Community - August 22
Beauty & Fashion
The most effective brand-influencer relationships are mutually beneficial: while the influencer provides consistent exposure for the brand and its products, the brand supports the influencer in their career aspirations. Beyond paid sponsorships, product sends, or invites to parties, beauty and fashion brands have found more creative methods of supporting influencers and thus engendering long-term loyalty. In this report and webinar, we explore five innovative, proven, and adaptable ways brands can support their influencer communities and generate exciting content.
New-News Report - September 5
We’ve highlighted growing brands from four beauty verticals in H1 2018: Cosmetics, Skincare, Haircare, and Fragrance.
Aesthetic Communities and the Brands They Champion - September 19
Beauty & Fashion
As anyone who’s ever scrolled through an Instagram feed can tell you, sometimes thousands of different posts seem to fit neatly into just a few perfectly curated boxes. Thanks to both users’ shared interests and influencers’ knowledge of trends, popular content often bears distinct aesthetic similarities, and its creators can be grouped into “families” of like-minded enthusiasts. While this phenomenon is common across multiple verticals, it is especially prominent within the beauty and lifestyle spaces, where countless such groupings have proliferated on social media. In this report and webinar, we examine several of these distinct aesthetic groups, from skincare flat-lay enthusiasts to professional hairstylists.
Values-Driven Marketing and the Influencer Community - October 3
In June 2018, The Business of Fashion (BoF) ran an article on “activist advertising,” the increasingly popular practice of supporting social and political causes as a marketing strategy. In recent years, BoF noted, a host of fashion and beauty brands have rallied around movements ranging from gender equality to animal rights, often expressing solidarity through much-publicized charitable donations. While these campaigns can prove rewarding, fusing advertising and activism is also risky. As BoF reported, “in the eye of the consumer, there is a fine line between supporting a movement and co-opting it,” and brands must take care to avoid the perception that they are merely capitalizing on social issues. To better understand this challenging but widespread strategy, we turned to Earned Media Value (EMV), Tribe Dynamics’ proprietary metric for social media engagement. Drawing from our findings, we developed a set of best practices that brands can abide by to steer clear of controversy and foster values-based connections with influencers.
Values-Driven Fashion Brands and the Influencer Community - October 17
In recent years, brands have rallied around social movements like animal rights or gender equality as key marketing strategies. Though these brands have connected with influencers through “values-based” campaigns, fashion brands that are fundamentally “values-driven” have positioned themselves at the forefront of a larger sustainability dialogue across the industry. In addition, while fast fashion retailers are often notorious for their lack of transparency, some have responded to the growing demand for eco-friendly products by adopting more socially and environmentally conscious practices. In this report and webinar, we examine three fundamentally values-driven fashion brands across different market segments—Stella McCartney, Reformation, and Everlane—and their respective ambassador communities in 2017. We’ll also cover an analysis of fast fashion retailer H&M and its sustainable clothing line, H&M Conscious.
Retailers Toolkit 2018 - October 31
The balance of power has shifted: in the age of digitally native strategies, brands no longer need to depend on traditional retailers to reach consumers. In light of the rise of non-traditional distribution methods, Tribe Dynamics investigated how beauty retailers and department stores are performing and evolving in the digital space.
Battle of the Beauty Conventions - November 14
Every year, thousands of makeup enthusiasts converge upon conventions like Beautycon and Gen Beauty to engage with beauty’s most prominent influencers and brands. Boasting industry panels, meet-and-greets, art installations, and pop-up shops, these conferences have helped brands build and cultivate highly engaged communities by providing an opportunity to deepen relationships with influencers and interact closely with consumers. To gain deeper insight into how brands can make the most of these experiences, Tribe Dynamics used EMV, our proprietary metric measuring social media engagement, to examine two leading experience-focused brands, Beautycon and Ipsy, and their respective Beautycon Festivals and Gen Beauty events in 2017. We’ve also spotlighted the performance of Create & Cultivate, an up-and-coming experience-based platform.