Beauty tutorialists like Glamzilla, Iluvsarahii and other Instagram and TikTok stars are driving significant earned media value for beauty brands.
While the trend toward lifestyle influencing has seen strong momentum in recent years, data from CreatorIQ indicates that when it comes to who is driving more overall earned media value for beauty brands,
“They simply post about beauty brands at a much higher volume than lifestyle creators and celebrities,” said Alexander Rawitz, director of content marketing at CreatorIQ, adding that lifestyle creators nonetheless have an important role in the EMV ecosystem. “Big names, brand partners or creators liketend to drive more EMV on a per-post basis — they’re probably driving more EMV across the board, but much of that EMV is going to fashion brands, lifestyle brands and the like.
“Generally, veterans drive more EMV on Instagram; newcomers are more TikTok-driven, and even their Instagram content reflects TikTok style and sensibilities,” said Rawitz, adding that well-executed brand collaborations are increasingly gaining relevance on social and for EMV performance.; Balenciaga and Erewhon — E.l.f. Cosmetics x Liquid Death is one I have my eye on.
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