Kayla Quock, director of brand marketing, Traackr The term “data-driven influencer marketing” gets thrown around a lot, but many brands still struggle with how to turn the data they gather into clear influencer strategies. One data-driven influencer marketing success story is the case of Japanese beauty giant Shiseido. In 2020,...

Kayla Quock, director of marketing, Traackr The past two years have permanently shifted consumer behavior. Now, people discover, evaluate and purchase products in the blink of an eye — all while browsing their social feeds.  Social commerce has become a solution for turning this new process into a complete and...

by Kayla Quock, Director of Marketing, Traackr Skincare was the darling of beauty in 2020. According to Traackr’s State of Influence: Beauty report, influencer posts about skincare increased by 39% and audience engagement saw a 164% spike from 2019 to 2020. The interest in skincare stood out even more given...

Over the past few years, micro-influencers have become the darlings of the social media community. Their followings — which account for 10,000–50,000 users — have been known to exhibit unusually high engagement. But over the past several months, there’s been an unexpected uptick in the emphasis brands are placing on...

In the search for influencers, audiences are using data and analytics to screen out would-be partners whose audiences don’t meet their targeting goals.

In vetting potential influencer partners, fashion and beauty brands are taking a closer look at how frequently they discuss socially conscious trends like sustainability and ethical sourcing.