Top 5 trends in Social Media and Influencer Marketing | July 2020

It’s official, Summer 2020 is here! Even though our Instagram feeds are more and more filled with “blue ocean” content, the Coronavirus outbreak keeps shaping our consumers’ habits and the strike for equality continues. Here is this month’s hottest news in social media and influencer marketing.

1. TikTok against political bans over privacy issues

Photo Credits: Sensor Tower

The past month was tangibly rough for the global digital platform TikTok. The app became one of the most popular apps in 2020, but has recently faced geopolitical challenges in India, the US, and HongKong. 

Earlier this month, India banned 59 Chinese platforms, including TikTok, to protect its national security and prevent data leakages. Having been accused of handing over its user data to the government of China, TikTok is denying all the blames. Another country that also voiced out the concerns regarding the channel privacy issues is the US. The Trump administration has not yet urged any regulations but is considering the possibility of imposing them. America agrees with India’s reasons and is claiming that TikTok “spies on” its users. As for Hong Kong, the platform decided to exit the market by itself after the Chinese government forced a new security law on the city.

The future of TikTok in the international arena is uncertain. While the platform still receives a growing number of downloads, these geopolitical issues can impose challenges to its global operation.

2. Will the Fashion industry fully move to digital?

Photo Credits: Araya Alberta Hargate

The Covid-19 pandemic urged a lot of industries to rethink their activities and the fashion segment isn’t an exception. Following the Coronavirus outbreak, major brands are reviewing old traditions and established fashion standards. 

Brands such as Yves Saint Laurent, Gucci, Dries Van Noten and others have decided to reshape the conventional rules of the industry. They have announced the intention to counter the fashion calendar, reshape the seasonality of the shows and change the distribution of discounts since these arrangements are perceived as outdated and impractical to follow. The most recent example of this shift is Aniye By Digital Fashion Show which happened on June, 22. The performance went online through the brand’s Instagram account and was also posted on other social platforms such as Vanity Fair and Vogue. The influencer Chiara Ferragni was the only physical attendee to document the show.

Some fashion houses, including Chanel and Fendi, chose to adhere to the traditions and retain the existing state of affairs while some others are in between. Despite the global health crisis, the latest Dior Cruise show took place as usual. The show aimed to promote local Italian craftsmanship and to support the economy of the Puglia region. However, models and performers maintained social distance on stage and only a few selected influencers and fashion professionals attended the event in Lecce, including the influencer Chiara Ferragani and her husband Fedez.

But the most pressure on whether or not to align with the potential shifts is now put on small brands since they are much more influenced by the pandemic and chained to third-party retailers. Though the consensus has not yet been accepted across the industry, the changes are already underway to keep the fashion sector in line with the evolving, globalized, digital world. 

3. Patrick Starr launches his own brand

Photo Credits: Patrick Starr

A few weeks ago, the worldwide famous beauty influencer and makeup artist Patrick Starrr launched his own beauty brand, called One/Size. Patrick Starrr first released the GO OFF collection, including oily mist and makeup remover wipes. But these products only mark the beginning of the collection which the Philippine self-taught makeup artist and beauty influencer is planning to extend with a foundation with more than 40 shades to represent all skin colours and types.

One/Size aims to be an inclusive brand. Also, in order to guarantee the sustainability of it, Starrr’s brand is endorsed by Luxury Brand Partners company which aims to further invest in this enterprise. Even though COVID-19 has put the launch of One/Size on halt as it should have appeared on the market already in March, it is now finally available both on the brand’s website and in Sephora beauty stores. 

4. 'Make a Statement Mask' Challenge

Photo Credits: A Fashion Nerd

Coronavirus still remains a global threat and forces people to adapt and maintain specific health measures. One of them is wearing face masks. But thanks to creators, this mundane activity is becoming more personalized, stylish, and fun. Pinterest has recently launched  “Make a Statement Mask” where different influencers encourage users to make their own masks with an exceptional pattern. By posting DIY’s they inspire followers to perceive a facial mask as a way to establish their individuality and uniqueness. Thereby, the face mask transforms from a daily accessory into a personal statement. 

The campaign that was initiated on Pinterest has already attracted various influencers, such as Iggy Soliven (62.6K monthly viewers) and Safiya Jihan (48.3K monthly viewers), and with the rising engagement will hopefully help to slow down the spread of Covid-19.

5. Shoploop by Google

Photo Credits: Search Engine Land

Google is increasing its e-commerce activity by introducing Shoploop - a new platform featuring short videos, created to find, review, and buy different products. The user experience is highly engaging as it is content creators driven. All of the content is made by creators and does not exceed 90 seconds. During the videos, performers showcase products and discover their features. 

Available on mobile only, users can save the product for later or go directly to the brand’s website and purchase it immediately. They can also follow creators they like, and share videos with friends and family. Many influencers already joined the platform. Some of them are Sarah Dunk (32.1K followers), Dora Owusu (73.7K followers), and Kelly Gooch (13.6K followers). So far the content is mainly focused on beauty, but opportunities for growth are huge.