Customer engagement platform
Digital-first, omnichannel platform built for enterprises
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for webinars and in-person events
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
Digital-first, omnichannel platform built for enterprises
Agent efficiency, automation, and operational insights
Self-service support, education, and collaboration
Content management, publishing, and governance
Create a space for customers to get answers, connect with peers, and share new ideas
Connect with customers on SMS, Messenger, WhatsApp, & more
Chat with customers in real-time or anytime on your website
Start the conversation with automation, increase agent efficiency, triage, & more
Protect your brand & drive loyalty across social media and review site
Orchestrate social campaigns that drive business results
Understand social trends from customers, the market, and competitors
Find, curate, and share the best social media content
Deflect inquiries to messaging channels and self-service communities
Automate conversations with our intuitive drag-and-drop platform
Supercharge agents with AI tools & intuitive workflows
Build brand awareness with a user-generated knowledge hub
Drive higher conversion rates and more revenue
Secure solutions to keep customer information safe
Cutting-edge tech to innovate and inform your customers
Deep insights to keep a pulse on customer demands
Real-time capabilities to stay connected with consumers
An integrated platform to nurture the customer journey
Our in-house experts in social media and community management for Khoros customers
More than onboarding and implementation, this is where our partnership begins
Increase satisfaction and improve product adoption with complimentary training.
CX Confessions, the definitive podcast for digital CX leaders
Guides, tipsheets, ebooks, on-demand webinars, & more
Integrations to connect with your customers, wherever they are
Technical overviews and links to developer documentation
Join us for webinars and in-person events
Insights, tips, news, and more from our team to yours
Case studies with successful customers to see how they did it
Connect with 70K+ customer engagement professionals
A customer experience podcast with Khoros Customers
Check out our social content and follow us on every major platform
20+ years experience, built from Spredfast and Lithium
Meet the team that leads the team
Press releases and other announcements
Data integrations for better customer experience
We’re hiring — come build the future of customer experience
Need anything? We’re here for you
Our commitment to do more and do better
In our latest report, we looked at beauty influencers on Instagram who have seen rising engagement over the course of 2017. We focused mainly on influencers who have not quite reached mainstream success, which we defined in our analysis as having 100 thousand followers or more. We purposefully focused on these so-called micro-influencers with high rates of engagement, but less than 100 thousand followers, to uncover the rising stars in the industry. We also identified each influencers’ top performing post in August 2017 and looked for themes in high-performing content. Turns out, many influencers are more successful than major brands in driving engagement relative to follower count. The key to succeeding as an influencer is building loyalty in the Instagram-verse, and brands can learn a lot from those who figured out that special formula. We’re here to share what we learned from the best content created by leading micro-influencers (for more industry-agnostic insights on social, check out our Social Media Pocket Guide).
We uncovered a diverse mix of rising stars, from traditional influencers who share beauty tips for multiple demographics to more niche influencers who prefer to hone in on narrower audiences. Many work to defy beauty norms, like African-American women who use their Instagram platforms to promote inclusive makeup shades and diverse models in beauty ads, and those who label themselves "alternative models."
We explored networks of influence and discovered that models were diverse in what bloggers and brands they thought were most influential. Sometimes beauty influencers partner with each other or unite under an umbrella beauty handle like Undiscovered Muas, an account that aggregates content from various influencers. Through further analysis we found that among beauty micro-influencers, the biggest sources of inspiration were Huda Beauty, Anastasia Beverly Hills, and NYX Cosmetics, and Flawless Dolls - meaning micro-influencers are more likely to look to the biggest beauty brands (some founded by mega-influencers like Huda Kattan and Anastasia Soare) than tag each other.
After analyzing influencer networks and sub-trends and looking at how micro-influencers impact the beauty space on Instagram, we also grew interested in looking at what content performs the best. Now that we’ve surfaced a list of highly influential handles that haven’t yet reached superstar status, we decided to take our analysis one step further and determine what types of content from our list of influencers is resonating most in August 2017.
To find the highest quality content coming from micro-influencers, we looked at post engagement relative to the influencer’s typical post performance. For example, if an influencer typically averages 500 likes per post, but one of their August 2017 posts received 10 thousand likes, we would qualify the post as being extremely high-performing for that influencer. To ensure high post engagement was not a result of purchasing likes, we manually sifted through comments looking for signs of purchased engagement, like lists of hashtags or emojis with no added context.
Without further ado, here are the most highly over-performing posts from our list of 50 micro-influencers who are currently rising in influence:
When influencers posed with their pets, shared a style look from a recent vacation, or a funny meme, they were more likely to receive higher rates of engagement. In contrast, when influencers snapped photos of people other than themselves or beauty products alone (not featured on the influencer), engagement tended to be lower. Brands can learn a lot from these successful trends. Many brands tend to focus on showcasing career models who aren’t as relatable to the common shopper. Rather than showing products exclusively on models, brands can help build trust by showing products on micro-influencers who are already are familiar to a segment of a brand’s followers. For example, popular beauty brand @NYXCosmetics successfully uses relatable photos from influencers with fewer than 100k followers to promote products.
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