A Month in Beauty: May 2023

May 23rd, 2023 by

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month? 

Trend spotlight

Loose powder transition

The trend taking over TikTok this month is a makeup transition involving loose powder. Beauty creators start with bare faces, blow the powder towards the camera, and seamlessly transition to a glamorous makeup look. The trend is used in conjunction with the filter BLUSSY, giving a luminescent glow.


dont blink

♬ original sound – Labrinth


Replying to @Morgan Holian ok i had to try this

♬ original sound – Labrinth

Brand Spotlight


H&M is taking a deep drive into the cosmetics world with new stores. Opening in Oslo, alongside a beauty flagship store, H&M hopes to bring a new and upgraded in-store experience to customers, offering H&M own-brand cosmetics, as well as exclusive ranges from cult favourite Huda Beauty.

Collab spotlight

Clinique x Kate Spade

Clinique has teamed up with Kate Spade for a lip gloss collaboration, tapping into TikTok’s Black Honey lip colour obsession and the early 2000s nostalgia that’s sweeping through Gen Z audiences. TikTok and Instagram will be the main marketing channels for the collab by both Clinique and Kate Spade—so keep your eyes peeled for the launch in early June. 

Creator spotlight

Chloe Roberts

Chloe is a fashion and beauty creator who uses TikTok to share her “makeup obsessed world.” She regularly shares GRWM videos, product and tool trials and tutorials, as well as skincare routines. With a number of viral makeup videos under her name, she has amassed over 175.4K followers on TikTok.


Crocodile world was actually a blast 🐊 #grwm #suprise

♬ original sound – Chloe Roberts


Replying to @Megan THE MAKEUP TUT you’ve all requested 🫶🏼🫶🏼 #makeup #beauty

♬ original sound – Chloe Roberts

Content spotlight

Glossier G Suite Lip Cremes

Glossier partnered with lifestyle and makeup gurus to promote its new G Suit Lip Cremes. The brand used a diverse range of creators to showcase the products on different skintones. Creators mentioned the demi-matte finish and how comfortable the product was to wear. All Glossier sponsored content is accompanied with #GlossierPartner.


Okay babes, I’m officially IN LOVE with the new G Suit lip cremes x @glossier  GlossierPartner Just look at these gorgeous colors! 😍 The application is everything – so luxurious and buttery-smooth and they don’t stain your lips! Now the hard part, which color is your fave? 💋

♬ Lo-Fi hip hop that feels melancholy(968938) – Mikrostatik


OKAYYY, which shade stole your heart?? Literally in love with the @glossier G Suit collection 💘 it’s in the formulation that I absolutely love, a velvety, demi-matte cream finish with high colour payoff. Dab or swipe, it’s up to you! #glossierpartner #glossier #glossiercheck #glossiermakeup #glossiergsuit #gsuit #lips #makeup

♬ I Think I Like When It Rains – WILLIS

YSL Beauty x Yasmin Finney

Following Yasmin Finney’s announcement as the newest (and first ever trans and UK) YSL Beauty ambassador, YSL sponsored creators to recreate the look Yasmin wore in her YSL beauty photoshoot. All content tagged YSL Beauty on TikTok, and used the “Paid partnership” toggle.


recreating this beautiful @YSL Beauty Yasmin Finney look. ♥️ #makeup #ad

♬ Drop the Look – Chloe Caillet


Recreating the @YSL Beauty x Yasmin Finney Makeup🖤 Products- All hours foundation MW2, Touché Éclat 62W, Couture Blush 06, Colour Couture Clutch Eyeshadow Palette Desert Nude (coming soon!), Crushliner 1, Lash Clash Mascara, Rouge Pur Couture The Bold Lipstick 1971 #ad #makeup #beauty

♬ original sound – Sarah New

Lancôme: #TeintIdoleUltrawear

To announce the launch of the reformulated Teint Idole Ultrawear foundation, Lancôme sponsored beauty creators to create quick review videos of the product. Offering application tips, and discussing the product’s formula and 45 shades, videos were accompanied by the hashtag #TeintIdoleUltrawear, which has received over 254M views to date.


ad • NEW @Lancôme #teintidoleultrawear Foundation! Available in 45 shades, find yours #makeup #lancome #beautytok

♬ original sound – estare


AD | @Lancôme have reformulated their #teintidoleultrawear iconic foundation! 😍✨#makeup

♬ original sound – Leila Nikea

Jo Malone: Sofia Richie Grainge 

Jo Malone was quick to the post in nabbing TikTok’s new idol: Sofia Richie Grainge. Sofia joined TikTok in late April, and took over the platform showing her wedding, appealing to the younger generation. Jo Malone partnered with Sofia to find her signature scent, positioning the brand as accessible and desirable to younger audiences.


We partnered with @Sofia Richie Grainge to find her #JoMaloneLondon signature scent, which scents would you wear? #SofiaRichieGrainge

♬ original sound – Jo Malone London

Maybelline New York: Superstay Vinyl Liquid Lip

Promoting its Superstay Vinyl Liquid Lipstick, Maybelline used lifestyle and beauty creators to post wear tests to their own channels. These videos were creative, with one influencer who is known for TikTok pickle taste tests trialling the product against a pickle, and another pair of influencers showing the same shade on different skintones.


Lippy 1 – 0 Basilisk @Maybelline New York Superstay Vinyl Ink doesn’t budge & still glossy! Wearing shade fearless #vinylink #makeupdecoded #maybelline #ad

♬ original sound – ASH


We haven’t been this pleasantly surprised by a drug store lippie for a while!!! – @Maybelline New York Fearless Superstay Vinyl Liquid Lip IB @jazzi manalo 💄 @Monica Ravichandran ✨ #colourtheory #wendyandmay #maybellinesuperstay #maybellinevinylink #colourtheorymakeup

♬ original sound – spedupaudiossss

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our influencer marketing & social media blogs here.

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Posted in Industry Trends, Marketing News, News

An In-Depth Guide to Instagram Story Ideas in 2023

May 23rd, 2023 by

You might be thinking ‘what’s the point in Instagram Stories if they only last 24 hours?’, but in internet time, that’s plenty. Finding Instagram Story ideas to fill those 24 hours can be tough. 

You must also remember that 500 million Instagram users access this feature every day, with 58% stating that they’re more interested in a brand after viewing their Stories. That makes them pretty worthwhile in our books. 

Instagram Stories have the capacity to be more real and raw with the content they share, compared to Instagram posts, with unedited, in-the-moment pictures and videos often prioritised. However, only sharing this content to your Stories can soon become rather repetitive and boring for your audience. If you want to keep them engaged, you’ll need to start getting creative and planning ahead. 

With Pride month fast approaching, it is wise to plan your Instagram Story ideas in advance so that they remain engaging, fresh and interactive throughout the month of June. Content planning can be a tedious task, but recruiting the help of an Instagram marketing agency can make it a lot easier. Industry experts can plan a month-long content calendar filled with exciting Instagram Story ideas to spotlight your allyship for the coming month. 

Wanting fresh Instagram Story content? 

Read on!

Instagram Story ideas for increasing follower engagement

Conduct a poll

The great thing about polls is that they can be about anything you want them to be about. Not only this, but they serve as a way of getting more content ideas and feedback from your audience without being overly pushy for answers. 

Say you own a press-on nail business. You can poll your audience on their design choices, purchasing considerations and wearability expectations. The social media marketer for this press-on nail business could even use the Poll feature to discover that a percentage of their audience don’t know how to apply their own nails; creating the opportunity for a future Instagram Story dedicated to teaching others how to apply their own press-on nails.

Host a Q&A

A Q&A allows your audience to get to know your team better. 

Here are just a few of the benefits:

  1. You can quickly and directly connect with your audience in a low-effort way
  2. Based on the questions you get, you can create an FAQs highlight that will live on your profile and help all future visitors 
  3. You will discover information gaps between you and your audience

Spotlight your customers

Spotlighting your customers is a great way to kill two birds with one stone. While maintaining a relationship with an existing customer, you are also attracting new ones by leveraging social proof that your product or service is enjoyable. In turn, this will increase your credibility and serve as a testimonial for your brand.

Quiz your followers!

Everyone loves a quiz, making this Instagram Story feature one of the most fun and engaging ways to interact with your followers through your Stories. Alongside this, Instagram quizzes can also offer interesting insights. 

This Pride month, if it is relevant to your brand, consider opting for a quiz that tests your audience’s knowledge on the history of Pride month.

Re-post user-generated content

If you are struggling with Instagram Story ideas, reposting UGC is an easy, yet effective way to overcome this challenge. Pride month is all about lifting others up and celebrating differences, so be mindful of those whose content you share.

Ways to set yourself up for UGC success are:

  1. Start a hashtag and encourage your followers to incorporate it into any content they share about your brand
  2. Search relevant hashtags to find posts that are related to your brand without directly tagging you

Host a giveaway

Who doesn’t love a freebie?

Hosting a giveaway is a great way to increase your reach and this Pride month is all about that! They act as incentives for others to share your content with their own network of followers, strengthening their loyalty to you. 

When hosting a giveaway, make sure you create an in-feed Post featuring all of its details and entry requirements. This way, whenever you promote it on your Story (which you can do multiple times), users will be able to access it and enter at any time.

Cool Instagram Story ideas for products/services

Share testimonials and reviews

As mentioned earlier, testimonials are a great way to improve your brand’s credibility. 

When you find a favourable review you can turn it into an aesthetically pleasing Story. Once the 24 hours are up, consider adding it to a Story Highlight for future visitors to read. 

Top Tip: create a testimonial/review template that you can simply pop your customer’s review into each time and share with ease. 

Highlight your products/services 

Every now and then you’ll want to promote your products/services in Stories. This keeps things fresh and reminds your followers of what you have to offer. 

Say you have a sale going on over on your website, posting a Story of the sale items on your Story and making use of the Shopping Sticker is a great way to drive traffic to that product and generate sales.

Announce discounts and special deals

Discounts and special deals are a win-win. People love them, and your brand generates more sales. That is why you’ll want to share this information with your audience via Stories. From here, you can share a link to your website, creating a seamless shopping experience. 

These Instagram Story ideas in particular should be loud and entice the viewer to click through, so make use of all of the animated stickers and colourful fonts that Instagram has to offer. 

Instagram Story ideas for educational content

Pride month is all about educating others, whether that’s on the history of Pride, social media advocates to follow or stories about famous members of the LGBTQ+ community. 

If this is your goal this June, then consider doing the following:

Share community news

With an array of Pride-related activities and events taking place throughout the month of June, consider sharing the information with your audience via your Stories. Being a reliable source of information will build trust with your audience. On a similar note, sharing your opinion on Pride-related news this month could make you a thought leader in the LGBTQ+ space. 

Post tutorials

Valuable, short tutorials add value to your audience. For this to work, your tutorial must be to-the-point and include bold visuals to keep your audience swiping right.

If you’re a beauty brand, consider sharing a one-Story graphic on potential makeup looks your audience could rock at their next Pride parade. Something as simple as this makes it easily digestible and shareable! 

There you have it – a detailed list of Instagram Story ideas to make sure you never run out of content this June!


How do you make a catchy Story on Instagram?

To attract attention, get creative! Include Emojis, Stickers, colourful fonts and fun language that includes CTAs.

How can I increase my Story views?

  1. Add an engagement-driving Sticker (ie, a Poll, Emoji Slider or Quiz)
  2. Add an extra Story at the end of the day 
  3. Share exclusive content on Stories (for brands this could be a 24-hour discount code and for creators a personal story)

What is the current Instagram Story trend?

The ‘Add Yours’ Sticker creates a public thread in Stories. You can customise the prompt (such as ‘show me a picture of your pet’) and wait to see who responds to it with a picture on their Story. For brands, this is a great way to encourage UGC.

How do I make my Instagram Stories interesting?

To hold your audience’s attention you can:

  1. Start a ‘this or that’ game on your Story
  2. Show how something is made
  3. Share a buying guide
  4. Create fun graphics with useful tips
  5. Create a fun quiz
  6. Start a trend using the ‘Add Yours’ Sticker
  7. Participate in a Story trend

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our influencer marketing & social media blogs here.

Socially Powerful

Posted in Marketing News, News, Social Media Platforms

The Snapchat Renaissance of 2023

May 23rd, 2023 by

Snapchat slipped off the map slightly in the past few years, but new Snapchat updates have given the platform a new lease of life. 

With Snapchat updates including new monetisation features for Snap creators, a brand new AI bestie, larger options for discovery and sharing, and more interactive marketing features, Snapchat is set to become a dream for users, brands and creators. 

Snapchat Updates: Engagement insights

As of 2023, Snapchat has over 383 million active users, and over 350 million Spotlight users, which is also showing a 170% uplift in annual viewership. 

The audience is still skewed towards younger audiences, with the majority aged between 18 and 24, but this can climb up to 35. 

But what are the updates the platform has implemented to keep this number climbing, and more importantly, will they work?

Snapchat Updates: Creator

Creator monetisation: Crystals

Snapchat’s update for creator monetisation has made the platform become a creator favourite, attracting some of social’s biggest names. Snapchat’s Snap Stars revenue stream reportedly splits revenue 50/50—a significantly more lucrative split than other platforms offer. 

Creators within Snap Stars are paid in Crystals—the exchange rate works out to $1 to 10 Crystals, and can be paid out once a creator has earned over 1,000 Crystals (or $100). 

Snapchat also allows Stars to earn through gifts. This is where users essentially tip their favourite creators by sending sticker-like or filter gifts, to even more expensive items like Bitmoji outfits and Lenses. Users need to purchase Snap Tokens in order to send virtual gifts.

Stories Revenue Share Program

Creators with over 50K followers, 25M views, or 12 hours of view time are eligible for Snapchat’s Stories Revenue Share Program. Creators within the program can place ads within their Stories, generating recurring revenue. 

The Program allows users over 18 to share their Story content with friends and a wider audience from one account, and even schedule Stories to go live at any time. Scheduled Stories is particularly useful given Snapchat’s new feature of tagging locations. 

Snapchat Updates: New features 


One of Snapchat’s newest features is MyAI—an artificial intelligence bestie for Snapchatters. The tool can hold a conversation, help you find gift ideas, answer trivia, and more. Users can start a chat with the bot just as they would with a real friend. 

Snapchatters can even bring their AI into group chat conversations by @’ing them, and asking questions on behalf of the group. 

The bot was initially only available to Snap+ subscribers, but has since rolled out to all users. The bot has gone viral on multiple other social platforms for people posting funny conversations, but also for safety concerns. 

The AI bot is still learning and developing, and runs on a custom version of AI tech provided by ChatGPT’s maker OpenAI. The bot can often switch from responsible adult to mischievous friend within the same conversation.

After Dark

After Dark is Snapchat’s edited version of BeReal. It’s where users can make and send content to their friends after 8PM, but recipients can only view the content after posting their own Story. The feature was added to allow users to create a space to “relive last night’s escapades.” 

This feature can not only be used by Snapchatter, but brands. Brands could post exclusive After Dark discount codes and deals to their most loyal fans. 

Snapchat Updates: Marketing opportunities 

AR Enterprises Services (ARES)

ARES allows brands to use AR tech to enhance brand experiences for users through the Shopping Suite. Through the Shopping Suite, users can access three AR elements; the 3D Viewer, AR Try-On, and the Fit Finder. Tools available within the Shopping Suite work in tandem to provide bespoke virtual shopping experiences for brands and users. 

Snapchat has been at the forefront of AR tech since its conception. ARES has made third-party integrations seamless, offering a fluid shopping experience to users that brands can leverage. AR tech makes shopping interactive and fun for users.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Industry Trends, Influencer News, Marketing News, News, Social Media Marketing News, Social Media Platforms

Using Instagram Reels Hashtags to Increase Engagement During Pride Month

May 16th, 2023 by

It’s no secret that social media content is becoming more and more saturated, making it increasingly more difficult for brands and creators alike to stand out from their competitors. 

Luckily, through extensive social listening and years of trial and error, we now know which variables affect growth and engagement online and can tune into these to help you take your marketing efforts this Pride month, up a notch.

Instagram is a frontrunner when it comes to achieving exceptional social media marketing results. Its more recent introduction of Reels has made it even easier for more brands and creators to elevate their content and widen their reach. Just like usual hashtag strategies, a careful selection of Instagram Reels hashtags can ensure that this content is seen by the right people and engaged with sufficiently. The Instagram Reels algorithm also highly favours hashtags that are intentionally set and follow the basic rules when it comes to hashtag best practices. Click here for more information on how you can use the Instagram Reels algorithm to your advantage.

If you are unsure where to begin with your Instagram Reels hashtags strategies, then hiring the help of an Instagram marketing agency is the best way to alleviate your worries. The agency experts will handpick trending hashtags to help elevate and circulate your content. However, if you are ready to take on the challenge alone, then keep reading for all you need to know about maximising your Pride month marketing efforts using Instagram Reels hashtags.

Let’s begin!

Top trending Instagram Reels hashtags 

The top 30 trending hashtags for your Reels are:

  1. #reels
  2. #reelsinstagram
  3. #reelsvideo
  4. #reelitfeelit
  5. #reelsindia
  6. #holareels
  7. #reelsbrasil
  8. #reelsteady
  9. #outfitoftheday
  10. #reelseat
  11. #instagramreels
  12. #viralvideos
  13. #reelsinsta
  14. #reelsofinstagram
  15. #k
  16. #music
  17. #reelsportswear
  18. #reelshutter
  19. #bhfyp
  20. #outfitinspiration
  21. #disney
  22. #tiktokindia
  23. #videooftheday
  24. #instareel
  25. #streetwearstyle
  26. #foryoupage
  27. #fyp
  28. #instafeeds
  29. #indianreels

Consider mixing some of the top trending Pride hashtags into your caption to maximise your reach:

  1. #pride
  2. #gay
  3. #LGBT
  4. #love
  5. #loveislove
  6. #LGBTQ
  7. #instagay
  8. #gayboy
  9. #pridemonth
  10. #gaypride

How to find Instagram Reels hashtags to incorporate into your captions


Instagram’s search function is known to benefit creators and brands in more ways than one. 

To conduct hashtag research, simply type your keyword into the search bar and click on the ‘Tags’ tab. From here, you will see the most popular hashtags used in relation to your keyword, with the number of posts containing that hashtag next to it. 

For example:

Instagram Reels hashtags search example for clothing

Competitor research

Without blatantly copying them, it is wise to look to your competitors when putting together your list of Instagram Reels hashtags. You are most likely aware of the top performing brands and creators within your industry, so take a look at their top performing Reels and make note of the hashtags used and in what way they are being used. 

Other social networks 

Taking trending hashtags from other social networks – particularly TikTok – that haven’t yet caught on over on Reels is a great way to skyrocket content to the top of the trending list.

Social listening

Making use of social listening tools is vital if you want valuable information about what your target audience wants from your brand. What’s great is that this data can be applied to hashtags too. 

Top trending Instagram Reels hashtags according to industry

Fitness Instagram Reels hashtags 

  1. #fitness 
  2. #fitnessmotivation
  3. #fitnessreels
  4. #health
  5. #lifestyle
  6. #gymlife
  7. #muscle
  8. #instagood
  9. #gymmotivation
  10. #beastmode

Travel hashtags 

  1. #travelling
  2. #travelblogger
  3. #traveling
  4. #travel
  5. #travelmore
  6. #travelbug
  7. #traveldiary
  8. #instatravel
  9. #travelholic
  10. #travelers 

Food hashtags 

  1. #mealsandreels
  2. #foodgasm
  3. #yum
  4. #eat
  5. #foodpics
  6. #dinner
  7. #foodpic
  8. #lunch
  9. #foodphotography
  10. #breakfast

Fashion hashtags

  1. #fashion
  2. #fashionstyle
  3. #fashionmodel
  4. #fashionweek
  5. #fashiongram
  6. #style
  7. #styleblogger
  8. #styleblog
  9. #makeupforever
  10. #beautytips

Funny hashtags 

  1. #funny
  2. #memes
  3. #funnymemes
  4. #dailydose
  5. #memestagram
  6. #funnyreels
  7. #funnymeme
  8. #funnyvideo
  9. #comedyreels
  10. #lol

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Marketing News, News, Social Media Marketing News, Social Media Platforms

The Facebook Demographics Every Marketer Should Know

May 15th, 2023 by

As a social media platform, Facebook has stood the test of time. Despite the constant change in trends, user behaviour and content preferences, it has continued to remain at the top of the social media leaderboard. Given this, what are the Facebook demographics to know for 2023?

But with the rise in competition coming from platforms like TikTok, how do marketers know if their audience are even still using Facebook? Facebook demographics are a foolproof way to know if you still have some form of standing on the platform or if it’s time to try your luck elsewhere. This blog will get you up to speed with the latest Facebook demographics, covering all you need to know about users, usage, and advertising on Facebook in 2023.

Facebook demographics: Users

As the third most visited website on the internet – following Google and YouTube – it’s safe to say there are a fair few people visiting Facebook, daily, but who are they and what is their purpose for visiting? 

1. Facebook has nearly 3 billion monthly active users

By Q3 of 2022, Facebook’s number of monthly active users increased to 2.96 billion. Though adoption has slowed down, usage is on the up, putting the platform in good stead for hitting the 3 billion mark. It is also important to note that 67.5% of these monthly active users are active every day. This means that there are potentially billions of people that your brand could reach every day.

2. Messaging friends and family is the top activity on Facebook

71% of users say they use Facebook to message friends and family, particularly if that family lives overseas. Other popular activities include photo sharing/posting (62.9%) and keeping up to date with events (59.5%).

3. India leads in total Facebook users

India boasts a total of 329 million Facebook users. That’s 23.88% of their entire 1.38 billion population. It might feel like they lead in everything, but the US and Canada only make up 10% of total Facebook users. 

In-keeping with country specifics, 66% of the UK population are Facebook users, while a whopping 71.43% of the US population are, too. 

4. Users aged 65 and over are the platform’s fastest growing demographic

A study conducted by the Pew Research Centre found that of all the Facebook demographics, those aged 65 or older grew the most between 2018 and 2019, from 26% to nearly 40%. Millennials and Baby Boomers only rose by 2%, while Gen X actually decreased by 2%. 

Speaking of millennials, an estimated 84% of millennials are active users of the social platform, making them the largest audience. 

5. Facebook is the most popular social media platform for men and women aged 35-44

This might not come as a surprise to most of you, since it feels like nearly every mum on the planet has a Facebook account to share pictures of their children and holidays on.

Facebook demographics: Ads

The world of Facebook ads is ever-expanding and 2023 is no exception. Read on to find out more about the current advertising statistics and trends. 

1. 93% of social media marketers use Facebook ads

Facebook ads are essential for most marketing strategies, internationally. As previously mentioned, billions of users worldwide flock to Facebook so it makes sense for marketers to expand their efforts through the platform.

2. 56.6% of Facebook’s ad audience are men

The largest Facebook ad audience in 2021 was men aged between 25-34, accounting for 19% of total reach. Men aged between 18-24 make up 15%, while women aged between 24-35 account for 13%. 

3. Facebook ads see an average click-through rate (CTR) of 0.90%

According to a WordStream study Facebook ads get a CTR of 0.90% across all industries. Having said that, it does vary industry by industry, with retail, legal, apparel, beauty and fitness seeing a CTR of 1%.

In addition to this the average cost per click (CPC) for Facebook ads across all industries is £1.31. The industry with the highest CPC is Finance and Insurance with £2.88, while the industry with the lowest CPC is apparel with £0.34. 

4. The average conversion rate across industries is 9.21%

Facebook is the leading social media platform when it comes to conversion rates, with Google Ads trailing in second place with a rate of 3.75%. Again, specifics depend on your industry, with Fitness, Education and Healthcare sectors seeing significantly higher conversion rates than others.

Needless to say with such high conversion rates and low CPC, marketing on Facebook yields high returns, placing it at the top of the leaderboard for highest ROI generated. 

5. Over 1 billion people use Facebook Marketplace 

The buy-and-sell element to Facebook has grown substantially since its launch in 2016 and is now used by over 1 billion people worldwide. Expanding upon this in 2020, Facebook then launched Shops in an attempt to cater more towards the ecommerce world. With online shopping becoming more commonplace, Facebook users have 250 million stores to choose from, with an average of 1 million people using the feature on a monthly basis.

6. 94% of ad revenue is from mobile users

“Facebook really is a mobile app” said Zuckerberg and that doesn’t seem to be changing any time soon. From an estimated 34.45 billion in mobile ads, to 113 billion USD in 2022. 

This leads us into exploring Facebook as a mobile-first platform.

Facebook demographics by device

1. Most people access Facebook from a mobile device

97.4% of Facebook users access Facebook from any type of mobile device. Moreover, 68.7% of users exclusively use their mobile phones to access Facebook, indicating how much of an overwhelming preference there is for accessing the platform via mobile, therefore, how important it is for Facebook to optimise for mobile devices. 

Brands should keep this in mind when developing a content strategy for Facebook.

2. Only 2.6% of users exclusively use computers to access Facebook

This is quite a stark difference compared to those whose preference is a mobile device to access the platform. 

3. If you’re using Facebook, you’re more than likely to use the other apps in Meta’s family

Along with Facebook, Meta has a lot of other successful apps under its belt that you are most likely already using. 

  1. 74.7% of Facebook users also use YouTube
  2. 72.2% of Facebook users also use WhatsApp
  3. 78.1% of Facebook users also use Instagram

It was also found that Facebook users are least likely to use TikTok and Snapchat, two platforms that generally attract a younger audience. 

4. Facebook mobile users spend 57 minutes on the app per day 

This translates to an average of 28 hours every month and 14 days every year.

If your audience still frequent Facebook, hiring the help of a Facebook marketing agency is a great way to boost and manage your presence on the platform and ensure you are reaching the relevant people.


What is the largest Facebook demographic?

As of January 2023, it was found that men aged between 25-34 made up Facebook’s largest audience, accounting for 17.6% of total global users. 

What are the Facebook gender demographics?

In 2023, 56.5% of Facebook users are men, while 43.5% are women. 

What are Facebook’s age demographics?

18-24 years old = 18.1%
25-34 years old = 25.7%
35-44 years old = 18.1%
45-54 years old = 13.6%

Which country uses Facebook the most?

India has the most Facebook users globally, with 329 million users.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Marketing News, News, Social Media Platforms

Understanding the TikTok Algorithm in 2023

May 15th, 2023 by

The TikTok algorithm is notoriously tricky.

Social media is no longer about posting whatever, whenever. There is an art to achieving success.

Getting to grips with a platform’s algorithm is crucial. It is responsible for what content is shown on a person’s feed and, from a brand’s perspective, determines which people are most likely to engage with it by displaying it to an appropriate audience. 

In the past, we’ve delved into the Instagram algorithm and even the Instagram Reels algorithm, but in today’s hot seat is the world’s most talked about social media platform, TikTok. 

The TikTok algorithm works so flawlessly that it keeps users hooked on their For You Page for hours. But how does it do this?

This blog will not only tell you how, but also reveal ways in which you can work with it to give your content a fighting chance of beating the myriad of competing content that awaits.

TikTok Algorithm: “There’s no magic formula”

One of the most interesting things about the TikTok algorithm is that it doesn’t rely on a user directly indicating whether they like something through a thumbs up or a save in order to decipher which content to feed them. Uniquely, it actively tests its own series of predictions by examining a user’s response to the videos it thinks they’ll like. 

Ever scrolled through your FYP and wondered how you ended up seeing gymnastic content or hairdressing videos? The TikTok algorithm is constantly working overtime to learn what type of content a user likes and engages with and what they prefer to ignore. If it thinks you like Formula One it will begin showing you videos of supercars and gauge your response to them before showing you more similar content. This is why there is an endless stream of content on the FYP. The algorithm wants to learn everything about you to give you the best experience possible!


TikTok now shows you why a particular video was recommended to you in your FYP! ✨ #tiktoknews #socialmedianews #tiktokfeature #fypexplained #greenscreen

♬ original sound – Later

How does the TikTok algorithm work?

In the past, social platforms would keep their algorithms a secret. This makes sense since a platform’s algorithm is what makes it unique. But in recent years sceptics have arisen questioning how their interests and behaviours have been tapped into by said platforms. This has forced many social media heads to be more transparent about their inner workings. Fortunately for us, this means we now know some of the key ranking signals the TikTok algorithm uses. They are as follows:

User interactions

The TikTok algorithm bases recommendations on a user’s interactions with content on the app. What kind of interactions?

  1. Which accounts you follow
  2. Comments you’ve posted
  3. Creators or sounds you’ve chosen to hide
  4. Videos you’ve liked/shared
  5. Videos added to favourites
  6. Videos marked as ‘Not Interested’
  7. Videos you’ve reported as inappropriate
  8. Longer videos you watch until the end
  9. Content you create
  10. Interests you’ve displayed by interacting with organic ads

Video information

Video information signals are based on the content you actively seek through Discovery and Search. This can include: 

  1. Hashtags
  2. Sounds
  3. Captions
  4. Effects
  5. Trending topics

Location and language

The TikTok algorithm recognises a user’s device settings (language and video) when deciding who may be interested in a video.

Some of the device and account settings picked up by the algorithm are:

  1. Language preference
  2. Type of mobile device
  3. Country setting
  4. Posting location


Trending sounds and songs are to TikTok what hashtags are to Twitter. They are crucial to a user’s experience. The TikTok algorithm knows this and categorises content based on what trending audio a user either engages with or uses in their own content.

What’s not included in the TikTok algorithm?

The following are NOT recommended by the algorithm:

  1. Duplicated content
  2. Content you’ve already seen
  3. Content the algorithm flags as spam
  4. Potentially upsetting content
  5. Unoriginal, low-quality, QR code content
  6. Inauthentic or misleading content

Ways to hack the TikTok algorithm

As the saying goes, ‘if you can’t beat them, join them’. The same applies to social media algorithms. From a creator’s perspective, working with the TikTok algorithm, rather than against it, is a sure way to boost performance and encourage growth, but what does this look like exactly?

Find your niche 

The nature of the TikTok algorithm makes finding existing communities to engage with, crucial. This is because, unlike other social media platforms where people spend their time engaging with accounts they already follow, TikTok users spend 70% of their time on the FYP discovering new accounts/content. If you can use the FYP to tap into a new community, you’re then likely to be amplified to the correct audience from then on. 

Some of the top communities currently circulating TikTok are:



love these books so much🫶🏻 #fyp #booktok #bookclub #bookrecs #books #read #bookhaul #sadbooks #sad

♬ original sound – 𝐂𝐇𝐀𝐑𝐋𝐈𝐄



#tiktokfood #asmr

♬ オリジナル楽曲 – バヤシ🥑Bayashi – バヤシ🥑Bayashi



Shower cleaning 🫧🤩 #cleantok #cleaningtiktok #cleaning #showercleaning #showerclean #shower #cleanwithme #cleaninghacks #cleaningmotivation #asmr #asmrcleaning #asmrclean #momcleaning #fy #fyp #foryou #momsoftiktok #asmrsounds

♬ original sound – Val | Cleaning & Organizing

Understanding your niche will allow you to create content that connects authentically with the relevant audience, enhancing credibility, brand loyalty and gaining even more exposure for your brand. TikTok users want brands to take this approach, with 76% of them saying they like it when brands are part of special interest groups. 

Optimise for search 

TikTok’s algorithm is prepped and primed for search engine optimisation. Its endless stream of content means almost every question typed into the search bar is met with a result. SEO relies heavily on keywording, a practice that all TikTokers can begin to incorporate into their content through hashtags, on-screen text and captions. Just like Google, TikTok will prioritise content that makes the most use of this keywording practice. 

Using hashtags is a great way to categorise your content, but using relevant hashtags that incorporate keywords will signal to the TikTok algorithm what your content is exactly about. For a more in-depth look at TikTok SEO strategies, click here.

Create high-quality content

As previously mentioned, the TikTok algorithm does not favour low-quality content. This isn’t to say you must go and buy the latest, most expensive equipment. Your phone quality will more than suffice, as long as you pair it with good lighting, a decent microphone and some above average editing skills. 

TikTok allows for videos to be anywhere between 5 seconds to 10 minutes in length, however, experts suggest always ensuring your videos are over 10 seconds to leave a lasting impression. 

TikTok also suggests users make the most of its built-in features like trending effects and text treatments, as these are capable of boosting your chances of appearing on the FYP.


Tiktok editing tutorial, if you are thinking of editing Tiktok videos in the app this is going to be super helpful for you. Learn video editing #videoediting #editing #tiktokediting #howtoedit #editingtutorials

♬ Blue Blood – Heinz Kiessling

Post at the right time for your audience

Active engagement is a key ranking signal of the TikTok algorithm, therefore you should be posting when your audience is most active. Click here for more information on how to find out more about your audience’s online activity and the best times to post on TikTok.

Be real, be you!

Unlike other social media platforms where a polished image gets you far, this isn’t the case on TikTok. 

  1. 65% of users agree that professional-looking videos from brands feel out of place or odd on TikTok.
  2. 78% of users agree that the best brands on TikTok create videos on all sorts of topics and interests.
  3. 77% of users like it when brands reveal more about themselves.
  4. 44% of users want to see something fun or entertaining from brands who advertise on TikTok.
  5. 64% of users prefer seeing ‘everyday people’ advertising products as opposed to celebrities.


What is the TikTok algorithm?

A set of key ranking signals TikTok uses to determine which content makes it to a user’s FYP.

What are the algorithms top ranking signals?

  1. User interactions
  2. Video information
  3. Location and language 
  4. Audio

How do you beat the TikTok algorithm?

  1. Find your niche
  2. Optimise for search
  3. Create high-quality content
  4. Post at the right time for your audience
  5. Use relevant hashtags 
  6. Use trending audio
  7. Experiment with new features
  8. Engage with similar creators
  9. Create accessible content 
  10. Be you!

What is the current TikTok algorithm in 2023?

In 2023, TikTok bases recommendations on a user’s interactions with the content it provisionally shares. 

How does the TikTok algorithm work?

TikTok uses the key ranking signals (mentioned above) to further suggest content it believes a user is most likely to interact with and like.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Marketing News, News, Social Media Marketing News, Social Media Platforms

How To Use Hashtags On TikTok

April 26th, 2023 by

On a surface level, hashtags are synonymous with Twitter and for revealing your #womancrushwednesday on Instagram. But did you know that entire marketing strategies can be built around a single hashtag? Learning how to use hashtags on TikTok can put you ahead of the curve.

Hashtags are essentially a way to group together conversations or content around a certain topic on any social media platform. Just one specific hashtag can lure thousands of people to the same place, making it an ideal strategy for brands looking to increase visibility, launch a new product, gain followers e.t.c. 

Simply hashtagging mundane words you believe to be relevant to your industry/brand, such as #fashion and #summer, will no longer suffice. We are in the age of intentional social media content and carefully crafted captions. Knowing how to use hashtags also joins this list of non-negotiables that are imperative for online success.  

Hashtagging best practices vary according to the social media platform, and that in question in today’s blog is TikTok. 

Hashtag strategies on TikTok operate slightly differently to those on the likes of Instagram and Twitter. This is because of the platform’s built-in search engine which allows brands to run SEO strategies using hashtags and keywords. To learn more about how TikTok is rivalling the world’s most famous search engine, click here.

For more on how to use hashtags on TikTok, read on.

Current top TikTok hashtags 

The current top trending TikTok hashtags you can implement into your strategies are:

  1. #tiktok
  2. #love
  3. #like
  4. #follow
  5. #explore
  6. #2023
  7. #meme
  8. #video
  9. #followforfollowback
  10. #duet
  11. #repost
  12. #tiktokchallenge
  13. #new
  14. #tiktokfamous
  15. #tiktoktrend
  16. #viralvideos
  17. #viralpost
  18. #blackgirlfollowtrend
  19. #relatable
  20. #slowmo
  21. #behindthescenes
  22. #dadsoftiktok
  23. #momsoftiktok
  24. #family
  25. #reallifeathome
  26. #tiktokmademebuyit
  27. #mexico
  28. #challenge
  29. #youtube
  30. #youtuber

REMEMBER: unless you are starting from scratch, you should only be including hashtags in your captions or on-screen text that are relevant to your brand.

Hashtagging best practices on TikTok 

One of the golden rules of hashtagging is to avoid spam-like behaviour which comes with posting an unnecessary stream of hashtags underneath a caption. Hashtags serve a purpose, so each one implemented should be intentional and not just a way to try to gain followers with #follow4follow or #likeforlike. 

Though there is no limit to how many hashtags you can use, the optimal number to use on TikTok is 3-5. Choose wisely!

Other points to consider:

  1. Find the best hashtags for your content: as mentioned above, it is essential to use hashtags relevant to your brand. This is what will put you in front of the right audience and gain you valuable followers. Check out your competitors to see how to use hashtags to speak to the right people. You can also head to the TikTok Creative Centre where they update the platform’s top trending hashtags by industry, weekly.
  2. Combine niche hashtags with popular ones: popular hashtags are great for brands and influencers trying to build a following, as they have larger audiences. However, more niche hashtags are those that will gain you more engaged and interested followers. For example, #fashion has billions of impressions, whereas hashtags like #summerfashion and #plussizefashion is more niche; allowing you to tap into two different audiences. 
  3. Create a branded hashtag challenge to boost brand awareness: read on for how to create a branded hashtag challenge.

The TikTok video below does a great job of incorporating all of the aforementioned points. The popular hashtag #hoodies is paired with more niche hashtags #trekcore and #sistersandseekers to pull in audiences from every angle.

Branded hashtags on TikTok

We’ve already established that hashtags have the power to draw thousands of people to the same spot on TikTok, but they become even more powerful when used in challenges. TikTok challenges prompt users to create their own content around the hashtag in question; igniting massive engagement and sparking organic brand awareness. 

Branded hashtag challenges can be anything from dancing to an original song to reinventing the original challenge video. Each piece of content made in response boosts the challenge’s popularity, eventually (hopefully) gaining it viral status. From here, anyone who stumbles upon the challenge will automatically associate it with the brand who created it.

Below are examples of some of the most successful branded hashtag campaigns to come out of the fashion industry.

Converse – #CreateNext

Converse’s #CreateNext campaign is on a mission to support and cultivate young talent “from Los Angeles to Johannesburg”. It features 20 6-second videos shining a light on their chosen talent pool, which features the likes of A1 X J1, Honey Dijon, and Turnstile and what #CreateNext means to each of them. 

Taking inspiration from Converse’s chosen stars, users have got involved by posting their own 6-second TikTok videos showcasing their talents and what #CreateNext means to them. The hashtag has 451.6M views.


For DJ Honey Dijon, #CreateNext means uplifting the LGBTQIA+ community and keeping culture spinning forward. 🎵 Downtown – Honey Dijon (feat. Annette Bowen & Nikki-O)

♬ original sound – Converse

Calvin Klein – #MyCalvins

As the latest version of their famous ‘My Calvins’ campaign, Calvin Klein took to TikTok to celebrate inclusivity. The new iteration of the campaign saw Calvin Klein become one of the only major fashion brands to cultivate a presence on the platform at the time and after just 24 hours, the company declared it their most digitally-viewed campaign ever. The campaign consisted of influencers and celebrities posing in Calvin Klein underwear and jeans to tap into the younger audiences who frequent the platform. The hashtag has 291.7M views.


Causing chaos in #mycalvins 🤍 @calvinklein #ad

♬ Players – DJ Smallz 732 – Jersey Club Remix – Coi Leray

Crocs – #ThousandDollarCrocs

The #ThousandDollarCrocs campaign encouraged users to post to TikTok what they believe a pair of $1,000 Crocs would look like to them. In just one week, Crocs gained 100,000 followers, with 45,000 videos created within the first 36 hours of launch. The hashtag currently has 3.1B views!


$1000 fit w/ my #ThousandDollarCrocs #Ad

♬ I’m Gonna Be – Post Malone

ASOS – #AySauce

Incorporating an augmented reality (AR) filter and bespoke music track, ASOS launched the #AySauce branded hashtag challenge, which saw influencers showcase 3 ASOS outfits of their choice in just 15 seconds. Other users quickly caught on to this and contributed their entry to the challenge, providing even more content associated with the fashion retailer. The challenge hashtag has 2.6B views. 


3 sauce looks…which is your fave? A, B or C? 🔥🔥 @asos #AySauceChallenge #ASOS #Ad

♬ Ay Sauce – Cashino


How do you use hashtags properly?

Proper hashtag use includes the following:

  1. Place the # symbol in front of your word/phrase
  2. Make sure there are no spaces, punctuation or symbols between words
  3. A mixture of popular and niche hashtags
  4. Only including hashtags relevant to your brand/industry 
  5. Avoiding spam-like behaviour (between 3-10 hashtags usually suffice)

What is a hashtag example?

#SummerFashion and #ShopTilYouDrop are examples of hashtags.

What are the three best hashtagging practices?

  1. Avoid spam-like behaviour
  2. Only include relevant hashtags 
  3. Ensure a mixture of popular and niche hashtags 

How successful are hashtags?

Yes. Hashtags are great for increasing reach, brand awareness and engagement. Using niche hashtags that are relevant to your industry/brand will ensure that you tap into an interested/engaged audience.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Marketing News, News, Social Media Marketing News, Social Media Platforms

How To Make An Instagram Filter For Your Next Campaign: A Step-By-Step Guide

April 26th, 2023 by

Today’s social media marketing gurus continue to offer a plethora of new and innovative ways to carry out promotional activities and publish branded content.

While not all make the cut, one has stood the test of time and continues to prove its leadership in the creative content realm. 

We’re referring to augmented reality (AR) filters. 

If you were an avid Snapchat user circa 2015, you are probably well acquainted with AR filters and the transformations you can undergo by using them. The app’s AR filter introduction changed the promotional game from here on, allowing brands to connect to new audiences, all while advancing them technologically.

Not to be confused with virtual reality (VR), AR augments a real-world scene, rather than creating an immersive virtual environment. Brands can use AR filters to show consumers what a potential clothing item would look like on their body, or an item would look like in their home by creating a unique digital overlay to sit on top of whatever the camera is pointing at. 

In 2017, Instagram caught on to the success of creating AR filters by releasing its very own face filters. Fast forward several years and Instagram’s AR filter game is even stronger, as users can now create their own interactive filters and share them to their Stories. 

Whether you’re a brand looking to level up your promotional game or a user looking to create your very own AR filter, such technology can be tricky to navigate. This blog will walk you through our step-by-step guide on how to make an Instagram filter.

If, after reading our blog, you still aren’t convinced that this is the task for you, consider recruiting the help of an Instagram marketing agency, whose access to the right tools and experts will see the job done for you.

Why use AR filters?

There are a multitude of ways to promote your brand and its products on Instagram, so why use AR filters?

Making use of advanced technology is a great option for brands looking to engage a younger audience and seeing as 67% of all Instagram users are aged between 18-29, AR filters are sure to grab their attention. 

Even if your target audience is slightly older than this, it is important to remember that one third of the most-viewed Instagram Stories are business-owned. Making use of all the features Stories have to offer is wise when aiming for Instagram success. 

Here are some other ways Instagram filters could be advantageous to your brand:

  1. Show off your brand’s personality: custom filters are reflective of your brand’s tone and show off its best and most unique parts, helping you stand out from competitors.
  2. Connect with your audience: AR filters are created for the purpose of interaction. Offering your audience the chance to engage 1-on-1 strengthens the connection between you both, which, in turn, increases brand loyalty.
  3. Be ahead of the curve: though AR filters are no new invention, they are still yet to be adopted by many more brands and users. Those already making use of them are still technically considered ‘ahead of the curve’ and are deemed to have more impressive qualities.
  4. Increase brand awareness: incorporating your brand’s logo into a custom AR filter will make those using your filter aware of its creator. As well as this, non-promotional filters are added to the Effect Gallery where any and every user on Instagram can find and try them out, increasing your pool of new potential audience members.

How to make an Instagram filter 

Spark AR Studio makes it possible for users on both Facebook and Instagram to create their own AR filters. The AR customisation process in itself is a complex process, especially for those who aren’t technically proficient, but Spark AR Studio makes it simple and foolproof. 

Step 1: Download Spark AR Studio 

Available for Mac and Windows, Spark AR is the easy-to-use platform you need to create custom filters and effects. From here, walk through the tutorials in the Learning Centre to get a feel for the Studio’s interface.

Step 2: Decide your effects

You’ll need to decide whether you want to use one of the eight templates or make your filter from scratch. See the templates below:

The World Object template involves putting a 3D object into the real world and will form the basis of your custom AR filter.

Step 3: Starting

Upon opening the World Object template, you’ll see a placeholder object in the central panel. This is called the Viewport and is where you’ll build your filter.

The iPhone in the corner is where you’ll preview your work. You can change this to another device if you wish.

On the left is the Scene Panel. The options presented here will be used to edit your filter. 

Step 4: Upload a 3D asset 

Choose a 3D asset from the AR Library or import your own. The Library also allows you to choose from free audio files, animations and more.

Step 5: Edit your uploaded graphic

Your uploaded asset should now be visible in the Viewport. Using the Scene Panel, you can edit the look and movement of your asset and how it interacts with the real world. 

The Scene Panel also allows you to do the following:

  1. Change the directional light to give the object a more “3D effect”
  2. Alter the animation of the uploaded object 
  3. Choose whether the effect is available for the front or back camera, or both
  4. Add more elements to your effect, such as additional animations, textures and materials

Step 6: Test your new filter

You can send your masterpiece to Instagram to see how it works in Stories. This stage is crucial for deciding whether or not it is necessary to go back to the drawing board. 

Alternatively, you can download the Spark AR Player App to see how your effect will work once put out to the rest of the world. 

Step 7: Publish your filter

You will find the Upload button in the bottom left-hand corner of the screen.

Do bear in mind that your new filter will not be published immediately. It must first be reviewed to ensure that it adheres to Spark AR’s policies and guidelines.

Examples of the best Instagram AR filters

British Vogue 

To promote the launch of Salvator Ferragam’s sunglass styles, British Vogue created the ‘Sunglass Flip’ AR filter for Instagram Stories. It has 4 interactive designs, which people can “try on” from the comfort of their own home. Each pair has bespoke detailing, such as stars and sparkles to help users decide which matches their aesthetic most.

How to make an Instagram filter: Vogue


Aspiring astronauts no longer have to dream about going to space, as NASA have created a SpaceX helmet filter, which allows you to don the entire space suit while onboard a spacecraft. This is great for inspiring the next generation.

How to make an Instagram filter: NASA


To promote the LOKI series, Marvel released an AR filter which allows people to flip between wearing three different Loki crowns. With sound transitions between each style, users get to experience other augmented senses aside from sight.

How to make an Instagram filter: Marvel


Is it free to make an AR Instagram filter?

Yes, it is free. Spark AR Studio is free to download and use.

Can you make custom Instagram filters?

Yes, with Spark AR Studio you can customise your filter with anything you’d like as long as it complies with the guidelines and policies. 

Do filter creators get paid on Instagram?

Companies are always looking for ways to personalise their content and more often than not wish to recruit the help of someone else to carry this out. AR filter creators can sell their creations for money directly through the company or on sites like Etsy, Gumroad and Tutobay.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs here.

@ Socially Powerful

Posted in Marketing News, News, Social Media Marketing News, Social Media Platforms

How TikTok Threw the Male Beauty Market into the Highlight

March 28th, 2023 by

It’s not new news that TikTok plays an incredible role in whether a brand or product becomes popular—especially with Gen Z consumers. Every week there’s a new hot product making the rounds, influencing users in their thousands to rush and make a new purchase.

A particular consumer profile TikTok has been influencing heavily is male beauty shoppers. The male beauty market has grown rapidly over the past few years, and is estimated to be worth $110 billion by 2030.

Insights from GWI showed that beauty and cosmetics have been the fastest interest within male consumers, increasing by 21% in just three years. Interest really peaked during the first COVID-19 lockdowns in March 2020, while TikTok’s user base was growing at an incredible rate.

During early 2020, easy skincare was all the rage on TikTok. People had more time on their hands through working from home, being furloughed, or having school/university postponed, meaning they could put their efforts towards something not previously considered—in this instance, skincare. TikTok created a wealth of beauty and skincare content, offering in-depth and beginner friendly tutorials and breakdowns on skincare, hair care, and grooming.

Male-centred beauty hashtags have made a splash on the platform. The #mensgrooming hashtag has over 1.7 billion views, and #mensmakeup has over 351 million.

@luke.corbett Blushin pt 2 #mensmakeup #beauty #blush #grwmmakeup ♬ Satellite speed audio – 1D Audioz

Men in beauty isn’t a new concept, but it’s gradually filtering down to become a daily norm for many men. TikTok has helped break the gender stereotypes down, reducing the restrictions men previously felt towards beauty, and has paved a new path for self expression.

On the platform, there are countless videos of men sharing their “undetectable boy beats”, which is essentially no-makeup makeup. Many men have shared their thoughts on makeup, and how it helps them feel more confident by hiding any skincare concerns they have.

In addition to skincare, and natural-finish beauty products, men have also become more interested in traditionally feminine beauty products. With the rise of different aesthetics, including e-boy and indie sleaze, there’s been a significant increase in male-beauty content around eyeshadow, eyeliner, and nail polish.

@dthekorean Would you put blood on your face? 😏 #korean #kbeauty #koreanskincare #chemicalpeel #Skin1004partner #skincarehacks #skincaretips ♬ Let It Snow! Let It Snow! – Frank Sinatra

Popular male skincare TikToker David Kim proposes that the rise of male beauty and grooming stems from the commonplace of social media. With the selfie-culture and aesthetically-focused content prevalent on social media, men have become more aware of their appearances than previous generations, and are directly confronting their insecurities with beauty, skincare and grooming.

Over the past couple of years, we’ve seen male-focused beauty and grooming brands burst into virality thanks to TikTok. Due to many men working from home, they have been able to experiment with skincare and makeup with time and privacy they haven’t previously had.

@stryx_official Reply to @_quantreau 🦈 #sharktank #mensmakeup #mensskincare #beautyindustry #mensskincareproducts ♬ Low Down – venbee & Dan Fable

Jon Shanahan, co-founder of male cosmetics and grooming band Stryx, bases a large portion of the brand’s success on the disruptive nature of the brand. He informs that the best performing videos are those that show a masculine-presenting man putting effort towards their appearance, and it’s this shock factor that helps the brand stand out.

He also states that his top performing videos are GRWMs when he has a moustache. He believes the juxtaposition of a masculine moustache combined with makeup catches people off guard, resulting in longer view times and higher engagement.

As social media and TikTok continue to battle the social constraints against male skincare and beauty, we expect to see more creators and brands continue to show men that skincare, cosmetics and grooming are their friends and can offer them a boost of confidence.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blogs here.

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Metaverse Fashion Week 2023 is Coming

March 9th, 2023 by

Metaverse Fashion Week is back for its second annual showcase! Taking place March 28th to 31st, Decentraland will welcome back brands from its initial show, as well as a bunch of new participants. 

This year’s Metaverse Fashion Week focuses on the potential of interoperability between open metaverses, and how brands can push the boundaries of digital fashion. Led by Decentraland and UNXD (a curated NFT marketplace), and in collaboration with the Spatial and OVER metaverses, MVFW23 will be a hub for fashion lovers across the globe to get together and witness the newest advancements in digital fashion. 


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A post shared by Decentraland Foundation (@decentraland_foundation)

According to Decentraland, “the MVFW23 theme ‘Future Heritage’ connects the next gen of creators and traditional fashion designers, showing the potential of fashion to bridge realities and worlds.” The event hopes to showcase the connection between innovation and tradition, and expose how fashion’s future lies within the digital realm. 

MVFW23 will take place across multiple metaverses, but the majority of installations and storefronts will be hosted within Decentraland’s Luxury District.  

So, what are some of the exciting experiences we can expect from MVFW23?

Dear Vivienne: A Tribute to the Punk Queen of Fashion

The Digital Design Community will be paying tribute to the late fashion icon Vivienne Westwood. The art collective Vuelta is creating an experience that’s part memorial, part gaming. The installation has been created with the intention of encouraging people to learn about the designer’s life, work, and activism.

Dear Vivienne

The Clarks Arcade 

British shoe brand Clarks—yes, Clarks—will be showcasing the Clarks Arcade. The experience will be part funfair, part rooftop nightclub, and will offer nostalgic activities, including vintage fairground rides, dance battles, and even Clarks-themed video games. The arcade will be held within the Threedium virtual shopping mall in Decentraland. 

Adidas’ community-focused experience

Adidas is joining the MVFW event for the first time with a community-focused runway show, bringing Decentraland and ITM holders (owners of its Into the Metaverse NFTs) together. The brand will be showcasing its “adidas virtual gear,” its first ever collection in digital fashion. Virtual Gear NFT holders will receive an exclusive 3D twin of their piece for their Decentraland avatar to wear inside the virtual world. 

Adidas’ community-focused experience

Miami Fashion Week runway 

Resortwear-focused Miami Fashion Week will be hosting an activation (including events and panels) and runway on the rooftop of its new L’Atelier in Decentraland. MFW is recognised by the CFDA, which means MVFW is another step closer to being recognised by the mainstream fashion world. 

Miami Fashion Week runway 

Tommy Hilfiger experience

Tommy Hilfiger’s MVFW 2023 experience will include daily product drops, AI-generated fashion, unique collaborations, and a community competition, where he winner will be hand-picked by Tommy Hilfiger himself. 

Tommy Hilfiger experience

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