From the rise of indie gaming studios to the slowing down of game releases by larger corporations, it’s been quite a year for the gaming industry. 

With an estimated value of $365.50bn by the end of 2023, the gaming industry has been smashing Hollywood’s earnings out of the park. It now takes the spot as one of the highest grossing industries and, with its size, comes large-scale trends; with the rise in popularity of VR/AR being a perfect example. For more jaw-dropping statistics, check out our other gaming industry insights blog.

The sheer scale of the gaming industry creates an inviting environment for non-endemic brands looking to promote their products through the large and diverse audiences of gaming influencers. If this is something you feel your brand could get on board with, check out our blog on the biggest UK gaming influencers open to collaboration.

Trends come and go and they certainly shape industries into what they are today. In this blog we will run through the gaming trends that are set to change the face of the gaming industry post-2023. 

Gaming’s biggest trends of the past decade

The past 10 years have been the most tumultuous in the history of gaming. 

Pre 2010, gaming trends were generally marked by changes in technology, however, the span from 2010-2019 has been marked by massive shifts in how games are made, played, discussed, challenged and championed. 

The decline of publisher power

Indie gaming has fundamentally changed the face of the gaming industry for good. Game releases from big studios now find themselves competing with more innovative games from smaller teams and, oftentimes, find themselves borrowing ideas from them. 

Jack Tretton, head of Sony Computer Entertainment America for 8 years, says, “developers can market directly to gamers without limitations from large publishers on creativity and direction”. 

Indie game developers are no longer reliant upon brick and mortar stores for shelf space or subjected to payment delays or deductions. Because of this, gamers have more choices than ever on what they choose to play and how much they are willing to pay for it. 

While this is undoubtedly one of the gaming trends that has shaped game development going forward, there is a downside. Where larger publishers are focusing on projects in limited genres, it leaves a void in creative-medium-budget projects that would otherwise offer variety and genre expansion. 

Technological advancements in AR and VR

What was once only eligible for a Black Mirror episode or a thought about the distant future, augmented reality (AR) and virtual reality (VR) have fast become many people’s new norm. 

Hugely popular games such as Pokemon Go have raised awareness for AR possibilities and Playstation VR and Oculus Quest (currently the best stand alone unit) have kept VR possibilities in the forefront of people’s minds. 

Inventor and entrepreneur Jeri Ellsworth specialises in augmented reality. She believes that “there are still too many friction points for VR that are a barrier to mass adoption”. For many, the headset itself is isolating and scary, making it hard for them to be willing to remove themselves from the real world. 

She also sees AR as a way to acclimatise customers to having their world blended between reality and games. Fast forward a decade or two and these players will be more willing to plunge themselves into virtual worlds. 

The Esports Explosion

The previous decade of esports went from selling out Vegas ballrooms, to selling out stadiums like Madison Square Gardens and the Staples Centre. 

A big factor for esports being one of the most impactful gaming trends of the previous decade is the simple fact that League of Legends was a free-to-play game. It has democratised competitive gaming and fueled interest in the best teams and players. 

Travis Gafford is one of the most famous faces in Esports as a podcaster, streamer and journalist who is heavily involved in the League of Legends scene. His take on the rise on esports is that while there is a lot of money swirling around, the economics of the business are still unresolved. 

Upcoming gaming trends

The lines will blur between entertainment and gaming

Waning ad revenue and dips in subscriptions have sent top streamers back to the drawing board. Reviving tried-and-true IP is now a go-to tactic for many in hopes of alleviating some of this pressure and roping in devoted fanbases.

Back in October, Netflix announced 55 new additions to their game offerings, with many based on existing Netflix IP. Riot Games saw huge success from their Netflix animated series Arcane, as it won an Emmy for Outstanding Animated Program; proving that game adaptations are an investment worth exploring. 

This gaming trend will continue with more franchise adaptations and films. 

The metaverse will begin to reach mainstream audiences

The metaverse will continue to expand and begin operating on a more mainstream level. New VR models, such as Meta Quest, will continue to hit the market and Apple will join with their upcoming entry looking to be released in the springtime. 

VR adoption by big-name consumer brands reinforce this assumed growth. For example, Nike have released SWOOSH, a collaborative metaverse space where shoe enthusiasts can flex, trade and collect virtual night products. After this, experts predict that we will start to see VR integration within workplaces, with VR headsets for meetings and social gatherings between remote workers. 

@nft4noobs NIKE SO SNEAKY 😈 #nike #metaverse #nft ♬ Rocking A Cardigan in Atlanta – lil Shordie Scott

Esports will expand beyond the borders of competition

Though competitive gaming will forever remain at its core, esports has grown to include products, merchandise, and an entire content ecosystem driven by top gaming influencers. This means that the esports fandom will extend to those who are fans of certain influencers/streamers and industry-driven products. 

Where can we see this already happening?

Complexity gaming launched Complexity Stars, a division made up of athletes and celebrities aiming to expand esports and gaming audiences into the music and pop culture by adding the likes of Mexican soccer legend Javier “Chicharito” Hernandez to the roster. This is fast becoming one of the most innovative gaming trends and other non-endemic esports organisations are beginning to take a similar approach.

IP development won’t wait around for studios and streamers

How many times have you opened Netflix or Amazon Prime to find reboots of your favourite films and series from past decades?

Nostalgia sells, but sadly this is making it harder to secure the green light for fresh, original IP. To tackle this, production companies, startup studios and independent creatives are launching new IP on social media. 

Animation studios like Invisible Universe and Moonbug Entertainment distribute an impressive lineup of original IP on TikTok and YouTube, creating cost-effective, short-form content via series like Qai Qai and Cocomelon. The great thing about this gaming trend is that it allows for direct audience feedback and a more seamless route to building community and fandom. 

@moonbugentertainment Absolutely NOT!! 🏃‍♂️💨 #arpo #moonbugentertainment #fyp #halloween ♬ original sound – Moonbug Entertainment

Content creators won’t be confined to social platforms

2022 saw widespread expansion beyond TikTok, YouTube and Instagram for creators aiming for a greater growth trajectory. Historically, these creators would create their own line of merchandise, but today they’re looking to take the leap into TV, big-box retail and more. 

Notable examples include Tinx signing a H&M campaign deal as part of their Coachella collaboration.

 

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A post shared by H&M (@hm)

Benny Drama signing a scripted series deal with Amazon.

 

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A post shared by Benito Skinner (@bennydrama7)

And world-famous Mr. Beast turning his YouTube channel into a retail giant, complete with a brick and mortar burger shop, delivery ghost kitchen and a popular line of cookies sold at Walmart. 

To conclude

As seen through notable gaming trends over the past decade, big changes are coming, but 2022 was the year that heralded the initial waves that will eventually shift across the gaming and digital media landscape. An increase in gaming marketing agencies will be noticed so as to accommodate this integration into the social media realm. 

Changes in technology will rapidly change how games are made and played, but new consumer behaviours will impact game developer’s route into the industry. 

FAQ

What are the future trends of the gaming industry?

1. AR and VR gaming
2. Cross-platform gaming
3. Free-to-play games
4. Cosy gamers 
5. Competitive multiplayer mobile gaming
6. Fitness gaming
7. New platforms for PC gaming
8. Esports explosion
9. Metaverse gaming
10. Streaming video

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What’s this?

Earn with TikTok Trivia, use AI in Roblox, stay with Hilton for 10 minutes, welcome back the OG IG, and pay $15 monthly for a blue tick! 

PLATFORM NEWS

1. TikTok launches Live-Stream trivia

TikTok is testing another way to maximise engagement with a new TikTok Live trivia series that will give users a chance to win money in the app. TikTok Trivia will run for five days, beginning February 22nd, and will be presented in partnership with Lionsgate, in support of the new movie ‘John Wick Chapter 4’. (Via Social Media Today)

2. Roblox integrates generative AI

Roblox is developing its own AI to help every Roblox user become a creator on the platform, not just those comfortable with Roblox Studio and other 3D content creation tools. The creative help will ensure users can create a new shirt, hat, an entire avatar; a house or even an entire experience – all from within another experience. (Via Roblox)

3. Would you watch a 10-minute TikTok? 

@hilton Unexpected & amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we’re giving away 10M Hilton Honors Points + more. #HiltonStayFor10 #HiltonForTheStay ♬ Hilton’s 10-Minute Stay – Hilton

Hilton, with the help of Paris Hilton, has created a 10-minute TikTok. The ad encouraged viewers to stay with them for 10 minutes to be in with the chance of winning 10M Hilton Honours points and more.  (Via TikTok)

4. Reels views are on the decline

Since the rise of TikTok, Instagram has been attempting to rebrand itself as a video platform, but it seems to be doubling back on itself. Reels on brand social accounts have been performing worse, generating 20% fewer views in some cases, while photo performance has generally improved. Is this the long-awaited return to the OG Instagram? (Via AdWeek)

5. Buy your Instagram verification for $12 a month

Meta is testing paid verification for Instagram and Facebook for $11.99 per month on web and $14.99 per month on mobile. Meta Verified will grant users a verified badge, increased visibility on the platforms, prioritised customer support, and more. It’s rolling out to Australia and New Zealand this week and will arrive in more countries “soon.” (Via The Verge)

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Simply put, the best way to reach new audiences is to partner with influencers.

Gaming influencers tend to have the largest audiences and according to the YouGov website, 9% of consumers across all 17 markets follow at least one gaming influencer.

But what can these influencers do for your business?

To summarise, consumers across all industries follow the biggest gaming influencers around the world, so tapping into their engaged audiences can generate exposure and sales for your business.

Ready player 1? Let’s dive into the world of gaming influencers and help you level up your next big campaign idea.

Reasons to hire gaming influencers

Expand your reach

Whether they be a micro or macro gaming influencer, you’ll still have the chance to engage with a new audience. 9 times out of 10, the audiences of gaming influencers are incredibly engaged too, so these influencers can help you.

Before partnering up with one of them, make sure you know exactly who you want to market to first. If you’re not sure where to begin, consider hiring the help of a Twitch Marketing Agency or YouTube marketing agency to help you find the best gaming influencers for your brand.

Diversify your audience

Naturally, the biggest gaming influencers come with the most diversified audiences. If you’re on the hunt for a distinctive demographic for your brand that you haven’t yet considered, gaming influencers are the best way to go about this.

Build social proof and industry authority

Gaming influencers have dedicated audiences who count on their recommendations. The 2019 Edelman Trust Barometer Special Report suggests that 81% of consumers need to trust a brand before purchasing something. This is where gaming influencers come in handy. 

After their audience has used/tried your product, you can use loyalty strategies to keep them coming back. In addition, you can boost your social proof and credibility by including testimonials on your homepage. 

Develop long-term relationships

Influencer collaborations should always run with the intention of creating a long-term partnership. This means more organic endorsements in the future, as you will be working with someone who truly believes in your brand. 

An Onalytica report states that 40% of influencers are in a long-term partnership; suggesting that they, too, see the value and convenience of establishing relationships with brands is. 

Have your brand become a trend

A lot of trends derive from influencers. This isn’t us saying that it’s a must, but the biggest gaming influencers have audiences who are more prone to copying their actions, increasing your chances of creating something viral. 

Twitch’s biggest gaming influencers for your brand

1. summit1g

Jaryd Lazar streams CS:GO as well as Fortnite. Twitch is his full-time job and he typically streams for 35 hours a week, excluding Thursdays. He became the most followed gamer on Twitch on January 25, 2018.

2. Ninja

Tyler Blevins, more commonly known as Ninja on Twitch, plays for Luminosity Gaming. He predominantly streams as a professional Halo player 5 days a week, though sometimes plays and broadcasts H1Z1 in his spare time. His team ‘Renegades’ reached 5th-8th place in the 2016 Halo World Championship for Halo 5. 

3. Syndicate

Tom Cassell isn’t only well known on Twitch, but his YouTube channel TheSyndicateProject is also world famous as one of the top 100 subscribed to channels out there. He holds the record for being the first person to reach 1 million followers on Twitch in August 2014. His most streamed games are Minecraft, Call Of Duty: Black Ops III, CS:GO and Tom Clancy’s The Division.

4. Shroud

Michael Grzesiek is a top-tier professional Counter Strike player for Cloud9. He is considered one of the most well known players on the scene and entertaining to watch in action. 

He predominantly plays PUBG, H1Z1, Tom Clancy’s The Division and CS:GO, to name a few. He typically live streams when he plays, amounting to 50 per week. These streams average approximately 25,000 viewers, although he receives up to 7 million for special tournaments. 

YouTube’s biggest gaming influencers for your brand

1. Markiplier

Hawaiian-born Mark Fischbach is the owner of Markiplier. He favours the ‘Let’s Play’ gaming video style, where he uses his videos to document his playthrough of a game. Having been on the platform for 11 years, he isn’t shy when it comes to his exuberant and uncensored commentary style. 

His preference is indie and horror games, such as Five Nights at Freddie’s and is also well known for presenting live charity streams, collecting donations as he plays. 

2. Vanoss Gaming

25-year-old Canadian, Evan Fong is the mastermind behind Vanoss Gaming. The bulk of his videos showcase him playing with other YouTube gamers titles such as Grand Theft Auto and Call Of Duty: World of War. 

Vanoss Gaming has been uploading since 2011 and has entered the top 20 gaming YouTube channels.

3. Jacksepticeye

Sean William McLoughlin, better known as Jacsepticeye, is another OG gamer on YouTube whose Irish accent is instantly distinguishable. Like Markiplier, he favours the ‘Let’s Play’ gaming style and his commentaries are what draw people to his channel.

Jacksepticeye has worked with Polaris and Disney in the past.

4. DanTDM

Daniel Middelton is a British YouTube gamer. His channel began in 2012 for an audience of children aged between 5-10, but, just as he and his audience have done, he now plays a range of games to fit his audience’s maturity level. 

He also hold three Guinness World Records:

1. Most goals scored in a game of Rocket League for a team of 2
2. Most goals scored in a game of Rocket League for a team of 3
3. Most views for a dedicated Minecraft channel

FAQ’s

Who is the biggest gaming influencer?

While some would argue Pewdiepie, he no longer predominantly creates gaming videos, so the biggest gaming influencer in the world is JuegaGerman with over 47M subscribers.

Who is the most popular gamer on Instagram?

David Steinberg (aka @stonemountain64) has over 2.1M followers on Instagram.

Who are the top three most popular gaming YouTubers?

1. VanossGaming
2. Markiplier
3. Jacksepticeye

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What’s this?

Viewers get de-influenced, Instagram expands gifting, TikTok is stealing your data, creators take over the Super Bowl, and you can’t have your Muff and drink it. 

PLATFORM NEWS

1. TikTok creators de-influence audiences 

After years of influencing purchasing behaviour, TikTok creators are now telling you what not to buy. Dubbed “deinfluencing”, the hashtag on TikTok has over 127.8M views, and primarily consists of videos regarding beauty and skincare products. (Via Glossy)

2. Instagram expands access to Reels gifting

Instagram is expanding access to its Reels monetisation feature, Gifts. The feature allows fans to give creators monetary support with a virtual gift. The gifts are purchased in the Instagram app using the virtual currency Stars and can cost anywhere from just 10 stars to several hundred stars. (Via TechCrunch)

3. Delete TikTok or have your data exposed!!

Alicia Kearns, a Conservative MP, urges Brits to delete TikTok or risk their personal data being exposed in ‘hostile’ threats. She claims TikTok is the “ultimate data source” for those with bad intentions, and Britons shouldn’t be so naive and blase about having the app on their phones. (Via Sky News)

4. Creators are coming for Super Bowl advertising 

In the US, brands aren’t afraid to splurge on Super Bowl ads. While many fork out the cash for celebrity appearances—we’re talking Elton John, and Serena Williams—this year, many brands have decided to buy into the creator economy to get users engaged. (Via AdWeek)

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5. Laura Whitmore’s Muff Liquor advert gets banned

TikTok and Instagram posts by Laura Whitmore have been banned by the Advertising Standards Authority (ASA) following complaints they ‘targeted minors and encouraged irresponsible drinking’. The posts for The Muff Liquor Company, a gin and vodka brand, were not clearly marked as adverts and implied that alcohol can increase confidence. (Via Daily Mail)

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What’s this?

YouTube adds context, TikTok drives sales, Twitch releases brand insights, ChatGPT is taking over, and The North Face goes exploring.  

PLATFORM NEWS

1. Instagram’s co-founders are making a comeback

Instagram’s co-founders are back, this time with Artifact. Artifact is a personalised news feed that uses machine learning to identify a user’s interests, and is being called the TikTok for text. The app shows popular articles from a curated list of publishers, and will show users more recommendations based on their interactions. (Via Platformer News)

2. Twitter registers for payment licences in the US

Twitter has taken its next steps towards offering payments in the app, having begun applying for regulatory licences in US states, the next legal requirement for providing payment services in the app. (Via Social Media Today)

3. New paid subscription for ChatGPT

ChatGPT, the AI content tool that’s taken the world by storm, is switching to a freemium model, with a new paid tier, priced at $20 per month, giving users better access to the tool. With ChatGPT Plus users will have access to ChatGPT at peak times, faster response times, and priority access to new features. (via Social Media Today)

4. TikTok tests the importance of music

TikTok is testing how much users enjoy music on the platform by limiting the number of songs to be used for videos. The experiment is targeting users in Australia as content creators won’t be able to use certain songs. The music industry is concerned over this decision due to the hype and revenue TikTok brings. (Via MixMag)

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5. BA isn’t banning pilots from posting

pic.twitter.com/cyT5pwG9cV

— British Airways (@British_Airways) February 2, 2023

British Airways has come to its defence against a social post made by an employee, claiming the company had banned pilots and crew from making social posts while at work. BA had only reminded employees of pre-existing conditions and rules around safety, customer data, and security. (Via The Independent)

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What’s this?

YouTube adds context, TikTok drives sales, Twitch releases brand insights, ChatGPT is taking over, and The North Face goes exploring.  

PLATFORM NEWS

1. Youtube wants to help users add more context to videos

Youtube is looking to improve the information available to users when they watch videos on their platform. This will include the ability to add links to the description of a video and make it easier for users to access additional information related to a video. 

2. TikTok is driving an offline lift in sales for some brands

@thedollshousecosmetics_ Tiktok shop out here doing the BEST 🕺🏼🧚🏽‍♀️💸✨ Why do you shop on tiktok shop? #tiktokshop #tiktokmademebuyit #tiktokliverpool #tiktokshopismagic #tiktokshop77sale #smallbusiness #ukmakeupbrand ♬ original sound – The Dolls House Cosmetics

Brands are seeing a positive impact on their offline sales when they use TikTok for their marketing. TikTok’s algorithm ensures that content is personalised for each user and this is leading to increased engagement and purchases.

3. What Twitch users really want from brand campaigns

A recent survey of Twitch users has revealed that they are most interested in brand campaigns that offer exclusive content and in-game rewards. Twitch users are looking for ways to feel more connected to the brands they love and campaigns that offer these types of perks are resonating the most.

4. The impact of ChatGPT on digital marketing

ChatGPT, an AI language model, is having a significant impact on digital marketing. ChatGPT is able to quickly process large amounts of information and provide personalised responses to customers, making it an invaluable tool for businesses looking to improve their customer service.

Work We Like

5. The North Face: For all explorers, cities, mountains

The North Face has launched a new campaign that is focused on showcasing the brand’s commitment to adventure and exploration. The campaign features a diverse range of explorers who are using The North Face products in both urban and outdoor environments, highlighting the brand’s versatility and appeal to a wide range of customers.

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

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Coming to terms with a digital world means coming to terms with new terminology. 

A lot of us like to think we’re “down with the kids” and know everything about being online, but a lot of us also need to put our egos aside and let the younger generations teach us something for a change. 

Today’s term in question is engagement rate and, more importantly, how to calculate engagement rate on Instagram.

As we are all aware, social media presents many job opportunities for a lot of people. Influencers are now an integral part of society and the number of aspiring content creators is growing by the day. But being a content creator is no longer just about posting cool content for your followers to see, and, instead, is now all about the numbers. 

A creator’s engagement rate is among the most important of these numbers and can be the difference between someone landing multiple job opportunities and someone sitting around wondering when their time will come. 

To become the former, you’re going to need to know everything about engagement rates. Lucky for you, we just so happen to know quite a bit about them. Keep reading to find out all about the magic number that could propel you to Insta success!

Engagement rate: the basics

To answer the burning question that has all of you in a chokehold, your Instagram engagement rate is a social media marketing metric that measures the amount of interaction a piece (or pieces) of content receives in relation to follower count. 

For those of you already familiar with the creatorsphere, we’re sure the term ‘engagement’ is one that you’ve seen floating around. On Instagram, engagement can take on many forms:

1. Likes
2. Comments
3. Shares
4. Saves
5. Reactions
6. Direct messages
7. Mentions
8. Click-throughs
9. Clicks
10. Profile visits
11. Replies
12. Regrams
13. Link clicks
14. Sticker taps
15. Use of branded hashtags 

These are what contribute to your engagement rate.

While follower growth is great, it doesn’t mean much if your audience doesn’t care about your content. Once you know how to calculate the engagement rate on Instagram (which we will touch on further down), your mindset will shift to creating resonating content that encourages the aforementioned metrics. 

Calculating your engagement rate

So you’ve started creating content with engagement in mind, but how do you take your new numbers and turn them into your post’s engagement rate?

There are several ways to do this: 

Formula #1 – engagement by followers:

Engagement rate = (likes+comments) / total number of followers X 100

While this will give you the engagement rate of a single post, brands will often perform an overall calculation of entire profiles to ensure that one good post isn’t just a fluke. This is done by finding the average engagement rate over a minimum of 10 different posts. 

Formula #2 – engagement by impressions:

Engagement = (likes+comments+saves) / impressions X 100

Because this formula takes into account the number of people who actually saw your post and interacted with it, it gives you more accurate insights into your performance.

Formula #3 – factored Instagram engagement rate:

Some marketers may value some metrics above others. For example, if they see comments as more valuable than saves, more weight will be put on the comments; resulting in a formula that could look something like this:

Engagement = [(comments x2) + other interactions] / impressions X 100

Remember: this formula can be highly deceptive which is why it is the least common among them all. 

What is considered good engagement rate?

So, now you know how to calculate engagement rate on Instagram, what numbers should you be aiming for?

The answer is, it depends.

What’s considered good engagement rate from a food influencer with 100k followers could be equivalent to good engagement rate from a health and fitness influencer with 20k followers. 

We know that’s not really helpful, so let us break it down for you by looking at average engagement rate instead. 

Most social media experts agree that good engagement rate is anywhere between 1% – 5%, but the more followers you have, the harder this is to achieve. Among the influencer community, micro influencers tend to be those who are hitting these figures effortlessly due to their smaller, more concentrated and engaged audiences. This is why we are seeing a shift in brands looking to collaborate with micro influencers over mega influencers more often, as they know their content will receive more engagement.

 

 

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A post shared by MOLLY MAY WREN (@mollymaywren)

Later analysed millions of accounts and found that between this 1%-5% buffer zone, 2.88% is the average engagement rate of a Feed post on Instagram. 

To break this down even further, they concluded the following average engagement rates for each post type:

Carousel – 3.11%                        Image – 2.76%                                   Video – 2.60% 

Looking at the data, Carousels are a great way to improve your engagement rate.

FAQ’s

How do you calculate the engagement rate?

To calculate your engagement rate, add up the total number of likes and comments, divide this by the number of followers you have and then multiply that number by 100. This will calculate the engagement rate of one post. 

What is considered a good engagement rate?

On Instagram, a good engagement rate can be anywhere between 1%-5%, with 2.88% being the average as of 2022. 

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What’s this?

TikTok trends in 2023, YouTube swearing restrictions pisses off creators, Love Island contestants to suspend their accounts, experience Cape Town in VR, and share the love! 

PLATFORM NEWS

1. TikTok releases 2023 Trend Report

TikTok has released its 2023 trends, focusing on three main macro forces: Actionable Entertainment, Making Space For Joy, and Community-Built Ideals. These core shifts will influence how marketers speak to their target audiences in the upcoming year. (Via TikTok)

2. YouTube cracks down on profanities

Under YouTube’s updated terms, videos containing profanities will be automatically demonetized if the words appear in the first eight seconds. The change in policy has brought the video platform a wave of complaints from creators. (Via TubeFilter)

3. Love Island contestants to suspend their accounts

In order to protect the latest contestants from unruly online hate, Love Island will be asking participants to suspend their social media accounts whilst in the villa. Family and friends will not be able to publish anything on their behalf, as part of an overhaul of measures to discharge the duty of care to contestants. (Via The Guardian)

WORK WE LIKE

4. Explore Cape Town in VR

Cape Town Tourism has launched a new global campaign blending virtual and real-life experiences. The game-style platform features Thabiso the Fearless Foodie, Storm the Nature Warrior, and Anathi the Urban Adventurer as virtual tour guides, leading users through short, vibrant videos showcasing the city’s cultural attractions. (Via Trend Hunter)

5. Explore queer experiences

Queering the Map is a community generated counter-mapping platform that digitally archives LGBTQ2IA+ experiences in relation to physical space. Featuring real life experiences, each location shares a unique story from a member of the queer community. (Via Queering the Map)

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What’s this?

Messi vs Egg, news on TikTok, Twitter in shambles, TikTok explains the FYP, and MAC gives virtual tutorials.

PLATFORM NEWS

1. Messi dethrones the Instagram egg

First the World Cup, then Instagram. Lionel Messi has taken the lead for the most-liked post ever on Instagram, with a photo of him lifting the World Cup. His post on Instagram received more than 61 million likes, surpassing the previous record holder – an infamous picture of an egg which had 56.6 million likes. (Via Sky News)

2. Publishers are distributing news through TikTok

Around half (49%) of top news publishers are regularly publishing content on TikTok, and a large proportion of these have joined TikTok in the last year. In the UK, 81% of publishers have active accounts on TikTok. (Via Reuters Institute) 

3. Twitter is in shambles (again)

Should I step down as head of Twitter? I will abide by the results of this poll.

— Elon Musk (@elonmusk) December 18, 2022

This week on Twitter Turbulence: Elon posts a poll asking if he should step down as CEO, he announced cross-platform promotion would be banned (and then quickly revoked this), and Twitter profile pictures were changed from circles to squares. 

4. TikTok gives insight into FYP algorithm

TikTok is providing more insight into what you’re seeing in your feed with a new ‘Why Am I Seeing This?’ explainer tool that lists potential reasons that guide its algorithmic decisions. (Via Social Media Today)

WORK WE LIKE

5. MAC’s virtual try-on tutorial tech

MAC Cosmetics has rolled out a new AR tool that lets customers sample multiple styles and products at once through their phones. Scanning a QR code, users can be virtually taken through a makeup tutorial, while virtually trying on the products. (Via AdWeek)

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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

Holiday makeup

It’s the holidays! Beauty creators have been sharing their favourite holiday makeup looks, including candy cane eyeliner, snowman blush and the glitz and glam Christmas sparkles. 

@hollierose.mua Christmas makeup ideas🎄 which one is your fav?🥰 #makeup #christmas #christmasmakeup #makeupinspo ♬ Underneath The Tree – christmas>>

@alicekingmakeup simple snowman eyeliner⛄️ #makeup #makeuptutorial #eyeliner #eyelinertutorial #makeupartist #makeuplook #tutorial #christmasmakeup #christmas ♬ Snowman – Sia

TikTok takes over Google

Google’s Search Roundup for 2022 in the beauty sector reveals the true power of TikTok. Aesthetics and looks trending on TikTok dominated the top beauty search queries for 2022. Top searches included the Passport Makeup Look, the White Dot Trend, and Addison Rae Lip Gloss Trend.

@addisonre♬ Toxic x Pony – ALTÉGO

@georgia.barratt Replying to @&lt3 howd i do lol #xyzbca #makeup #beauty #passportmakeup ♬ original sound – georgia barratt

Creator spotlight

Kate Grant

Kate Grant is a beauty and fashion influencer from Northern Ireland with Down’s Syndrome. She is the first model signed in the UK and Ireland with Down’s Syndrome, and shares TikTok GRWMs with her audience, as well as joining in on popular beauty TikTok trends. 

@kategrantmodel not as if i’m running an hour late💀🤪 #grwm #disability #downssyndrome #fyp #trending ♬ original sound – Kate Grant

@kategrantmodel fyi if you want any makeup on your eyes don’t ask tiktok🤪 #asktiktok #disability #downssyndrome #trending #fyp ♬ original sound – Kate Grant

Content spotlight

NYX Professional Makeup: House of NYX

Nyx Professional Makeup has revealed a new digital experience in Roblox, through which it has unveiled its spring 2023 collection. House of Nyx Professional Makeup is set in the platform’s iHeartLand, where gamers can collect three limited-edition makeup looks for their in-game avatars.

Estee Lauder: Winter Glam

Estee Lauder worked with lifestyle and beauty influencers to show how you can create the perfect winter glam and glowy skin with Estee Lauder products. Content was posted to the influencers’ channels and then boosted to wider audiences.

@kirra.mov POV: you finally found the perfect holiday lip balms (ASMR edition) 🤍 I love the @esteelauder #PureColor Crystal Balms because they’re so hydrating, soothing, and give my lips that ✨ extra glow ✨ #EsteePartner #Esteelauder #ad #asmrsounds #asmrunboxing #makeupasmr #lipstickasmr #holidaylipstick #holidaymakeup ♬ Hey It’s Me – Official Sound Studio

@asapabes the @esteelauder double wear foundation is my go-to this holiday season! ✨ #EsteeLauder #EsteePartner ♬ original sound – abelyn

ELF Cosmetics: Elf on a Shell 

ELF Cosmetics has been working with influencers this month, but one partnership stood out in particular. Shell Rowe and ELF created a TikTok poking fun at Elf on the Shelf. The cheeky elves glamified Shell whilst she was sleeping, and she woke to a sign saying “Sleigh Queen”. The video has nearly 90K likes and 7M views. 

@shellrowe I woke up feeling snatched @elfyeah #ad #ELFCosmetics #ELFBeauty @elfcosmetics ♬ original sound – ShellRowe

Garnier UK: Sheet Masks 

Garnier UK worked with influencers to promote its range of sheet masks. Using creators to show how consumers can tailor their sheet mask usage to various skin needs and issues, content was posted to influencers’ own channels before being boosted to in-feed ads. 

@kaushal #ad there’s no better feeling than taking your making off 💜 I love unwinding with my fave @garnieruki Sheet Masks 🧖🏽‍♀️ #sheetmask #skincare #skincaretok ♬ original sound – Kaushal

@howeydon Garnier Moisture Bomb Sheet Masks have been my skin savour. @garnieruki Sheet Mask Discovery Collection on Amazon @Garnieruki #ad ♬ original sound – Howey Ejegi

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