Brands should prioritise working with influencers that have audiences of 100K to 500K, according to CORQ’s widescale data review of influencer content in Q1 2024.
Analysing adverts and organic content across lifestyle categories, our journalists found this segment was prolific in delivering high engagement. However, there are standout talents with smaller followings on Instagram who are creating content which has repeated significant reach beyond their direct audiences. These include Lexie Harris, Moses Duckrell, Abbey Sadleir and Elise Morgan.
Here’s a quick rundown of findings across the lifestyle category. To access CORQ’s big data analysis – which pinpoints audience engagement trends with influencer content and details strategic advice based on evidence – start your free trial here.
Makeup
- Gen Z creators produced 72% of Q1’s most engaging makeup adverts and 76% of the most engaging organic makeup content.
- Brands should jump on eye makeup with blue tones for Q2 – 36% of the most engaging creator makeup posts in Q1 2024 featured statement blue eye looks as part of a wider trend for bright eyeshadow.
Skincare
- Content about cleansing regimes and education would be a canny investment for brands; 28% of top organic skincare posts were in the “get unready with me” format.
- Authoritative millennials sharing knowledge and experience dominated top content in Q1; 16% of the most engaging skincare adverts were by doctors.
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Fashion
- 44% of the top influencer fashion adverts were by trend-driven fast fashion brands, with Fashion Nova and ASOS driving most audience engagement.
- 60% of the top organic posts about fashion were by influencers with less than 100K followers who combined streetwear, sport brands and luxury labels to create smart casual looks.
Food
- Food and beverage brands are currently working most with creators who have audiences of less than 100K, but those with followings of between 100k and 500K are driving most audience engagement.
- Supermarkets produced more of the top ads that any other sector of the food and beverage industry, with Lidl’s influencer partnerships performing particularly well.
Interiors and home
- Content positioned as renovation rather than interiors drove more audience engagement on average (12.7% vs 8.7%).
- Interiors was the only vertical of Q1 where the majority of top ads and organic content was produced outside of London by creator who are aged 35+.
Travel
- 28% of the top travel adverts promoted specific experiences created by travel brands, taking their followers along to a unique event or day out through video content.
- The UK was the most covered destination in organic creator travel content followed by mainland Europe.
By Sara McCorquodale, CEO and founder of CORQ.
