Talkwalker Market Pulse - Shein’s micro-influencer strategy hauls big

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Industry Insights - Shein’s micro-influencer strategy hauls big

Shein haul. Social media platforms incorporating the retail feature in their interfaces boosts the micro-influencer strategy even further for fast fashion brands like Shein. The brand boasts a following of over 40M on Instagram and 5M on TikTok, and its popularity doesn’t stop there. In the last 7 days alone, it’s been mentioned over 200K times in online media, generating over 4M interactions from shoppers across the globe. Its micro-influencer strategy relies heavily on #Sheinhauls (for the non-initiated: hashtag used by influencers when filming themselves going through a shopping spree on the Shein platform).

Kimberly Loaiza tops the engagement charts with a million interactions each from her two TikTok posts last week, while #BelleMariano drives conversations on the rest of social media.

(She)influencers everywhere. Kimberly Loaiza, a Mexican TikTok influencer with over 126M reach, topped the engagement charts with 2M interactions from her two TikTok posts featuring the Shein brand. Digging deeper into the top themes by hashtags around Shein, Filipina model Belle Mariano came out as another key influencer for the fashion brand. While Loaiza is an example of Shein’s success on TikTok, Mariano drove conversations on Instagram which trickled over onto the rest of social media. Using Image Search, we found that her Shein posts were reshared nearly 3K times on the internet, generating 69% positive sentiment for the brand.

Using Image Search we found nearly 3K posts of Belle Mariano’s Instagram photographs featuring Shein spreading onto other platforms.

Read more about influencer marketing and how you can use it to increase your ROI.

Consumer Insights - Fantasy Premier League bringing fans closer to the game?

The engagement game. Fantasy games have always played a big role in the fan experience in sports around the world. In the last 13 months, conversations about fantasy sports leagues amounted to 8M results, with a whopping engagement of 93M.?

Fantasy Premier League (FPL), the English Premier League's official soccer fantasy game which concluded over the weekend, dominated with 6.7M mentions and 34M engagements. The engagement pie was shared evenly between the Premier League’s owned media and punditry from expert players. With their weekly tips, reviews, and analysis of the game, they add a whole other facet of engagement in the #FPLCommunity as seen in the Influencer Network below.

Looking at this Influencer Network, we see the prevalence of the Premier League's owned content when it comes to engagement, though there is a tight community of FPL influencers contributing to the amplification of that content.

Keeping things interesting. Fantasy sports especially became a welcome distraction during the pandemic, but with matches being postponed or even canceled, keeping the fans engaged was another huge challenge. An important element of the FPL game are the "chips", which are special moves that can be played in a particular gameweek giving a player the opportunity to boost their scores or overhaul their teams. As seen in the chart below, conversations spiked around the ideal moments to use each of them. The tallest spike was seen in late December, when FPL introduced an additional "Free Hit" chip to combat the frustration from postponements because of COVID-19. This allowed a player to make unlimited changes to their team for one gameweek alone, and marked the start of a new found excitement towards the business end of the season. The Premier League successfully listened to the voice of its fans and took innovative and timely actions to keep them engaged throughout the season.

Players use chips to give themselves boosts throughout the season, and the FPL introducing an additional Free Hit drove conversations around their strategies towards the business end of the season.

Here’s how you can also listen to the voice of your customers.

Movers & Shakers - Nature knows best, and Panama makes it a law

Rewilding the planet. Conservationists around the world have adopted various measures to combat climate change and global warming. One such approach is rewilding. It involves letting nature take care of itself, enabling natural processes to shape land and sea, repair damaged ecosystems, and restore degraded landscapes. The topic has garnered over 650K mentions in the last 13 months, with the last 30 days accounting for over 50K mentions. More than a third of these mentions had positive sentiment associated with them. Zooming into sentiment we found that #Panama was one of the key sentiment drivers of the positivity around the topic.

Analyzing sentiment revealed that #Panama was a key driver of the 34% positivity around the topic of rewilding.

Nature’s right to exist. Canadian activist Mike Hudema’s three tweets last week generated more than 5K engagements with positive sentiment, making him the most influential author on the subject. One of the tweets was about Panama recognizing the rights of nature and passing it into law last week. The country grants nature the “right to exist, persist and regenerate its life cycles” meaning Panama’s parliament will now have to consider the impact of its laws and policies on the natural world. Hudema’s post spreading the news generated 2.5K interactions all over Twitter as the Virality Map below shows. Influencers for the planet like Hudema, are important for propagating messages like rewilding, and Panama’s new law which can inspire others to take action as well.

The Virality Map of Mike Hudema’s tweet shows how the good news of Panama’s law recognizing nature’s right to exist spread through Twitter with positive sentiment.

Learn what you can do to shape tomorrow for your brand as well as the planet.