{"id":53120,"date":"2023-03-24T10:05:40","date_gmt":"2023-03-24T09:05:40","guid":{"rendered":"https:\/\/blog.buzzoole.com\/?p=53120"},"modified":"2023-03-24T10:19:31","modified_gmt":"2023-03-24T09:19:31","slug":"beauty-e-influencer-marketing-2023","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/it\/osservatorio-influencer-marketing\/beauty-e-influencer-marketing-2023\/","title":{"rendered":"Beauty e Influencer Marketing 2023"},"content":{"rendered":"\n<p>Le aziende del settore beauty sono tra quelle che investono maggiormente in Influencer Marketing per le proprie attivit\u00e0 di comunicazione. Gli esperti del nostro Osservatorio sono andati ad approfondire anche quest&#8217;anno lo scenario del settore della bellezza e della cosmesi rispetto alle attivit\u00e0 che prevedono il coinvolgimento di creator per la promozione di prodotti, servizi e valori.<\/p>\n\n\n\n<p>Le persone sono ormai abituate a consultare tutorial di bellezza online prima di procedere ad un acquisto e soprattutto i pi\u00f9 giovani preferiscono scoprire nuovi prodotti beauty attraverso i social media. Non c&#8217;\u00e8 da stupirsi, infatti, se Instagram e TikTok continuano a dominare il panorama dei post a tema beauty prodotti dagli influencer. Sono oltre <strong>796.000 i post a tema bellezza pubblicati dagli influencer nel 2022 in Italia<\/strong>, rinvenuti dal nostro team sui canali considerati per l\u2019analisi (Instagram, TikTok, Twitter e Pagine Facebook). Di questi, <strong>il 2% risulta sponsorizzato (oltre 18.000 contenuti).<\/strong><br><strong>Uno dei dati pi\u00f9 interessanti emersi \u00e8 che TikTok sta generando un numero sempre maggiore di post sponsorizzati.<\/strong> L\u2019amatissimo social dei video brevi, nell\u2019ultimo anno, ha registrato <strong>un aumento del +48% di contenuti adv beauty rispetto all\u2019anno precedente. <\/strong>Tuttavia TikTok, si attesta al secondo posto tra i canali per numero complessivo di post a tema beauty, subito dopo Instagram, il quale ha assorbito il maggior numero di post (75% del totale).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@giadazuccarell1\/video\/7146175771353156869\" data-video-id=\"7146175771353156869\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@giadazuccarell1\" href=\"https:\/\/www.tiktok.com\/@giadazuccarell1?refer=embed\" rel=\"noopener\">@giadazuccarell1<\/a> Base viso con i miei prodotti preferiti low cost \ud83d\udc96 <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\" rel=\"noopener\">#fyp<\/a> <a title=\"makeuptutorial\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/makeuptutorial?refer=embed\" rel=\"noopener\">#makeuptutorial<\/a> <a title=\"makeuplowcost\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/makeuplowcost?refer=embed\" rel=\"noopener\">#makeuplowcost<\/a> <a target=\"_blank\" title=\"\u266c love nwantinti (ah ah ah) - CKay\" href=\"https:\/\/www.tiktok.com\/music\/love-nwantinti-ah-ah-ah-6738456583379880706?refer=embed\" rel=\"noopener\">\u266c love nwantinti (ah ah ah) &#8211; CKay<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>Analizzando le tipologie di creator \u00e8 emerso che <strong>la categoria dei Micro Influencer \u00e8 stata la pi\u00f9 coinvolta nei piani di Influencer Marketing dei brand beauty, avendo realizzato oltre il 55% dei contenuti totali nel 2022. <\/strong>Un\u2019ulteriore conferma di come i micro creator stiano diventando sempre pi\u00f9 centrali anche nelle strategie dei brand beauty, grazie alla loro autenticit\u00e0 ed esperienza nel settore.<br>La reputazione dei micro influencer \u00e8 ormai sempre pi\u00f9 solida e rappresentano un\u2019opportunit\u00e0 che le aziende di ogni settore dovrebbero imparare a cogliere (ne ha parlato il CEO di Buzzoole in un <a href=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/il-nuovo-ruolo-dei-micro-influencer\/\">post dedicato<\/a>, se ti va di approfondire).<br><\/p>\n\n\n\n<p>Tra le tipologie di contenuti e campagne sono emerse diverse curiosit\u00e0 e tendenze. Una di queste \u00e8 <strong>l\u2019ascesa della beauty routine maschile. <\/strong>Una tendenza che sta guadagnando sempre pi\u00f9 popolarit\u00e0, grazie a una vasta gamma di prodotti rivolti a questo segmento di pubblico che va <strong>dallo skincare al make-up<\/strong>. Questo trend pu\u00f2 essere associato anche all\u2019aumento dei contenuti a tema beauty realizzati su TikTok per abbattere gli stereotipi di genere, esplorare nuove tendenze e favorire l\u2019inclusivit\u00e0.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@alexperfume\/video\/7151753194077555974\" data-video-id=\"7151753194077555974\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@alexperfume\" href=\"https:\/\/www.tiktok.com\/@alexperfume?refer=embed\" rel=\"noopener\">@alexperfume<\/a> Smettila di farti la barba come Majimbu <a title=\"alexperfume\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/alexperfume?refer=embed\" rel=\"noopener\">#alexperfume<\/a> <a title=\"skincare\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/skincare?refer=embed\" rel=\"noopener\">#skincare<\/a> <a title=\"man\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/man?refer=embed\" rel=\"noopener\">#man<\/a> <a title=\"tips\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/tips?refer=embed\" rel=\"noopener\">#tips<\/a> <a title=\"beard\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/beard?refer=embed\" rel=\"noopener\">#beard<\/a> <a target=\"_blank\" title=\"\u266c Peaky Blinders - Red Right Hand - Main Title Theme - Geek Music\" href=\"https:\/\/www.tiktok.com\/music\/Peaky-Blinders-Red-Right-Hand-Main-Title-Theme-6891415347568576514?refer=embed\" rel=\"noopener\">\u266c Peaky Blinders &#8211; Red Right Hand &#8211; Main Title Theme &#8211; Geek Music<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p>Non \u00e8 mancata la dimostrazione di una maggiore attenzione all&#8217;<strong>impatto ambientale<\/strong> del mondo beauty, che sta rispondendo alle esigenze di un consumatore sempre pi\u00f9 consapevole. I beauty influencer, in tal senso, stanno dimostrando di essere in grado di influenzare positivamente il percorso d&#8217;acquisto del consumatore, promuovendo prodotti di qualit\u00e0, sostenibili, vegani e cruelty-free.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@luca.buttiglieri\/video\/7092101942347926790\" data-video-id=\"7092101942347926790\" style=\"max-width: 605px;min-width: 325px;\" > <section> <a target=\"_blank\" title=\"@luca.buttiglieri\" href=\"https:\/\/www.tiktok.com\/@luca.buttiglieri?refer=embed\" rel=\"noopener\">@luca.buttiglieri<\/a> LOW COST! PELLE SECCA&#47;NORMALE, VEGAN \ud83d\ude31 <a title=\"makeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/makeup?refer=embed\" rel=\"noopener\">#makeup<\/a> <a title=\"summermakeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/summermakeup?refer=embed\" rel=\"noopener\">#summermakeup<\/a> <a title=\"veganmakeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/veganmakeup?refer=embed\" rel=\"noopener\">#veganmakeup<\/a> <a target=\"_blank\" title=\"\u266c Cool for the Summer - Sped Up (Nightcore) - Demi Lovato &#38; Speed Radio\" href=\"https:\/\/www.tiktok.com\/music\/Cool-for-the-Summer-Sped-Up-Nightcore-7079239555974432770?refer=embed\" rel=\"noopener\">\u266c Cool for the Summer &#8211; Sped Up (Nightcore) &#8211; Demi Lovato &#38; Speed Radio<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Questi sono solo alcuni dei dati raccolti dalla nostra analisi. Se vuoi conoscere lo scenario competitivo del tuo brand nel mondo dell\u2019Influencer Marketing, contattaci.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-squared\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/buzzoole.com\/solutions\/buzzoole-agency?utm_source=blog-buzzoole&#038;utm_medium=cta&#038;utm_campaign=whitepaper-beauty-e-influencer-marketing-2023-ita\" style=\"background-color:#9d27b4\">CONTATTACI<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-small-font-size\">Cover photo: Good Faces | Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le aziende del settore beauty sono tra quelle che investono maggiormente in Influencer Marketing per le proprie attivit\u00e0 di comunicazione. Gli esperti del nostro Osservatorio sono andati ad approfondire anche quest&#8217;anno lo scenario del settore della bellezza e della cosmesi rispetto alle attivit\u00e0 che prevedono il coinvolgimento di creator per la promozione di prodotti, servizi &hellip; <\/p>\n<p><a href=\"https:\/\/blog.buzzoole.com\/it\/osservatorio-influencer-marketing\/beauty-e-influencer-marketing-2023\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Beauty e Influencer Marketing 2023&#8221;<\/span><\/a><\/p>\n","protected":false},"author":15,"featured_media":53132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[909],"tags":[958,993],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beauty e Influencer Marketing 2023 - Buzzoole<\/title>\n<meta name=\"description\" content=\"L&#039;Osservatorio Buzzoole ha analizzato lo scenario del settore beauty sui social. 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