The social media stats were equally as impressive. Tribe Dynamics reports co-mentions of “Sofia Richie” and #Nudestix drove $280,593 in earned media value for the brand. Spate, meanwhile, measured a 20.6 percent increase in month-over-month views of the #nudestix hashtag on TikTok, which now counts 73.2 million total views.

According to data from Tribe Dynamics, between November 2021 and January 2023, Jenner generated $7 million in earned media value — which assesses social media content and assigns it a monetary value brd on engagement — across 69 posts, while Beckham Jr. generated a commensurate $936,700 EMV across 33 posts during the same period. (For reference, Jenner counts 276 million Instagram followers, while Beckham Jr. has 16.9 million).

Data from Tribe Dynamics shows that most beauty brands saw declines in earned media value in 2022 — even those that saw a year-over-year increase in the number of social media creators mentioning them — largely due to the growing shift toward short-form video content, which brands are still learning to navigate.

“It’s not that the underlying drivers of EMV are changing dramatically, but more that there’s a shift in consumer preference in terms of types of content and channels; that’s the most significant change that’s occurring,” said Conor Begley, cofounder of Tribe Dynamics and chief strategy officer at parent company, CreatorIQ.

Here, Conor Begley, Co-founder of Tribe Dynamics and CSO at CreatorIQ, whose client list includes MILK Makeup, Gucci, Gymshark, LVMH, H&M, Rare Beauty, Disney, and Unilever, among others, explains how the company’s platform differentiates itself in the market. Begley then takes a deep dive into the challenges and opportunities facing brand marketers today as well as key trends in influencer marketing that companies need to know to succeed.