June 24 Why winning over top nail care influencers and word of mouth amplifiers is your top priority Nail Care Trends & Influencers Snapshot Verifeed reveals opportunities and challenges alike for nail care brands new and established to build positive, cost-efficient viral buzz on social networks such as Twitter. Brands can boost conversions and sales by identifying, engaging, and rewarding their best influencers and amplifiers. Snapshot Headlines The top 2 CONSUMER Nail Care Influencers engaged 7,332 people with 2 Tweets shared 8 times in four weeks. Projected annually, these will reach 8.96 million targeted consumers. The most active 2 Amplifiers re-tweeted product recommendations and nail art tips with 673,727 people, mainly sharing Tweets by influential consumers and bloggers rather than brands. Annualized, projected reach is more than 8 million. No nail brands even top names like OPI, Model s Own, and CND ranked in the top influencers, despite sizable numbers of Twitter followers. @Modelsown proved by far the most effective at engaging social fans, with the best rate of engagement as loyal fans persistently starred and retweeted its visual content and special offers. The most resonant topics in June were nail art tutorials and tips for home manicures. One Direction singer Harry Styles also dominated after sporting yellow nail polish, as well as Lady Gaga s new song MANiCURE. Analyze Mobilize Capitalize Verifeed.com Twitter @Veriate Translating insights parsed from social conversations into business growth Verifeed Social Intelligence SNAPSHOT Nail Care Trends & Influencers June 24
What s in a Tweet? Verifeed analyzed millions of conversations on Twitter in June about nail care from nail polish, glazes and gels to nail art and manicures. People tweeted, re-tweeted, and influenced opinions (and no doubt purchases) as they shared beauty challenges, thoughts on products, experiences, tips, special offers, recommendations and more. But rather than simply take the aggregate temperature of public opinion as many sentiment analysis tools do, Verifeed sought to understand who steered the conversation and who helped spread the word. In this Snapshot for June, Verifeed focused on consumer (rather than brand) influence. We did not specifically search brand Twitter @handles so as to discover how often brands were mentioned in Twitter conversations without prompting by the brand. Separately, for one week in July, we analyzed top and emerging nail brand Tweets and interactions for a specific brand impact snapshot to see which brands were resonating most with consumers and why. Top Consumer Nail Care Influencers Engagement & Impact Verifeed algorithms identify and score two main types of Twitter users: Influencers and Amplifiers. Influence is defined by how many people actively engage in a conversation inspired by an original tweet, with expertise, rate of activity and followers also weighed into the scoring. Influencers start and shape sentiment and buying decisions. Amplifiers, meanwhile, are people who drive viral word of mouth by retweeting or sharing content.. @DoIt Your selfs (37, followers) VFI Score: 7.6 6. Directly engaged,867 with Tweet on Harry Styles yellow polish shared twice by two amplifiers Directly engaged 74,663 with Tweet on DIY nail art shared 4 times 2. @Lar ry_stylove (2, followers) VFI Score: 69.2 7. 8. Directly engaged 39,3 with Tweet about Harry Style s yellow polish shared times. @bloomzy_ (,786 followers) VFI Score: 6. Directly engaged 3,27 with Tweet shared once 2 Verifeed Social Intelligence SNAPSHOT Nail Care Trends & Influencers June 24 @rennmonster (2,2 followers) VFI Score: 62.8 Directly engaged 24,77 with Tweet about Lady Gaga s manicure shared twice Directly engaged 4,742 with Tweet shared 3 times 4. @HarryBeingWeir d (9,66 followers) VFI Score: 6.8 @innails (977 followers) VFI Score: 63.3 Directly engaged with 26,27 with Tweet shared once about a World Cup collection by top amplifier @nail_porn Directly engaged 66,747 with Tweet shared 46 times about Harry Style s yellow nail polish 3. @sher ryshroff (3,699 followers) VFI Score: 66.7 @alldfact s (388, followers) VFI Score: 64.2 9. @tsunimee (2,386 followers) VFI Score: 6. Directly engaged 8,46 with Tweet about Max Factor s gel effect shared once by top amplifier @ReallyRee. @davelackie (,93 followers) VFI Score: 6.8 Directly engaged 4,93 with Tweet shared 27 times
Best Nail Brand Influencers: July -7 Verifeed analyzed a sampling of top and emerging nail brands conversations and interactions on Twitter for a specific brand impact snapshot. We wanted to know which brands were resonating most with consumers and why. We found that the top performers regularly: Included compelling photographs in every Tweet Re-Tweeted their most loyal fans photos and tips Provided tutorials and other style tips Pushed special offers and marketing tie-ins, for instance OPI s deal with Coca-Cola Connected Tweets to events such as World Cup Soccer and the Fourth of July. Model s Own @modelsown Tweets: 28 Re-Tweets:,328 Favorites: 932 Followers: 6,6 Top Tweet: 768 RTs/2 Stars 2. OPI @opinails Tweets: 22 Re-Tweets:,9 Favorites: 848 Followers: 63,7 Top Tweet: RTs/633 Stars 3. Zoya Nail Polish @ZoyaNailPolish Tweets: 24 Re-Tweets: 228 Favorites: 246 Followers: 2, Top Tweet: 2 RTs/27 Stars Brand Julep CND Square Hue Gelish Butter London Nail Vinyls Handle @Julepmaven @CNDWorld @SquareHue @Gelish @ButterLondon @NailVinyls Tweets 24 9 26 4 6 Re-Tweets 4 66 9 8 7 Favorites 7 64 9 4 32 7 Cult Nails KBShimmer Man Glaze China Glaze @CultNails @KBShimmer @manglaze @ChinaGlaze 3 8 Followers 4, 26, 98,36 44,3 427,7 Top Tweet RTs / 23 Stars 26 RTs / 2 Stars 2 RTs / Star 7 RTs / 9 Stars 3 RTs / Stars RT / 2 Stars 4 RTs / 2 Stars 4,633 RTs / Star 4,93 RTs / Star 92,4 RTs / Stars Verifeed Social Intelligence SNAPSHOT Nail Care Trends & Influencers June 24 3
Top Amplifiers While influencers start and shape conversations, it is the amplifiers who drive viral word-of-mouth. On Twitter, these are the active and engaged people who prove their daily (even hourly) engagement with brand content by re-tweeting it to their own followers, starring, or adding to Twitter lists of recommended people to follow. @ChildhoodIsGone VF Amp Score: 7.4 @LessIssues VF Amp Score: 6.3 @DJZeeti VF Amp Score:.69 @CollectionLove VF Amp Score:. @Nail_Por n VF Amp Score: 4.7 @ReallyRee VF Amp Score: 4.2 Best Practice Authentic connection with consumers is vital to build brand loyalty and grow sales. This Snapshot revealed nail care brand messages are not being shared as often as they could be and brands are missing vital opportunities to incent influencers to spread the word. Our tips: Build engagement: Just because they follow you doesn t mean they read your Tweets or buy your product. What counts is how many times they are sharing your content. Are they tweeting positive experiences? Are they retweeting when someone else says how good their experience was? Personalize conversations: People want to feel special, not sold. Impersonal Tweets seem like spam and get ignored. So too do sales pitches. No one shares them. Get to know your customers and prove you care by offering personalized nail care tips and starting genuine conversations. Amplification and influence scores are used to predict reach and impact of an individual in influencing positive sentiment, buying decisions, and brand building earned media and loyalty. Understanding, engaging and rewarding influencers is a vital competitive advantage in a crowded marketplace when 82% of consumers will not make a purchase without validation from someone like me on social media. Targeting your ambassadors on Twitter and elsewhere enables more targeted, efficient and high-impact social engagement and content marketing to drive conversions and revenue. Target and win over influencers : Learn what they (and their friends) care about. You will start to understand preferences, lifestyle, buying habits, influences and sentiment. Their stories will enable genuine emotional connections that are the basis of successful content marketing and word-of-mouth campaigns. The right amplifier can reach millions with one Tweet: Once you know your influencers and amplifiers you can predict with accuracy what the reach of your message will be over-time. 4 Verifeed Social Intelligence SNAPSHOT Nail Care Trends & Influencers June 24
Build brand equity Amplify your differentiated value Assure customer loyalty Drive conversions and sales About Verifeed Verifeed mines, filters and parses millions of social conversations to unearth actionable insights and predictive business intelligence. Our analysts, aided by patent-pending technology, get the right information to the right people at the right time to assure cost-effective and high-impact word-of-mouth and native content marketing. We also provide valuable predictive analytics, competitive research, and revenue-driving strategies. Monthly Beauty Intelligence Reports Subscribe Verifeed offers monthly social analytics and trends reports on skin care, hair, nail care, makeup and more. Our paid reports go deeper than these Snapshots, and include detailed and segmented influencer, amplifier and sentiment analysis. See how content marketing campaigns fare over time, understand how influencers are impacting conversions and purchases, see who is winning on social media, and get actionable recommendations. Contact us at beautytrends@verifeed.com. Read Verifeed s White Paper: Social Intelligence in the Age of Infobesity at www.verifeed.com Custom Analytics & Actionable Outcomes: We can help Be first, right and predictive. Verifeed offers exclusive and custom service for beauty brands, retailers, beauty PR and market research firms and others wanting a competitive advantage. What are consumers saying right now about your brand, a product, service, campaign (or an issue) that will influence a buying decision? Who are your influencers and amplifiers, and what are their lifestyles, preferences, expertise, circumstance, interests, and buying habits? Who are their friends, and how do they interact to influence an outcome? What events and issues are shaping how people react to your brand? How effective is your content marketing and social media marketing? Real-time (and over time) authentic insights help you anticipate sentiment, needs, habits and motivations to guide a winning strategy to exceed revenue targets and other KPIs. Contact: Melinda Wittstock BeautyTrends @ Verifeed.com 22.374.479 Analyze: Powerful algorithms and proprietary processes unearth valuable insights about who and what will make or break a product launch, brand, or attract new customers.. Mobilize: We identify influencers by shared interest and assess their amplification quotient for efficient and predictive word-of-mouth network effects and native personalized content marketing. Capitalize: We create data-driven strategies for customer acquisition and loyalty, conversions, and revenue. Verifeed Social Intelligence SNAPSHOT Nail Care Trends & Influencers June 24