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INFLUENCERS 2021 a Digital Culture Forecast CORQ.CORQ

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INFLUENCERS 2021 a Digital Culture Forecast CORQ.CORQ Cover CORQ. INFLUENCERS 2021 A digital culture forecast CORQ.CORQ. Hello… …and welcome to CORQ’s influencer hotlist for 2021! This has been compiled by our journalists and aims to give you a steer on who will be determining and shaping digital culture for the CORQ. year to come. Who should you work with next year and why? Influencers on our hotlists have been chosen due to their ability TRENDS to capture the mood of now and their determination to innovate. So much has changed over the past 12 months and we can see INFLUENCERS a newly defined hierarchy developing when it comes to the influencer landscape. While some creators were able to produce incredible entertainment at home, others floundered due to the INSIGHT absence of exclusive brand-facilitated trips and events. We suspect those who have not adopted video and audio will struggle in 2021. The influencer industry has certainly changed DATA shape, with savvy creators spring-boarding from TikTok to television in a mere 12 months. The blueprint for what it means REPORTING to be an influencer has been ripped up and redrawn. It’s a fascinating time to be working in digital and we hope this report will help you start to navigate the next 12 months. And if you hit a roadblock? We’re always here to help in any way that we can. Happy reading and merry Christmas! Sara. Sara McCorquodale, CEO and Founder of CORQ, and author of the critically acclaimed book Influence: How Social Media Influencers Are Shaping Our Digital Future. Storytelling themes of 2021 CORQ.CORQ. “Nothing is off-limits now when it comes to the conversations influencers can start and drive. We’re going to see menopause myth-busting, financial real talk and TikTok step up to truly rival YouTube” - Emilie McMeekan, Features Director of CORQ CORQ. TRENDS INFLUENCERS INSIGHT DATA REPORTING FRIENDSHIP: the power of influencers binding SPIRIT: if 2020 was about adapting and stoicism, 2021 ABANDON: the absence of a wider dominating together to do good in 2020 has changed the way is going to be the year in which people fight to protect the culture in 2020 led to rise of individualism across the many are operating their platforms. This is very communities, businesses and sentiments they hold dear. internet. Influencers became more experimental with different to the “collab culture” of the early Thanks to Brexit and the pandemic, there is a sense of their content and honest with their audiences. A YouTube days, which existed purely to accelerate uncertainty around what the world may look like come sense of open-mindedness overtook a sense of growth rather than address and help solve issues. 2022. Yet people power has proved itself to make change “brand” and for the first time since the Noughties we Off the back of initiatives like Share The Mic, happen in 2020. It made Black Lives Matter global news saw widespread creativity driven by ideas rather influencers are becoming ever more aware that and ejected Donald Trump from the White House. It also than an explicit commercial strategy, hence the rise establishing friendships with more marginalised saw communities care for each other, businesses step up of TikTok. The ability to be spontaneous, entertaining creators will produce a better social media for to provide PPE and crowdfunding explode. 2020 was and throw off a constructed image in order to everyone. Influencer friendships which have a something of a revolution in which people realised what connect as humans has turned influencers into stars greater purpose than reach will result in new social they could achieve through ingenuity and determination. in 2020 and created a new blueprint for how to be ecosystems and greater influencer equality. The result? A formidable spirit which will dominate 2021. an influencer in 2021. CORQ. Trends + influencer hotlists for 2021 Beauty trends 2021 The pandemic has set in motion a number of behaviours which have led to staggeringly engaging content and new approaches to beauty. Here’s how these will evolve in the year to come… Minimalist skincare: with more time and freedom to experiment with complex, active skincare ingredients such as acids and retinoids over lockdown, we may have reached peak skincare. A growing number of skincare gurus have shared advice for repairing the skin barrier. Minimalist skincare strips routines back to basics, undoing the damage of a haphazard, uneducated routine and rebuilding it from the ground up. Filler fatigue: influencers have turned their backs on cosmetic fillers in 2020, with the likes of Molly Mae Hague, Sydney May Crouch and Millie T all having theirs dissolved. Audiences are just as keen to watch this as they are cosmetic procedures - Molly Mae’s video of the experience is one of her most-watched to date. Consider this the start of a revolution. Mask makeup: beyond weird and wonderful eyeshadow, the past few months have been filled with eyebrow trends (such as glue, bleach and fox brows) and outlandish eye tricks (see pastel lashes and floating eyeliner). Expect these to grow increasingly inventive as mask culture continues. “With over 160million views, the #skincarehacks movement is the result of an app that’s arguably home to more ingredient-savvy content creators than any other platform” Beauty Hacks on TikTok - a CORQ report CORQ. Beauty influencer hotlist 2021 Fatima Waheeb: a makeup artist Ellie Addis: her following soared this year after with a love for Halloween and going viral for recreating Ashley Tisdale’s most iconic anime, the latter half of this year has noughties looks - just one example of her ability to seen Fatimah embrace trending put a colourful twist on every TikTok trend. To use her media-inspired looks. Her following raised profile for good, she recently started handing has soared as a result - expect even over her Instagram Stories to up-and-coming beauty more creativity in 2021. content creators. Abby Roberts: the UK queen of TikTok beauty. In the past year she has Michael Brooks: Bereft of clients over lockdown, collaborated with James Charles, this makeup artist found his own beauty groove - Yungblud and Liam Payne as well as pastels, otherworldly brows and dreamy attending MTV’s EMAs. Known for her eyeshadow art. He also took on the ever-growing hilariously bizarre makeup challenges, quest to get the ultimate glow, and won, taking his her star shows no sign of fading. content from awe-inspiring to relatable too. Eve Fraser: indie beauty master who Ewoma Ukeleghe: beauty professionals embodies the e-girl trend and is studying have attracted higher traffic than ever this year Fine Art. As well as continually growing and cosmetic doctor Ewoma is no exception. on Instagram, her TikTok soundtrack is The founder of clinic SKNDOCTOR has turned insanely cool and she can go for months agony aunt on Instagram, solving skincare without vlogging, yet her YouTube woes such as maskne with wit and a deep audience has remained loyal. The understanding of the cosmetic industry. exception to the rule. Lou Northcote: her #freethepimple Kadeeja Khan: having dedicated her platforms to campaign reached new heights in showing the disparity between social media and 2020. And her journey just took a natural skin, she’s on a mission to dispel the myths of new path - she’s currently dedicating “imperfections” and looks at various skincare and her profile to her experiences with beauty trends through the lens of severe acne and the acne medication Roaccutane. polycystic ovary syndrome. CORQ. Beauty influencer hotlist 2021 Danielle Marcan: the self-proclaimed Sharmadean Reid: Over the past year, the “beauty guru wannabe” who broke the founder of treatment booking app Beauty Stack has one million mark on Instagram and expanded her horizons to a podcast, series of TikTok this year. The latter is where she business workshops and a monthly Beauty Stack really shines, thanks to her bold, unique Book Club. Her last talk of 2020 predicts big things eye designs, celebrity makeup looks and for next year, covering how to “level up” before then. ability to spot emerging beauty trends. Jamie Genevieve: this YouTubing MUA and Gina Box: the bride-to-be is a reliable powerhouse has been creating content since 2013, choice for fun beauty content and has and is set to go stratospheric in 2021 thanks to the upped the ante as she creeps closer to her launch of her highly-praised beauty brand, Vieve. To 2021 wedding. She’s already started promote the line, she returned to the thing that made incorporating her fiance into “couple her name: makeup tutorials on YouTube. A significant makeup looks” and plans on covering the change, as she has spent the past few years primarily run-up to her big day in-depth. focusing on vlogging. Wendy Asumadu: beauty content doesn’t get much more imaginative than this. She Jules Von Hep: the founder of tanning brand Isle treats the complexion as a canvas and has of Paradise spent 2020 on a self-love journey and criticised the beauty community’s lack of is now out the other side and on a mission to representation, teaming up with fellow Black spread the “feel good” vibes. His style of content is content creators to launch Editorial BLK in warm, funny, incredibly motivational and rooted in 2020. She’s also fundraising to create more anti-perfection narratives. opportunities in 2021. Sasha Louise Pallari: her anti-filter movement #FILTERDROP was picked up Diipa Buller-Khosla: already a seasoned beauty by Vogue, but Sasha doesn’t plan to blogger, Diipa was one of the first in the game to stop there. The model just launched her embrace Instagram Reels.
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