Is Exclusivity in Creator Marketing Paramount? Well, It Depends

For beauty brands, how important is exclusivity when it comes to creator marketing? Data from CreatorIQ reveals that it truly depends on the sub-sector. CreatorIQ analyzed the cosmetics and fragrance categories — both of which fall into the larger beauty industry — and found a stark difference between exclusivity, or the number of creators who talk about multiple brands, and how much Earned Media Value (EMV) is generated. 

• For cosmetics, nearly 25% of the total $4 billion EMV earned by the top ten brands was powered by less than 2% of the total community. 
• What made those creators so powerful? They talked about ALL of the top ten cosmetics brands. 
• But examining a different beauty category — fragrance — the opposite is true: 30% of the total $299 million EMV across the top ten fragrance brands was driven by creators that exclusively mentioned one brand. 

For more insights, check out CreatorIQ’s webinar “Exploring Exclusivity: Should Your Creators See Other Brands?”