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The music superstar turned business mogul announced a new TikTok creator hub, dubbed Fenty Beauty House, during her new mascara’s recent launch party, according to Harpers.
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Some of TikTok’s biggest beauty names were in attendance for the launch of the Fenty Beauty House — including Emmy Combs (4.3 TikTok followers), Dawn (1.1 million), and Makayla (288,000) — which Rihanna said is meant to be “a beautiful new space to collaborate, express, learn, and build community.”
The Fenty Beauty House is representative of the rising tide of collaboration among younger influencers — something marketers should be aware of as they aim to work with the group. Some younger influencers are shying away from the more individual-centric content that’s popular on Instagram and are instead gravitating toward more collaborative efforts.
To that end, the Fenty Beauty House isn’t an entirely new idea: TikTok “collab” homes, places where influencers come together to collaboratively create content, as well as communal housing for other content creators like YouTube vloggers and video game live-streaming stars, have been cropping up more and more.
Creators are attracted to these collaborations at least in part because they offer an opportunity to boost engagement by reaching multiple fanbases at once, Chris Kastenholz, CEO of influencer marketing agency Pulse Advertising told Business Insider Intelligence. Kastenholz added, “The more followers they [influencers] have the more reach and more impact they have.”
This trend of collaboration among influencers ultimately reflects the broader desire for community among younger social users, who have taken to a number of shared digital trends. For instance, TikTok dance challenges, virtual worlds like Fortnite, and platforms with community-oriented creators like Twitch and YouTube are all popular among young people.
And, as far as specific creator collaborations go, followers can be drawn in by their dynamism, Kastenholz said: “Accounts can be super interesting if they’re on a certain topic and it’s one creator or person you can learn about and connect with and follow around, but if there’s a storyline that you could follow and that you can kind of take a peek into that’s about relationships, then that’s an added element of momentum.”
By creating a communal space for creators to collaborate on content and merge their fanbases, Rihanna is engaging in a branding effort that meets both creators and their followers where they already are. With that in mind, brands looking to reach the younger generation should consider how to work similar collaborative elements into their influencer campaigns — even if they don’t go as far as building physical spaces for the occasion like the Fenty Beauty House.
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