Webinar "Battle of the Beauty Conventions"


Every year, thousands of makeup enthusiasts converge upon conventions like Beautycon and Gen Beauty to engage with beauty’s most prominent influencers and brands. Boasting industry panels, meet-and-greets, art installations, and pop-up shops, these conferences have helped brands build and cultivate highly engaged communities by providing an opportunity to deepen relationships with influencers and interact closely with consumers. To gain deeper insight into how brands can make the most of these experiences, Tribe Dynamics used EMV, our proprietary metric measuring social media engagement, to examine two leading experience-focused brands, Beautycon and Ipsy, and their respective Beautycon Festivals and Gen Beauty events in 2017. We’ve also spotlighted the performance of Create & Cultivate, an up-and-coming experience-based platform.


With social networks influencing consumer behavior more than ever, the success of brands is becoming increasingly dependent on digital word-of-mouth. Tribe Dynamics conducts in-depth research on brands’ social performance, using earned media value (EMV), our proprietary metric for measuring online engagement, to evaluate influencer marketing strategies. Now, we want to share our insights with you!

Over the coming months, we will hold bi-weekly webinars on topics ranging from the role of activism in influencer marketing to strategies for smaller-scale influencer activations. Each webinar will be accompanied by a special report providing additional data and insights on the topic. We hope you find these webinars and reports as illuminating as we have while creating them!

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