WHO ARE THE MAIN BLOGGERS AND CONTENT PRODUCERS ON PLUS SIZE FASHION AND BEAUTY ON FACEBOOK?
The study applies a methodology developed by IBPAD about the references universe for a specific segment, with the aim of understanding multi-dimensionally who leads content production on the platform.
2. STUDY
WHO ARE THE MAIN BLOGGERS
AND CONTENT PRODUCERS ON
PLUS SIZE FASHION AND
BEAUTY ON FACEBOOK?
3. PLUS SIZE FASHION AND BEAUTY ON FACEBOOK
The Mapping based on Network Analysis
can not only answer that question, but also offer an overview of
influencers’ preferences on media, culture, music and content
practices.
The study applies a methodology developed by IBPAD about the
references universe for a specific segment, with the aim of
understanding who leads content production on the platform
multi-dimensionally.
4. METHODOLOGY
STAGE 1
MAPPING OF
REFERENCE PAGES
We collected 100 “seeds”: pages
that belong to bloggers who are
focused on plus size fashion and
beauty, in January 2016. These
pages are defined as resources
for network expansion.
STAGE 2
EXPANSION OF PAGES
UNIVERSE
The extraction of ego-networks
1.5 from 100 pages allowed us
to perform the reference
mapping in 3.788 home pages,
also with the connections
measurement between
referenced pages.
Besides plus size blogs and
content, several categories such
as clothing brands, international
blogs, artists, general fashion
blogs, cosmetics, press, etc.,
were considered.
6. BRAZILIAN PAGES RANKING
The connections mapping resulted in
the network seen here. International
references such as Plus Model
Magazine, The Curvy Fashionista and
GabiFresh were prominent in
Brazilian bloggers mentioning.
The interconnection between local
bloggers and content producers was
very relevant. We have here a list of
the Top 10 Ranking Pages referenced
by bloggers/content producers on
Plus Size in Brazil, from the metric of
the influence selected.
It is possible to observe that the
bloggers prefer to mention blogs of
the same segment. Blogs on more
general fashion and beauty only
appear at rank 8 and 10.
#1
#2
#3
#4
#5
Entre Topetes e Vinis
facebook.com/EntreTopetesEVinis
Grandes Mulheres
facebook.com/blog.gm
Beleza Sem Tamanho
facebook.com/BelezasemTamanhoBlog
#6
#7
#8
#9
#10Blog Mulherão
fb.com/Blog-Mulherão-153322298071871
Débora Fernandes Plus
facebook.com/blogdeborafernandesplus/
Relaxa Aí, Fofa
facebook.com/RelaxaAiFofa
Garotas Estúpidas
facebook.com/garotasestupidas
SOU Gordinha SIM
facebook.com/sougordinhasimoficial
Just Lia
facebook.com/justlia.com.br
Petiscos
facebook.com/petiscosporjuliapetit
TOP 10 RANKING
BRAZIL
7. TOP POSTS 2015: GRANDES MULHERES
The posts of major impact in 2015 from the site
Grandes Mulheres (Big Women) show the
diversity of publication made by the segment
influencers.
The first result is an advertorial offered by
Happn app.
The second post, also related to the brand,
shows the blogger’s album, while she was trying
on bikinis by Sizely Lingerie.
The third post of major impact also deserves a
highlight, due to its explicit positioning against
Glamour Brasil, for publishing an article with
elements of fatphobia, identified by the
blogger..
8. TOP POSTS 2015: ENTRE TOPETES E VINIS
Entre Topetes e Vinis (Among Quiffs and Vinyls),
by Ju Romano, was the second blog/content
page most referenced during the research.
The posts of largest impact were related to
beauty appreciation, with emphasis on the May
cover of Elle Magazine, with Ju Romano as the
center piece of the anniversary edition.
“Love yourself: Take on your Face, your Body
and your Age with Proud” was the cover story
that generated so much repercussion.
9. TOP POSTS 2015 : BELEZA SEM TAMANHO
The blog Beleza Sem Tamanho (Beauty with no
size limit) had in its two main publications in
2015 videos on plus size women’s physical and
artistic abilities, to demystify the false relation
between weight and health.
10. TOP POSTS 2015: DÉBORA FERNANDES PLUS
Débora Fernandes Plus’ post of greater impact
showed her photo in a bikini, with a text and link
on self-esteem and beauty.
As observed on the previous slides, other
bloggers also established themselves through
similar publications, reinforcing the importance
that bloggers have as reference figures to
readers who still fear the “beach/summer
body” taboo.
The second largest impact publication is a
commercial post, with a look book from a São
José dos Campos store. It gained relevant
repercussion thanks to the blogger.
11. TOP POSTS 2015: BLOG MULHERÃO
Posts with motivational and self-reassuring
sentences from Blog Mulherão (Big hot lady
Blog) exemplify very well the political-linguistic
positioning of the word “fat”, in an objective and
positive way.
The third highest engagement publication of the
year is about affection, a very relevant theme in
the segment.
13. GabiFresh
facebook.com/gabifresh
The Curvy Fashionista
facebook.com/TheCurvyFashionista
Garner Style
facebook.com/garnerstyle12
#1
#2
#3
#4
#5
Nicolette Mason
facebook.com/NicoletteMasonBlog
Girl with Curves
facebook.com/girlwithcurves
#6
#7
#8
#9
#10
Nadia Abolhousn
facebook.com/Nadia-Aboulhosn-481248305225854
Curves and Chaos
facebook.com/CurvesandChaos
Curvy Girl Chic
facebook.com/Curvy-Girl-Chic-108575759184076
Stylish Curves
facebook.com/Stylish-Curves-144527381462
Stéphanie Zwicky
facebook.com/leblogdebigbeauty
RANKING OF INTERNATIONAL PAGES
The international blogs seen as
reference for Brazilian bloggers
are listed alongside.
It is worth mentioning that the
blog with the biggest number of
fans (730,000) on this top 10 list,
Garner Style, has a Facebook
audience just slightly bigger than
the biggest Brazilian blog
(Grandes Mulheres, with 723,000
fans), which shows the relevance
of the theme in the country.
TOP 10
INTERNATIONAL
RANKING
14. INTERNATIONAL BLOGS : THE CURVY FASHIONISTA
The Curvy Fashionista blog, leader among
international references, publishes content
related to fashion, beauty and self-esteem.
The post with greater impact in 2015 is a
sequence of subtitled frames from the speech
on body image of the actress Lillian Bustle.
The post with the second higher impact was
apparently sponsored by the brand Lane Bryant,
from the #PlusIsEqual campaign.
15. INTERNATIONAL BLOGS : GABIFRESH
Two posts with highest repercussion on Gabi
Fresh’s blog used photographs just barely
related to the fashion topic.
The second highest engagement publication is
an ad of the collection signed by the blogger for
SwimSuits For All.
16. INTERNATIONAL BLOGS : GARNER STYLE
The Garner Style page also targeted more viral
publications, such as the three most popular
seen above.
It is interesting to observe the redefinition of
phrases used in pejorative contexts.
18. #7
#10 Océane Femme
facebook.com/oceanefemme
Chanel
facebook.com/chanel
MAC Cosmetics
facebook.com/MACcosmetics
Sephora
facebook.com/sephorabrasil
#1
#2
#3
#4
#5
O Boticário
facebook.com/oboticario
Avon BR
facebook.com/avonbr
#6
#8
#9
COSMETICS
The Beauty Box
facebook.com/facedabeauty
Dove
facebook.com/dove
NYX Cosmetics
facebook.com/NyxCosmetics
Quem Disse, Berenice?
facebook.com/quemdisseberenice
The Magnificent Me campaign highlighted six consumers chosen in a
contest held in 2015, with the objective to show the brand’s diversity,
including Luz Maria Vargas.
19. SWAK Designs
facebook.com/swakdesigns
ASOS Curve
facebook.com/ASOSLovesCurve
Fashion To Figure
facebook.com/fashiontofigure
Lane Bryant
facebook.com/LaneBryant
Torrid
facebook.com/Torrid
Monif C. Plus Sizes
facebook.com/monifcplussizes
#7
#10
#1
#2
#3
#4
#5
#6
#8
#9
CLOTHING
Carmakoma
facebook.com/Carmakomasite
Evans
facebook.com/Evans
Lunender
facebook.com/Lunender
Flaminga Plus Size
facebook.com/flamingaplussize
With over 470,000 fans, the Lunender
Store page produces content for the
segment, which has a dedicated
section on its e-commerce. In 2015, it
published 30 posts (amongst 785) on
plus size, including videos and tips by
Dudu Bertholini.
The multi brand store Flaminga,
dedicated to plus size clothing, was
another Brazilian page referenced
on the segment’s top 10. Its main
publication had a photograph of the
model Tess Holliday with a self-
reassuring message.
21. Curvy Magazine
facebook.com/CurvyMagazine
SKORCH Magazine
facebook.com/skorchmagazine
Plus Model Magazine
facebook.com/plusmodelmag
#7
#10
#1
#2
#3
#4
#5
#6
#8
#9
MEDIA
Vogue
facebook.com/vogue
Volup2
facebook.com/Volup2
Elle Brasil
facebook.com/ElleBrasil
Glamour Brasil
facebook.com/glamourbrasil
Daily Venus Diva
fb.com/Daily-Venus-Diva-140540616631
Vogue Brasil
facebook.com/VogueBr
MdeMulher
facebook.com/MdeMulher
Publications targeted for the plus size
audience, such as Plus Model Magazine,
share the market with brands like Vogue
and Elle. The outlet addresses themes
related to fashion and beauty, uses viral
content and celebrities’ catch phrases
and quotes, like the phrase that
stimulates self-acceptance mentioned by
Adele.
SKORCH Magazine mainly explores
fashion for plus size women. The
magazine frequently shares motivational
publication and critics made by other
pages, which take action in favor of
empowerment and against fatphobia.
One of the most commented content
during the period showed a social
experiment made by a plus size artist,
which made people aware of the
prejudice suffered by oversized people.
22. MEDIA: M DE MULHER
The portal M de Mulher (M of
Woman) has over 2.5 million fans,
and regularly produces content on the
plus size universe. The portal also
presents the “A Gorda e o Gay (The
fatty girl and the Gay guy) series”,
starred by Ju Romano and Lucas
Castilho, with women universe’s
taboos themes, especially oversized
girls and homosexuals.
24. #7
#10
#1
#2
#3
#4
#5
#6
#8
#9
MUSIC
Beyoncé
facebook.com/beyonce/
Adele
facebook.com/adele
The Glamazons
facebook.com/Glamazons
Mary Lambert
facebook.com/marylambertsings
Rihanna
facebook.com/rihanna
Beth Ditto
facebook.com/gossipmusic
Meghan Trainor
facebook.com/meghantrainorsongs
Alicia Keys
facebook.com/aliciakeys
Lady Gaga
facebook.com/ladygaga
Katy Perry
facebook.com/katyperry/
On her page, the North American singer Mary Lambert makes occasional comments on issues such as the prejudice suffered
by oversized people. One of the main publications she made in 2015 refers to the polemic video “Dear Fat People”, where the
comedian Nicole Arbour uses pejorative tones to minimize fatphobia and to criticize oversized women. The singer used her
page to condemn the content and to refer a criticism signed by the writer Lindy West.
25. MODELS: HELENA CUSTÓDIO
The Brazilian model Helena Custódio, also called our attention because of her content relevance on
Facebook, which mainly consists on promotion of her professional material with motivational phrases, that
stimulate self-love and fight against prejudice.
26. #7
#10
#1
#2
#3
#4
#5
#6
#8
#9
ACTRESSES
Mariana Xavier
facebook.com/marianaxavieroficial/
Queen Latifah
facebook.com/QueenLatifah
Melissa McCarthy
facebook.com/melissamccarthyofficial/
Megan Fox
facebook.com/MeganFox
Bruna Marquezine
facebook.com/brmarquezine
Cacau Protasio
facebook.com/CacauProtasioOficial
Dascha Polanco
facebook.com/DaschaPolanco
Hayley Hasselhoff
facebook.com/hayleyhasselhoff
Lypita Nyong’o
facebook.com/LupitaNyongo
Priscilla Marinho
facebook.com/295328440579250
Worldwide plus size famous actresses like Queen Latifah and Melissa McCarthy are in
the head positions in terms of reference among plus size bloggers. It has also drawn
attention references to Brazilian artists like Mariana Xavier, Cacau Protasio and
Priscilla Marinho, who took the 3 first positions of the TOP 10 most liked actresses
ranking.
27. ACTRESSES: MARIANA XAVIER
Mariana Xavier gained popularity after being part of the soap opera “I Love Paraisópolis”, aired on TV Globo. The
actress who had one of her lines listed as one of the best phrases in 2015, according to MSN portal, frequently
posts content that condemn fatphobia and stimulate oversized women’s self-acceptance.
28. #7
#10
#1
#2
#3
#4
#5
#6
#8
#9
PHOTOGRAPHERS
Elly Mayday
facebook.com/EllyMaydayOfficialFanPage
Adriana Libini
facebook.com/adrianalibini
Lydia Hudgens
facebook.com/143385715678456
Kelly Hato
facebook.com/KellyHatoFotografias
Victoria Janashvili
facebook.com/206761522508
Kelvin Yule
facebook.com/FotografoKelvinYule
Jo Anders Bentdal
facebook.com/138883539507199
Leo Augusto
facebook.com/LeoAugustoFotografia
Nicki Twang
facebook.com/twang.nicki
Candice Lake
facebook.com/155398371192504
The content promoted on the page of the photographer Adriana Libini
is mainly professional.
The artist develops projects that explore the plus size woman’s
sexuality and a large part of the promotional albums of her portfolio
consists on photos on this theme.
The Dama de Seda catalogue, starred by Brazilian Plus Size Misses
Barbara Monteiro, Ingrid Krigen and Karol Ribeiro was one of the
main publications during the period.
29. #7
#1
#2
#3
#4
#5
#6
#8
DESIGNERS / ILLUSTRATORS
Negahamburguer
facebook.com/olanegahamburguer
Edull
facebook.com/edull.ardo
Tim Shumate
facebook.com/TimShumateIllustrations
Tara O Brien
facebook.com/taraobrienillustration
Juan Alcantara
facebook.com/JuanAlcantaraArt
Natalie Perkins
facebook.com/natalieperkinsart/
Fernando Ferreiro
facebook.com/ FernandoFerreiroIllustrator
Becca Whitaker
facebook.com/beccawhitakersbombshells
Some visual artists were on the list. Among
them, Edull, author of the projects Make Your
Selfie and Modern Princess, aimed at the
empowerment and representativeness of the
plus size woman.
The Negahamburguer project has over 115,000
fans on Facebook and, trough illustrations,
explores content that focus on oversized and
black women empowerment, based on self-love
premises and criticizing attitudes that minimize
the struggle against prejudice.
30. #7
#10
#1
#2
#3
#4
#5
#6
#8
#9
TV PROGRAMS
Big Sexy Casting
facebook.com/bigsexytlc
Curvy Girls
facebook.com/TheCurvyGirls
Drop Dead Diva
facebook.com/dropdeaddiva
Gossip Girl
facebook.com/GossipGirl
Glee
facebook.com/Glee
Sex and the City
facebook.com/sexandthecity
The Big Bang Theory
facebook.com/TheBigBangTheory
Esquadrão da Moda
facebook.com/EsquadraodaModaSBT
Hoje em Dia
facebook.com/ProgramaHojeEmDia
Vanguarda Mix
facebook.com/VanguardaMix
Among the main TV programs enjoyed by plus size bloggers, the top positions are filled out by attractions targeted for
the plus size public, like Curvy Girls and Big Sexy Casting.
Although these attractions have not published any relevant content during the period (the Curvy Girl page, as an
example, was last updated in 2014). It is important to mention their relevance compared to other TV shows.
32. CONCLUSION
The network analysis observed that Brazilian
plus size bloggers are widely engaged in
the production and promotion of self-
acceptance and self-love content. In this
process, content on fashion, beauty, health and
self-esteem play an important role. More than
just being represented, Brazilian plus size
bloggers show an urge to spread out more and
more the need to fight for the deconstruction of
stereotypes and fight against hidden and
explicit prejudices which they are target;
The content produced and shared by Brazilian bloggers respond to
direct or indirect content consumption coming from resources such as
portals and other national and international blogs, especially those
targeted for the plus size universe. Among the media profiles were:
The Curvy Fashionista, GabiFresh and Garner Style blogs and the
portals Plus Model Magazine, SCORCH Magazine and Curvy Magazine;
Other pages like Vogue and Elle Brazil editorials are listed, however, a
fact that called the attention was the presence of the Brazilian site M
de Mulher in second place, among the most liked pages by Brazilian
plus size bloggers. The profile positioning is due to the frequent
promotion of content produced by Ju Romano, especially the vlog A
Gorda e o Gay (The fatty girl and the Gay guy), among other reasons;
33. CONCLUSION
On the top of the cosmetic preferences list are international wide
reach brands, such as MAC Cosmetics, Channel and Sephora, as well
as more popular and accessible like Avon and Dove. Other national
brands such as O Boticário and Quem Disse, Berenice? appeared in
important positions;
Among the international clothing brands are Monif C. and Torrid,
besides the line Curve from ASOS. Brazilian brands Lunender and
Flaminga Plus Size are also among the main references mentioned by
the bloggers;
Brazilian plus size bloggers influence not only followers media
preferences, but also beauty and clothing consumer habits. From this
mapping, it was possible to list the most followed brands by the
influencers;
In terms of musical consumption, it was
possible to identify that among the Brazilian
bloggers POP style, and plus size artists, like
the British singer Adele and the American
singers Mary Lambert, Beth Ditto and Meghan
Trainor prevails. In third place on the ranking of
preferences is the group The Glamazons,
composed by plus size burlesques singers. The
Glamazons got popular after appearing on
America’s Got Talent;
34. CONCLUSION
It was also possible to identify the TV programs that Brazilian plus size
bloggers watch. In the main positions are the TV series Curvy Girls and
the reality show Big Sexy Casting, whose theme is basically related to
the plus size universe. National programs like Esquadrão da Moda and
Hoje em Dia were among the 10 most watched;
This mapping allowed us to notice the presence of Brazilian actresses
Mariana Xavier (in second place on the ranking), Cacau Protasio and
Priscilla Marinho among Brazilian plus size bloggers preference.
Amongst the international preferences, we highlight the actresses
Queen Latifah, Melissa McCarthy and Dascha Polanco;
In the visual arts field, it is interesting to notice that the
bloggers’ preference is not based on what
oversized women portray, but on the possibility
of promoting political messages and reflections
about the prejudice oversized people suffer. Among the designers
and illustrators that are on top of the list, the Brazilian Edull, creator
of Modern Princess that represents Disney princesses in plus size
version, is in the spotlight;
35. CONCLUSION
And finally, the methodology used in the mapping
allowed to conclude that the cultural and media
consumer preferences, as well as the inspiration
that Brazilian bloggers identify with denote the
search for representativeness, but mainly the
increase of the range these relevant
conversations have on oversized women identity
formation and their political issues.
The interest of national and international fashion brands to
guarantee plus size representativeness also generates questioning
about the standards adopted. The requirements of Ford Models
Agency are that plus size models wear between size 16 and 18
(USA), 44 and 46 (Brazil). This reality is not reflected among the
preferences of Brazilian plus size bloggers. Among the main models
followed by the influencers is Fluvia Lacerda, internationally known
as the “plus size Gisele Bündchen” and the American Tess Holliday;
Brazilian plus size bloggers influence not only followers’ media
preferences, but also beauty and clothing consumer habits. From
this mapping it was possible to list the brands influencers follow the
most;
36. OUTCOMES
The mapping presents a ranking and covers
the preferences of Brazilian content
producers on plus size fashion, but the
network extracted can generate more
information activated through deeper
research such as:
Specific Channels Study of Adequacy
Competitive Segment Benchmarking
Media Content Dissemination Analysis
Content Category and Performance
Analysis
Mapping, Evasion and Crisis Resolution
Related to the Segment
Contact us to know more about our studies and digital
communication & research intelligence services.
IBPAD (Brazilian Institute of Research and Data
Analysis) is a center of knowledge in the areas of
Research and Public Opinion, Politics &
Government Relations and Digital Communication.
The focus of the Institute is the development,
application and teaching of techniques and
methodologies in data analysis with solid scientific
basis.
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+55 11 3042-0218 | +55 61 4042-2018
Technical File
Msc. Tarcízio Silva – Methodology, Analysis and Copywriting
Msc. Max Stabile – Methodology
Roberta Cardoso – Analysis and Copywriting
Yuri Amaral - Illustration