Beauty and influencers go hand in hand. With online sales booming and shift happening from traditional advertising to new ways of reaching consumers - the beauty advertising has completely changed. Dive into ways brands can safely rely on influencers to grow their businesses.
Beauty is a multi-billion-dollar industry, without any sign of stopping to grow any time soon. With the new trends, new players and innovative products popping up on a daily basis, it’s an industry that’s constantly evolving and finding new ways to penetrate consumers’ bathroom shelves. The online sales of beauty products grew over 30% in 2019 and over 25% only in the first half of 2020, and brands are now certain they can’t only rely on in-store shopping.
The importance of influencers for beauty brands was obvious even years ago, but with Covid putting a halt on physical sales (and trying the products physically) the influencer became the single most important pillar of beauty marketing mix. And with such a huge responsibility, new ways of working needed to take place. So let’s look together at how brands utilized the influencer power to grow their businesses and how you can do the same while always keeping your ROI in mind.
First of all, we need to understand that influencers are changing the way beauty is marketed in the first place. With consumers shying away from traditional advertising like TV and print, the attraction towards influencer content, pretty photos, videos, reels and other forms of content came into spotlight. Influencers offer an intimate experience of the products, can answer questions and offer honest reviews, and that’s what consumers are after nowadays. The big players in the beauty industry needed to adapt to this trend as more niche and cutting-edge brands were starting to steal the show. Did you know that Estee Lauder revealed that 75% of their marketing now belongs to influencer marketing? That says enough.
But let’s outline the things beauty brands and advertisers need to pay attention to and how our platform can help them utilize the power of influencers in the best possible way, helping them to grow revenue and get the return on investment they envisioned.
If you’re just starting and you don’t have enough budget to invest in influencer campaign or you have a product that’s worthy itself, consider this type of collaboration. Of course, this will not work with all the influencers out there, but you will find those who are willing to keep your product/s in return for an ad. Our platform offers this type of collaboration and is actually very common among the beauty brands. It’s easy to set up your filters, brief, expectations, campaign duration and to track the progress all the way.
Long gone are the days where you were paying for empty promises or feeding fake followers. You can now pay only for what you get. What does this mean? You create a specific link for each influencer, set a price for each link click and then pay for the results each influencer generates for you. We know you’re probably worrying what happens if someone generates too many clicks (i.e., more than you could have anticipated) and it turns out expensive. That’s why you have a payment limit for each link. This type of influencer collaboration has become the most frequent type of collaboration as it makes influencers really invest time and effort in their content, while allowing both influencer and advertiser a fair share of revenue.
Honestly, there are such great tools nowadays to prevent influencer fraud, that any brand considering influencer marketing should invest in those tools, no doubt. It’s much, much cheaper than paying for fake followers. For example, you go to our X-Ray Scan tool, find any influencer or social media profile on the planet and get their full profile analysis. Engagement rate – to know how engaging their audience is. Credibility rate – to know how many real followers they have. Audience interests – to understand the interests of their audience. Brand affinity – to understand the brand affinities the influencer audience is into. These are all the data points that can help you be so much smarter about your spending.
But where to find them?
How to actually find influencers in my category? Where do I start? How do I google them when I only get the most popular and expensive ones? Well, well, we’ve been there. And that’s exactly why we have created our Discover tool. The Discover tool does just that – helps you find suiting influencers to run campaigns with. Filter them out according to the category, hashtag, demographics, platform, credibility, engagement, select those you like and start working with them. The best part? You can check their estimated aggregated results before starting the campaigns.
You can also let them find you
We differentiate between two types of campaigns: direct is the one we already mention one step before – you find the influencers you want to work with and then get in touch with them. But the other option is the public campaign. Here’s how it goes: you set the brief, the desired platform/s, the budget, timing and all other details. Afterwards you enter the influencer filters (who passes the criteria and who doesn’t) and then wait for influencers to apply to your campaign. As easy as that. All you need to do is approve or reject them and then your campaign can start.
But honestly, there’s so many options that our tools allow you to do, but before starting any campaign we advise you to check our article on how to make your influencer campaign a success.
P.s. Photo credit belongs to one of our fave beauty influencers: @ohuprettythings