Influencer marketing success does not require popular digital influencers. You must also consider their influence and engagement. Ideally, your influencers will create valuable content that aligns with your goals and attracts a targeted audience.
The following influencers can work well with beauty brands.
Instagram influencers
Instagram is used by over 700 million people monthly. But this isn’t the only reason beauty brands use Instagram influencers. Instagram is a highly visual network, so the images stand out.
The beauty industry is entirely visual. Beauty can be a red-lipped, smoky-eyed night on the town, or a clean-faced summer face. You may be able to picture those looks after reading about them. But what happens when you make them live?
Visually disconnected beauty loses its wow factor. As a result, beauty brands are using Instagram to showcase the true benefits of their products.
Instagram’s features like Stories, Galleries, and Live allow beauty brands to connect with consumers in multiple ways. Brands can engage more people with their products by using live videos and stories.
YouTubers influencers
YouTube has 14.9 billion beauty views, with 700 million monthly.
Makeup artists, beauty vloggers, and cosmetics buyers create videos to show off their favorite brands to the world. YouTube beauty video viewers flock to learn about makeup application, the latest products, and how their favorite influencers use them to create new and exciting looks. They engage with their favorite vloggers and digital influencers and trust their recommendations.
Videos allow digital influencers to show viewers how to properly use cosmetics and beauty products to achieve the desired results. Love a good before-and-after? It’s not uncommon for beauty vloggers to start their videos with a clean face and then transform it in front of the camera. As a result of their obsession with achieving the same transformation, viewers are compelled to purchase the products featured in the videos. These videos deliver results to beauty consumers.
Micro-influencers
Everyone wanted to be popular in school, but being popular isn’t easy.
Not all celebrities can help your influencer marketing campaign and ROI. The “smaller” guys get more likes and comments than their “larger” celebrity counterparts. The sweet spot seems to be micro-influencers, or digital influencers with 10,000 to 100,000 followers.
While a celebrity endorsement may increase engagement, it may also decrease sales. For example, if your beauty brand partners with a celebrity whose fan base is largely uninterested in beauty products, the campaign may fall flat. Your conversions may be higher if you partner with 40-50 micro-influencers who have a beauty-obsessed following and regularly post beauty videos and images because they post more relevant content and appear more authentic. Their communities share similar desires, likes, and dislikes because they are niche-focused. They may also have close-knit communities of friends.
Consider working with micro-influencers for a more authentic, high-converting influencer marketing campaign.