Have you ever heard of influencer marketing?
Even if you’ve never heard of it as a term before, if you’re a social media user you can just scroll your timeline and many examples of influencer marketing will pop up, starting from the friend with 5000 followers who posted about her favorite face wash to the A-star celebrity who posts about the products of this one beauty brand quite often.
The thing is that you know that these posts are advertisements, but they don’t really bother you like the typical ad campaign would. Chances are, at some point you might have even had the thought of trying out the so said products that keep on popping up every now and then on your timeline and that precisely is why influencers can be so powerful when it comes to marketing.
Unlike before, the evolution in social media has created a massive change in the entertainment world by becoming not only a platform for self-expression but also allowing people to channel their creativity by uploading original content and attraction a group of followers reaching to the number of millions.
Due to their originality and the natural attraction they create through the content they publish, these influencers create an atmosphere where the audience looks forward to their hearing what they have to say, thus making them very influential to the market and steering what they demand for.
Thus, with a plus point like this, no other industry takes advantage of incorporating influencers into their marketing strategy plan more than the beauty industry does and this has actually proven to be highly efficient.
The micro-influencer effect
Social media influencers can be anyone with a smaller number of superfan followers, such as Youtube Beauty Gurus or a globally recognized It Girl like Kylie Jenner or Gigi Hadid. The problem is that A-listers such as the latter actually set a higher price when it comes to collaboration with brands.
On the other hand, various studies have shown that micro-influencers or in other words influencers with less than 100,000 followers are actually more effective for marketing rather than their bigger competitions. A big part of this is supported by a number of factors.
Firstly, by having a smaller pool of followers, micro-influencers have the tendency of attracting an audience of a more defined demography and interest, therefore helping the brands in understanding whether the influencer is the right player for them or not.
In addition to that, according to Takumi, there is a higher engagement rate coming from influencers with less than 5,000 followers, mostly because by utilizing multiple micro-influencers to advertise your brand through their content you obtain different types of content on a wider and more varied scale.
The key factor which sets influencers apart from ad campaigns or celebrity ambassadors is that they come in a buy-1-get-2 package of an influential figure and a group of followers who trust them.
We’ll put it this way: a beauty guru uploads a video on Youtube reviewing the newly-released lipstick of a celebrity which everyone is dying to try too but still have doubts in buying it because it might be out of the budget. When the pool of followers receive the notification to the video, their reaction to it is going to come like magnet and boom, suddenly the brand’s number of sales escalate.
How does it attract the audience then?
Basically, as mentioned previously marketing through influencers can be more reliable as the connection between the customer and the influencers have already been built way before the brand came into the picture.
Customers nowadays also rely more on first-hand experiences, and with social media influencers fans have a more transparent interaction as they can bluntly express their likes, loves and hates towards the products, hence providing the influencers with the knowledge of what the market actually desires which is a valuable asset that players of the beauty industry might not really be able to access through traditional mediums of brand approach.
“Customers want to be in charge of a brand’s story and whatever it has to offer, they don’t want to be told what to buy anymore,” according to Robert DeBaker, the CEO of Becca, one of the brands which has been positively impacted by influencer marketing.
All in all, in contrary to popular belief, the voice of social media influencers, especially micro-influencers, actually speak louder because their fanbase might be small but are guaranteed to be loyal providing a deeper reach. Brands also should be able to note that nowadays the beauty industry is a customer-industry. Customers are the key to the success of a beauty brand, and the best approach to them is through a public figure which can connect both.