“Influencers” is a buzzword we hear nowadays when referring to online marketing or social media. In fact, 57% of companies within the beauty sector intentionally utilize influencer marketing within their promotional channels to educate customers on their products (source link).
But what is Influencer Marketing and how does it work?
What It Is.
Influencer marketing is when a company chooses someone to partner with that has a significant “influence” through their online channels in order to promote their products and services through those mediums. For example, on YouTube, there is a large amount of channels that focus solely on testing beauty products, doing beauty tutorials, etc. The stars of these channels, or influencers, have a lot of power to persuade their viewers to purchase the products they endorse.
Why You Need It.
Fact: Beauty products are difficult to sell online. How does the consumer know what the texture of the product is like? What shade is best for her skin? Is it okay for oily skin? Will it make her hair greasy? Beauty products need to be touched, felt, and tested in order for a consumer to feel comfortable enough to make a purchase. Unfortunately, in an extremely digital world, this comfort is hard to find while shopping online… so in steps the influencers!
Influencers already have a significant, niche-specific audience at their fingertips and can have the ability to get your brand’s message across to thousands or millions of possible new customers.
Find the Influencer that’s best for YOUR beauty brand… But where to start?
Initially, you need to do some research & depending upon your brands budget, determine next steps. Sometimes, influencers will just be happy with “free products” as their pay, however, others require a pretty penny. Often, to track the success of the influencer, you can give an offer code that they include in the description of their video (and give a shout-out to it within the video) that will give the consumer a discount. This gives the consumer more incentive to actually try the product and it also give brands tracking capabilities to measure the influencers’ success. To give the influencer additional incentive to push the product on her channel, the financial agreement could be a percentage of sales of the product with the determined coupon code.
In order to find the perfect future influencer for your brand, you need to tune in to the conversations happening in your beauty sector. A great way to do this is through researching #hashtags that are trending within your segment. Who are your followers subscribed too? Who are individuals commenting often on your blog/social media posts? You might find a brand advocate right under your nose that can serve as an influencer.
Check Her Reach.
The next important thing to do once you’ve identified select potential influencers, is to evaluate their reach. Usually, a significant number of followers or subscribers is a good indicator of their potential reach. What the follower threshold is to be considered an influencer is up to the company, the niche, and the quality of their followers.
Also, a good thing to look out for is how they engage with their audience. Do they interact with their followers? Address them in posts/videos? If their followers are used to this kind of interaction that influencers channels may be a perfect medium to get across your marketing message.
Type & Style of Engagement.
Last, but not least, check how the influencers engage with their audience. Blog posts? Youtube videos? Social Media? A combination? You want their content style to match with your brand. After reaching out to the influencer, a content strategy can be made and an agreement on content types and what messages your brand would like for them to convey. One thing to bear in mind is that the beauty/curse of these influencers is that they usually are 100% honest with their audience, which could turn negatively if your product isn’t their favorite.
Let Her Take the Reigns.
Influencers have large followings for a reason. They know their audience better than anyone else because they are interacting with them on a daily basis. They may have fresh ideas of how to generate leads for your brand based off their intimate knowledge of their own audience, so when working with them it is best to let them have freedom to work with the product how they’d like, or test it in ways you may have not thought of and expand the product to a whole other realm of usability.
So there you have it! Influencer marketing has become a HUGE part of many a beauty companies’ marketing mix. Determine your brands influencer needs and contact us at Allo Beauty to see how we can help your beauty brand establish an influencer marketing strategy.