With their considerable sway over beauty enthusiasts, Beauty influencers have established themselves as trendsetters. Their relatability and personability have made them indispensable to brands today. They have the ability to impact purchasing decisions and create a nurturing ground to turn one-time consumers into brand loyals. Their role has evolved to surpass just creating looks into contributors to a brand’s narrative in the eyes of the consumer.
Collaborating with beauty influencers offers a plethora of benefits for brands. Firstly, it grants access to a group of highly engaged and targeted audiences. Secondly, influencers can provide authentic, user-generated content that showcases real experiences with a product. This user-generated content is often perceived as more trustworthy and sought after than traditional advertising forms. Beauty Influencer collaborations can boost brand awareness and credibility to influence sales. Here are 3 ways to strengthen your partnership with them.
No matter how effective and powerful your strategy might be, if your influencer is not the right fit, all the efforts will go down the drain.
Start by identifying influencers whose values align with your brand. Chances are, your brand is on their radar. They should have *somewhat* heard about you. This will suggest that they have the right type of audience that you are going after. Next, check how engaged they are with their followers. Do they interact with them via comments or IG Stories etc? They will provide you with a good idea of their working style and how much authority they have. You will want one that is highly engaged with their following.
Image Credit: @hellojimmyyean
By that, we do not mean micro-managing. Being part of the process here means understanding their content creation and working to create a mutually beneficial relationship. Allow them their creative freedom. Empower influencers to create content that aligns with their personal style and resonates with their audience. No one knows their following better than they do. Your job as a brand is simply to ensure that the messaging is consistent. Your job as a brand is simply to ensure that the messaging is consistent.
Define the necessary KPIs that your brand is currently focusing on. This will assist the content strategy for your influencer. If awareness is the goal, this will entail perhaps a louder form of messaging that the influencer would need to account for. Be extremely specific with what would like to achieve by the end of your working relationship.
Authenticity and transparency will remain paramount, as consumers demand more honest and relatable content from influencers. Brands are leaning towards micro-influencers because of how close they are to their following. In addition, they are also more cost-effective as compared to working with a macro influencer. As the beauty influencer marketing landscape continues to reshape, advertising strategy should be dynamic enough to account for the consumers’ changing preferences in order to ensure any type of campaign success.