Collaborate with beauty influencers to promote your brand
Influence marketing is a must to get noticed on social networks. The beauty sector is among the industries that most use influencers to promote their product. It is therefore necessary to succeed in your beauty partnership to have a positive visibility rate and return on investment. Influencers then produce content in favor of the brand in compensation for a monetary or in-kind remuneration.
Why do brands associate with influencers?
As their name suggests, beauty influencers have the ability to place one or more products with their subscribers. They have established a relationship of trust with them and can thus make them want to try, buy and adopt these products.
Brands can boost their sales, gain notoriety and visibility on the web thanks to these influencers. That's why brands are putting beauty influencers on a pedestal in an era where the digital world is in full swing. In fact, more than half of marketing professionals say they use one or more e-influence campaigns for content creation and product placement because influencers have a targeted audience.
An inappropriate partnership between a brand and an influencer can lead to a poor image of the brand in question. They may not have the same principles and this is quickly noticed by Internet users who do not hesitate to blame or make fun of one or the other. Instead of attracting the public to adopt a particular product, it may lead to popularity, but more importantly, it may lead to the opposite of what was originally intended.
It is therefore necessary to be vigilant in the search for influencers, but also to know how to work with them. The most common mistake is to choose influencers based only on their number of subscribers because this will reach more people. Whereas there are influencers with few followers such as nano and micro influencers, but who have a very high engagement rate.
How do you choose your influencers
These types of influencers have between 5,000 and 100,000 subscribers. They act like ordinary people and do not necessarily live off their status because they do not do this work full-time. This is why they are more engaged, more authentic and closer to their fans than macro-influencers and celebrities.
The latter have more than 100,000 subscribers for macros and up to over millions for celebrities. They are therefore popular with a very large and widespread audience. Thus, for a campaign aimed at high visibility, they are the ones who are called upon. On the other hand, they cannot interact individually with their audience and cannot claim to be authentic and truly engaged.
Beauty influencers are most active on YouTube and Instagram. Through these two platforms, different types of campaigns can be launched depending on the advertiser's objectives. YouTube focuses on everything that is video, be it short or long term. Instagram, on the other hand, has different kinds of possible formats including photos, stories and short videos.
These formats are not chosen at random, they must be appropriate for the content and the idea they are intended to convey. For contents related to beauty and wellness, there are tutorials, unboxing and product reviews, beauty routines, FAQs, giveaways, events, etc.
On the other hand, travel can also be part of the types of collaboration between the beauty influencer and the brand. The latter invites the influencer to a trip with several activities for a product or new range launch. A strategy that allows the influencer to talk only about the brand during the whole duration of this trip through diversified contents.
Get in touch with influencers to start marketing
Firstly, brands must define their objective, rather than visibility, notoriety, to establish themselves in the heart of the public or otherwise. In relation to this, they need to define what kind of influencer they want to collaborate with. Then, they carry out informed research on the pre-selected influencers; it is also essential to determine whether the values of these influencers correspond to those of the brand.
To save time, one can also use influencer platforms such as Influspy, which selects the most relevant influencers and provides data on current trends. This tool can also put the two parties directly in contact.
To get in touch with an influencer, you have to show a real interest in what he does and who he is. After sending him an email asking if he would be interested in this type of partnership, you can send him products for free, just to try them out and find out whether or not the collaboration could take place.
Influence marketing differs from traditional advertising, its primary goal is to optimize the brand's image with consumers. Brands tend to put a lot of pressure on and dictate the content that influencers should present. While this undermines the authenticity and honesty so much sought-after by the public.
Expecting an exceptional result from the first publication is often a mistake on the part of the brand. It is rather advisable to work on the long term, especially with beauty influencers to see concrete results. The public will slowly but surely take ownership of a product if the influencer in question can convince them with his or her posts.
