The term ‘influencer’ is a common one in the world of digital marketing. If you can get an influencer on board, it helps you strengthen your stance as an authority in your industry - but it also helps you tap into a wider audience. This wider audience isn’t simply a numbers game, it’s an engagement game. You’re accessing an already-engaged audience.
Influencers are so-called because they influence their audience. It’s as simple as that. Their opinion matters to their audience.
So what brand wouldn’t want a piece of the influencer marketing action?
Gone are the days where the beauty consumer discovers your beauty products in-store. Instead, as Pixability state in their 2017 report - consumers are turning to social video platforms. Here they can find and compare products, understand new styles and ultimately, make brand decisions.
But how can you make sure it’s your brand that they decide upon? In this post, we explore the impact influencer marketing can have on your beauty brand.
The ever-increasing uptake of influencer marketing
Video marketing is a growing sub-section of digital marketing. Beauty enthusiasts are flocking to platforms such as YouTube, Instagram, Facebook and Snapchat to watch reviews about the latest beauty products.
The big movers and shakers include Rachel Levin, My Life As Eva, Zoella and Yuya. They are all helping contribute to the 222B total views YouTube alone receives from the beauty and personal care space.
According to Pixability, there has been a 12% increase in paid media amongst the top influencers on the YouTube platform in 2017.
It’s clear that influencer marketing is not a tactic that is slowing down anytime soon. With that in mind, here’s why your beauty brand should consider it...
Why you should consider influencer marketing
You shouldn’t always follow the herd when it comes to marketing tactics. But what if we told you that 86% of marketers used the tactic in 2016, according to LINQIA.
OK, so a lot of people tried it out. What matters is the results. Out of those 86%, an overwhelming 96% found it effective. A tactic receiving this much praise has surely got to be worth a small slice of your attention?
In the same report published by LINQIA, respondents were asked to select all benefits that applied to them having implemented an influencer marketing strategy. The top three results were interesting.
Ranked as the top benefit and selected by 89% of the study participants, was ‘create authentic content about my brand.’
It can be difficult to create content that is authentic. Or rather, content that is at least believed to be authentic by the audience.
Ranked in second and third place, respectively, were ‘driving engagement around my product/brand’ and ‘drive traffic to my website/landing page.’ The benefits are seemingly sure to outweigh the negatives with this strategy.
The challenges of determining ROI with influencer marketing
Although there are many benefits to this strategy, measuring ROI is something that is challenging for many marketers. It was reported by Marketing Week in 2017, that a third of marketers still struggle to measure the effectiveness of influencer activity on driving sales.
And, although this is the go-to strategy for many beauty brands, the ability to measure ROI contributes to the overall success of your influencer marketing.
Or does it?
What is the real aim of your strategy? Building your brand awareness is key to sales down the line, of course. But, being able to expose your brand by accessing an engaged audience, through a medium they’re frequently using and being influenced by, should surely take precedence over sales?
The importance of choosing the right influencer
When it comes to your video content marketing strategy, it’s imperative to gain insight into what your audience wants, but also who is making up this audience. If you don’t know, you’re potentially approaching influencers with an irrelevant audience base to your beauty brand. Not a good start.
Honing in on your video demographic is crucial. How they search, compare and become influenced to buy can differ immensely to how your audience search Google, for example. You need to start again and understand the motivation behind their video platform search. Then you can deliver a solution through influencer marketing.
The value of the end result weighs heavily on the demographic foundations you start with. So get this right before you build out your strategy.