5 Reasons Why Influencer Marketing is Crucial for Beauty Brands

The entire beauty industry depends on new products, brand value, and trust quotient with customers to survive in a highly–competitive market. The secret weapon that most fast-growing beauty brands use is none other than influencer marketing. Here are some reasons why your brand should get started on an influencer marketing strategy immediately!

Wait, but why influencer marketing?

Influencer marketing today is a crucial division of the marketing strategy for beautybrands. Recently, with influencers getting more traction from the change in social media content over the past few years, it has now become a full-time most-wanted job for many. 

Now, when it comes to influencers, they can be categorised into different types depending on the niche that they cater to i.e. the type of content that they make and the type of audience that they have on their handles. But, what is influencer marketing?

Scenario Analysis:

Let’s consider a situation where you want to buy a beauty product, say an eyeliner from a beauty brand that is relatively new in the market. Naturally, as a customer, you will check the reviews on different e-commerce websites and make a purchase decision based on the ratings and the reviews given by other customers about the product.

Now, let’s assume that your favourite celebrity or someone that you follow on social media casually mentions the same eyeliner you wish to purchase on their handles. Your likelihood of purchasing said eyeliner drastically increases because there is a trust factor attached to it now. It’s psychological how reviews, ratings, and especially word-of-mouth play an important role in making a purchase. As such, in this case, influencer marketing was the driving force behind your purchase.

What are the Types of Influencers?

Influencers can be divided according to the audience that they cater to, the number of followers that they have, the level of engagement that they get on each post, and even on a pricing basis. For implementing the marketing strategy of beauty brands, influencers are usually divided into two broad categories.

1. Micro-Influencers

• Influencers who have below 50,000 followers on their social media channels.
• Have a niche set of followers who follow them for the type of content that they post. 
• Associated with a high level of trust within their audience.
• Superb engagement matrices on each post. 
• Great for spreading brand awareness, sales may depend on the influencer audience.

Beauty brands reach out to micro-influencers with the same base as them for spreading brand awareness mostly. Micro-influencers guarantee a strong base of trust in the brand with the target audiences. For beauty brands that have just started, this is a great way to reach out to target audiences.

2.  Macro Influencers: 

• Influencers who have more than 50K followers on their social media channels. 
• Occasionally dubbed as “celebrity influencers”.
• Followers have varying interests and consume content blindly by the influencer. 
• Unstable engagement matrices for each post.
• High rate of collaboration and influencer marketing for a variety of different brands.
• Great for spreading brand awareness and sales.

Macro influencers are targeted for a mass spreading of brand awareness among a variety of audiences. During the marketing strategy for beauty brands, Marco influencers are targeted when brands can expand themselves to target a larger audience who may or may not be interested in their product. 

5 Reasons Why Influencer Marketing is Important

1. Increasing Brand Awareness: The best part about collaborating with influencers is the exposure that your brand gets in the minds of an audience. Through collaborative or paid efforts, influencers introduce your brand into their social media feeds and enrich the minds of potential buyers through supportive content. Influencer marketing is a great marketing strategy for new brands that are just starting.

2. Better Targeting: Some influencers have a wide range of audiences while there are influencers who have niche audiences. Generally, beauty brands target those influencers who have an audience interested in their industry. Through influencer marketing, placing their product right in front of prospective customers is by far the best way of targeting.

3. The High Road to Building Trust: Building trust with customers takes a long time and effort. All major brands today have a name and reputation that is etched into the minds of customers and which took years to carve. Influencers have a default “trust me” label attached to them due to their effort in building up an audience base and dedicating themselves to enriching their audience. Beauty brands tap into this perk of influencer marketing when establishing a trust factor in their target audience.

4. New Product Lines & Suggestions: Influencer marketing is not only about sales, it is also about the relationship that an influencer has with the brand. There are many instances when long-term associates have led to influencers turning into brand ambassadors of a brand. Often, beauty brands collaborate with influencers to launch new products under a special-edition series.

5. Usually Instant, Real-time Sales: Influencer marketing guarantees real-time sales of a product. Solely depending on word-of-mouth marketing, target audiences are more likely to buy a product from the brand if it is endorsed by an influencer. In short, this type of marketing guarantees real-time and genuine sales and a solid trust foundation. 

Marketing agencies like Digikore Digital are the go-to touchpoints for beauty brands who want to launch themselves into the market with the right type of marketing strategy. Digikore Digital specialises in taking your brand and notching it up to the next level through a variety of marketing tactics including influencer marketing strategies. We make sure to make your brand more visible to prospective customers and drive sales. Digital marketing and influencer marketing go hand-in-hand, contact us today for any digital marketing assistance!!