Gone are all those days where we would flip through magazine covers and find celebrities advertising various products. The trend has now shifted to social media, influencer marketing to be precise. One out of every 10 posts on Instagram is about an influencer endorsing a beauty brand, be it skincare, cosmetics, or even luxury products. The best part is, these kinds of posts are highly engaging and informative.
The first thing that comes to our mind when we think about social media advertising is the ads. We know that a lot of brands have been running ads for a while. The question is should you completely bid on them?
Beauty brands have started allocating their budget for influencer marketing, especially during this COVID-19 outbreak, influencer marketing has become their primary target. The use of social media among people has surged significantly in past years making it impossible to ignore as a marketing channel.
Influencer Marketing or Social Media Ads?
Although social media ads are the supreme player for brand awareness, the conversion for beauty brands using influencer marketing is higher.
When it comes to a beauty product, there are a lot of factors we would consider before buying. If it’s a foundation, we would need to check if the shade matches. If it’s a skincare product, is it good for sensitive skin? Or does it make the skin oily?
It would be nicer to check with someone who has already used it and has a fair knowledge of the product. This is where influencer marketing comes in. If you choose to go with nano-influencers for your brand, you could provide them with information that they can use to help your customers which is rarely the case with mega influencers or celebrity influencers.
Influencer marketing on social media for beauty brands
A recent survey conducted by Forbes shows that 67% of the women get information on beauty products from their influencers. Company advertisements ranked lower than 44% and public celebrities ranked at 34%.
When asked which social media channels they visit most, Instagram was at the top, used daily by 82 percent of respondents; Facebook ranked second at 77 percent, and YouTube was third at 59 percent. Some brands choose influencers who are looking out to solve their skincare problems and show real results after using their product. In this case, influencers will make multiple videos or share images showing their progress throughout the process. This increases the trust of their brand.
With the trend of Instagram reels setting in, creating how-to videos, before and after transformation videos/ images have been very successful to attract customers.
These days, everybody prefers bite-sized information. Instagram reels are usually shorter and to the point which makes them easy to grasp. The reach of 50 influencers making a review video about a product would be more successful than running an ad. People trust UGC (User-Generated-Content) more than the brand ads. These short videos are extremely useful for potential customers which isn’t completely possible with ads.
It’s very common to see an influencer making a video on how to use a certain product or talking about how a certain product has benefitted their skin. In some cases, the brands dictate what to say and what not to say. Lately, brands have adapted to letting influencers endorse it in their original way, its proven to work better than the scripted endorsements.
Many a time, the majority of consumers are normal people like you and me. People want to listen to real reviews about the product they are considering buying, they want to ask questions regarding the product, they might even want to share their experience. When it comes to mega-influencers, this could be a hassle because of the number of followers. It is very tedious to respond to each and every comment. This is the reason, brands are switching to micro and nano-influencers. Their followers are mostly friends and families so it’s easier to engage with them. They can also respond to every message and comment which wouldn’t be possible using mega or celebrity influencers.
Now that you know the benefits, you can read more about how to find the right nano-influencers for your brand.