Deciding What Type of Influencer is Best for Your Brand
The game has changed: the marketing and advertising game that is. The traditional way of promoting is morphing into influencer marketing. The best way to describe an influencer is to compare it to a celebrity endorsement.
People trust those who are famous or well known. Back in the day, you had your celebrity ads such as George Foreman with the grill, Britney Spears with Pepsi and one of the biggest influencers Michael Jordan with his shoes and clothing brand.
What is an Influencer?
An influencer is an individual, a blogger or social media personality, who acts as a trusted confidant in their area of expertise. Influencers can range from fitness experts to fashionistas— the list of categories goes on and on. There are even levels of influencer marketing such as macro and micro influencers.
Despite the types of influencers, they have a few things in common: They are passionate about their interests, authentic and routinely engage with their audience.
Take a look at how beauty influencers reign supreme.
Beauty Influencer Definition
Beauty influencers are known as original influencers. More than any other type of social media influencers, beauty influencers have been able to produce significant contracts and promotional deals with cosmetic companies. Some beauty brands have even partnered up with influencers to create new lines of makeup or hair product or extension brands.
You may ask yourself can working with an influencer help grow your brand? Let’s check out the basics of beauty influencer marketing.
The definition of a beauty influencer marketing is a social media user with a significant and engaged following endorsing specific makeup and beauty brands through shareable, digital content. There are super famous world-renowned beauty influencers, But beauty influencers do not have to be models or celebrities to be influential.
Some beauty influencers are professional makeup artists (MUAs) who share tutorials and tricks on their YouTube channels, Facebook or Instagram feeds.
Examples of Beauty Influencers
There are quite a few beauty influencers, but we will list just a few.
- The Fashion Freak
- Jacob True
- Kim Kardashian
- Shayla Mitchell
- Michelle Phan
Qualities of a Successful Beauty Influencer
It takes an experienced and committed person to be a beauty influencer. Here are some qualities to consider when choosing an influencer.
Benefits of a Beauty Influencer
With an influencer, your target audience can experience your brand through someone they trust online. When you work with an influencer, you have the opportunity to connect with their following as well.
Choosing an influencer that aligns with your brand can drive traffic to your site, increase sales and boost your social media following. It’s like an advertisement that exposes your brand and product to a potentially new audience, adopting customers who will hopefully become loyal followers.
The popularity of influencer marketing has provided a boost to micro influencer because their smaller audiences primarily categorize social media users and personalities.
On the flipside “macro influencers” are significant players and widely recognized trendsetters with followings in the hundreds of thousands or millions.
Beauty Micro Influencers
Micro influencers are ‘everyday’ people. Micro influencers offer significant benefits to brands that won’t charge an “arm and a leg.” to collaborate. Because micro influencers are often real people, with much smaller followings – (10,000 to 90,000 rather than hundreds of thousands), limitations may occur for their initial amount of reach; however, in the long run, they offer brands more specific benefits.
These kinds of people usually have a good eye for photography and are experts within the beauty industry.
A key benefit to micro-influencers is the personal touch of these accounts. Micro Influencers are more focused content on their page rather than macro influencers. This allows them to offer more relatable and attainable content than a macro influencer. It also allows brands to identify and engage more distinct audiences.
The use of micro influencers also results in a significantly higher engagement rate than when using macro-influencers, particularly with the millennial target that see micro-influencers more as peers than celebrities.
People with smaller audiences may be easier to reach. They may also be more open to a collaborative process that can produce content that targets your specified audience and feels authentic to the viewers.
Beauty Macro Influencer
Macro influencers are famous or merely a household name. These kinds of influencers are often celebrities who have a massive fan base of tens of thousands or millions.
Macro influencers are often approached directly from the business at hand. A brand will ask them to feature their product or service on their social media profiles with a shout out mentioning a sponsorship. The number of followers defining a macro influencer differs on every social platform.
On Instagram, a macro influencer will generally have more than 100,000 followers. On YouTube and Facebook, a macro influencer has at least 250,000 subscribers or likes. By using macro influencers, beauty brands can gain recognition in front of millions of people. It’s great for visibility and awareness.
Since beauty micro influencers deal with smaller audiences, it may be difficult to find the right fit for your brand.
Also, micro influencers may already be working with other brands. You may see they have a lower brand awareness than macro influencers.
Depending on the size and following of your beauty business, obtaining a macro influencer may pose a challenge. Because macro beauty influencers have such a large following, it may be hard for them to be consistent with content, therefore, lowering the engagement rate.
A broader audience can mean a bigger price tag so be mindful when seeking influencers.
Micro vs. Macro: What is Best for YourBrand
Don’t dive into influencer marketing without doing your research. Follow these steps to find your ideal influencer.
- Define your ultimate goal. Is it brand awareness? More followers? A boost in sales?
- Identify your target audience. Are demographics such as age, geographic location or gender important to you? More importantly, choose influencers who align with your target audience’s interests.
- Get to know the influencer. Build a rapport by following them, engaging with their posts and sharing their content.
Good luck with your quest to find the perfect influencer for your brand!