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How to develop your brand through influencer marketing

Marketing d'influence - Laboratoire cosmétique

By working with our cosmetics laboratory Carmel Cosmetics Labs, you’re already well on your way to developing your skincare business exponentially. Your customized range of quality skin care products will certainly give your brand a perceived value that is very difficult to achieve without exclusive merchandise. If you want to take your marketing game to an even higher level, it’s worth considering influencer marketing.

The basics of influencer marketing

Influencer marketing involves partnering with a third-party “influencer” who will promote your brand through social media posts on platforms such as Facebook, Instagram, YouTube or Tiktok. The principle is simple, but studies show that it is highly effective. Take a look at the following statistics:

  • 70% of teenage YouTube subscribers trust YouTube stars more than traditional celebrities, according to Think with Google.
  • According to a study by Convince and Convert, companies earn an average of $6.50 in additional revenue for every dollar spent on influencer marketing.
  • 93% of marketers who have tried influencer marketing believe it is effective, according to Visualitan.
  • 51% of marketers believe that influencer marketing generates better quality leads than other advertising methods, according to Single Grain.
  • 59% of marketers increased their influencer marketing budget in 2016, again according to Single Grain.

The reason influencer marketing works is simple: we live in cynical times. Consumers are increasingly distrustful of traditional advertising channels, and even of companies themselves, making them much harder to reach than they were 30 years ago. According to Nielsen figures, 83% of consumers trust personal opinions over paid advertising.

Influencer marketing enables companies to associate themselves with social network celebrities whose followers see them as an individual, not as an advertisement. These influencers therefore have a unique ability to connect with their audience and “influence” their purchasing decisions.

Launch an influencer marketing campaign

Now that you know what influencer marketing is, you’re probably wondering how to get started. The first thing to do is to identify the objectives you want to achieve with your campaign. This decision will have an impact on which social networks you should target and which influencers would make a good partner for your skincare brand.

Next, you need to choose your partner(s). To do this, start by searching for hashtags and/or keywords relevant to your industry on a site like BuzzSumo. Once you have a list of prospects, narrow it down according to the following criteria:

1. Go to

This includes the number of followers a given influencer has, which obviously affects the impact they can have on your brand. However, raw audience is not the only factor. An influencer with a smaller total audience who generates more likes than someone with more followers often indicates that the former has more engagement from his or her audience. This increases his ability to influence his audience compared to someone with more followers but less engagement.

2. The audience

Essentially, “Who’s following this person?”. You sell high-end skincare products. So an influencer whose audience consists mainly of teenage boys is unlikely to help you no matter what.

3. Natural approach

Some influencers work with so many brands that every post they publish is a kind of advertisement. The people who follow them then start to think of them as salespeople, which negates the potential impact of influencer marketing. For best results, look for someone who is selective about the brands they support.

4. Coherence

Finally, work with someone whose tone and values are compatible with your brand. If someone is known for his or her strong political views, for example, working with them may turn off more potential customers than it attracts.

Last board meeting

When you’ve found the right person, contact them directly so the influencer knows you care about your budding relationship. Remuneration is sometimes in the form of money, but this is not necessarily the case if you have little capital. A free sample of your premium skincare products is sure to pave the way for a fruitful partnership. Your partner receives a free sample, and you benefit from the brand recognition that comes organically from the influencer’s use of the sample!

Influencer marketing has many ancillary benefits, including higher SEO rankings and the ability to bypass ad blockers. Try it today to discover the many benefits it can bring you!

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