By working with our cosmetics laboratory Carmel Cosmetics Labs, you are already on track to grow your skincare business fast. Your own custom range of quality skincare products gives your brand a perceived value that is very hard to achieve without exclusive merchandise. If you want to take your marketing even further, influencer marketing is worth considering.
Influencer marketing basics
Influencer marketing means partnering with a third-party “influencer” who promotes your brand through social media posts on platforms such as Facebook, Instagram, YouTube or TikTok. The idea is simple, but studies show it works very well. Consider these statistics:
- 70% of teenage YouTube subscribers trust YouTube stars more than traditional celebrities, according to Think with Google.
- According to a Convince and Convert study, businesses earn an average of $6.50 in extra revenue for every dollar spent on influencer marketing.
- 93% of marketers who have tried influencer marketing say it is effective, according to Visualitan.
- 51% of marketers believe influencer marketing brings in better-quality leads than other advertising methods, according to Single Grain.
- 59% of marketers increased their influencer marketing budget in 2016, also according to Single Grain.
Why does influencer marketing work? Simple: we live in cynical times. Consumers are increasingly wary of traditional advertising channels, and even of companies themselves, which makes them much harder to reach than 30 years ago. According to Nielsen, 83% of consumers trust personal recommendations over paid ads.
Influencer marketing lets businesses team up with social media personalities whose followers see them as a person, not an ad. That gives influencers a unique ability to connect with their audience and “influence” its buying decisions.
Launching an influencer marketing campaign
Now that you know what influencer marketing is, you are probably wondering how to get started. First, define the goals you want your campaign to achieve. That decision shapes which social networks you should target and which influencers would make good partners for your skincare brand.
Next, choose your partner(s). Start by searching for hashtags and/or keywords relevant to your industry on a site such as BuzzSumo. Once you have a list of prospects, narrow it down using the following criteria:
1. Reach
This mainly means an influencer’s follower count, which obviously affects the impact they can have on your brand. But raw audience size is not the only factor. When an influencer with a smaller total audience gets more likes than someone with more followers, it usually means their audience is more engaged. That makes them better able to influence their followers than someone with a bigger following but less engagement.
2. Audience
In short: “Who follows this person?” You sell high-end skincare products, so an influencer whose audience is mostly teenage boys is unlikely to help you, whatever happens.
3. Authenticity
Some influencers work with so many brands that every post they publish is an ad of some kind. Their followers start to see them as salespeople, which wipes out the potential impact of influencer marketing. For the best results, look for someone who is selective about the brands they endorse.
4. Brand fit
Finally, work with someone whose tone and values match your brand. If a person is known for strong political views, for example, working with them may put off more potential customers than they attract.
One last tip
Once you have found the right person, contact them directly so the influencer knows you care about the new relationship. Payment is sometimes in cash, but it does not have to be if your budget is tight. A free sample of your premium skincare products is a reliable way to open the door to a successful partnership. Your partner gets a free sample, and you gain the brand awareness that comes naturally when the influencer uses it!
Influencer marketing brings many side benefits too, including better SEO rankings and a way around ad blockers. Try it today and see what it can do for your brand!