Dec 01, 2021

Boost Your Brand with Influencer Marketing (without Blowing Your Budget)

As you plan your sales and marketing strategy for 2022, make sure influencer marketing is a key component. In the beauty industry especially, influencers now play a critical role in boosting brand engagement and increasing sales—with many smaller, independent brands scooping up millions more followers than popular mainstream brands. 

What is influencer marketing (and why is it so popular with beauty brands)?

Influencer marketing is partnering with a third-party “influencer” who will promote your brand on social media, the most popular platforms being Instagram, YouTube, and Facebook. (Keep an eye on TikTok though, as the video-focused social media platform is quickly gaining ground as a beauty influencer platform of choice.) The premise is simple, but research suggests it’s a very effective one, especially when it comes to beauty and personal care products

Skin care, hair care, cosmetics—all of these are highly personal, and buyers are more likely to purchase products when they can see and experience positive results through the lens of a favorite influencer. Developing relationships with beauty influencers will not only help you increase exposure for your brand, but over time it will help to expand your audience and boost revenue, all of which should be on your business goals for 2022. 

Is there more than one type of social media influencer?

Social media influencers are typically divided into five different “tiers” based on the number of followers they have. These numbers may vary depending on which resource you follow (and sometimes you might see only four tiers) but the following is a general idea. 

Mega influencers: 1 million+ followers

Macro influencers: 500,000 to 1 million followers

Mid-tier influencers: 50,000 to 500,000 followers

Micro influencers: 10,000 to 50,000 followers

Nano influencers: 1,000 to 10,000 followers

Why do these numbers matter? Because while you may think only those top-tier influencers have the power to make an influencer marketing campaign worthwhile, one of the smartest things you can do for your beauty business is build partnerships with Micro and Nano influencers

According to an Influencity blog from earlier this year:

One trend that is expected to grow on a mass scale in 2021 is the increase of Nano and Micro influencers. It will be undoubtedly one of the top 2021 trends. The reason for this is that of various advantages such as low-costs, authenticity, and high engagement rates, especially in the existing scenario. After all, today, many brands have cut down their budgets. One area where the role of these influencer marketers is really noteworthy is in the field of cosmetic and skincare brands.”

This trend is likely to continue well into 2022, especially as new beauty brands work to increase engagement while keeping costs low. Statistically, influencers with fewer followers have higher engagement rates, and working with Micro and Nano influencers may actually be a more effective (and less expensive) way to boost visibility for your brand. 

If you think you can’t afford to work with a beauty influencer, keep reading.

Beyond the number of followers they have, several factors will impact what an influencer is paid. These include how often they are expected to post, whether or not they will be creating their own content, what that content is (e.g., brand collaborations, sponsored tutorials or reviews, photos and stories), and where the posts will be featured. 

Influencers may get paid per post (or mention), for example $20 for an Instagram story featuring your brand, or as part of a monthly “package” that includes a set amount of posts per month. While there is no set formula for how or how much an influencer should be paid—a quick internet search will produce a broad spectrum of answers—working with Micro and Nano influencers is typically easier on your budget and may be your best option if you are just starting out with influencer marketing. Many Nano influencers will happily work for free products, which is a smart investment considering the amount of new customers and sales they may generate for your business. You can also offer exclusive product discounts or other incentives. 

How to find the right beauty influencers for your brand.

If the idea of “selling” your brand to an influencer seems overwhelming, start by preparing a short list of the attributes that make your brand and your products unique, and why they would appeal to influencers. 

Onoxa products, for example, are free of parabens, sulfates, silicone, and talc; they are also vegan and cruelty free. All of these are important nowadays when so many beauty buyers are looking for cleaner, safer alternatives to skin care and beauty products. Likewise, the hemp skin care trend shows no signs of slowing down, meaning hemp-infused beauty products will also be a big draw for both influencers and buyers alike. 

When your list is complete, the next step is choosing your influencer partners. As a beauty business owner, you likely rely on social media already to promote your brand, keep tabs on other brands you love, stay on top of industry trends, and of course to follow your favorite influencers. To find influencers to promote your brand, start with a simple hashtag and/or keyword search for terms relevant to your brand. See who is using those keywords and who might be a good fit for your business. (Remember to check the number of followers they have so you stay within the Micro and Nano influencer tiers.)

Once you’ve compiled a list of influencers you’d like to work with, resist the urge to message them directly right away. Instead, follow them and build a relationship by liking their posts and leaving thoughtful comments or asking questions. Support them back by boosting their content on your own social media channels, and after a few months you can open up a conversation about working with them to promote your brand. 

You can find a few additional tips in our blog, How to Grow Your Brand with Influencer Marketing.

One final note: Don’t limit yourself to just one influencer. 

Working with a few or several different influencers at a time can go a long way toward expanding your customer reach and increasing sales in 2022. Just be sure to keep track of which influencer campaigns are successful—in terms of views, clicks, and sales—so you know what’s working and what’s not. Depending on your budget and the scope of your influencer marketing campaign, this can be done for free (for example with an Instagram business account) or using an affiliate tracking software solution. 

The power of social media is on your side. 

In the United States alone, over 220 million people—82 percent of the population—use social media every day. No longer just for interacting with friends and family, social media has become a place where people connect with (and shop for) their favorite brands. With 77 percent of millennials and Gen Z shoppers using social media to buy the products they love, it pays to meet them where they are if you want to grow your private label beauty business in the New Year. Developing an influencer marketing strategy will give you a head start toward reaching more customers and increasing exposure and profitability for your brand. 

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