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The POWER of Influencer Marketing FOR Beauty Brands

influencer marketing for beauty brands

The influence YouTube beauty vloggers maintain over their subscribers is undeniable. With 73% of Millennials viewing it as their responsibility to guide friends, peers, and family toward smart purchase decisions, beauty influencers exercise the power to deliver honest and credible feedback regarding the legitimacy of brand claims. A mascara that lengthens lashes by 10x? We will see about that.

Their opinions can make or break the launch of a new product and subsequent reputability of a brand. For example, take the top 200 most-viewed beauty videos on YouTube; 86% were filmed by bloggers whilst only 14% where by beauty brands. Therefore, when we talk about the ‘power’ of YouTube, we are talking about that incomparable authenticity unique to real people, with real opinions.

With the influencer market continuing to expand at a rapid speed, and the potential for exposure and positive sentiment leading to a consequent spike in sales, it is obvious why leading brands are turning to these self-made beauty gurus. What is compelling is how brands are increasingly using and applying innovative approaches to influencer marketing to generate consumer engagement.

Since the boom of the beauty vlogger in the late noughties (one word, Zoella), brands have evolved their marketing strategies to encapsulate such authenticity, be it through affiliation, imitation or collaboration.

Take Loreal for example. Back in 2016, they increased their market share and improved brand reputation through deploying their first ever influencer-led campaign. In support of the release of the True Match foundation range, Loreal launched the #YoursTruly campaign; sourcing a diverse mix of YouTube influencers to establish the range as inclusive and credible. Since the campaign, and further collaboration with YouTuber’s, L’Oréal has since experienced a positive uplift in sentiment as well as sales. 

Becca’s product collaboration with YouTube beauty vlogger, Jaclyn Hill, of a limited edition ‘champagne pop’ highlighter, is another example of a brand nailing it. Drawing on Jaclyn’s, at the time, 3 million subscribers and personable approach, Becca broke Sephora’s record to become the store’s most-purchased product on its first day of release alone selling out 25,000 units in 20 minutes. This initial success propelled Becca from relatively unknown, with a consumer brand recognition of 0.5%, to a brand with a two million strong Instagram following. In late 2016 the company was then sold on to Estee Lauder for a reported 200 million.

However, failure to recognise an audience’s needs, overpricing and portraying a lack of diversity can lead to a financial and reputational loss for both YouTuber and brand. YouTube has the power to reward and ruin, as Benefit Cosmetics found with their collaboration with five big beauty YouTuber’s for their Beauty Stowaway set. The set received huge online backlash for products which were suitable for white skin only, unoriginal and minuscule in size.

In summary, if done well, YouTube influencers offer brands countless opportunity to engage an audience they would otherwise have limited access to and derive credibility not found in traditional advertisements. However, with the influencer market becoming more cluttered with beauty brand affiliations, it is questionable whether YouTuber’s can continue to maintain such reliability and, in turn, power.

influencer marketing for beauty brands

"As a marketing tool, Influencer Marketing is a great platform to advertise"

Today, we caught up with Yogita Agarwal, an Influencer based in India, who has been growing her following for a number of years. Yogita now blogs full-time, mainly about fashion and she creates looks that her followers are interested in. We spoke to Yogita about her career as an influencer, the brands she's been working with and what the outlook for the future of Influencer Marketing. E

Don't forget to follow her on Instagram here!

 
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Could you tell us a little bit about your background and how you started to build a following?

I am just a normal girl who had to take it from the scratch. I started with no following at all and no family background in blogging. It was tough in the beginning to build followers , to create content my followers would like but gradually it all started to fall in place. I started to build followers slowly and steadily. 

I was an admin for a shout-out page and when I used to look at the shout outs it kind of hit me that I too can start working in this field. There were many bloggers who asked for shout outs and that's when I came to know about blogging in general. 

Is this something you do full-time?

Yes, as of now blogging is something I so full time as it really asks for long hours of work. We hardly have time for anything once we get into this line. The shoots take up a lot of time and then there is a lot of editing. It takes a lot to stand where we are standing right now. 

What sort of content do you create and what content works best with your audience?

I am a fashion blogger. I recreate fashion looks which is quite liked by my followers. Small things that help me connect better with my audience also are a great help. 

What would you define Influencer Marketing as?

It's a vast field for anyone these day. With the growing market the influencers have a great chance to excel in whatever expect they want to. As a marketing tool it's a great platform to advertise. In the beginning I didn't know I would get to earn money but gradually I started to make some amount out of it. It's not huge but I am sure soon it will be good enough. 

What brands have you worked with so far? 

So far I have worked with Myntra, All about you by Deepika Padokone, Speedo,  Daniel Wellington,  Namzish, Oppo, Cutie,  Dr. Tvacha, Rajkumari Fashions, Unlimited Store,  Global desi, Stalk buy love and so many more to count. 

How do you think Influencer Marketing will evolve over the next 12 months?

In the coming 12 months the influencer market is going to evolve at a rapid fast speed. More and more people are becoming aware. Due to social media the market is going upscale every moment. People are beginning to learn it's importance. 

How has the Influencer world evolved since you began?

When I stared the influencer market wasn't that huge but slowly the market has turned out to be growing very fast all thanks to the social media. It's a nice scale To help earn followers . It's a great marketing platform to advertise for brands. 

How do you feel brands are working with Influencers?

There are so many influencers in the market that it has become difficult for them to know who is genuinely working hard and who is earning followers by some other means. 

Though the brands are doing a great job by targeting more and more influencers and giving more people a chance. 

Have you seen any brands that you feel are doing great work with Influencers?

Yes,  there are so many brands that are doing a great work with influencer. Both benefit each other in some way or the other. These collaborations help both the brand and the influencer. 

People become more interested in purchasing the stuff that we wear and it helps the brand increase their sales. 

Do you use any software to help create content?

Yes,  there are many softwares that help me in creating content. 

Not all pictures can be uploaded without editing and no video can be uploaded without proper clip editing. 

How do you balance your online life with offline?

To be honest it's quite a task. Once you become famous it becomes really difficult to manage the two. Your personal life no longer remains personal and the people become interested in knowing you better.

For that you have to share many details online which you might not want to. Blogging leaves us with no time and it's really hard to have a personal life. People get attracted to your profile when you share personal knowledge with them. Honestly it takes a lot be a blogger. 

Which influencers inspire you and look up to?

There is no doubt in this one. The influencer that inspires me the most is Santoshi Shetty.

If you could work with any brand, who would that be?

Surely Nike and Addidas and so many more brands as such. 

Tell us something about you that people might not know?

The life of a blogger is like an open book. We have nothing to hide from the audience. One thing that people don't know about me as a person is that I don't like putting on makeup but our job profile we need to put it on and there is no other feeling than getting off makeup after you are done with a shoot. I am also a crazy, fun loving,  person. 

What’s your favourite social platform and why?

My favourite  platform is instagram as it gives more opportunities Tu us bloggers. It helps us build more audience. 

Where do you want to take your career as an Influencer?

In the the near future I want myself to have a bright future in blogging as well as I want to try my hand at acting. These two things are something I want in life and as an influencer I want myself to be a well known blogger. 

I hope I will be able to manage the two simultaneously.

"I’m an influencer as a result of doing something influential" Jonny Comparelli

 
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We caught up with Jonny Comparelli for the next Influencer feature on the Socially Powerful Blog! Jonny is a 26 year old entrepreneur and has an awesome story! Check it out below and be sure to follow him on his social channels, linked at the bottom of this article.

Tell us about you, your background and how you came to start on social media?

What’s groovy! My name is Jonny Comparelli, I’m 26 years old and am the founder of “Qriket LIVE” the first live game show anyone can be a contestant of using their smartphone or tablet to win cash prizes every day!

As our app and live show became more popular, I felt strongly about being a founder intimately connected to my fan base and began to interact with my viewers beyond the show on Social Media and that’s how it all started!

What does Social Media mean for you?

Social Media has always been about engaging with the fans of my live show beyond the shows themselves. Truly connecting with my viewer base and building an inclusive community has always been a big part of what I do - especially because this is rare in the technology industry. It was my goal from the beginning to not to be another “brand behind a logo”, but rather intimately share the work our team does behind the scenes, entertain our viewers with the fun projects we do – and ultimately share a genuine look into my life using social.  I share the authentic experience of being an entrepreneur, laugh off the bad days, and soak in the good ones and my fans have come on the journey with me the whole way! 

What social channel have you grown your following on? 

My app Qriket now has over 2M users so far and our live show has over 450K live viewers per month.

The social channel I like to use most is, Instagram (http://instagram.com/jcomparel)

But I also use Snapchat (@Jcomparel) and twitter on a daily basis as well! (http://twitter.com/jcomparel)

When did you first start seeing you were building a following? 

I think many people are under the impression that followers and social status arise overnight. But truthfully, while I beginning to build my following one by one and as I continue to do so, I try to be present and engage directly with my fan base constantly – it is about being social after all J No success I’ve ever found has come from making it about me. It’s always been about the fans and giving them a place where they can come to brighten their day, be entertained and be a part of the journey of building our passion – which just so happens to be something they love to interact with as well!

How would you say you’re different to other influencers in your space? What do you look for that others don’t?

I would say what makes me different is that I’m an influencer as a result of doing something influential.

On a daily basis I’m managing a team of 25 people, running a company and also documenting and sharing the experience of being a young entrepreneur – which more often than not is more stressful than it seems. In fact, interacting with my fan base on social media has been therapeutic at times. Social has pulled me into a positive place on the hard and stressful days and has also helped me be truly grateful when times are good.  It’s always been about our fans, our family – and regardless of what kind of day it is, pulling out a smile and being a source of inspiration for everyone participating.

Can you give any advice to people looking to start their own Instagram, YouTube etc? How can they stand out from the crowd?

I’m still learning and growing every day so this is always a tough question! So far, I’ve learned that simply beginning and taking the first steps in the direction in which you’d hope to see you idea evolve is all it takes to bring a new one to life. That being said, being realistic with those ideas is also important. A brilliant idea isn’t always a “Eureka!” moment, but rather comes from building and improving your simple ideas too!

Where can people follow you?

You can find me here:

Instagram: http://instagram.com/jcomparel

Twitter: http://twitter.com/jcomparel

Snapchat: @jcomparel

SINK OR SWIM?!

Today we caught up with Natasha, who is about to lead a global campaign for a major technology company. It’s the first campaign Natasha will be leading since joining the company and we wanted to get an understanding of her thoughts moving forward. From Account Management, through to project execution, Natasha shares her thoughts.

As a start-up, we put a lot of trust and belief in our employees from the outset. We ensure they have everything they need to succeed and continually learn. At a larger agency, you wouldn’t get an opportunity to lead a project of this stature so early into your career. It’s a great opportunity and one Natasha will knock out of the park!

BATTLING CANCER AS A YOUNG ENTREPRENEUR

This is Tass' story. In May, as a young 30 year old Entrepreneur, Tass was diagnosed with cancer and was told he had Leukemia (Leukaemia), he has been fighting the disease ever since.

In this episode, Tass talks about the journey of how he was finally diagnosed with cancer and what he's experienced since undergoing intense treatments of chemotherapy - from experiences with the treatment itself, to outlooks on life.

He is now in his last few months of chemotherapy and is fighting his own battle everyday to beat cancer. We're all looking forward to him getting back to 100% and getting back with us all in the office.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

www.youtube.com/sociallypowerful

We operate on a global scale, if you want to get in touch please email.

tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

 

NEVER GIVING UP! THE RIGHT MENTALITY

Today we’re in Berlin shooting content with Mariano Di Vaio and TechnoBuffalo, it was a very long day. First up, we had a briefing about the product with the influencers, ensuring they knew what it was all about, understanding the features and the capabilities. Then we were on set at locations all over Berlin, shooting a number of scenes with Mariano and preparing for the unboxing video with TechnoBuffalo late into the night.

As the hours go by, the fatigue starts to hit the team and we thought it would be good to show you guys, our audience that it’s not a 9-5 job, it’s a 24-hour job. You can never switch off and there is always something happening that will take your time or attention. It’s what you’ve got to do, to make the business happen, to keep clients happy and to ensure projects run smoothly.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

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BUSINESS IN BERLIN - MAKING IT HAPPEN

We’re off to Berlin, Germany to work with one of our clients for an upcoming product launch with two global influencers. Fashion influencer Mariano Di Vaio and technology influencer TechnoBuffalo are in attendance with our team of Cyrille, Majid and Ben. 

It’s an exciting, but very stressful time for all involved to ensure the campaign runs smoothly. Today is the first of four days, with the team travelling out to Berlin and meeting with Mariano and TechnoBuffalo, to brief them on the campaign, the timings and the expectations.

You’ll be getting access to see what we get up to on the ground, in the midst of all the action and get to know more of the people involved in Socially Powerful. We hope you enjoy the vlogs and don’t forget to LIKE, COMMENT AND SUBSCRIBE! It all helps.

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m

 

MAKING BIG MOVES

It’s office move day, after months of waiting for the building to be finished, we’ve finally got the keys and are moving in. It’s the beginning of a new chapter and the start of something fresh. 

Now that we’re moved in, be prepared for more vlogs and more of our employees appearing in future vlogs from here on out. We will be sharing more of our vision on the industry, more of our work and more of what we get up to away from the office. Exciting times for all involved!

Be sure to SUBSCRIBE to our YouTube Channel and follow us on other social media platforms :

We're on a mission to vlog and share our journey to becoming one of the biggest marketing agencies in the world. We show everything, the good, the bad and the ugly...because WHY NOT?! We show what it's really like behind the scenes in running a business and the hard work that goes into making it happen.

We are a full service social marketing agency, that focuses on attention on social media. Where are people spending their time? Why? What's the most effective way to communicate with them? We help brands answer these questions. 

We operate on a global scale, if you want to get in touch please email. tellmemore@sociallypowerful.com

www.sociallypowerfulmedia.com

Twitter : http://bit.ly/2pjr6aH
Facebook : http://bit.ly/2pGWOOV
Instagram : http://bit.ly/2oTQi4m