The Rise of Micro-Influencers for Cosmetic & Beauty Brands
As a video-led creative communications agency, we’ve watched the rise of video content in the beauty industry over the last couple of years.
73% of brands said they increased their use of videos last year. Milk Makeup co-founder stated that video “ lets you in the minds and hearts of a brand like no other medium and helps you both educate and connect to your audience in a multidimensional, visceral way.”
Cosmetics brands are focusing on user-generated content (a brand’s consumers curating their own content and the brand using this as promotional content) and influencer marketing (online public figures being paid to promote products and services).
We believe macro-influencer marketing is starting to show some cracks, with the future of successful campaigns lying in the power of micro-influencers. Let’s go into why micro-influencers are the future for brands to properly engage, reach and create potential new customers.
Who are micro-influencers?
The online social media personalities with less than 100 thousand followers but who might have additional benefits many are overlooking.
The importance of influencer marketing
Consumers are seeking beauty tips and advice on social media platforms, with traditional advertisements being less trustworthy and less influential than it used to be, mainly with the younger generations. Research shows that 65% of Generation Z (people born between the mid-90s to mid-00s) use social media platforms in their discovery of cosmetic and beauty brands. This is mainly due to the services and products being a hard sell online, using influencers to demonstrate, review and test out what brands have to offer can help bring to life their services and products to their potential customers. Iconic brands, like Fenty, have carved out a large name for themselves focusing on digital-first marketing, with video-led campaigns run on Instagram featuring influencers being the core of why they’ve become a world-leading cosmetics brand.
The negatives of influencer marketing
ASA: There is still an issue in which major influencers do not disclose to their followers that their promotional content is an advertisement for a brand has meant that Advertising Standards Agency were forced to develop a guide on the rules of sponsored content.
Controversy: A major issue with influencers is that brands don’t have control over the rest of the influencer’s content, which can be detrimental if the influencer runs into controversy. The fall of influencers can happen as fast as their rise and their exposure online give even more attention to their misdeeds.
Overexposure: The minor celebrity status of these influences can make it more difficult to contact them and with multiple brands coming to them, the issue of overexposure and unintentionally being in partnership with conflicting brands and competitors can also be an issue.
Target Marketing: An influencer’s following can vary from thousands to millions, meaning that targeting a certain demographic through an influencer can be problematic and your intentional messaging could be lost.
Fame: The more prolific an influencer becomes the less relatable they are to the general consumer and in turn lose the benefits they initially had for the major brands.
Why chose micro-influencers
Engagement: Micro-influencers have between 1,000 and 100,000 followers. This smaller audience means that the influencer is likely to have better engagement with their followers. An influencer with a thousand followers generates 85% higher engagement than those having 100,000 followers. To measure the influencers ability to engage, likes and comments would be divided by the number of followers they have, with other elements on certain social platforms such as shares or retweets also being considered.
Relatability: The engagements are benefited further by where the influencer is positioned, as their more relatable and in return, they are seen as equal to their followers. With word of mouth from a peer on services and products being the strongest influential factor in a consumers decision-making process, micro-influencers have the ability to be very influential and persuasive.
Budgeting: An extra benefit comes with companies budgeting for the micro-influencers, which is considerably more cost-effective and affordable for small to medium companies. With larger beauty and cosmetic brands allocating their budget to one or maybe two influencers, the money could be better suited to multiple micro-influencers. This can be less of a gamble, as previously mentioned, the issue of controversy that a larger influencer can get caught up in, could lose brands money and most importantly brand equity.
Niche marketing: A company with multiple services and products can also select several micro-influencers to target certain demographics or to promote certain products and services that the influencer's content revolves around. The micro-influencer tends to have a niche style, theme or expertise in the cosmetic realm. For a company wanting to promote a new shimmer or lip filler, targeting influencers around these products and services can help promote to an audience that you know will either be interested or willing to purchase. Research has shown that niche female influencers are among the most in-demand, with 86% of survey respondents from top companies saying that they have worked with this group in the past year.
What to keep in mind
Some of the world’s biggest brands have used micro-influencers in their own marketing campaigns such as Spotify and Adobe, so the rise of micro-influencers is picking up momentum and might be a more sensible choice for brands mainly in the cosmetic and beauty industry where influencers are becoming more important to their marketing strategies.
However, these companies still need their highly produced and professional videos, to represent their values, ethos, and vision. Relying solely on influencers has the potential to make the brand seem soulless and unwilling to directly engage with their consumers. With consumers becoming more powerful, it's essential that companies humanize their brands, micro-influencers can be a step in this direction however a brand also needs to make their own video content that shows a level of understanding and empathy for their consumer's needs and wants. A healthy mix of professionally made video and influencer video content can position a brand as highly desirable and trustworthy. Animoto found that 73% of marketers have begun creating different videos for different platforms, showing that as important as micro-influencers can be, the content has to be varied and forever changing.
If you have an established and unique brand but lack the time or resources for producing high-quality video content or needs assistance with your social media presence, we are here to help. We have professionally trained videographers and a dedicated social media team who can help spread trust, reach and engagement between your intended audience and your brand. Interested? If so check out our Social Sorted package today and see if we can help your brand grow.