The Importance of Influencer Marketing in the Makeup Industry
Today, INFLUENCE is joined once again by special contributor, Erica Brandt. Erica is an Online PR and Digital Marketing specialist. She enjoys spending her free time reading, traveling, and learning about all things marketing.
Between social media, blogs, and vlogs, it can be tricky to get your product to stand out in the makeup industry. While print ads and product roundups were once seen as a reliable way to market makeup, the explosion of social media and the popularity of sites such as YouTube have given way to a new form of marketing for makeup products. Brands are clamoring at the opportunity to partner with influencers to showcase their product to new audiences.
Luckily, there are a variety of ways that brands can work with influencers including working together on a product collaboration, or hosting a product giveaway. Many times influencers will share information about a brand’s product to their loyal followers on social media which helps to expand the reach of makeup brands. Forming a partnership is beneficial to both parties because influencers are often able to learn and share exclusive information about a brand while brands are able to showcase their product in front of the influencer’s large social media and YouTube audiences. Two of the most popular ways influencers and brands can work together are by using social media and video content to optimize their partnership.
Social Media Collaborations
Many popular influencers have a large amount of social media followers, especially on highly visual platforms like Instagram. Makeup brands can make the most out of influencer partnerships by tagging these individuals in social media posts or responding to the influencer when they feature a product. If your brand notices that a blogger or vlogger has mentioned your product in a recent post, interact with them on social media. This will help to increase the exposure of your product and also shows that your brand is responsive and eager to form a relationship with loyal fans.
Working with Influencers on Video Content
Another way to connect with influencers is by working together on product review videos. Many influencers have a large YouTube following. This is particularly beneficial for highly visual industries such as the makeup industry. If you are a brand, offer to send new products to influencers and give them special previews before your goods are released to the public. This will add exclusivity to your relationship and show that you prioritize the way they view your brand. This will also give them unique content to share with their audience.
All in all, collaborating on social media and video content are just two of the ways that makeup brands can work with influencers to achieve success. When working with influencers remember to maintain an honest relationship with them, provide them with as much information as possible, and monitor the success of your partnership!
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