The power of influencer marketing goes beyond just forming a connection with customers.The power of influencer marketing goes beyond just forming a connection with customers.

By Hanisha Kapoor

Influencers have completely changed the way cosmetic and beauty brands have been operating, resulting in a cult-like following on the company’s social media pages including Instagram and YouTube. During the unprecedented times of the coronavirus pandemic, when brands are looking to foster a special, authentic and personal relationship with consumers, influencer marketing spares no effort to achieve a purpose. However, the power of influencer marketing goes beyond just forming a connection with customers. It is also a source for communicating brand values, image and other strategies. Brands also attract the talents and capabilities of these people as part of their marketing campaigns because this influencer marketing space is maturing with the development of ROI and CPV.

The need for influencer marketing campaigns

With the advent of social media, communication has become more rapid and personal. Now, people would like to believe in an experience at your fingertips rather than inspiring experiences of what their favorite celebrities are wearing or using. Gone are the days, when the consumer, especially millennials, scroll through newspapers or magazines to discover celebrities in makeup ads. They prefer to ask questions instantly to the influencer and get personalized responses to questions related to that particular brand.

These influencers also work very hard to create content that is authentic and relevant to their audience. Their ultimate goal is to build a positive relationship with their followers through out-of-the-box content. Creating engaging content every time is very challenging, but they do it with confidence. This is exactly why brands interact with these influencers. They felt that it was easier to work with someone who is already a trusted source on social media and to promote their brand among the audience who exploited them.

Increased screen time is the biggest reason why brands are using makeup to the best of their ability for social media influencers. Through their posts, they create audience interaction on platforms like Facebook, Instagram, and YouTube for recipes, games, makeup lessons, and arts and crafts (DIY). Influencers have become opinion makers who can easily make the brand for the consumer.

Here are the following situations, when a brand can benefit from influencer marketing:

∙ To get maximum traction while launching a new product
∙ Leverage influencers to share already created content or have them create their own for your marketing campaigns
∙ Influencers also do a great job of reporting and extending the life and impact of brand events
∙ If a brand is going through a crisis, social media influencers may provide another channel to connect with your customer base.

Consumers are influenced by influencers, not company ads

Several surveys have shown that when it comes to buying cosmetics, more than 65 percent of consumers make a decision to purchase a particular cosmetics after hearing reviews from a social media influencer followed by reviews of third-party products, beauty professionals, and the company. Classified ads, public figures and celebrities. Instagram is by far the first social media channel to influence consumer buying patterns as it is convenient to post lots of photos and short videos there and instantly reach the followers. Influencers can also address consumer inquiries on a one-to-one basis in the comments section. On YouTube, how-to videos are very popular because they teach consumers how to apply specific products. For many consumers, YouTube makeup tutorials are the beauty attractions that most influence their decision. However, completely relying on influencer marketing is not a way to guarantee success. Successful influencer marketing requires time, dedication, and research, and for this, a well-thought-out influencer program must be incorporated as part of a much broader marketing strategy.

The author is COO, ArchiesBeauty.com

Read also: The work that speaks | Ad Reviews | 9 to 15 October 2021

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