Beauty is becoming one of the largest sectors in the influencer industry and will continue to grow in 2023. But what is the best way to measure the impact of an influencer and guarantee return for your company in the form of follower growth or converting to customers? In my opinion, creating desirable content for brands has now become an art, with influencers spending time capturing creative and viral material for brands to use which beats any high-end photoshoot. Collaborating with influencers allows customers to see true results of the product before they invest and if you’re anything like me, you need to see those results for yourself before you take the plunge to hit the check-out button.
Use this blog as your personal handbook when finding the perfect beauty influencer for you. Lucky for you, Q Communications has done all the leg work for you and all you need to do is read our top tips or better still hire us as your influencer marketing agency to do all negotiations for you and your brand, utilising our extensive list of contacts across all industries!
Driving sales
Search for influencers through trending hashtags and find users who complement your brand. If you have a specific USP; for example, your products are vegan, or your packaging is recyclable, ensure you collaborate with an influencer who also shares the same passion. This way you can connect with their like-minded audience.
An influencer should add value to your brand, projecting your brand ethos to their wider audience and organically encouraging their followers to interact and engage with your social platform.
The content
Most influencers have a running theme on their grid, check to see if your product fits with their style. This is a great way to guarantee a post from the influencer. You also want to make sure that the user is sharing high quality content and is actively working with other brands in the industry. You want your influencer to believe in your product, their posts should be authentic and have an element of transparency.
UK beauty influencers to keep your eyes on in 2023
Ella Gorton, also known as @_myskinstory. As a young adult, acne took over Ella’s life leading to her mental health suffering. After years of battling with her skin, Ella began to share her skin journey on social media, creating a relatable and safe space platform for thousands of other individuals to visit for advice and support. Ella is now the owner of her own skin clinic and continues to share her story with her 31.1K followers. Ella’s content is authentic and highly transparent which is why she is loved by so many of her followers.
Otilly Grace, @otillygrace has a following of 100K and when it comes to photographing beauty in its purest form, Otilly knows a thing or two. Her content is pure and relatable with many other influencers following and engaging with her content.
Lizzy Turner, aka @elizabethkayeturner. A feed full of creative make up tutorials and videos, once you start watching Lizzy’s content you can’t stop. Her videos have 5M views plus due to Lizzy simply showing the best way to create an eye look with eyeliner and lashes.
How many followers should an influencer have to make an impact on your brand?
It is important to remember that followers do not always equal conversions. Ensure you run influencers through an analytical tool to determine accurate statistics of how their account performs. Find a tool that enables you to measure the number of fake followers a user has, anything over 25% is typically seen as fraudulent activity.
Secondly, you want to check the engagement rate. As a rule of thumb, the more followers you have the lower your engagement rate will be. Try and meet in the and middle and aim for a 3% engagement rate.
Different kind of influencers
- Mega-influencers with more than a million followers.
- Macro-influencers with 500K to 1 million followers.
- Mid-tier influencers with 50K to 500K followers.
- Micro-influencers with 10K to 50K followers.
- Nano-influencers with 1K to 10K followers.
A final note
Collaborating with social influencers is now an effective tool to increase brand awareness, increase engagement and drive sales. Surveys show that when it comes to purchasing make-up items, more than 60% of consumers decide to buy after hearing the reviews from an influencer. Influencer marketing is THE key to success for beauty and cosmetic brands, get in touch with our team at Q Communications to find the perfect influencer for your brand.