The Beauty industry is most likely one of the most influenced by the explosion of societal networking influencers.
By “Mega-Influencers” such as Zoella and her 43M audience who have become actors in their own rights all the way into the thousands of young women who have built a following of a few tens of thousands, we estimate that there are approximately 25,000 attractiveness influencers in america alone.
Despite a plethora of selection, we were quite surprised to see brands, targeting viewers that are different, competing to work with exactly the influencers. Lack of transparency and objective evaluation standards, ill-defined strategies and also the wrong options have produced a marketing insanity where influencer and brand plans targeting barely reconcile.
In a recently released report International Influencer Marketing: Insights from Beauty, we have identified 8 different types of attractiveness influencers that should guide brands at the way they structure and choose their collaborations with influencers.
Kendall Jenner is a CELEBRITY. Celebrities have risen to fame but today have a massive following. Term compensated partnerships are the norm here.
Caroline Hirons is an EXPERT. She is among the best skincare specialists in the enterprise. Collaborating on tutorials or educational content will be tactics.
Emily Weiss is a FOUNDER. She has created her own business in the beauty sector. Brands should treat her equivalent; involve her. Transparency is the key: the business is known by her!
Other archetypes the BEAUTY EDITOR, THE PERSONAL BRAND the LIFESTYLIST.
Segmenting influencers in archetypes is critical for manufacturers for two Major reasons:
Aligning the influencer selection to target market and the brand objective is imperative to maximize the effects of your program. Collaborate with a CELEBRITY for audience and reach size, but work with an EXPERT
Secondly, recognizing that each type of influencer has their particular objectives and will help manufacturers optimizing their participation by personalizing the connection and suggesting the most exciting collaborations for them.
A varied ecoystem
The 8 archetypes outlined in the report are an example of this diversity of influencers and should be utilized as a starting point. Other segmentation criteria that manufacturers should look at include their topic of preference (makeup vs skincare, lashes versus baldness), their place and the location of their audience as well as qualitative standards around the material they publish. Let’s not forget that each have their own motivation, abilities and personality: a mom of 2 kids will not have exactly the very same regions of interest and a different audience to a 18 vlogger!
The intensity of their relationships with the new is another major segmentation criteria: new advocates managed and will be participated in a way to new individuals who might not yet be knowledgeable about brand.
Whilst segmentation is the key to success, it very quickly generates complexity for associations managing brands, concurrent product launches across groups. The most advanced brands may utilize technologies such as Influencer Relationship Management platforms that will permit them manage the stages of the relationship, structure them across multiple standards, to evaluate influencers on qualitative and quantitative criteria and collaborate across teams and campaigns.
Segmenting is marketing: brand must ensure they employ this golden rule to their influencer marketing approaches.
