So, you’ve been struggling with the decision to invest in influencer marketing. You’re wondering if it’s worth it or a waste of time and money. I am here to tell you that you should consider it and if it’s within budget, do it! According to the trends, influencer marketing is here to stay! So, go ahead and start researching who can potentially be one of the faces of your beauty brand.
According to the PR Daily, there are five influencer marketing trends to look out for in 2022. See in the image below:
You may be thinking, how are you going to get a big-name influencer with millions of followers such as Jackie Aina to promote your brand. Here’s the thing, data shows that nano and micro-influencers are becoming more prevalent and relevant in 2022. Nano influencers have between 1,000 – 5,000 followers, and micro-influencers have 5,000 – 20,000 followers. Utilizing influencers with a smaller following can help diversify partnerships, and they are typically more relatable to the intended audience.
Many users and influencers are increasing their presence on TikTok. There is more engagement on TikTok than on Instagram, and half of the influencers fall in the nano category. The more your customers are engaged, the more likely they will convert. TikTok is on the rise, but it still falls behind Instagram. “Although TikTok is catching up, Instagram’s influencer market will continue to dominate. The influencer market is predicted to grow to be worth $2.2 billion USD by 2025.” (Croagh, 2022) So, don’t ditch one platform for another. Utilize as many that make sense for your brand.
U.S. social commerce shoppers are expected to surpass 100 million by 2023. Therefore, it is essential to consider incorporating social commerce into influencer marketing campaigns. It can also assist with creating an omnimarketing experience. As stated in my previous blog Omnichannel Marketing in the Beauty Industry | Why should your beauty brand implement omnichannel marketing? An omnichannel experience provides the same experience for all customers regardless of how or where a customer decides to connect with the company. The experience should be integrated and cohesive. So, whether the customer purchases from the store or online, the shopping experience should feel seamless.
Your audience needs to trust your product and feel it will work for them. If there is an industry that should have an influencer campaign, it is the beauty industry. Hair and make-up tutorials are some of the most viewed content on YouTube, Instagram, and TikTok. Product reviews from relatable people in the nano and micro-influencer categories would be great because you can diversify your social media collaborations. Consider moving some content to TikTok, but do not let go of Instagram just yet!
Have you considered creating an influencer marketing campaign? Leave a comment and let me know your experience. If you haven’t, leave a comment and tell me what you’re waiting for.
References
Atkinson, E. (2022, January 26). Infographic: 5 influencer marketing trends to watch in 2022. PR Daily. https://www.prdaily.com/infographic-5-influencer-marketing-trends-to-watch-in-2022/
Croagh, L. (2022, January 31). The state of influencer marketing: HypeAuditor’s 2022 report. Marketing Magazine. https://www.marketingmag.com.au/news-c/the-state-of-influencer-marketing-hypeauditors-2022-report/
