The Beauty of Influencers and Their Content

Colleen Vaughan

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I remember the first time I ever saw the “Beauty School Dropout” scene from Grease. With a dreamsicle hairdo, Pink Lady and aspiring hair/makeup stylist Frenchie is surrounded by troves of trinkling women and a serenading Frankie Avalon. The beauty and glamour of the scene left me singing, dancing and more than anything, awestruck.

But today’s beauty tastemakers are not the ones appearing on the silver screen.

It’s everyday people in your Instagram feeds and Youtube subscription panels. With the cosmetic industry raking in $62.5 billion per year, it’s crucial for companies wanting their stake of the industry to enlist social influencers and other marketing methods that today’s beauty fans are resonating with. Take a look at these industry stats:

  • 82 percent of women believe social media drives trends around beauty and hair
  • 57 percent of beauty and fashion companies use influencers
  • 52 percent of women trust online reviews for beauty product information

Social influencers make beauty trends and products accessible to everyday shoppers. Beauty fans don’t want to be shown by brands how their products should be used – fans want context from people like them to see how the products could fit into their daily routines.

One of the best ways to partner with beauty influencers is through video content.

From step-by-step tutorials, to unboxing videos, to beauty store hauls, there are a myriad of content varieties to get your brand’s products in front of viewers eager and ready to learn about them. Beauty product buyers are among the most rabid video viewers. A poll conducted by BuzzMyVideos and OnePoll revealed the following about 16-45 year olds:

  • 98 percent had positive feelings toward beauty products featured in online videos
  • 85 percent would trust a review by a YouTuber over any other method
  • 75 percent are more likely to buy a beauty product after watching an online video.

The beauty and cosmetics industry is only going to continue to explode. Will your brand be resonating with beauty shoppers?

PIN IT

From step-by-step tutorials, to unboxing videos, to beauty store hauls, there are a myriad of content varieties to get your brand’s products in front of viewers eager and ready to learn about them. Learn how to make sure your brand gets in front of your audience with the power of influencers.

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