Social media influencer marketing has been a major component in the success of the beauty industry. The amount of beauty-related content created by social media influencers is increasing exponentially, and the industry is seeing more growth than ever.
Influencer collaborations introduce so many consumers to beauty brands and their products. The NPD Group’s Makeup In-Depth Consumer Report 2016 reported that 92% of makeup users learn about makeup, skincare, and other beauty products via YouTube videos.
Millions of people view YouTube beauty tutorials every day, and watching YouTubers’ makeup tutorials or shopping haul videos has become a favorite pastime. Beauty brands have been teaming up with YouTubers in order to reach younger consumers, who make up the largest section of beauty consumers. According to the Office for National Statistics, young women aged 16-24 are the most likely to buy makeup. Brands have noticed the impact of social media influencers, and have since adopted their marketing strategies to reach young consumers through YouTube.
YouTube is the perfect platform because it allows digital influencers to visually display how products can be used and discuss their benefits. Digital influencers serve as a credible source of information. When looking to buy beauty products, consumers want a trusted recommendation, and they can find one from any of the influencers they follow on social media. A beauty guru with a large following is bound to be knowledgeable about the industry and will provide viewers with a reliable opinion.
There are many strategies beauty brands use to get the word out about their products. One common tactic is sending sample products to well-known makeup artists on YouTube for them to review for their audience. Another tactic is using YouTube stars as brand ambassadors.
MAC Cosmetics signed Patrick Starrr as a brand ambassador. With more than 3.8 million YouTube subscribers, Patrick Starrr has been working with the brand continuously, creating multiple collections that his subscribers and followers are always waiting to get their hands on.
Becca Cosmetics has also seen a huge impact from a YouTube star. Jaclyn Hill, a popular YouTuber who posts makeup tutorials and vlogs, always talks about Becca products. Much of Becca’s success actually came straight from Hill, whose fans took her word for the quality of Becca. When Becca’s Champagne Pop collection dropped, Sephora’s website hit a single-day sales record. Champagne Pop sold 25,000 products in the first 20 minutes of their release. Later on, Becca collaborated with Jaclyn Hill to create a whole line of beauty products.
Now, Becca and similar beauty brands are actively getting involved with more influencers than you can count. There’s no doubt that the most accomplished brands owe their success to the wide and respected community of influencers.
Featured image via Mac Cosmetics