Why Your Business Should Use Influencer Marketing

The world of marketing has seen a significant shift towards influencer marketing in recent years. With the rise of social media platforms like Instagram, YouTube, and TikTok, influencer marketing has become one of the most popular ways for brands to reach their target audience and generate sales.

Let’s explore the rise of influencer marketing and why it should play a part in your marketing strategy.

What is influencer marketing?

Influencer marketing gives brands the opportunity to partner with social media influencers in order to promote their products or services.
Who are influencers? Influencers are individuals who have built a following on social media and are considered experts in their niche, whether this may be in the beauty, fashion, fitness or food industry. Due to their large followings, they have the ability to influence their followers' purchasing decisions through the content they share.

They come in all shapes and sizes, from micro-influencers with a few thousand followers to macro-influencers with millions of followers. They can be found on all social media platforms, from Instagram to TikTok to YouTube and their content typically includes pictures or video content accompanied by a caption. Long form video content (videos exceeding 10 minutes) is usually found on YouTube, whereas short form video content (videos under 10 minutes) is typically found on Instagram and TikTok.

PAGE Beauty have worked with beautiful brands from the likes of Clinique, Rimmel London, Sally Hansen, and e.l.f. Cosmetics to create impressive influencer marketing content over the years. Check out just some of our work below.

Why has influencer marketing become so popular?

Over the years, influencer marketing has proven to be a powerful marketing strategy for many brands.

A great example is the famous beauty brand, Fenty Beauty. The famous brand was bound to be successful with Rihanna running the show. But how did Rihanna ensure it wasn’t just going to be another brand created by a popular celebrity? Instead of just relying on her name and face to grow the brand, Rihanna put her customers first.

So, what influencers has Fenty Beauty worked with to make this work?

On the launch of Fenty Beauty, Rihanna organised a launch event in NYC where influencers, fans, beauty bloggers and makeup artists were invited. The invitees were encouraged to take home samples of the new products and give honest feedback. This was an amazing way to set the tone of always putting the customers first.

And the results were even more spectacular as Fenty made an incredible $72 million in the first month!

Since then, Fenty Beauty has worked with a variety of influencers to keep up the momentum. One example is British beauty blogger, Patricia Bright. With over 2.80M subscribers on YouTube and 1.2M followers on Instagram, brands would be dying for her to promote their products!

Watch the video below to see how Patricia Bright uses Fenty Beauty products, and check out the comments to see just how influential she is!

Watch Here

When brands like Fenty Beauty are setting this kind of tone for influencer marketing, it makes sense that others are following in similar footsteps.

What can influencer marketing do for your business?

1. Reach niche audiences

If your business targets a specific audience, influencer marketing is a great way of getting eyes from this audience onto your brand.

Influencers often specialise in specific niches, catering to the interests of their followers. This targeted reach allows brands to connect with their ideal customer base more effectively, ensuring that their marketing messages are reaching the right people. Instead of advertising to a broad range of audiences through traditional strategies, influencer marketing enables brands to reach their ideal audience based on their actual interests.

2. Build trust

Consumers are always seeking authentic and trustworthy recommendations. However, gone are the days we search for Google reviews. Instead, it’s influencers who are dominating our purchasing decisions.

Influencers who create genuine and relatable content have built loyal followings based on trust. Their followers often perceive them as experts in their respective niches, leading to a higher level of trust in their opinions and recommendations. This gives brands the perfect opportunity to partner with influencers to promote products, as their followers trust what they have to say.

3. Online dominance

In today’s world, consumers are often using social media as a search engine (as opposed to using actual search engines such as Google, Bing, Yahoo etc). For example, people are using the Instagram search bar to look for particular products or places to visit. With the rise of consumers turning to social media platforms to find what they’re looking for, it’s imperative that your brand is present on social media.

Social media and influencer marketing is particularly great for beauty brands. Many TikTok users search the app to look for things like ‘Halloween Makeup’ or ‘Skin Cycling’. The term ‘Glowy Skin’ reached 890.6 million views. This just goes to show people are turning to platforms like TikTok to find what they’re looking for.

4. Content Creation and Creativity

Influencers are skilled content creators who can produce engaging and creative content that resonates with their audience.

Brands often struggle to create authentic and engaging content themselves, so partnering with influencers allows them to leverage the creativity and expertise of individuals in their niche. Influencers can seamlessly integrate branded content into their own style, making the content and messaging more organic and appealing to their followers. This results in a more natural and less intrusive advertising experience for consumers.

5. Measurable Results and ROI

One of the significant advantages of influencer marketing is its measurability.

Digital platforms offer detailed analytics and insights that allow brands to track the effectiveness of their influencer campaigns. Metrics such as engagement rates, click-through rates, and conversions provide valuable data to measure the return on investment (ROI) of influencer marketing efforts. This data-driven approach appeals to businesses as it allows them to allocate their marketing budget effectively and justify their investment in influencer partnerships.

Sounds great right? From creating content for your brand to generating sales, influencer marketing really shouldn’t be dismissed in today’s marketing world.

If you’re thinking about your next influencer project and need a hand with any design, production or fulfilment, get in touch to see how we can help!

Take a look at our influencer marketing work here.