Social media influencers can help promote brands and businesses effectively because they know how to craft the brand message properly for the audience. Influencer marketing is being implemented by all industries because it is the best way to reach potential customers. The skincare and beauty industry is making the most out of influencer marketing. Be it launching new products in the market or diversifying their target audience for their campaigns, everything is being done with the help of influencers.
Influencer marketing tools like Unbox Social can help you monitor and track influencers systematically. In this blog, we will help you understand the influencer marketing technique with a focus on the skincare and beauty industry.
Reasons Why Skincare Brands Use Influencer Marketing
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Helps define brand identity on social media
With the help of influencer marketing, brands can define the way consumers perceive their products and services. Working with influencers can help you structure your content strategy effectively. Moreover, the kind of influencers you collaborate with also says a lot about your brand. Influencer marketing tools can help you filter your influencer selection effectively which, in turn, can help you get desired results for your brand on social media platforms.
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Problem-solving approach
When it comes to skincare consumers like to believe everything that will solve their skin issues. Influencer marketing in the skincare niche is focused on this approach. Unlike other industries, this niche cannot work with just displaying the products in eye-pleasing images. The skincare brands need to convey why a particular product is useful and what difference it will make in the consumer’s skin.
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Increases user participation in the campaigns
Influencer marketing campaigns are designed to increase user participation. Increase in the number of interactions can help you convert passive users into active consumers. Influencers can help in engaging the audiences with their content. This increases both brand reach and brand engagement.
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Works as a tool for brand visibility and awareness
With the help of influencer marketing, you can increase your brand’s visibility and awareness on social media. Moreover, influencers can help you target a niche audience base that is relevant to your product.
Using the right influencer marketing tools can help you reach your brand goals and objectives. Now that we know why brands are using influencer marketing for their marketing activities, let’s find out how different kinds of campaigns can help brands get the most out of influencer marketing.
Influencer Marketing Campaign Ideas for the Skincare/Beauty Industry
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Unboxing videos of new products and services
Users follow influencers to discover new trends and products in a particular niche. The same goes for skincare and beauty products. Unboxing videos are a huge hit on social media wherein influencers show the packaging aspects of a product and give introduction to the overall product. This is really helpful for skincare brands and beauty products wherein users want to see the product first before investing in it.
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Use Instagram stories and reels to generate curiosity around your product
Instagram is one of the most used social media platforms for influencer marketing. Influencers across tiers and industries are using stories and reels to keep the audience engaged. Reels are entertaining and can get high views on the platform thereby increasing your audience base whereas stories offer a more structured way of brand storytelling. Social media analytics tools like Unbox Social can give you detailed insights into how your Instagram content is performing.
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Make use of Facebook Live
Videos are the best form of content marketing and with Facebook Live you can create an event around your brand’s product. Influencers often use Facebook Live to let their followers know of a new product or an upgrade in the existing product. These live videos are known to generate user engagement. Influencer marketing tools can help you filter out influencers that are apt for video marketing on specific platforms.
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Opt for Instagram Live to get questions and suggestions from the users
In the pandemic, skincare and beauty brands used Instagram Live to the fullest to showcase their products. The live interaction with an influencer helped users gain more information about the product. This can involve the product application process, detailed information on the ingredients used in the product, and so on.
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Create YouTube videos or opt for YouTube Shorts
YouTube’s huge user base can give a lot of mileage to your brand. With the help of YouTube videos, you can provide detailed information about your product. Additionally, YouTube also offers a feature like Reels wherein you can create short duration videos. Influencers having a good number of YouTube subscribers can opt for these video features effectively. Make sure to analyse your YouTube performance with the help of YouTube analytics tools to get best results.
10 Influencer Marketing Examples from the Skincare Industry
1. Nivea India
Nivea is a household brand in India. The brand enjoys a great fan following and has successfully managed to impress online users too. Nivea India is active on social media and enjoys a follower count of 71.5k on Instagram. The brand collaborates with mega influencers and gets a good engagement rate on social media.
The brand does not target a niche audience and its content has more of a general approach that appeals to the masses. Nivea India not only posts about its products but also posts about informative pieces which can be helpful for the users.
2. The Body Shop India
The Body Shop is a well-known brand in India. The brand’s influencer marketing campaigns also fetch a lot of engagement and that has increased their follower base. The brand focuses on promoting its ‘Against Animal Cruelty’ stance and makes sure to highlight that all its products have organic ingredients. This has helped them create a loyal customer base. The influencer marketing campaigns by the brand usually promote their upcoming discounts and giveaways. The brand focuses on increasing sales and hence, most of the Instagram influencers they collaborate with promote their coupon codes or discount deals in the content.
3. Kama Ayurveda
With 284k followers on Instagram, Kama Ayurveda has surely set a benchmark with its influencer marketing campaigns. The brand that offers ayurvedic products for skin and hair often relies on celebrities too for its product promotions. The brand heavily promotes its products on its Instagram feed and unlike other brands, it only posts about how their products are a must-have for skin and hair problems. Kama Ayurveda’s eye-pleasing product images do fetch them engagement but the brand hardly focuses on content that is not related to their products.
4. Clinique India
This skincare brand offers formulated products meant for peculiar skin problems. Clinique India banks on creating effective and result-oriented products for people who want to get rid of specific skin issues. From mega influencers to micro-influencers, the brand teams up with many social media influencers for its product promotions. The Clinique India feed on Instagram is extremely brand oriented with posts following a rigid colour scheme. The brand also curates a lot of video content which helps them gain high user engagement.
5. Forest Essentials
Forest Essentials follows a human-centric approach when it comes to social media marketing. The brand also follows a storytelling approach for its captions. The combination of informative and story-like posts bring a great variation in their content style. Forest Essentials is also active on IGTV and comes up with a series of informative sessions. The brand recently launched ‘Thursdays With Taruna’ to cater to users’ skin and hair problems. These initiatives have helped them carve a great fan following on social media. Additionally, the brand is also active on YouTube and posts videos on a regular basis.
6. Plum
Plum is a skincare brand that goes by the name Plumgoodness on Instagram carved a niche for itself in the industry simply with its effective influencer marketing campaigns. The brand has risen to popularity entirely because of its social media presence. Along with influencer campaigns, Plum also posts engaging skincare hacks that get them a lot of attention. With a casual content strategy, Plum makes sure to keep its feed loaded with content of all forms. Moreover, every post from Plum encourages user interaction which works well for the brand.
7. Mamaearth
Mamaearth, a newly launched brand, was quick to climb the social media ladder. The brand that boasts of toxin and cruelty-free products has won the hearts of its customers with several positive reviews from social media influencers and customers in general. Mamaearth’s Instagram campaigns are filled with a variety of content ranging from image-oriented posts to IGTV videos. The brand also ropes in celebrities for its marketing campaigns.
8. Wow Skin Science India
The skincare and haircare brand WOW has managed to attract a lot of audience on social media. The brand does not follow one single strategy but is active when it comes to collaborations with influencers. Similar to Mamearth, Wow Skin Science India also highlights the benefits of its products’ ingredients in its posts. This makes their content all the more authentic and informative. The brand also calls upon experts to talk about skin and hair issues which attract a lot of users.
9. mCaffeine
The homegrown caffeinated personal care brand rose to immense popularity solely because of influencer marketing. The brand heavily invested in Instagram influencers and made sure no tier of influencers was left behind. From micro-influencers to nano influencers, the brand teamed up strategically with all. The viral influencer campaigns not only got them the much-needed attention but also increased their sales to a great extent. Initially, the brand started with a few selected products like body butter and scrubs but now they offer a range of combos. The crux here is that mCaffeine still relies a lot on influencer marketing and is gaining amazing results.
10. Dot & Key
Just like mCaffeine, Dot & Key also targeted Instagram in a big way. The brand posts vigorously on Instagram and has roped in several Instagram skin and beauty influencers. Apart from the influencers’ posts, the brand enjoys a great fan following because of its posts dedicated to products’ ingredients. The brand regularly posts about what a particular ingredient does to the skin and who needs to invest in the same. This is super useful for people who want to try a new product. Additionally, the giveaways and discounts further add to the follower base.
Hope these brands will give you the inspiration to craft your influencer marketing campaigns. Make sure to check out Unbox Social’s Influencer tracking solution for its smart features. Right from tracking influencers, evaluating them to campaign reports, the tool helps you with everything. Let’s explore the tool in brief-
Unbox Social’s Influencer Tracking Feature
1. Track social media influencers
The Unbox Social tool helps you track social media influencers from different social media platforms, industries, and tiers. The tool helps you with all the crucial metrics for influencer performance on social media. Even if you are looking for a specific influencer, the tool allows you to search for it manually with handle details and name.
2. Conduct brand safety for your influencer campaigns
The brand safety feature of the Unbox Social tool helps you understand what kind of content your chosen influencers are posting for specific keywords and hashtags. Simply put in a query for the keywords and hashtags you want to track and get all the crucial data.
3. Get campaign reports
The tool gives you access to detailed reports that help you frame effective influencer strategies for the future. Get details on the influencers, content performance, audience demographics and engagement, influencer brand collaborations, and lots more.
Planning an influencer marketing campaign needs you to track and monitor influencers closely. This will help you get the most out of influencer marketing campaigns because your brand’s influencer selection will be based on data.
