How Beauty Brands Use Influencer Software to Lift Customer Retention

Magnificence manufacturers are coping with a revolving door of influencer platforms proper now.

And the entrepreneurs we discuss to persistently carry up the identical three challenges:

• Aligning influencers with buyer retention (trace: not one-off purchases)
  

• Incomes sufficient content material to persistently check new UGC advertisements

• Focusing on particular kinds of magnificence creators for area of interest product launches

Those self same manufacturers are below strain to see outcomes from creators. Normally that strain comes from stakeholders assuming that magnificence influencer advertising and marketing is in some way “straightforward.”

Consequently, many magnificence manufacturers choose influencer platforms out of panic.

However most platforms don’t help an always-on, retention-focused technique.

In the meantime, retention and acquisition are the greatest challenges going through the wonder trade in the present day. Is your advertising and marketing stack constructed to fulfill these challenges head-on? 

When you’re undecided, this put up can clue you in based mostly on what we’ve been seeing from manufacturers!

3 of the Largest Challenges of Magnificence Influencer Advertising (and How Software program Can Slay Them)

The position of influencers in buyer retention is well-documented. Meals for thought: social media and creators are among the many prime retention channels for B2C manufacturers this 12 months.

And sweetness manufacturers are the blueprint for why always-on influencer advertising and marketing works. 

Attaining an always-on technique requires a basis of posts from micro-influencers.

Constructing that content material engine means automating and eliminating as a lot as you’ll be able to. When you deal with achievement DIY or manually handle each creator, you restrict your skill to scale. These duties can’t demand your time in case your aim is to get 100s of creators posting.

We’ve seen firsthand how magnificence manufacturers use influencer software program to sort out their prime advertising and marketing challenges. Under we share insights that can assist you do the identical.

Problem: Aligning Influencer Content material with Buyer Retention 

Excellent news: magnificence manufacturers are spoiled for alternative in the case of influencer expertise.

Likelihood is your DMs are overflowing with collab requests, proper? 

However the issue isn’t getting high quality content material from magnificence creators. The expertise is there.  

The battle? Utilizing influencer content material to remain on clients’ cabinets long-term.

Lifting retention means going past one-and-done influencer partnerships. Apart from, algorithms are fickle. This stays a giant cause why going all-in on macro-influencer endorsements is a chance.

On the flip facet, ongoing content material from micro-influencers maintains your momentum. That’s since you’re feeding the algorithms recent content material. Very similar to you wouldn’t cease doing search engine optimisation or sending emails, the identical mentality ought to apply to influencers.

Resolution: Scale and Automate Your Micro-Influencer Collabs

One-off influencer partnerships are time-consuming. Full-stop.

We’ll chunk: coordinating with particular person creators is usually a time-sink even with a platform. Particularly in case you plan on scaling from a handful to lots of of magnificence creators.

And the fact is that high-volume collabs have gotten the norm on this area.

That’s why magnificence influencer advertising and marketing platforms ought to help scalability. 

Once we constructed Statusphere, we had the idea of “scale” in thoughts from the beginning.  We wished to make an always-on technique a actuality for manufacturers with out the time or inner assets. 

Under is a step-by-step breakdown of how our platform helps retention for magnificence manufacturers.

Step 1: Reengaging Your Finest Creators With out Handbook Outreach

Typically you have got these five-star creators who simply get it.

They nail their inventive briefs and make superior content material with out breaking a sweat. 

Partnering with these creators for future product launches or UGC advertisements is a no brainer. 

Repeat collabs are deceptively time-consuming in case you’re doing them manually, although. That’s since you’re nonetheless on the hook for coordinating posts and delivery merchandise.

When you already belief a creator, going by means of all of this once more is a waste of time for either side.

To treatment this, we constructed a strategy of briefing and achievement that’s completely hands-off and automatic. With Statusphere, manufacturers can flag creators for re-engagement straight with a single click on in our platform. This leads to ongoing collaborations in a fraction of the time it takes to set them up DIY.

Step 2: Ship Creators Complementary Merchandise to Improve Retention

Competitors is fierce as manufacturers attempt to grow to be staples of shoppers’ magnificence routines.

This highlights the significance of selling a number of merchandise as a part of your influencer promotions over time. Shampoo and conditioner. Cream and serum.  You get the image!

Fortunately, most magnificence manufacturers have loads of complimentary merchandise to supply. 

It’s the logistics of how you get these merchandise into influencers’ palms that’s difficult. That’s why achievement expertise is a make-or-break for a excessive quantity of partnerships. 

Magnificence influencer campaigns are dynamic, evolving to enrich your newest choices. With Statusphere, manufacturers can seamlessly promote totally different product strains month-to-month in our platform.

For instance, our software program permits creators to hand-pick the merchandise and create magnificence bundles of things that they’ll truly use. 

The outcome? Extra genuine content material and alternatives for merchandise to shine. To not point out hours saved wrangling delivery and achievement.

Step 3: Promote Your Retail Partnerships with Influencer Activations

Magnificence manufacturers and brick-and-mortar partnerships go hand in hand.

And so we imagine that the most effective magnificence influencer platforms prioritize retail help.

We’re seeing increasingly retail activations as manufacturers focus extra on retention.

When influencers create in-store retail content material, they’re planting the seeds of loyalty. They’re making it simpler for potential clients to grasp the place they’ll choose up your merchandise throughout their subsequent Ulta or Sephora run. 

Supply

Constantly seeing your merchandise in motion (and in-store!) creates a way of credibility that units you other than the TikTok Store spammers of the wonder world.

Statusphere can activate influencers in your goal markets to advertise merchandise at choose retailers with geotargeting. With our platform, manufacturers immediately activate influencers to advertise merchandise to new audiences past your present base of creators and model ambassadors. 

With out the legwork of vetting, onboarding and delivery merchandise, you’ll be able to activate creators sooner. That’s how Curlsmith generated 6,500+ items of content material utilizing our platform.

Problem: Scaling Person-Generated Content material Adverts

We don’t must persuade you that UGC advertisements are efficient.

Magnificence manufacturers are going all-in on allowlisting influencer content material for a cause. The highest-performing TikTok advertisements in cosmetics and private care illustrate how unpolished posts are good for paid promotions.

The problem is sourcing sufficient UGC to check and optimize your paid efficiency. 

We not too long ago hosted an professional panel on UGC advertisements. One of many greatest takeaways? 

Manufacturers that persistently cycle out UGC for Spark Adverts and Partnership Adverts see higher outcomes and fewer efficiency decay. This requires testing dozens of advert creatives without delay.

And yeah, that’s a variety of UGC.

For some manufacturers, the problem isn’t even hitting that quantity of content material. The problem is on a regular basis spent pitching magnificence influencers or negotiating content material rights for advertisements. These duties can grow to be a full-time job, particularly in case you’re managing every particular person creator. 

Resolution: Rights-Prepared Content material Generated by 100s of Creators

Creating influencer advertisements shouldn’t really feel like continually working towards the clock. 

Having labored on each the model and influencer facet of issues, we discovered that there was a variety of time to save lots of within the strategy of sourcing UGC advertisements. We constructed options into Statusphere to automate as a lot of the method as doable.

For instance, utilization rights are constructed into each put up generated utilizing our software program. Manufacturers may also allowlist content material as advertisements and obtain posts straight from the platform. The truth that posts and efficiency knowledge populate in real-time means much less ready.

In truth, increasingly manufacturers are utilizing our software program to construct a basis of content material for UGC advertisements.

One in every of our most up-to-date magnificence influencer case research comes from Viori. Utilizing our platform, the model has already managed to:

• Generate 1,000+ items of rights-ready content material 
• Improve advert efficiency and generate enterprise straight by means of TikTok
• Rank for related TikTok search phrases associated to their trade (“shampoo bars”)

You’ll be able to learn extra about Viori’s success story right here.

Problem: Discovering Related Magnificence Influencers for Specialty Merchandise

To say that the cosmetics area is crowded could be the final word understatement. 

And so the times of hiring one-size-fits-all magnificence influencers are over.

Magnificence patrons must see themselves mirrored in a creator to belief them. Consequently, manufacturers want to have the ability to goal area of interest magnificence influencers versus generalist creators.

Niching down can also be large for magnificence manufacturers with the rise of social search. Current knowledge notes that extra business magnificence searches are occurring on TikTok over Google.

For reference, the #Type4Hair tag on TikTok has over 2 billion views alone. Some “niches” aren’t as small as you’d suppose. There is a large window of alternative for manufacturers that may tag into related searches like this with the precise social key phrases.

Take into account how one can uncover these key phrases by focusing on influencers based mostly on:

• Demographics
• Ache factors (ex: flaky scalp, dry pores and skin)
• Product elements (ex: snail mucin, galactomyces)

The takeaway? In-depth influencer matchmaking encourages extra genuine content material. To not point out unlocking new audiences and cementing your social search presence.

Resolution: Hyper-Focused, Programmatic Influencer Matchmaking

Digging by means of databases isn’t a time-efficient approach to uncover area of interest creators.  

Discovering the most effective magnificence influencers on your model can occur sooner by means of automated focused based mostly on significant knowledge factors.

The extra knowledge it’s important to match with these influencers, the higher. The factor is, most influencer software program does not get granular sufficient in the case of influencer focusing on.

That mentioned, our platform matches manufacturers and creators utilizing 250+ distinctive, first-party knowledge factors. From pores and skin sorts to most well-liked beauty merchandise, magnificence manufacturers use our detailed focusing on to match with related creators with out digging. The method is all on autopilot.

Our strategy to influencer matchmaking empowers creators to hit the entire proper beats with their content material, too. That’s as a result of they totally perceive the ache factors that resonate with their viewers and what to say about any given product.

As famous earlier, a lot of influencer advertising and marketing for magnificence manufacturers entails with the ability to pivot.

Automated area of interest focusing on coupled with the power to advertise a number of merchandise month-to-month are essential for magnificence manufacturers targeted on retention. For instance, manufacturers can goal cruelty-free creators one month and curly-haired creators the following with out halting your present campaigns.

That is the ability of true always-on influencer advertising and marketing in motion!

For Magnificence Manufacturers, Retaining Extra Clients Begins with Specialised Influencer Software program

Expectations are excessive with so many manufacturers crushing it within the magnificence trade proper now.

It’s tempting to chase tendencies and duplicate rivals. We get it.

But it surely’s a lot extra proactive to prioritize dependable, constant ways you’ll be able to scale. 

Efficient magnificence influencer advertising and marketing begins with an ongoing, always-on technique. Constructing a content material engine with influencer software program may also help you get there sooner.

If you could kickstart that engine and preserve it operating, Statusphere’s suite of instruments may also help. Our micro-influencer advertising and marketing platform can match your manufacturers with vetted creators from our unique community utilizing 250+ first-party knowledge factors.

Options like achievement, automated reporting and built-in content material rights are must-haves for magnificence manufacturers which might be severe about scaling. We have already generated over 75,000+ posts for 400+ manufacturers. This contains magnificence manufacturers like Milani, Undone and Ole Henriksen.

Wish to be taught extra about how our software program works? Get in contact with one in all our consultants to see how we will improve your influencer advertising and marketing ROI with a dependable content material engine.