Using a Beauty Influencer Marketing Platform to Retain More Customers

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

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

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

Because of this, it is simple to choose a magnificence influencer advertising and marketing platform out of panic.

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

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

In case you’re undecided, this publish can clue you in primarily based on what we’ve been seeing from manufacturers!

3 Present Challenges of Magnificence Influencer Advertising (and How a Platform 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 yr.

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

Reaching 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. In case you deal with success DIY or manually handle each creator, you restrict your means to scale. These duties can’t demand your time in case your purpose is to get 100s of creators posting.

We’ve seen firsthand how magnificence manufacturers use influencer platforms to deal with their prime advertising and marketing challenges. Under we share insights that will help you do the identical.

Problem: Aligning Influencer Content material with Buyer Retention 

Excellent news: magnificence manufacturers are spoiled for alternative relating to 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 prospects’ 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 raffle.

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

Answer: 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 when you plan on scaling from a handful to a whole lot of magnificence creators.

And the truth 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 needed to make an always-on technique a actuality for manufacturers with out the time or inner sources. 

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

Step 1: Reengaging Your Greatest Magnificence Influencer With out Guide Outreach

Generally 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 when you’re doing them manually, although. That’s since you’re nonetheless on the hook for coordinating posts and delivery merchandise.

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

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

Step 2: Ship Magnificence Creators Complementary Merchandise to Improve Retention

Competitors is fierce as manufacturers try to turn out to be staples of consumers’ 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 make-up influencers’ fingers that’s difficult. That’s why success 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 really use. 

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

Step 3: Promote Your Retail Partnerships with Magnificence Influencer Activations

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

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

We’re seeing an increasing number of 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 prospects to grasp the place they will decide 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 aside from 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 quicker. That’s how Curlsmith generated 6,500+ items of content material utilizing our platform.

Problem: Scaling Person-Generated Content material Advertisements

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 just lately hosted an knowledgeable panel on UGC advertisements. One of many largest takeaways? 

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

And yeah, that’s a number 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 turn out to be a full-time job, particularly when you’re managing every particular person creator. 

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

Creating influencer advertisements shouldn’t really feel like always working in opposition to the clock. 

Having labored on each the model and influencer aspect of issues, we discovered that there was a number of time to avoid wasting within the technique 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 publish generated utilizing our software program. Manufacturers may also allowlist content material as advertisements and obtain posts immediately from the platform. The truth that posts and efficiency information populate in real-time means much less ready.

In reality, an increasing number of manufacturers are utilizing our software program to construct a basis of content material for UGC advertisements.

One among 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 immediately by way 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 can 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. Because of this, manufacturers want to have the ability to goal area of interest magnificence influencers versus generalist creators.

Niching down can be huge for magnificence manufacturers with the rise of social search. Current information notes that extra industrial magnificence product 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 huge window of alternative for manufacturers that may tag into related searches like this with the appropriate social key phrases.

Contemplate how one can uncover these key phrases by focusing on influencers primarily based on:

• Demographics
• Ache factors (ex: flaky scalp, dry pores and skin)
• Product substances (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.

Answer: Hyper-Focused, Programmatic Influencer Matchmaking

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

Discovering the perfect magnificence influencers on your model can occur quicker by way of automated focused primarily based on significant information factors.

The extra information you need to match with these influencers, the higher. The factor is, most influencer software program would not get granular sufficient relating to influencer focusing on.

That stated, our platform matches manufacturers and creators utilizing 250+ distinctive, first-party information factors. From pores and skin sorts to most popular 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 having the ability to pivot.

Automated area of interest focusing on coupled with the flexibility to advertise a number of merchandise month-to-month are essential for magnificence manufacturers centered 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 facility of true always-on influencer advertising and marketing in motion!

For Magnificence Manufacturers, Retaining Extra Prospects Begins with a Specialised Influencer Platform

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

It’s tempting to chase traits and replica rivals. We get it.

Nevertheless it’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 quicker.

If you want to kickstart that engine and maintain it working, 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 information factors.

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

Need to study extra about how our software program works? Get in contact with one in all our specialists to see how we are able to improve your influencer advertising and marketing ROI with a dependable content material engine.