Data from Influency.me showed that “disguised publics” are preferred among the public
Influency.me presented a survey that showed that 75% of people have already purchased a beauty product after watching an advertisement made by a digital influencer.
According to the survey, 60% of respondents stated that they prefer content that shows the personal care routine and the opinion of those who are recording. Within this audience, the “makeup and speech” and “get ready with me” formats are among the public’s favorites.
“The beauty and skin care segment is one of the most robust within digital influence, with a wide range of content creators for all styles and tastes. When following an influencer with whom you identify, your opinion about a new product can be the difference between buying it or looking for another product”, explained Rodrigo Azevedo, CEO of Influency.me.
Among the types of advertising, the so-called “disguised”, that is, those that do not look like advertising, are preferred by 12% of people.
When looking for information about a product, 39% of respondents stated that they search on social networks and the brands’ official website. Next come searches for videos on YouTube and TikTok, produced by beauty influencers, with 25%.
“Social networks are a source of information about beauty products in different ways. Beauty influencers can work on Instagram, YouTube, Tiktok… And there is an audience for all networks. Each type of content is suitable for a moment of consumer interest and the platforms complement each other”, explains the CEO of Influency.me.
According to the survey, 40% of people stated that the main reason that leads them to watch an advertisement until the end is for launches that aim to solve a problem, in videos that explain how the product works.
“The universe of digital influence is broad and, in the beauty segment, this scenario is even more diverse. Influencers who dialogue with their audience convey credibility, as the audience feels part of their daily lives. In other words, if the influencer uses a certain product and their skin remains visibly healthy, it is a sign that I can buy it, too”, concludes the CEO.
Regarding people’s relationships with brands, the survey showed that 42% of respondents stated that the main reason that leads them to follow a brand on social media is tips and tutorials about the products, followed by positioning identification (25% ) and information about discounts and promotions (21%).
“The strategies in this niche are usually combined, which include activations on more than one social network, with influencers who talk to different audiences and more than one type of campaign. The influencer can present the product at first, insert it in your personal care routine and then offer a discount to anyone who uses your coupon”, added Azevedo.
The survey was carried out between January and February this year and interviewed more than 150 people.
