Research carried out between January and February this year by Influency.me, a company specializing in influencer marketing, interviewed more than 150 people and highlights the importance of influencers in the beauty segment. Of the respondents, 75% have already purchased a beauty product after watching an advertisement made by an influencer.
Beauty influencers are those who, in the personal care niche, present skin care, body care, hair care, nail care and the like. In total, the country has 744 thousand influencers.
“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. Considering only influencers specialized in the topic, there are more than 50 thousand on the Influency.me platform. If we consider influencers who talk about other subjects and also beauty, the number is even higher”, explains Rodrigo Azevedo, CEO of Influency.me.
Advertising formats
The majority of respondents (60%) say they prefer content showing their personal care routine with their opinion on products. Within this audience, formats such as “makeup and speech” and “get ready with me” are favorites among the public.
“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”, highlights Azevedo.
Following the public favorites by the audience are those that are disguised (they do not appear to be public), with 12% of the votes. In this format, although there is a hashtag informing that the content is sponsored, it is not clear that it is a product promotion. Generally, the influencer inserts the cosmetic into their daily life and uses it naturally.
Where to look for information?
When looking for information about a beauty product, most respondents (39%) say they search on social media and the brand’s official website. Video searches on YouTube e TikTok they correspond to 25% of searches about the product, and were generally produced by beauty influencers.
“Social networks are a source of information about beauty products in different ways. Beauty influencers can work on Instagram, YouTube, Tiktok, etc. 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
Do you follow brands?
What drives you to follow a brand on social media? For most respondents (42%), the main reason is if the brand provides tips and tutorials on how to use the products. In second place (25%), the main reason is if the brand has a positioning with which it identifies.
In third place in public preference (21%) is information about discounts and promotions.
“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 initially present the product, insert it into their personal care routine and then offer a discount to anyone who uses their coupon”, explains Rodrigo Azevedo.
In search of solutions
For most respondents (40%), the main reason that leads them to follow advertisements until the end are launches that, at the same time, solve problems, explain how the product works in a simplified way and teach how to use it. In addition, tutorials and products that teach how to apply the products are also very well received by the public.
“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.
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