This month Shiny hosted Glossy Beauty Pop, a convention the place magnificence influencers, manufacturers, and specialists come collectively to community and talk about a number of the most urgent points within the influencer advertising trade.
There have been some unbelievable panel audio system, together with Vanessa Hudgens (founder and CEO of Know Magnificence), Patrick O’Keefe (VP of built-in advertising communications at e.l.f. Magnificence), Somer Tejwani (SVP of world advertising at Too Confronted Cosmetics), Patrick Ta, Glamzilla, and lots of extra.
Beneath I share a number of the greatest influencer advertising insights and snippets that I heard all through the day.
5 Influencer Advertising Insights from Shiny Magnificence Pop
1. Constructing Significant Connections: The Way forward for the Model-Influencer Deal
Shanina Shaik (Founder, Sala), Somer Tejwani (SVP, Too Confronted), Jun Younger Lim (Founder & CEO, Beaubble)
Primary takeaways: Good brand-influencer offers require robust foundations that may date all the way in which again to the preliminary planning part (i.e. it’s greatest in the event you’re an knowledgeable purpose setter). Plus, a plea for extra model independence in pursuit of higher innovation and creativity.
Somer Tejwani confused the significance of determining beforehand what you hope to attain by way of the influencer marketing campaign. Is it to drive gross sales? To create content material and inventive belongings to repurpose throughout model properties? To coach shoppers on a brand new ingredient or product? Having readability right here will then information you on what kind of influencer to accomplice with.
Professional tip: Realizing your objectives forward of time gained’t simply assist you determine what kind of influencer you’re searching for, however how to search for them. Your influencer discovery ways would possibly change, relying on what your goals are. Take a look at this text that illustrates real-life examples of how three manufacturers discovered creators for his or her influencer marketing campaigns.
One other attention-grabbing level made by Jun Younger Lim — the wonder trade continues to be extremely concentrated, with most manufacturers owned by a small handful of massive manufacturers. Lim felt that this limits the quantity of creativity and uniqueness we see within the area. The anecdote? Lim feels that there’s a possibility to “unbundle” the area. New manufacturers ought to attempt to stay and develop independently whereas smaller incubators and portfolio manufacturers rise to compete with massive gamers.
2. From Affect to Entrepreneurship: Unveiling the Success Tales of Influencer-Based Manufacturers
Lo Bosworth (Founder, Love Wellness), Iskra Lawrence (Founder, Saltair), Desi Perkins (Founder, Dezi Pores and skin)
Primary takeaway: Neighborhood and shut relationships might help a model overcome not possible odds.
Desi Perkins shared an attention-grabbing anecdote — she launched an eyewear model in the midst of the pandemic whereas everybody was holed up of their houses. Perkins figured it could possibly be an enormous flop as a result of, “who wants sun shades in the event you’re not going anyplace?” However, hours after launching the model’s social web page, it gained tens of hundreds of followers and almost offered out of the preliminary batch of merchandise. She attributed this completely to the shut relationship she had constructed together with her neighborhood of followers within the years previous to beginning her personal manufacturers.
3. The Energy of Affect: Revamping and Rebranding
Vanessa Hudgens (Founder & CEO, KNOW Magnificence), Chriselle Lim (Founder, Phlur)
Primary takeaway: Celebs are nice, however they don’t rely as a complete influencer advertising technique.
Vanessa Hudgens is a well-known actress and Chriselle Lim, a life-style blogger with a big following that locations her within the “mega” influencer class. Each now personal their very own magnificence manufacturers — one skincare and one perfume — and are a part of a much bigger pattern of celebrities and influencers opening up their very own manufacturers.
The influencer advertising trade has been a bit divided on this subject. Some people really feel that superstar/influencer-led and owned manufacturers are only a reality of the longer term. They maintain massive affect, so that they in all probability will be capable of drive good enterprise, proper? Folks really feel that model possession is best left to specialists from the particular magnificence discipline.
Apparently, each Hudgens and Lim each talked about how vital it’s for a model to have the ability to stand by itself and never depend on the recognition of its proprietor/founder. For their very own manufacturers, they really feel it’s important to not financial institution on the truth that the high-profile superstar proprietor will drive consciousness and gross sales. Actually, Chriselle deliberately isn’t featured in Phlur’s latest marketing campaign content material because of this.
Primarily based on what I’ve seen within the trade, I believe that is extremely astute. Uncommon Magnificence (owned by Selena Gomez), is a superb instance of a model that has an extremely subtle influencer advertising technique that doesn’t hinge on its superstar proprietor/founder.
4. The Energy of Collaboration: Content material Methods for Manufacturers and Influencers
Patrick O’Keefe (VP, e.l.f. magnificence), Kensington Tillo (Content material Creator), Sheena Zadeh-Daly (Founder, Kosas)
Primary takeaway: Collaborations thrive on inventive freedom.
Truthfully, there was so many good issues mentioned by this panel that it was exhausting to jot all of it down. Primarily, O’Keefe, Tillo, and Zadeh-Daly mentioned the methods through which manufacturers and creators discover each other (typically it’s by way of rigorous analysis, typically it’s simply joyful serendipity) and greatest practices for approaching and briefing (shameless plug for an article on how to do that).
That being stated, the most important takeaway and underlying theme was the crucial for inventive freedom. Influencers = creators, so it makes a whole lot of sense that inventive freedom is important to constructing robust and lengthy lasting influencer relationships. This was particularly nicely obtained by the creators in attendance that day, and I had the pleasure of talking with a couple of people about it throughout our intimate roundtable dialogue.
Whereas I can’t share particulars from that particular dialogue, I can share a quote from VIP influencer Kat Stickler from when she attended one among Traackr’s digital influencer marketing occasions final 12 months. The setting might need been completely different, however the sentiment was the identical:
“After I sense that there’s restricted inventive freedom, I instantly pull again as a result of I don’t wish to just do an advert. I wish to do one thing that’s humorous, relatable, and promotes the corporate in my very own voice.” – Kat Stickler, Influencer & Comic
5. The TikTok Impact
Patrick Ta (Founder, Patrick Ta Magnificence), Ashley Tisdale (Founder, Being Frenshe), Stephanie “Glamzilla” Valentine (Content material Creator), Susan Yara (Founder, Naturium)
Primary takeaway: Individuals observe individuals, not platforms. Additionally, anybody gatekeeping is a celebration foul.
This panel ended up being about extra than simply TikTok! The star studded creator panel talked about platforms of selection, how they current themselves on completely different platforms, capability points, and the trickiness of developments (to observe or not observe). I particularly liked a number of the factors that Glamzilla made about social media being social, and the way we have to lean into neighborhood. This doesn’t simply pertain to at least one influencer’s particular person community! She made the purpose that what advantages one typically advantages all, and each individuals and types ought to keep away from gatekeeping for the better good. This received a rousing response from the attendees.
One different attention-grabbing perception from the panel — a reporter requested concerning the panelists’ expertise with TikTok Buying. None of the manufacturers have experimented with it but, as a result of the founders really feel prefer it presently is extra focused in direction of small mother and pop kind of manufacturers.
