With Influencer Marketing for Beauty › wp-content › uploads › 2018 › 08 › BEAUT… ·...
Transcript of With Influencer Marketing for Beauty › wp-content › uploads › 2018 › 08 › BEAUT… ·...
With Influencer Marketing for Beauty
CREATING A NEW BEAUTY CAMPAIGN LOOKING ITS BEST
@hairhack
Beauty content is wildly popular on social media
Beauty fans buy what they see beautiful
influencers beat-out brands
Influencer marketing is an efficient media buy
Working with Rad makes working with beauty
influencers easy
CONFIDENTIAL 2
850Mviews of content from the top
200 beauty brands
http://www.pixability.com/industry-studies/ (beauty Industry Reports 2015 &2016)
SOCIAL MEDIA FINDSBEAUTY CONTENT VERY ATTRACTIVE
100Mhours of
watch time
daily
587Mlikes
24Mbeauty related
tweets in 2015
65%more views of beauty videos
on YouTube since 2015
125Bviews of beauty-related
content on YouTube
150%increase in time spent
engaging with beauty
content on Instagram
since 2015CONFIDENTIAL 3
BEAUTY FANS BUYWHAT THEY SEE
http://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-10292082/
http://collectivebias.com/blog/2016/04/title-racing-influence-store-purchases-infographic/
CONFIDENTIAL 4
1.6x increase
in purchase intent after
seeing user-generated
content on Instagram
Beauty Products are
21% more likely to be
purchased in store after
consulting an online
source
VIEWERS PREFERINFLUENCERS TO BRANDS
A mix of branded content and user-
generated content is a more cost
effective way of spending a marketing
budget. It’s also really the only way to
reach your target audience.
Younger viewers of YouTube have
little or no brand loyalty. However,
they are loyal to channels that teach
them techniques and reward with
with engaging content.
97%of YouTube beauty
video views belong to
influencers
20%of beauty video views
belong to the top 10
beauty vloggers
2%of beauty video views
belong to beauty brands
http://offers.pixability.com/digital-makeover-social-video-beauty-ecosystem
CONFIDENTIAL 5
DON’T MAKE THISBEAUTY BLUNDER
A common mistake made by
beauty brands is over-
investing in creating branded
content and underinvesting in
influencer content that is
much more popular and
effective.
97% control of conversations
around beauty and brands on
YouTube
10x more videos on their channels
than beauty brands on YouTube
7x more frequently published content
on YouTube than beauty brands
@shahnazshimul
@leenydiaz
@hairhacks
Beauty vloggers, or "haul girls", and other
beauty content creators rule the social media
scene. They have:
www.digitallyapproved.com/2015/09/29/the-next-frontier-for-food-influencers-youtube/
CONFIDENTIAL 6
INFLUENCERS ARE A TOTALKNOCKOUT FOR BEAUTY
Last year social media influencers were a key sales driver for the beauty category.
httpshttp://wwd.com/beauty-industry-news/people/social-media-influencers-beauty-industry-10292082/
http://www.emarketer.com/Article/How-Big-Influencers-Influence/1012904
http://www.emarketer.com/Article/Influencer-Marketing-All-Its-Cracked-Up-Be/1012230
$12.21
average ROI for beauty
influencer campaigns in
20152
3.2%is the average
engagement rate for
beauty
9x YOYincrease in earned media
value for the beauty category
on Instagram1
CONFIDENTIAL 77
WORKING WITHRAD IS A BEAUTIFUL THING
The beauty category is competitive
and working with influencers has
its challenges. Rad has five years
of influencer data and established
relationships with social’s top
beauty influencers.
We can make the process of
working with beauty divas a
breeze.
68% of beauty brandsbelieve that working with influencers is too
expensive. Rad uses a 3-value pricing model to
evaluate which influencers provide the best
value.
We can execute a highly efficient campaigns
that maximize budget.
CONFIDENTIAL 8
59% of beauty brandsstruggle with capturing the attention of desired
influencers. As the demand for influencers
grows, brands have to work harder to win them
over 2.Rad Intelligence has existing personal
relationships with top beauty influencers.
When we call, they answer.
72% of beauty brandssay relevancy of content is more important than
an influencer’s reach1. Rad’s data helps us
identify which beauty influencers drive
engagement by creating content that is relevant
to their audiences.https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/
http://www.flyingpointdigital.com/2016/04/11/how-beauty-and-fashion-brands-can-leverage-influencer-marketing/
CONFIDENTIAL
HOW TO CREATE ABEAUTY OF A CAMPAIGN
Shift Budgets from Branded Content
to Influencer Content
Branded content does not resonate as well
with social audiences as influencer content.
Beauty influencers receive 2600% more
comments on their content than beauty
brands’ content.2
9
Leverage Influencers to Create
Unique Content at Scale
Content variety and volume are two
strategies that play well in beauty
category on social. Work with a wide
range of influencers and let them present
your brand in their own unique way.
Creating the effect of an “everybody's
talking about it” beauty trend is much
more powerful than a single piece of
content.Boost Posts with Paid Social
Get next-level engagement by boosting
influencer posts with paid social. This
not only improves the visibility of your
content within the influencer’s audience
but can extend the reach of your
campaign to targeted, new audiences.
Engage with Your Audience
Use the conversation generated around
your influencers’ content as an opportunity
to engage with your audience. Jump into
the comments and join the conversation!http://offers.pixability.com/digital-makeover-social-video-beauty-ecosystem
http://tubularinsights.com/youtube-beauty-industry/#ixzz4VN72y4qw
Aussie Campaign
@Kail Lowry
@hairhacks
CONFIDENTIAL
THANK YOU
@mariannahewitt