60% of beauty and fashion brands are employing influencer marketing; there are several reasons for its popularity, including cost, authenticity, trust and reach. Here are 4 tips for successful influencer marketing in the beauty industry, and 3 caveats to be aware of. Presented at Innocos Digital 2016 in Los Angeles.

1. @FIGorout @sssourabh
Sourabh Sharma
FIG or out
beauty under
the influence

2. @FIGorout @sssourabh
Influencer Marketing
“popular kid in school” + “followers” + “marketing”

3. @FIGorout @sssourabh
Happy 9th birthday iPhone
happy 300th birthday marketing and technology

4. @FIGorout @sssourabh
“A hipster cousin
of celebrity
endorsements”
“60% of beauty
and fashion
brands use
influencer
marketing“
“Native
advertising and
embedded
marketing
message”
“Targeting and
effectiveness”
vs paid search, paid social media, 30
second spots, etc.

5. @FIGorout @sssourabh
Content, promotion, content and tools
depend on objectives and budgets

6. @FIGorout @sssourabh

7. @FIGorout @sssourabh
do not just
sell
influencer
lifestyle +
community
>
product

8. @FIGorout @sssourabh
do not just
sell
Chrissy Teigen (TV host / model):
talks candidly, like herself, with an embedded message.
Followers it

9. @FIGorout @sssourabh
make the brand
relatable
resonate with a
core emotion or
message

10. @FIGorout @sssourabh
Pink to Queen Latifah talking about #GirlsCan and
setbacks in a male dominated world
Non brand users chime in
make the brand
relatable

11. @FIGorout @sssourabh
make
influencers
the enablers

12. @FIGorout @sssourabh
make
influencers
the enablers
+
YouTube beauty expert
Michelle Phan
=
em michelle phan
+
YouTube influencer Carli Bybel
=
affordable eye shadow palette

13. @FIGorout @sssourabh
launch a
new
product or
line

14. @FIGorout @sssourabh
launch a
new
product or
line
launched effectively on Instagram

15. @FIGorout @sssourabh

16. @FIGorout @sssourabh
the saturation of
influencers
Niches
Red flags
Buyable followings
Plethora of Analytics

17. @FIGorout @sssourabh
the saturation of
influencers Malcolm Gladwell
Influence
=
Audience Reach (# of followers)
x Brand Affinity (expertise and credibility)
x Strength of Relationship with
Followers

18. @FIGorout @sssourabh
59% of marketers say that engaging with influencers is
a challenge
Influencers can endorse competing brands over a
longer time period
questionable
product loyalty

19. @FIGorout @sssourabh
regulatory
Guidelines on digital advertising:
“People who are paid
for posts must disclose
this in a clear and
conspicuous way”
FTC
(Federal Trade Commission)

20. @FIGorout @sssourabh
regulatory

21. @FIGorout @sssourabh
identify
influencers whose personalities and
beliefs are
relevant
to the brand
trust
will lead to
loyalty

22. @FIGorout @sssourabh
Sourabh Sharma
FIG or out
beauty under
the influence
thank you!