In this article: how to think about social creators as an engine for word-of-mouth in cosmetics, including the three components - reach, original content and consumer trust - that decide whether the spend earns its keep.
This article is about word-of-mouth strategy in cosmetics specifically, and the role social creators play as an earned-media channel rather than as another paid placement. The framing matters because the two require very different briefs, success metrics and creative guardrails - and conflating them is the most common reason creator spend underperforms.
Consumers in our category have largely tuned out traditional advertising. They look at peers, recommendations and daily routines instead. The opportunity is to design a programme where the marketing message lives natively inside that organic surrounding, in a way that keeps compounding even after media spend stops.
HOW TO INFLUENCE INFLUENCERS?
When it comes to influencer marketing, marketers take advantage of paid as well as unpaid social influencers. However, there are three main components:
- Social reach: Through outlets such as blogs and other social channels, influencers reach an extensive range of consumers.
- Original content: Influencers produce original content for the brand. Often this content is quite effective.
- Consumer trust: Influencers tend to build strong relationships with their audience. This organic process enables the audience to trust the influencer’s opinions.
“For the visionary marketer, the rise of the social media influencer creates a world of possibilities. It opens up a new channel for brands to connect with consumers more directly, more organically, and at scale.”**
The power of Influencer marketing lies in increased consumer retention. A study by McKinsey found that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising”.
As a marketer in the cosmetics industry social media channels, and in that respect especially Instagram, are powerful tools. However, there are some challenges you may face: How can I ensure content quality and content accuracy? How to make the most out of my campaign in terms of engagement rate, likes, shares, and comments.
*https://en.wikipedia.org/wiki/Influencer_marketing
**http://www.adweek.com/socialtimes/10-reasons-why-influencer-marketing-is-the-next-big-thing/623407