This month Shiny hosted Shiny Magnificence 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 and marketing 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 and marketing communications at e.l.f. Magnificence), Somer Tejwani (SVP of world advertising and marketing at Too Confronted Cosmetics), Patrick Ta, Glamzilla, and lots of extra.
Beneath I share a number of the finest influencer advertising and marketing 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)
Principal 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 finest when you’re an knowledgeable aim setter). Plus, a plea for extra model independence in pursuit of higher innovation and creativity.
Somer Tejwani burdened the significance of determining beforehand what you hope to realize via the influencer marketing campaign. Is it to drive gross sales? To create content material and inventive belongings to repurpose throughout model properties? To coach customers on a brand new ingredient or product? Having readability right here will then information you on what sort of influencer to associate with.
Professional tip: Realizing your targets forward of time gained’t simply assist you determine what sort of influencer you’re searching for, however how to search for them. Your influencer discovery ways may 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 advertising and marketing campaigns.
One other fascinating level made by Jun Younger Lim — the sweetness 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 house. The anecdote? Lim feels that there’s a chance to “unbundle” the house. New manufacturers ought to attempt to stay and develop independently whereas smaller incubators and portfolio manufacturers rise to compete with giant 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)
Principal takeaway: Group and shut relationships will help a model overcome unattainable odds.
Desi Perkins shared an fascinating anecdote — she launched an eyewear model in the course 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 when you’re not going wherever?” However, hours after launching the model’s social web page, it gained tens of 1000’s of followers and almost offered out of the preliminary batch of merchandise. She attributed this solely to the shut relationship she had constructed together with her group 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)
Principal takeaway: Celebs are nice, however they don’t depend as a complete influencer advertising and marketing 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 an even bigger development of celebrities and influencers opening up their very own manufacturers.
The influencer advertising and marketing trade has been a bit divided on this matter. Some people really feel that movie star/influencer-led and owned manufacturers are only a reality of the long run. They maintain large affect, in order that they in all probability will be capable of drive good enterprise, proper? People really feel that model possession is best left to specialists from the particular magnificence subject.
Apparently, each Hudgens and Lim each talked about how necessary 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 vital to not financial institution on the truth that the high-profile movie star proprietor will drive consciousness and gross sales. In truth, Chriselle deliberately isn’t featured in Phlur’s current marketing campaign content material because of this.
Primarily based on what I’ve seen within the trade, I feel that is extremely astute. Uncommon Magnificence (owned by Selena Gomez), is a good instance of a model that has an extremely subtle influencer advertising and marketing technique that doesn’t hinge on its movie star 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)
Principal takeaway: Collaborations thrive on inventive freedom.
Actually, there was so many good issues mentioned by this panel that it was laborious to jot all of it down. Basically, O’Keefe, Tillo, and Zadeh-Daly mentioned the methods during which manufacturers and creators discover each other (generally it’s via rigorous analysis, generally it’s simply completely satisfied serendipity) and finest practices for approaching and briefing (shameless plug for an article on how to try this).
That being stated, the most important takeaway and underlying theme was the crucial for inventive freedom. Influencers = creators, so it makes a variety of sense that inventive freedom is important to constructing robust and lengthy lasting influencer relationships. This was particularly effectively acquired 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 advertising and marketing occasions final 12 months. The setting may need been totally different, however the sentiment was the identical:
“Once I sense that there’s restricted inventive freedom, I instantly pull again as a result of I don’t need to just do an advert. I need 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)
Principal takeaway: Folks comply with 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 alternative, how they current themselves on totally different platforms, capability points, and the trickiness of tendencies (to comply with or not comply with). I particularly beloved a number of the factors that Glamzilla made about social media being social, and the way we have to lean into group. This doesn’t simply pertain to at least one influencer’s particular person community! She made the purpose that what advantages one usually 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 fascinating perception from the panel — a reporter requested concerning the panelists’ expertise with TikTok Procuring. None of the manufacturers have experimented with it but, as a result of the founders really feel prefer it at the moment is extra focused in direction of small mother and pop sort of manufacturers.
