This month Shiny hosted Shiny Magnificence Pop, a convention the place magnificence influencers, manufacturers, and consultants come collectively to community and talk about among 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.
Under I share among the finest 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)
Predominant 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 objective setter). Plus, a plea for extra model independence in pursuit of higher innovation and creativity.
Somer Tejwani harassed 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 property 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 kind of influencer to associate with.
Professional tip: Understanding your objectives forward of time received’t simply assist you determine what kind of influencer you’re searching for, however how to search for them. Your influencer discovery techniques 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 campaigns.
One other fascinating 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 house. The anecdote? Lim feels that there’s a possibility to “unbundle” the house. 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)
Predominant takeaway: Neighborhood and shut relationships may also 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 properties. Perkins figured it could possibly be an enormous flop as a result of, “who wants sun shades when you’re not going anyplace?” 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 fully 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)
Predominant takeaway: Celebs are nice, however they don’t depend as a complete influencer advertising technique.
Vanessa Hudgens is a well-known actress and Chriselle Lim, a way of life 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 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 longer term. They maintain huge affect, so that they in all probability will be capable to drive good enterprise, proper? Other people really feel that model possession is best left to consultants from the particular magnificence area.
Apparently, each Hudgens and Lim each talked about how essential 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 crucial to not financial institution on the truth that the high-profile movie star proprietor will drive consciousness and gross sales. Actually, Chriselle deliberately isn’t featured in Phlur’s latest marketing campaign content material for that reason.
Primarily based on what I’ve seen within the trade, I feel that is extremely astute. Uncommon Magnificence (owned by Selena Gomez), is a superb instance of a model that has an extremely refined influencer advertising 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)
Predominant takeaway: Collaborations thrive on artistic freedom.
Truthfully, there was so many good issues mentioned by this panel that it was arduous 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 via rigorous analysis, typically it’s simply joyful serendipity) and finest practices for approaching and briefing (shameless plug for an article on how to do this).
That being stated, the largest takeaway and underlying theme was the crucial for artistic freedom. Influencers = creators, so it makes a whole lot of sense that artistic freedom is important to constructing robust and lengthy lasting influencer relationships. This was particularly effectively obtained by the creators in attendance that day, and I had the pleasure of talking with just a few 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 occasions final 12 months. The setting may need been totally different, however the sentiment was the identical:
“After I sense that there’s restricted artistic 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)
Predominant takeaway: Individuals observe folks, 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 totally different platforms, capability points, and the trickiness of traits (to observe or not observe). I particularly liked among 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 1 influencer’s particular person community! She made the purpose that what advantages one typically advantages all, and each folks and types ought to keep away from gatekeeping for the larger good. This obtained 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 kind of manufacturers.
