Since becoming a member of L’Oréal in 2014, Hugh Pile, CMO of L’Oréal for Western Europe, has been creating the model’s influencer advertising and marketing apply. On the current Competition of Advertising and marketing, Nicolas Chabot, SVP EMEA at Traackr was joined on stage by Hugh Pile, the place they explored how influencers are disrupting the wonder sector and the way L’Oréal is reworking its method to delivering success with influencers. Collectively they shared the seven key steps for manufacturers to have interaction their audiences via influencer advertising and marketing.
The wonder panorama has skilled a serious shift with the rise of influencers and their affect on shaping content material and its distribution. To place the market into context, Hugh shared some statistics:
- 1.2bn selfies are taken a yr within the UK, 270m of those seem on Instagram
- 5.4m international beauty-related movies are revealed on Youtube – an increase of +200% yr on yr
- 2 in 5 British girls are viewing magnificence tutorials
- Over 60% of magnificence movies are associated to make-up
- 55% use Instagram as a supply of magnificence content material
Within the US, it’s estimated that there are 35,000 magnificence influencers representing manufacturers amongst Cosmetics, Hair, Skincare, and Nail so proportionally this might imply about 6,000 for the UK. However the true affect is achieved by comparatively few people, as 17% of the UK’s prime 500 magnificence influencers account for 80% of the attain of that complete group, with the highest 8 influencers within the UK gathering a possible attain of 70 million. Though influencers seem throughout many platforms, Instagram leads capturing 36% of the viewers of those prime 500 influencers, adopted by Youtube with 25%, Twitter with 22% and eventually Fb with 17%.
7 key steps to have interaction your viewers with Influencer Advertising and marketing
Step 1: Be clear in your model positioning and context
Influencer advertising and marketing is advertising and marketing one-on-one, talking and interesting with every influencer individually. What does your model stand for and the way it can play on ardour factors and client teams? Your model positioning and context are each keys. Making certain that your model is credible will guarantee that you may construct an genuine and rewarding relationship with an influencer.
Step 2: Discover who impacts your viewers
For giant, multi-brand corporations, every model targets completely different viewers teams and should establish the correct people to accomplice with. It’s also vital that influencers are aligned with the model values and what the model stands for. This, in flip, feeds the all-important authenticity issue.
Step 3: Engagement via personalisation
Influencers will all the time ask the identical query. They wish to know, “What’s In It For Me?” (WIIFM) as Minter Dial places it. It’s essential to create a relationship with the folks you care about. What are you providing by way of content material and model affiliation? Personalisation is essential as a result of the WIIFM issue might be completely different for every influencer. Subsequently it’s essential to phase your influencer targets and create the correct alternatives.
Step 4: Content material collaboration
It may be troublesome for manufacturers to search out new methods to collaborate with influencers and provides them required house to create compelling content material whereas sustaining some management.
. L’Oreal teamed up with 5 of the UK’s most influential and provoking magnificence YouTuber’s to carry shoppers movies and articles on the newest magnificence developments throughout make-up, hair and Skincare – this requires a powerful ingredient
of co-creation which leads to informative, genuine and interesting content material.
Step 5: Play the lengthy recreation
Don’t consider that you may create a powerful and excessive performing relationship on day one.
For instance, De GRISOGONO, listened to influencers over 6 months earlier than beginning to have interaction for the Cannes Movie Competition. The model had an goal to develop long-term relationships with key influencers previous to the occasion.
Step 6: Respect UK governance
Being sincere and genuine with each influencers and their audiences is vital to profitable influencer advertising and marketing. Use the required hashtags to indicate advertisements and sponsorships (e.g. #AD #SP) and respect your and your influencers’ viewers. As Hugh stated, unhealthy examples of manufacturers have an effect on all of us. You will discover extra data at: socialmedia.org/disclosure.
Step 7: Transferring from campaigns to ‘all the time on’ engagement
Entrepreneurs are used to working in a campaign-based method. Investing in long-term relationships with influencers over time as a substitute of working ‘marketing campaign to marketing campaign’ after which leveraging this all year long will actually unlock the facility of a powerful relationship.
Take the following step to raise your influencer technique. Discover our newest whitepaper, co-written with Minter Dial, Influencer Advertising and marketing: 9 Challenges for Luxurious Manufacturers. You’ll find out about overcoming the 9 key influencer advertising and marketing challenges for luxurious manufacturers, together with Aston Martin, Remy Cointreau, and Burberry.
