This month Shiny hosted Shiny Magnificence Pop, a convention the place magnificence influencers, manufacturers, and consultants come collectively to community and talk about a few of the most urgent points within the influencer advertising trade.
There have been some unimaginable 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 worldwide advertising at Too Confronted Cosmetics), Patrick Ta, Glamzilla, and lots of extra.
Beneath I share a few of the greatest 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)
Primary takeaways: Good brand-influencer offers require sturdy foundations that may date all the way in which again to the preliminary planning section (i.e. it’s greatest in case you’re an professional aim setter). Plus, a plea for extra model independence in pursuit of higher innovation and creativity.
Somer Tejwani careworn the significance of determining beforehand what you hope to attain by way of the influencer marketing campaign. Is it to drive gross sales? To create content material and artistic belongings to repurpose throughout model properties? To teach shoppers 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: Understanding your objectives forward of time received’t simply assist you determine what sort of influencer you’re on the lookout 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 campaigns.
One other attention-grabbing level made by Jun Younger Lim — the sweetness trade continues to be extremely concentrated, with most manufacturers owned by a small handful of huge 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 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)
Primary takeaway: Neighborhood and shut relationships can assist a model overcome not possible odds.
Desi Perkins shared an attention-grabbing anecdote — she launched an eyewear model in the midst 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 in case you’re not going wherever?” However, hours after launching the model’s social web page, it gained tens of hundreds of followers and practically bought out of the preliminary batch of merchandise. She attributed this completely 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)
Primary 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 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 a much 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 superstar/influencer-led and owned manufacturers are only a reality of the long run. They maintain huge affect, so that they in all probability will be capable to drive good enterprise, proper? Folks really feel that model possession is healthier left to consultants from the precise magnificence discipline.
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 vital to not financial institution on the truth that the high-profile superstar proprietor will drive consciousness and gross sales. In reality, Chriselle deliberately isn’t featured in Phlur’s current 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 superstar 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)
Primary takeaway: Collaborations thrive on artistic freedom.
Actually, there was so many good issues mentioned by this panel that it was exhausting to jot all of it down. Primarily, O’Keefe, Tillo, and Zadeh-Daly mentioned the methods during which manufacturers and creators discover each other (typically it’s by way of rigorous analysis, typically it’s simply joyful serendipity) and greatest 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 quite a lot of sense that artistic freedom is crucial to constructing sturdy and lengthy lasting influencer relationships. This was particularly nicely 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 completely different, however the sentiment was the identical:
“Once I sense that there’s restricted artistic freedom, I instantly pull again as a result of I don’t wish to do exactly an advert. I wish 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)
Primary takeaway: Individuals 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 selection, how they current themselves on completely different platforms, capability points, and the trickiness of developments (to comply with or not comply with). I particularly cherished a few 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 1 influencer’s particular person community! She made the purpose that what advantages one typically advantages all, and each individuals and types ought to keep away from gatekeeping for the larger good. This received a rousing response from the attendees.
One different attention-grabbing perception from the panel — a reporter requested concerning the panelists’ expertise with TikTok Purchasing. 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 the direction of small mother and pop sort of manufacturers.
