Public speaking is a bete noir for me..it’s a toss up between that and a root canal. So I’ve politely declined a few invitations to speak at beauty conferences lately, but one topic I think is fascinating at the moment – and will ruffle more feathers – is the power of social media influencers.
This power may gradually be dwindling, however, as brands start to run smaller campaigns across wider/more “credible” platforms and people. Zoella may have a massive following, but are her followers the ones you really want, if your product is really for more mature skin/very holistic/etc.etc.etc? Various polls/predictions tell us that brands will be throwing even more money at social media influencers next year – but investing in, throwing money at, and throwing money away are three different things.
Keeping it real
The Beauty Shortlist Awards and Mama & Baby Awards
NO ads, NO sponsors, NO voting
We all know by now that the bigger the following, the smaller the “real” engagement. Brands are gradually shying away from the “big numbers” influencers to ones with fewer, but more relevant, more interactive, followers. In other words…people that might actually BUY that new SPF/age-enhancing/multi-tasking primer, not just comment on a photo of it. This is not brand new news but there is a definite turning of the tide and it looks like it’s accelerating. With the need for authenticity and transparency at an all time high in a very crowded beauty/food/health arena, how do brands keep it real, how do consumers know who to trust – and what’s the answer here, basically?
As you may know, we are not running sponsored posts or ads, although one thing I am possibly looking at is collaborating on campaigns that will have authenticity and longevity. More of an ambassador role, and just for a very few brands – handful, even, alongside consulting/brand development and retail placement.
I’m recovering from unexpected surgery at the moment, and our Mama & Baby Awards close on Friday 19 May, so I’ll keep this short for now as this week is one of the busiest of the year. But I will do a post on the rise of microinfluencers and what works, and doesn’t (anymore) in influencer marketing. What are the real keys to a successful campaign? And what does the road ahead, as far as we can see it, look like?
If you’d like to take part, contribute, predict, share your thoughts, agree/disagree, the podium’s yours (!) it would be a great to hear from you and you can drop me a line or comment below. It’ll probably run just before or after the Baby Awards which are on Thursday 15 June (entries close SOON, so please make sure you catch that deadline in time!)
(To enter the 2017 MAMA & BABY AWARDS please email: hannahbeautyshortlist@gmail.com for the next steps on how to wrap things up ahead of the last day this Friday. Entries will close at 5pm UK time).
May beauty spotlight (eyebrows)