Are you in the 45%?
Are you wondering why it feels like you can’t go on your phone anymore without being bombarded with ads every other page? Me too!
There has been a huge evolution over recent years in the advertising landscape. Companies are adapting and changing their advertisements to suit new platforms and audiences. Advertisers are utilising the internet's capabilities of data collection to target us with products and services specific to our needs, creating a personalised ad experience for every person.
With now 6 million plus people using smartphones (and an increase in social media use) there has been an extensive change in the digital environment. There is a constant delivery of ad content in our hands and TikTok and Instagram are two of the biggest players in the game. Both platforms offer unique features and exciting opportunities for brands to connect with their audiences to grow their online presence. Companies have created lack of trust over the years with constant and targeted ads. Brands quickly realised that using consumer testimonials created more consumer trust in products and started including this in marketing campaigns.
Influencer content became popular in 2009, on YouTube, as many people started to gain popularity after posting videos for fun. When these people would talk about certain products there would be a huge rise in sales. The rise of influencers began in 2010 with the launch of Instagram. Today, some are even classed as celebrities!
What is influencer marketing?
Essentially, Influencer marketing is people with a large social media following talking about products to their audience. Consumers look to influencers to guide them on what to wear, where to travel, where to eat (the list goes on). Therefore, an influencer has the power to guide them on what to buy and where to shop. Influencer marketing has become consumers' preferred channel for advertising.
Influencers are typically selected based on popularity, their audience, and if they represent the brand's image. Brands partner with influencers to create sponsored posts, product reviews, tutorials and more. Influencer marketing is becoming increasingly popular as it allows brands to reach a larger and more engaged audience. It is an incredible social media marketing tool.
What impact does it have on cosmetics?
45% of consumers find inspiration for new beauty purchases on social media; 62% of young people use social media to research beauty products before buying them and 67% will turn to influencers before they make a purchase.
45% of consumers find inspiration for new beauty purchases on social media
Influencer marketing has had a HUGE impact on the sale and marketing of cosmetics. With one video an influencer can advertise a whole skincare and makeup routine (that's at least 5 products!) giving them the opportunity to create popularity for everything they mentioned. With the growth of tik tok and instagram in recent years, it has created an entirely new way for brands to reach and engage with customers. Being visual platforms, they are ideal for showcasing beauty products and services, increasing brand visibility and sales. It has also given beauty brands access to customer feedback, allowing them to develop marketing strategies, identify trends and create products to meet customers needs.
Common pitfalls
With all that being said there are still responsibilities for the brand and influencer to be advertising correctly. The Advertising Standards Agency has published guidance to help influencers understand advertising rules and how to make it clear to the audience that the video is an advertisement.
Disclosure is key when it comes to influencer ads. The easiest way to ensure correct advertising is to include a clear and prominent ‘Ad’ label upfront before people view the content.
Using a filter is also a big no when advertising something on social media. A filter has the potential to exaggerate the product effects and show the consumers an unrealistic representation of how the product works.
The ASA can find out if you are failing to correctly advertise using social media and they will name and shame the influencers, who are not following the rules, on their website.
Bloom regularly supports brands who need to brief influencers on what they can and cannot say during paid influencer campaigns. Get in touch if you need help writing your brief!
Sofia Nuzzo