Social media is all around us; it has revolutionised into a tool that can be quite powerful if used the right way. However, one of the most important uses is how brands connect with their audience.
Among various platforms, TikTok has emerged victorious with more than 1 billion monthly users, especially in the beauty industry. With its short, engaging videos and a vast user base, TikTok offers an unmatched opportunity for any brand to reach millions of potential customers. Agencies like House of Marketers are producing incredible results on TikTok – check out their campaign case study for a skincare brand called d’Alba here.
But, using this platform effectively requires collaborating with the right beauty influencers. And if you don’t know what a good influencer can do for your beauty brand, wait until you hire one. Before that, you should know how to find the perfect one for your brand.
But, Why Beauty Influencers?
Beauty influencers on TikTok are content creators who share beauty tips, makeup tutorials, skincare routines, product reviews, and more with their followers. These influencers have trust and credibility in their communities, making their recommendations highly influential. Collaborating with the right influencers can enhance your brand’s visibility, credibility, and sales.
One example is e.l.f Cosmetics, whose simple #eyeslipsface campaign generated 7 billion views for the brand with the help of influencers and led to a best-selling day.
This is why you need TikTok influencers to promote your brand… But now, you must be wondering what you should do to find the best beauty influencer.
Steps to Choose the Right Beauty Influencer
- Define your Goal
Well, everyone has different goals. If yours is a new brand, then you might want just to introduce it to the public and give them a sense of trust with the help of the right influencers. Or if you are an old player, you might want to promote a particular product (let’s say a new lipstick shade). Before diving into the influencer search, you, as a brand marketer, should know your campaign goals. Are you looking to increase brand awareness, drive sales, or promote a new product? Clear objectives will guide your influencer selection and ensure that you achieve what you want.
- Who’s Your Target Audience?
Understanding your audience is key to finding the right influencer. Consider demographics such as age, gender, location, and interests. The influencer you choose should have a following that matches your target audience to maximise the impact of your campaign. If you want your product to reach teenagers but you are pitching to older adults, then your campaign is already 50% failed.
- Search for the Perfect Influencer
Start your search by exploring TikTok’s beauty community. Look for influencers who create content that resonates with your brand’s values and aesthetics. Some of the top beauty influencers of 2024 include:
- Mari Maria is known for her amazing reach and fan following. She has more than 25.2 million followers. She shows off her Brazilian beauty with her catchy videos.
- Mikayla Nogueira: A makeup artist who shows off her Boston accent and loves to shoot her makeup videos. With 15.3 million followers, she has one heck of a famous TikToker.
- Alexandra Anele: yet another famous influencer, Alex has more than 158.2K followers who love her aesthetic makeup videos. Her latest video was Sugar Cookie Makeup, which everyone loved!
- Hyram Yarbro: A skincare specialist, Hyram’s honest and informative reviews have made him a trusted voice in the beauty community.
These are some of the top influencers, but they are not the only ones. With consistent effort, you can discover many other TikTok influencers to collaborate with. If finding the perfect influencer feels challenging, consider using an influencer marketing service. These services can expertly match your brand with the ideal influencer to meet your marketing goals.
- Evaluate Engagement and Authenticity
High follower counts are impressive, but engagement rates are a more reliable indicator of an influencer’s impact. Look for influencers who have high likes, comments, and shares on their posts. Authenticity is equally important. Followers trust influencers who are genuine and transparent, so ensure the influencer’s content aligns with their stated values and your brand’s message.
- Examine Previous Collaborations
Examine the influencer’s previous brand collaborations. Look for partnerships with brands similar to yours and assess the success of those campaigns. This will give you insight into the influencer’s ability to promote products effectively and professionally.
- Assess Brand Alignment
Your chosen influencer should embody your brand’s values and aesthetic. For instance, if your brand emphasises sustainability, partnering with an influencer who advocates for eco-friendly beauty practices will reinforce your brand message and appeal to your target audience.
Examples of Successful Collaborations
Let’s revisit our famous influencers and see how they promoted certain brands and helped them achieve their brand goals.
- Mikayla Nogueira:
Mikayla Nogueira has massive popularity on TikTok, amassing over 15.3 million followers by sharing her passion for makeup. Adored for her Boston accent, Mikayla’s fun and educational makeup tutorials often feature popular brands like Fenty Beauty, Kosas, and ColourPop. Her authentic and relatable content has made her a trusted source for makeup enthusiasts.
- Mari Maria:
Mari Maria is one of the most-followed beauty influencers on TikTok, with millions of followers. Her vibrant and creative makeup looks, along with her product reviews, have captivated a large audience. As a popular beauty influencer, Mari showcases her unique style through her tutorials and recommendations, making her a prominent figure in the beauty community.
- Alexandra Anele:
Alexandra Anele is a beauty influencer who captivates her audience with artistic and innovative makeup looks. With more than 158.2K followers on TikTok, Alexandra’s creative tutorials include unique concepts such as “clown contour nose,” showcasing her artistic flair and originality in the beauty space.
4. Hyram Yarbro and The Inkey List
Hyram Yarbro, a skincare influencer, collaborated with The Inkey List to promote their affordable and effective skincare products. Hyram’s emphasis on skincare education and product transparency aligned perfectly with The Inkey List’s brand values. The collaboration was highly successful, highlighting the importance of shared values between a brand and an influencer.
Practical Tips for Successful Collaborations
Clear Communication
Establishing clear communication from the outset is crucial. This includes setting clear expectations for deliverables, timelines, and creative freedom. For example, brands should provide influencers with detailed briefs that outline campaign goals, key messages, and any specific guidelines.
- Campaign Goals: Clearly define what you aim to achieve with the campaign. Whether it’s increasing brand awareness, driving sales, or launching a new product, specifying your objectives will guide the influencer’s content creation process.
- Key Messages: Outline the core messages you want the influencer to convey. This ensures consistency in branding and helps the influencer align their content with your brand’s values and objectives.
- Specific Guidelines: Provide any necessary guidelines, such as preferred hashtags, product placement requirements, or any legal disclaimers that need to be included. This helps maintain brand integrity and compliance with advertising standards.
Regular check-ins and feedback sessions can ensure that both parties are aligned and can address any issues promptly. Schedule periodic meetings to review progress, discuss feedback, and make any necessary adjustments. Open communication channels help build a strong partnership and ensure the campaign runs smoothly.
Let Influencers Do What They Do Best
It’s essential to trust influencers with creative control over their content. For instance, when a skincare brand collaborated with Hyram Yarbro, they allowed him to create content in his signature style—honest and educational reviews. This approach not only maintained Hyram’s authenticity but also ensured that the brand’s message was delivered in a way that resonated deeply with his audience.
By giving influencers creative freedom, you leverage their unique style and deep understanding of their audience. This authenticity is what makes influencer marketing so powerful. Influencers know what resonates with their followers and how to engage them effectively. Encouraging them to infuse their personality and creativity into the content makes it more relatable and engaging.
Monitor and Measure Results
Utilising advanced analytics tools can provide deeper insights into campaign performance. Brands should track a variety of metrics, including reach, engagement, sentiment, and conversions. For example, using tools like TikTok Analytics, Google Analytics, and social media listening tools can help brands understand the impact of their campaigns and identify areas for improvement.
- Reach: Measure how many people have seen your content. This gives you an idea of the campaign’s overall visibility.
- Engagement: Track likes, comments, shares, and other interactions to gauge how well the content resonates with the audience. High engagement rates indicate that the content is compelling and relevant.
- Sentiment: Analyse the tone of the comments and feedback. Positive sentiment suggests that the audience has a favourable view of the campaign, while negative sentiment can highlight areas that need improvement.
- Conversions: Monitor the conversion rates to see how many viewers took the desired action, such as visiting your website or making a purchase. This is a critical metric for assessing the campaign’s ROI.
Regularly reviewing these metrics allows you to make data-driven decisions and refine your strategy for future campaigns. If you see that the campaign is working, then that means you collaborated with the right influencer. Consider building long-term relationships with influencers. Long-term partnerships can create a stronger brand affinity and provide more opportunities for authentic and impactful collaborations.
Our Verdict
Choosing the right beauty influencers on TikTok for your brand requires careful consideration and strategic planning. By defining your goals, understanding your target audience, and evaluating potential influencers based on engagement, authenticity, and quality of content, you can find the perfect influencer for your brand.
Remember that with consistency and a little bit of trust, you can find the perfect beauty influencer who will help your brand achieve all its goals. Now that you know how you can find and collaborate with the best influencer for your brand it’s time to: get on your influencer marketing journey with confidence, and watch your brand flourish in the ever evolving world of TikTok.
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