Wednesday, February 8, 2017

Beauty Influencers & Social Media

When people think of social media and beauty, typically YouTube videos are what comes to
mind. What people fail to realize is that there is an entire audience that come in terms of social media and beauty influencers that expand far beyond YouTube videos. In fact, YouTube videos just recently got popular for things like brand exposure and influencers. You see influencers pop up with thousands of followers, or even a millions and really wonder what the basis of what they do is. 

Blogging, Vlogging, Tweeting, Posting, etc. is all lucrative in one way or another. Influencers use sites like Twitter, Instagram, YouTube, Facebook and Snapchat to get in touch with people and post on things that may or may not be sponsored. Often times you'll see these influencers receiving free products and saying in their videos that they were sponsored to use or give their opinion on. 

The means for giving this information comes through their outlets and is dependent on their personal audience. For some beauty influencers, their biggest audience comes from Instagram. With this, they focus on making videos under a minute that can be posted on Instagram instead of YouTube which is a bigger platform hosting videos up to hours of content. This is where you'll see the makeup and skin care tutorials that are sped up and aren't as detailed. 

A large part of beauty influencing is creating things that you’re “known” for. This includes partnerships and other influencers who you connect with, things you post that are specific to your niche, and/or keeping up with trends that are going on in the industry. This can be done really correctly and can improve social media handles tremendously. it also can be done extremely wrong and end up tearing down the branding one attempted to have. They’ll still have a brand nevertheless; it just won’t be one that’s positive.

There are many beauty influencers who have pretty good work, but are always involved in an abundance of “Twitter Beef.” In other words, they’re always arguing or into it on their professional platforms. This makes companies look at them in a certain light because they don’t want someone
who is combative and argumentative representing their products and brand. It could possibly give off a bad rep for them which is what they definitely don’t want.

The issue is that a lot of these social media influencers are relatively young. There’s no need for separate pages so they, like myself, post new posts and things on their twitter and then proceed to tweet about other things as well. The younger generation of influencers appeal more to younger viewers due to their sense of being relatable. 

When people find a connection to others through makeup or a specific product, that trust is built up and is what ultimately brings followers and loyal viewers who genuinely want to view content. 

What creates the issue is when people clearly are only making posts and tuned into the conversation to create buzz surrounding themselves. Similarly, to when influencers love EVERY product they’re sent. It makes viewers view them as someone who sold out to the industry. Building up that trust with viewers is just as important as the post itself and the relationships with the companies. Without this trust, the influencers won’t be as successful as they could be because as with PR  and communications, the relationships built and how they’re built is what determine the level of success that is reached.

All photos came from Google Images

1 comment:

  1. I think it’s interesting how beauty bloggers are mostly a younger crowd. It’s interesting because of how young people use social media these days. This younger generation on social media is all about themselves. It’s a selfie culture that we are immersed in. I can understand why promoters are giving product to these young people because they are “influencers” but at the same time this younger generation using social media put every part of their lives on the internet and their social media platforms. I would be concerned as a company being represented by these young people who can represent the company in a negative light if they post other content such as them drinking, or in twitter wars, or swearing on their media, or agreeing with an opposite viewpoint on social issues than the company they are representing. The only way I think it would be smart for a company to give product and have a young influencer represent it is if they gave them “rules” on how to represent them. But at the same time that might look bad for the company. Either way these companies put a lot of faith into these young influencers and their social media following.-Destiny