Whereas, in the beauty field 72% of consumers report buying fashion and beauty products based on Instagram posts (Arnold, 2017).

 

Following the rise of social media platforms many popular influencers are working with all types of brands of beauty to market the product or services to their audience. The beauty influencer marketing became of the biggest and most successful way to market the product. “beauty brands generated $11.38 in revenue for every $1.29 spent on beauty influencer marketing in 2017.”(Grin.co., 2019)

 

Beauty influencers use few techniques to market the product; for example, beauty tutorials, where the influencers give the opportunity for audience to see how a particular product works, and how to use it in a right way. With tutorial videos, influencers are writing down the list of products they have used, and when audience see that how well products worked, they will go and purchase it. “This is no longer the case, as ‘building brand awareness’ is now cited as the most important reason for beauty brands enlisting the support of digital influencers.” (Gilliland, N., 2019)

 

Beauty brands how understood that their potential customers are willing to purchase a certain product after the review, or the use of the social media influencers, people now a days want to see the product in a way that it has been used by influencers, which gives the idea that if this particular influencer used a product means that its very good in terms of quality and other aspects. 

 

A lot of studies show that brands started to use: “mid-tier or low-tier influencers with a small but highly invested set of followers.” (Gilliland, N., 2019)

Because when the influencer is very popular, people tend to understand that they will never be like them. But when brands use mid or low- tier influencers, all kind of people can relate themselves to the same brand, which from the side of marketing is the best option for a brand. “Chiara Ferragni has a handful of loyal followers worldwide, 15.2 million on Instagram to be exact. They are interested in the beauty and fashion products that she uses.” (BLND Public Relations, 2019). 

This is one of the examples of how customer become loyal to their influencers and use their products. 

 

With the extreme rise of social media platforms, it became very easy for brands to bring attention to their products using an influencer. Brands and influencers became to cooperate with each other to produce a content, which will entertain customers, bring the awareness and show people the use of the brand’s products.

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