Beauty Influencer Marketing
Influencers marketing is one of the most important marketing tools for the beauty industry. Influencers marketing uses the key message from brand advocates to give information to the target audience. Beauty influencer marketing can be defined as a user of social media who have a significant number of followers. They are usually able to engage their followers easily by posing the beauty brand and specific make-up in digital content. This essay will show how beauty influencer on social media affect customers purchase decision making and why beauty influencer plays an important role in the beauty industry. The purpose of this essay is to explain the positive and negative aspect of using beauty influencer as a marketing tool in digitalization world. This essay is structured as follows. The first section is focusing on the definition and why influencer marketing important. The second part present about beauty influencers and focusing beauty industry uses social media in marketing branding. The third part presents the effects of digital environments on consumers behaviour and information processing and decision making. The fourth part presents the impact of beauty influencers in consumers decision and the final section considers the negative aspect of influencers.
Influencer marketing is the marketing tools, that help the brands to identify, research, engage and support brands and also for a brand to communicate with customers in a decade. It can describe as Influencers marketing is one of the marketing tools that focus on using key opinion leader to drive the message to customers. In modern time, we are living in a digital world. Most business and many investors are using digital marketing or social media to run their business. And, the amount of social media users rose significantly over the past year. They tend to use social media instead of getting the information from offline marketing – television, newspaper. That is the reason why consumer behaviour has changed. With the increase of social media, Social media tools are more extremely useful because of its effectiveness is more than the use of consumers and influencers. Social influencers have the power to build up the brand strategy and marketing by present the data on their social media platform.
Influencers is referring to who use social media to share their ideas and opinion to attract attention and could impact with other idea and also the behaviour. Anyone could be an influencer, it does not focus only celebrities but it could be anyone who uses social media and community on digital platforms that can influence consumer as deciding on purchase.
Influencers are who have the power to influence and effect to purchase decision of the audience. They also use social media platform to post their video or photo, which can be content with the brand’s marketing and the photo of influencer and their style to create the content.
In today’s world, many beauty industries also use beauty influencer in online marketing and it is effective. Beauty influencers are defined as a social media user or some people who have many people follow on social media. Then, they have engaged the following specification in makeup or beauty product by shareable, recording the video, writing a blog and digital content. Beauty influencers are likely to share their make-up style or tutorials on their social media such as Instagram or YouTube.
Celebrities are now role models for many people. Many beauty industries use celebrity to communicate with customers. For example, some beauty brands use celebrities to promote their product on social media. Moreover, it impacts the buying behaviour and it is changing customer attitude on the beauty brand.
The reviews on consumer goods by well-known influencers (blogger, vlogger) are more influential than the data from traditional celebrities. Therefore, there are not only celebrities or only famous influencers. Anyone can be a beauty influencer. Some beauty guru is influencing people by the make-up trick and your target audience feels like to trust and can experience on your trick. They can have the chance to be a beauty influencer as well.
As the world is influenced by digital technology, almost every company uses advertising as a basic tool to communicate and deliver information and products to their audience. Marketers use influencer marketing to create brand value, make a profit to increase their sales and brand awareness, which certainly impacts on buying. Over the past few years, the consumer is allowed to write a product review and interact with other people on a digital media platform, which can influence consumer purchase decision making by the positive review.
Almost celebrities are given a significant perspective of buying any product. People always thinking that if celebrity using that product, then we should buy and use that like them.
Advertisements that endorsed by the celebrity are engaging consumer more than non-celebrities. It is clear to see that consumer decision making on purchasing the products or service is related to advertising. The celebrity endorsements advertising is pushing up the sale and purchase of the item by it impacts on customer perception. People increase the purchase of products more if it endorsed by the celebrity and it is apparently that customer is aware and influenced by media. Surrounded by various factors that influence the consumer's purchase decision, social media platforms play a vital role in influencing customers decision and attitude.
Content creators like Youtuber are becoming aspiration character that influences consumers decision.
Brands using influencers are regularly hoping for an inspiring connection, even their lifestyle and influencers also represent the unique image and when people talk about the product and they can relate to the experience.
Beauty influencers has become a trendy tactic in brand marketing. Beauty influencers or beauty gurus, use their skills in makeup to building brand awareness around products and there can communicate with their consumer peers. These influencers are vital to brand storytelling, and their thoughts and the message from influencers may be more impressive than the messaging straight from the brands. Beauty vloggers or also known as a beauty influencer, who creates and uploads the video content of beauty as a makeup review, skincare routine or beauty tutorial.
Beauty influencer impact in purchase decision by beauty vlogger on YouTube, that vlog is one of the popular electronic words of mouth (eWOM) platforms. By watching on YouTube frequently, the consumer tends to be more familiar with beauty influencers and content they provide. Most beauty industries see this as the best way to emerge their product to their customer. Beauty industry also offers the beauty influencer to promote and review their product on their social media accounts such as YouTube channel, Twitter, Facebook and Instagram. Further description of the beauty influencer impact in a purchase decision.
Beauty influencer always willing to advise and that makes the viewer feel that is helpful. It can benefit both consumer and brand when the beauty influencer reviewing and give more information about the product.
There also has some negative aspect too. The problem in recent year, the user of social media grew substantially. The beauty influencer also increasing too, it has drive to the way of using social media.
The drawback of influencer marketing is causing customer and influencer, that may damage the brand image. Some influencers have pressure to create the content after they have to promote the product for many brands. The influencer has a short time to thinking and create content and also they are making content so quickly by disregard the context that the brands want to communicate with the audience, this resulting in low-quality post. by the quality of content, if influencer promote the product by posting 5 photos per week and the follower see the uninteresting detail, they naturally unfollow the influencer. Another negative aspect that should be considered is the role influencer play in the teenager lifestyle.
The negative aspects of the social media platform on teenager’s health are causing anxiety, depression, and physical appearance. According to the natural behaviour of a teenager, they tend to follow the celebrity and influencer – “Why don’t I look like her?”, “I want this too”.
That teenager lack of knowledge about decision making. The teenager can be negatively influenced by some content from influencers. Many children also not consider about their buying behaviour and they may recognize that the content of influencer is right away.
In conclusion, this essay has argued that beauty influencer is one of the most important marketing communication tools by their effectiveness in influencing the target audiences, create brand value and brand awareness. It has a greater impact on consumer purchase decision making. However, there is some negative aspect of them that should be concern about the effect of consumer decision making. Some influencers present the products without product qualification concerns, they only have an interest in money from brands and posting content advertising. To avoid this negative aspect, consumers may considerate about the content advertisement from influencer before buying or using the product.
