How social influencers impact your social media campaign

Consumers are tired of traditional advertising.

Instead, they look at peers, their recommendations, and daily routines. For a marketer, it means that their marketing message is completely integrated into organic surroundings. How do you ensure your marketing message is communicated just right?


When it comes to influencer marketing, marketers take advantage of paid as well as unpaid social influencers. However, there are three main components:

  1. Social reach: Through outlets such as blogs and other social channels, influencers reach an extensive range of consumers.
  2. Original content: Influencers produce original content for the brand. Often this content is quite effective.
  3. Consumer trust: Influencers tend to build strong relationships with their audience. This organic process enables the audience to trust the influencer’s opinions.

“For the visionary marketer, the rise of the social media influencer creates a world of possibilities. It opens up a new channel for brands to connect with consumers more directly, more organically, and at scale.”**

The power of Influencer marketing lies in increased consumer retention. A study by McKinsey found that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising”.

As a marketer in the cosmetics industry social media channels, and in that respect especially Instagram, are powerful tools. However, there are some challenges you may face: How can I ensure content quality and content accuracy? How to make the most out of my campaign in terms of engagement rate, likes, shares, and comments.