How does an up-and-coming beauty brand leverage micro-influencer marketing to solidify its profile within the beauty community?
Frequently, brands clamor to align themselves with the beauty industry’s biggest names, adopting follower counts and social clout as static metrics. However, prioritizing only influencers with millions of followers is not always the best strategy. Successful brands take a longer view, examining more nuanced indicators that reveal which potential partners can best drive growth. Micro-influencers not only comprise a larger share of the beauty community, but also enjoy greater engagement from their comparatively close-knit, passionate followings.
Milk Makeup, a successful cosmetics brand looking to take its influencer marketing program to the next level, quickly grasped the importance of micro-influencers in its aggressive growth strategy. The brand launched its Studio Fam micro-influencer program in Fall 2018 with 200 ambassadors, aiming to increase this group by 15 influencers per month. As evidenced by the brand's 217% year-over-year growth in Earned Media Value between 2017 and 2018, the investment proved worthwhile. For micro-influencers with high engagement rates, a partnership with a brand like Milk Makeup can often prove a key stepping stone in future success. For brands like Milk Makeup, these micro-influencers often grow their followings quickly, making the relationship mutually reinforcing.
In this case study, learn how Milk Makeup:
- Tracks posts by its Studio Fam community
- Keeps tabs on influencer performance statistics
- Segments and refines its influencer community
Ultimately, Milk Makeup built a close-knit but diverse influencer family that includes a cohort of high-potential micro-influencers, a key goal of any beauty brand looking to stay competitive in the coming quarters. Fill out the form now to get exclusive access to this case study!