The beauty and grooming industry of Australia has achieved International recognition. And while buying cosmetic products, more than 70% of Australians follow lifestyle influencers. These influencers promote a product and boost the brand’s image on social media platforms like Instagram and Facebook. They share stories, photos and videos with their followers. Hence, most fashion and cosmetic industries try to find influencers in Australia to promote their products. Likewise, nearly 50% of the sales happen through these promotions; it is a popular marketing strategy that depends on digital campaigns.
Millions of Australians are active on social media platforms. They turn to social media for everything and follow their influencers. As such, influencer marketing is a significant part of social media marketing, and most beauty and fashion brands in Australia have an influencer marketing strategy. Teenage customers and women turn to social media channels before they decide to buy a new product. And many people make a purchase based on the reference by an influencer. Moreover, influencers make more beauty videos for a brand than what the brands make for their products. Businesses make a considerable income through influencer marketing.
Who Is an Influencer?
Any person with a huge number of followers on social media is considered an influencer. They are capable of wielding authority and making their audience purchase a product. They build relationships with their followers, interact with them and endorse a brand.
Types of Influencers
Mega-Influencers
Well-known people like actors, celebrities and models are mega-influencers and have 500 k to 2 million followers. They have a profession or another source of income, and by becoming an influencer, they get a secondary income. They come with a high price tag and collaborate with several brands simultaneously. They quickly increase the brand’s presence in customers’ minds.
Macro-Influencers
People like professional bloggers and journalists are categorised as macro-influencers. They have 100k to 500 k followers on social media platforms. They become famous through the internet by creating blogs and vlogs and earn their living by influencing. They have several loyal followers on whom they make a considerable impact. They take the brand’s image to people’s minds and make people get interested in it.
Micro-Influencers
Micro-influencers are people with 10k to 100k followers. Most of them focus on a specific niche and are industry specialists. They have a stronger relationship with their customers than other influencers or celebrities. They are suitable for small businesses which have a low budget. These leaders target a particular audience, get a high conversion rate and grow the business. Organisations utilise them to test their services in a specific niche.
Nano-Influencers
These are the regular, everyday people with 1k to 10 k followers. They are found on social media channels like Instagram. They are ordinary people who post content like images and videos of family and friends. They receive less or no pay from the brands but get free products and services for posting on social media platforms. Their posts look more genuine and authentic.
Collaborating with the right type of trendsetter is essential to maximise the benefits. So, before choosing one of them, brands must think about their reach or niche. Some have several followers and get multiple comments, likes and views, and those with fewer followers are niche specific.
Brands strive to find influencers in Australia to create awareness about their products and services and support their brand. As such, a celebrity provides high visibility to the brand. Meanwhile, the values and interests of the chosen person must be relevant to the brand, and they must align with the audience profile and the product’s brand value to get the best results.
