According to market research platform, Statista, the market size for global influencer marketing “has more than tripled since 2020”, which is no surprise when you open up your favourite social media app and scroll to see many a social media ‘#AD’ from creators, big or small.
And this is why it’s so important that your influencer partnerships are carefully planned out and considered. There are thousands of influencers out there that could talk about your brand or product, but one wrong move could see your entire strategy fall flat.
We’ve heard a lot of talk recently on the move from bigger macro influencers to smaller creators for a number of reasons. From the backlash of brand events, inviting big creators to concerts that fans would love to have tickets for, to cookie-cutter content that looks exactly the same as the last paid partnership you’ve scrolled past, there’s certainly a shift in the air when it comes to influencer partnerships.
But, last week, we spotted a perfect example of working with big creators in the best way. Whilst working on a paid partnership with lifestyle influencer icon ‘Zoella’ is simply a pipe dream for many of us, beauty brand ‘Collection Cosmetics’ managed to bag the partnership of all partnerships with the OG influencer herself.
Zoe Sugg, AKA Zoella, is often dubbed as one of the first, or at least one of the biggest ever, influencers, having amassed an incredible following over on her YouTube account, which also trickled through to other platforms, including her 9 million followers over on Instagram. Whilst her lifestyle has since changed, now being the mother to two daughters, she still does the odd paid partnership with brands, which make them stand out even more to her audience. If Zoe’s posting an ‘ad’, you know it’s a brand she truly loves.
Last week, she posted a few Instagram Stories sharing the launch of Collection Cosmetics new ‘Ultra Cover’ concealer, part of the popular ‘Lasting Perfection’ range – something she’s hyped about for over 12 years. Whilst it seems extreme, she inspired a generation of teens and young adults to go out and try this product – some that still use it to this day! So this partnership just makes sense – both for the brand and influencer.
But what surprised me even more was discovering that she had never been paid or partnered with Collection Cosmetics prior to this partnership – after pretty much single-handedly making this a cult favourite in the beauty community, it just goes to show the power that influencers can hold!
And whilst we can dream that the perfect influencer would talk about our client’s products authentically like in this case, when done right, paid partnerships can be just as effective in growing brand and product awareness to a perfectly tailored target demographic. With long term partnerships our goal when building a successful influencer strategy, we’re looking for creators that truly love our client’s product or service, which is why the vetting process is so important.
And that’s where our team can help you – get in touch if you’d like to discuss how to start or grow your current influencer activity!
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