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BizReport : Blogs & Content archives : March 01, 2016

Brands should embrace the beauty of bloggers

Beauty bloggers, and not the makeup artists behind cosmetic brands, are the main influencers in the market, according to new research from Fashionbi, thanks to their daily activeness and one-on-one reach with fans.

by Helen Leggatt

Many have global celebrity status and massive, loyal fan bases that can be as high as 30 million - they are beauty bloggers and vloggers and, according to Fashionbi's recent report 'Top 15 Best Beauty Bloggers To Watch: Makeup & Beauty Vloggers - Evolution, Strategies, Influence and Success Factors' brands need to engage these 'experts'.

According to Ambika Zutshi, CEO of Fashionbi (Milan), brands that are reluctant to use beauty bloggers as "the faces of their campaigns" are "really missing a big opportunity. These bloggers have highly expanded presence, daily activeness, daily growth in followers and positive appeal that brands only stand to gain from a collaboration".

As an example, Fashionbi advises that when beauty blogger Zoella recommends a blusher from Topshop, "there is a 40% click-through rate to the brand's site".

And, those beauty bloggers can earn themselves a lot of money. According to Fashionbi's report earnings can range from $15,000 to $41,000 per month for the top bloggers coming purely from brand ads. On top of that they stand to make more money from personal appearances, paid placements and endorsements.

Fashionbi ranks blogger Yuya as the top beauty influencer in the market. From Mexico, Yuya has a total audience of 35.5 million and her vlog has been going since 2009. Ranked next is the U.K.'s Zoella with total audience of 24.3 million followed by Bethany Mota (U.S./20.1 million), Michelle Phan (U.S./15.8 million) and Carli Bybel (U.S.(9.7 million).

In a survey of more than 2,000 consumers by Affilinet conducted last year (May 2015), family and friends are the most-trusted source of information. Ahead of all other sources, however, came bloggers thanks to their balanced reviews and authentic content.

"The fact consumers look to bloggers to provide them with information about areas of specific interest, goes right to the heart of the evolution of digital marketing," said UK managing director of Affilinet Helen Southgate. "The question for bloggers is now how they go about building on this trust, maintain editorial integrity, and at the same time, monetize their site."

Furthermore, YouTube's "how-to" searches have risen significantly in the past year as more people turn to video content for information on how to achieve certain tasks. The most popular "how-to" searches relate to home-improvement, beauty and cooking, said Google in a ThinkWithGoogle blog post on the topic.

Google says that mobile is the main driver of the behavior with 91% of smartphone owners using their device to search for "how-to" advice while attempting to undertake a task. More than two-thirds of Millennials agree that they can find a YouTube video for anything they want to learn.

Image via Shutterstock

Tags: beauty, blogging, research, vlog

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