More than 80% of fashion and beauty marketers believe influencers mostly look for financial rewards when collaborating with a brand.
This is according to a new Fashion & Beauty Monitor report in partnership with Econsultancy, The Rise of Influencers, which explores the role influencers play in the fashion and beauty industry.
Q: In your experience in working with influencers, what do they most look for in a brand?
Many fashion and beauty influencers seem to agree with this sentiment. To quote British beauty blogger Jane Cunningham:
Selling can never be a primary concern because it changes how and why you blog.
The right products, however, on the right day can have a significant impact on a brand’s sales.
Brands that send a *free* product with the expectation that that is somehow ‘payment’ are deluded. There are shops… I can buy things!
Brand relevance still important
Three fifths (60%) of those surveyed believe ‘relevance of brand in relation to own area of expertise’ is what influencers mostly look for when partnering with marketers.
This suggests that, despite monetary reward being a strong motivator, not every influencer can be simply be bought for a large fee.
If marketers fail to bear brand relevance in mind, the influencer marketing space risks becoming too commercial, argues iCrossing’s creative director Tim Bax.
People aren’t stupid – they can see what the influencers are doing. If they’re pushing stuff too much they’ll lose their voice in the community.
Of course they want to monetise their activity, but we’ve made it too much about commerce and not enough about the quality of content.
Email best for reaching influencers
The vast majority (85%) of fashion and beauty marketers believe email is the best way to engage with influencers with whom you’ve had no previous contact.
Email far outstripped the second and third most-cited channel, introduction via mutual acquaintances (54%) and events (40%).
Q: Which channels do you think are the most effective when engaging an influencer for the first time?
Given it’s an influencer’s stomping ground, social media scored surprisingly low on the above chart, with Twitter scoring just 25% and Facebook and LinkedIn doing even worse with 11% and 7% respectively.
Even influencers’ own blogs failed to score highly, with just 27% of respondents believing this is the most effective way to engage.
But a brand showing a genuine interest in an influencer’s content and building a natural relationship that way is arguably likely to illicit a more positive response than a cold email.
While email is undoubtedly an effective way to approach influencers, brands may need to think harder about how to approach them via the social media sites, as naturally this is where they will be most active and engaged.
As Jane Cunningham puts it:
It’s amazing how many prestige brands won’t join in social media – they’re the takers, not the givers. They’ve missed the ‘social’ point, and they don’t want to do any running.
Download the full report today for loads more insight and advice around influencer marketing in the fashion and beauty industry.