internet is becoming more social, and as a result, influencer marketing in
becoming an increasingly important part of the marketing mix. Influencers
dominate social media marketing because of their ability to connect with
people on a human level – establishing relevance, building trust, and
driving purchase decision. It explains why the influencer marketing industry s
growing and expected to be worth $15 billion by the end of 2022.
media continues to permeate the digital landscape, we are seeing more
influencers appearing in more place. Likewise, we are seeing the emergence of
new platforms that focus specific verticalized functionality to better address
the needs of niche communities.
Beauty represents one of the largest online communities and its influencers have long been a vital part of the creator economy. From the early days of YouTube and blogs, beauty has been a staple vertical for connect creators and brand marketers – it represents the perfect intersection of social media and commerce after all.
influencer and Ipsy co-founder Michelle Phan is one example of the
dramatic impact influencers can have on the cosmetics industry. Backed by a
devoted YouTube audience of nine million – and a whole lot of ad revenue
earnings – Phan launched the wildly successful personalized beauty subscription
service, amassing a million subscribers in just over three years. Now Phan as
shifted her focus and powerful influence from Ipsy to her own brand.
Phan epitomizes how the right influencer can catapult a new product offering or an entire cosmetics brand into the mainstream in the blink of the eye – something that used to take considerably that used to resources to archive through conventional marketing. So, naturally, people are trying to leverage the appeal and power of influencers through new avenues.
Harnessing the power of influencers
Back to that growing trend: the verticalization of social media communities.
decade has introducing a variety of niche sites – from Fish-brain, an eleven-million-user-strong
platform for anglers, to Twitch, the livestreaming gamin community with over
nine million members.
Newness in one of the latest entrants, the brainchild
of two former Twitch employees who thought that beauty needed its own
dedicated social community.
Newness, they’ve set out to tailor to the beauty community, unique, and
immersive experience than YouTube and other platforms provide or will provide.
Will beauty flock to Newness?
Whether or not beauty fans and creators will embrace – or be able to sustain – a dedicated social platform depends on several factors.
challenge for any new platform is providing and inherently differentiated
experience than existing social platforms, which provides enough value users to
justify the switching costs from more established platforms. Newness positions
its live steaming and chat features as its unique appeal. Both align well
with beauty’s bread-and-butter content like product unboxings, makeup
tutorials, wardrobe tours, and products review. But these features’ real aim is
to provide something bigger, authenticity at a higher level – removing general filters
and pre-set effects in order to focus users and replacing them with more candid
and interactive conversation among creators and fans.
likely find Newness’ features appealing, particularly the ability to engage
with creators and influencers in real time. And Newness’ reward system, “crystals”
(tokens) which can be exchanged for beauty products, may make it a more
exciting and rewarding place to engage. The content monitor Newness assigns to
each creator should forester a more inclusive and welcoming environment, free
of the toxicity that’s known to permeate other platforms.
So, it’s pretty clear what’s in it for beauty fans. But what’s about creators?Newness’ biggest challenge is convincing creators with an established fanbase and lucrative and revenue elsewhere to try a new platform.
are known to care deeply about their audience – they’ve worked hard to build a following based
on trust and emotional connection. So, they won’t change platforms without a compelling
like private and public streaming options, live chat, and the promise of beauty
products for engaged subscribers will entice them remains to be seen.
And of course, live streaming may not appeal to certain established creators. Some might reject the idea of scheduling a specific time to create content. Others may consider editing and special effects a critical part of their brand or creative process.
What Newness Means for Beauty
success – at least in this introductory stage – depends on its ability to
attracts new talent and have them create engaging, fresh content.
That’s how “new”
social platforms like TikTok became successful. Charli D’Amelio started posting
dance routines to trending songs and built a following of 100 million within a year.
She earned $4 million on the platform in 2020. Singer-songwriter Jax amassed a
smaller following of nearly six million posting parodies of popular sings. Her
burgeoning influence led to recent record deal with Atlantic. Both were
brand-new creators who reaped huge rewards and achieved influence by joining an
innovative platform in its infancy.
If Newness can generate buzz and become the go-to community for beauty, we’ll start to see the emergence of new influencers from the platform. At that point, Newness will achieve that special distinction of being a niche social community that can sustain itself. And beauty will rejoice.
Computer foto creata da Racool_studio – it.freepik.com
Cuore foto creata da rawpixel.com – it.freepik.com