The paper, titled “Beyond skin deep: Understanding the shopping journey of the Southeast Asian beauty buyer,” was conducted in the second half of 2018 and published earlier this year. It explored the impact of influencer marketing on the beauty industry in Malaysia, Singapore, Indonesia, and the Philippines.
After analyzing content on social media platforms – including Instagram, Facebook, Twitter, YouTube, blogs, online forums, and review sites – Meltwater concluded that consumers are increasingly turning to influencers for beauty trends and inspiration. The findings suggest that influencers deliver a higher return on investment (ROI) thanks to their stronger engagement and credibility among niche audiences.
“Big celebrities just aren’t as relatable to people anymore. Consumers have gotten savvy at spotting when they are being sold to and would much rather hear from ‘real’ people who can tell a better story and offer a more honest and credible review,” the report reads.
Meltwater goes on to quote a survey conducted by Celebrity Intelligence, which found that 80% of respondents consider influencers capable of affecting consumer opinions and purchasing decisions, especially among Millennials.
Additionally, the report said that beauty brands make an average ROI of $11.80 for every $1.30 spent on influencers. When it comes to social media platforms, Instagram is the channel of choice for talent-led collaborations, hosting eight times as many beauty influencers as Twitter.
However, the paper notes that collaborating with a social media personality who has a large Instagram following is not enough to deliver a successful marketing campaign. To identify the right fit for their beauty brand, marketers must take a data-led approach and consider influencers’ engagement rates among other insights.