Brands are increasingly turning to influencer marketing as a key strategy to reach their audience in an authentic and effective way. Specifically, they are becoming increasingly aware of the benefits of engaging with micro-influencers rather than simply going for more famous profiles or those with larger followings, as launching an influencer marketing campaign with a strong focus on micro-influencers is a very smart and profitable move for any company in the cosmetics, fragrance and personal care sector.

Increased credibility and more authentic connections with the audience

In an industry as personal and competitive as beauty and personal care, authenticity is key. Micro-influencers have the ability to establish authentic connections with their audience through genuine, relatable content. Moreover, by sharing their own experiences and opinions about beauty products, perfumes or personal care routines and integrating them into their daily routine in a natural way, they are perceived by the audience as ordinary citizens, closer and more down-to-earth than the big stars of the networks. Therefore, microinfluencers generate greater trust and credibility among their audience, which makes their recommendations more effective.

Specific niches and highly segm

Micro-influencers tend to specialise in specific niches within the world of beauty and personal care, such as skincare, vegan makeup, natural products and more. This means that their audience is highly segmented and shares similar interests. Therefore, by collaborating with content creators who specialise in such specific areas, brands can be assured that their message will reach the right people, who will be more likely to be interested in purchasing their products.

Generation of creative and engaging content

Microinfluencers are known for their ability to create content that is creative, engaging and to the liking of their audience. From make-up tutorials and product reviews to skincare demonstrations and treatment results, the content generated by microinfluencers has become a valuable communication tool for brands in this sector, as they tell compelling stories about their products or services and do so through formats of interest to their followers, thus reaching their audience in an authentic, friendly and relatable way.

Lower cost and higher profitability

As a general rule, micro-influencers, having a much smaller potential audience, have lower collaboration rates. In fact, most of them collaborate in exchange for the exchange of products or services, depending on their value, always seeking a fair exchange between brand and creator. This makes them more accessible to brands and allows them the possibility to collaborate with a larger number of creators at the same time. Furthermore, although they may have a smaller audience, due to their high participation rate and the level of engagement of their followers, they manage to reach a much higher percentage of their audience than the larger influencers.

To understand this, let's take as an example the collaboration with a macroinfluencer with 1 million followers, which can have an ER (engagement rate) of around 1%, and through which 10,000 users could be reached. However, with the same investment, brands could collaborate with 20 microinfluencers, who, assuming they have around 50,000 followers and an ER of 10%, would reach approximately 100,000 potential customers. Therefore, the CPM (Cost Per Thousand Impressions) of collaboration with microinfluencers would be much lower, increasing brand exposure at a lower cost and resulting in higher profitability.

Local influence

Many micro-influencers have a very significant influence in their local communities or in more specific circles, such as groups of friends, peers or followers with similar tastes or lifestyles. This can be especially beneficial for beauty and personal care brands looking to reach local audiences or build closer relationships with their customers. By partnering with local micro-influencers, brands can leverage their influence to reach consumers in specific geographic areas and create deeper connections with their audience.

Increased commitment and higher quality results 

As we have seen, while micro-influencers may be limited in terms of absolute numbers of followers or likes, they have higher engagement rates compared to larger influencers. This means that partnerships with micro-influencers can generate higher engagement and higher quality results for brands in the industry by reaching users potentially interested in the products or services being promoted. Followers of micro-influencers tend to be more involved and engaged with their content, which makes them more likely to respond positively and trust the product or service recommendations of these influencers.

Microinfluencer marketing offers a number of significant benefits for cosmetics, fragrance and personal care brands, from more authentic connections with audiences to accurate targeting and increased profitability. To achieve this, it is essential to engage with content creators whose personal brand and values align with those of the brand, generating authentic communication and reaching a highly engaged and receptive audience.