Strategy
Skincare Influencer: How to Become a Successful Skincare Influencer on Social Media
If you’re passionate about skincare and love sharing beauty tips with anyone who will listen, then becoming a skincare influencer might be just what you’re looking for.
If this sounds like something that might interest you, then there’s no better time to get started than the present. And as with any other new venture, it will require dedication, effort, and time to become a successful skincare influencer. After all, the beauty industry is extremely competitive. But if you’ve got passion paired with drive, then you’re more than set to get started on your skincare influencer journey!
What is a Skincare Influencer
Skincare influencers create content and share their own opinion and experiences with brands and products across a variety of social media channels.
Skincare influencers are in regular communication with their followers generating awareness. An example of this would be sharing educational content about the product or service through videos.
Most brands are looking for people who are willing to make the effort in order to help shape and bring to life their brand strategy, promote through the use of effective channels, and communicate the brand’s message.
Benefits of Becoming a Skincare Influencer
Now that we’ve covered what being a skincare influencer is all about, let’s take a quick look at the benefits you can receive.
Sponsored Content
Brand partnerships are a vital source of income for most social media influencers. A typical skincare influencer with 100k followers and good engagement earns roughly $1000 for each sponsored post.
A popular formula that brands and influencers use when calculating rates for IG for sponsorships is:
IG CPE = Average engagement x $0.30 (this number can vary depending on the company, $0.30 is the overall average based on our research).
The formula is the same for other platforms, the only thing that differs is the fluctuating CPE that brands are willing to pay.
Affiliate Earnings
Skincare influencers can also register as affiliates and earn a commission on any sales that they generate. These types of programs are a win-win for both the brand and the influencer because their audiences are regularly offered discount codes and are given sneak peeks into new product launches. This also allows followers to support influencers whose content they enjoy, simply by purchasing a product that they would have otherwise gotten at Target.
Freebies and Rewards for Skincare Influencers
Other than product freebies and cash payments, companies may also decide to reward their loyal skincare influencers in other ways. Some of the more common ways include:
- Inviting influencers to exclusive company events, such as new product launches.
- Collaborate with top-level influencers to co-create a product line.
How to Become a Skincare Influencer
Next, we’ll be sharing four tips to get you started on your skincare influencer journey.
Build your personal brand and pick a niche
Creating a personal brand is something that you should figure out before trying to pitch brands as a skincare influencer. You need to define your identity and incorporate it into all of your social channels in a consistent way.
Next, you’ll need to focus on a niche. For example, in the skincare industry, a popular niche is clean beauty.
Bethanyciotola promoting Biossance skincare on Instagram using a morning vlog reel.
Choose what platforms to focus on
Even if you already have an account on pretty much all social media platforms, you’ll need to pick a couple to really focus your skincare influencer efforts on.
According to recent data by Launch Metrics, IG is the top platform for skincare brands and influencers, closely followed by TikTok and Youtube.
A good strategy would be to focus all your efforts on growing one platform first. And then once you’ve got a good content flow and audience to then add a couple of other channels to the mix. Now I’m not saying to wait years before diversifying, but a couple of months would be a good idea, that way you can really hone in on your brand voice, image, and content for one platform before getting distracted by the next.
Drcourtneykahla uses educational carousels for her sponsored post with the clean beauty brand Byachillesskincare.
Collab with other skincare influencers
Once you’ve begun networking with other influencers in your niche you can start arranging collaborations. There are so many ways in which two influencers within the same niche can collaborate, and cross-promotion can help your account gain more reach and followers. It’s a great way to grow your audience, but it needs to be done authentically, otherwise, the numbers won’t last.
One example of an influencer collaboration is organizing a giveaway that is sponsored by a company, such as a makeup haul by Sephora.
Tip: When you pitch a brand to see if they’d be interested in sponsoring the giveaway make sure to present the combined data for engagement and following of both yours and the influencer with who you’re collab’ing with. Highlight any variations in your follower demographic as well.
Alittlelesstoxic post of a giveaway with some of her favourite skincare products.
Make sure to engage!
One of the most important parts of growing your account or maintaining it is to not ignore your audience. It can become harder as your account grows to keep up with engagement, but whenever possible you need to take time to reply to DM’s, comments, questions etc. The best way to keep consistent engagement is to block off time each day to interact with your tribe.
Now, when it comes to the internet sleuths and trolls try to remain as calm and professional as possible. You’re going to have people try to bait you and leave negative comments, but try to keep your responses in alignment with your overall personal brand.
Wellbysophia leveraged her following and launched her own skincare brand called Sanaskin.
Become a skincare expert and authoritative voice like holistico.katie who now helps her audience get clear skin via consultations or her online program.
What You Need To Know Before Becoming a Skincare Influencer
This is the one and only rule when it comes to skincare influencing, so make sure to play the game nice or risk being cancelled.
Slamming other skincare products
Negativity and hate is unnecessary. If you have a large following, why would you want to spend your time spreading negative energy? No one wants to see that!
Your followers are interested in hearing about your skincare journey and the products that are working or have worked for your unique skin type. They’re not interested in hearing you hate a company’s products, especially if it seems to be a pattern because in that case, your audience will assume that it’s on purpose and you’re attempting to tarnish a competitor’s brand’s reputation.
Your followers aren’t stupid. So don’t ruin your skincare influencer journey by being negative about other brands, companies, products, and even other influencers.
There are various ways in which you can authentically share your dislikes for a product after trying it. For example, you could say that you tried a new brand of mascara but it wasn’t quite to your liking, but that you’ll keep an eye on what the brands doing and try some further product launches because you’re a fan of their ethos.
Conclusion
Becoming a successful skincare influencer who knows what they are doing is vital for staying in the game long term. Adhering to a niche will help you stay focused paired with tracking the latest skincare trends, will maintain your content schedule, and your audience engaged.
Lastly, the most important part of becoming a skincare influencer is to be authentic and transparent with your audience, allowing them to connect with you on a deeper level and foster their trust.
