Marketers are doing their best to make sure we realize the importance of social media apps such as Instagram. And with the proliferation of people constantly staring down at their phones and scrolling to endless updates and photos suffice to say we know social media marketing is important. Many like to even profess that social media, particularly Instagram, has leveled the playing field and that any brand can partake in selling their products. They make is sound easy, just open an Insta account, throw up a few shots of your beauty products, add hashtags and the customers will arrive in droves. I take the opposite view: Instagram has not leveled the playing field for small and growing beauty brands. In fact, it’s made it much more difficult to enter as a small brand hoping to work with influencers. Back in 2011, then it was easy to be a niche brand on social media. Why? If you wanted to work with an influencer, their fees were much smaller.

 

The ugly side of social media is that all influencers are paid money to push products. Not only are they gifted said products, but they also command a fee to post updates and photos to their timelines. These are called sponsored posts. Kyle Jenner is paid $1 million per Instagram post. Many of the big style influencers are Instagram command $70,000 + per post. How can small and growing beauty brands pay those large fees? They can’t. This is where public relations comes into play and helps these brands break through the clutter of social media. (And the landscape of sponsored posts is indeed cluttered.) A good public relations firm helps guide small and niche brands and broaden their reach; there are ways to promote your brand outside of social media. Brands shouldn’t put all of their PR efforts into only Instagram.

We advise small beauty brands not to spend too much of their budget on sponsored posts. If there is an influencer you would like to work with, reach out via email and request their media deck. Micro-influencers (those with fewer followers) sometimes have reasonable fees and often have a better audience than behemoths like The Blonde Salad. Never, ever go into debt working with an influencer. If someone demands $30,000 per post, absolutely do not take out new credit cards or a bank loan- that one sponsored post is not worth it. The truth is, most sponsored posts do not deliver ROI. They may be a small amount of brand-awareness, but they absolutely do not cause followers to click on your website and purchase. You may have a few orders from an expensive sponsored post, but not enough to bring you an honest return on investment.

 

From years of being on both the brand and agency side, we recommend beauty brands work with a knowledgeable public relations agency or freelancer. The right person will know how to help you navigate the world of beauty public relations and gain exposure for your brand.

 

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