# Influencer Marketing

Flat Tummy Tea, Bang Energy, Sugar Bear Hair, and Fashion Nova. What do all these companies have in common? In a world where everything is digitized and everyone is plugged in, the rise of influencer marketing is a trend that companies are capitalizing on. There's no escaping these targeted ads, whether it's on Instagram feeds, Facebook ads, or even sponsored ads within YouTube videos. Brands are willing to pay top money for top influencers to reap the rewards of their investments. For example, YouTube is the main source of promotion for these companies, especially major cosmetic brands, and the move to this platform has skyrocketed in recent years.

<p style="text-align: center">Kardashians and Flat Tummy Tea (Tait, 2017)</p>

Some major YouTube channels that are also some of my favorites are run by [Jaclyn Hill](https://www.youtube.com/channel/UC6jgzx2g3nlbaYkd8EMweKA), [Jackie Aina](https://www.youtube.com/channel/UCzJIliq68IHSn-Kwgjeg2AQ), [Carli Bybel](https://www.youtube.com/channel/UC21yq4sq8uxTcfgIxxyE9VQ),[Tati Westbrook](https://www.youtube.com/channel/UC4qk9TtGhBKCkoWz5qGJcGg), and [Nikki Tutorials](https://www.youtube.com/user/NikkieTutorials). These stars have all been on the platform for years and have successfully amassed massive followings. The beauty community on YouTube is large and still growing and successful channels are smart about what brands their followers care about and how to get their content trending.

<p style="text-align: center">Jackie Aina (Cacciatore, 2019)</p>

Although larger channels reap the majority of the benefits such as PR packages, getaways with brands, and sponsored videos, smaller channels are still fighting to gain leverage in the competitive market. Just like Flat Tummy Tea is smart about using the Kardashians's large following on Instagram, cosmetic brands like Too Faced, ColourPop, and Anastasia Beverly Hills rely on top YouTube channels to get their products to the masses. A big part of the community is new product try-ons and reviews, and smart content creators know to be informed when new launches happen to ensure they're the first to post about them on their channels.

<p style="text-align: center">Too Faced Products (Dyer, 2019)</p>

So why does influencer marketing work? A study done by Edelman Trust Barometer found that 74% of consumers use one or more advertising avoidance strategies (In Brands We Trust, 2019). Whether it's through ad-blocking technology, willingness to pay extra for streaming services, or even changing overall media habits, consumers are tired of the influx of commercials in all types of media. As seen in the below chart, more likely than not, consumers now rely on product reviews and word of mouth marketing by influencers they love and follow, over the brands themselves.

<p style="text-align: center">(In Brands We Trust, 2019)</p>

This is where we see the rise of influencer marketing. By placing their faith on these influencers, brands are seeing a higher rate of return, reaching untapped markets, and experiencing an overall rise in brand recognition. Prior to 2017, there were few shade matches for dark or very fair skin tones, and Fenty Beauty revolutionized the makeup industry by launching a foundation with 40 shades. The company saw a gap in the market and by partnering with YouTube creators that felt neglected by the industry such as Nyman Tang, they were the first to reach this untapped market.

<p style="text-align: center">Nyman Tang (Nyman Tang, 2018)</p>

Companies are now doing collaborations with content creators, showing how far they are willing to go to grab any share of the market. Whether it's Jaclyn Hill's collaboration with Morphe, Jackie Aina's with Too Faced, or ColourPop and Zoella, brands are willing to place their trust in the creators because they believe in the reach that they can have. I know I can rely on reviews from my favorite channels because I've not only followed them for years, most of them also have my skin type, and are willing to risk their own brand to test new products and put out their opinions. Like many consumers, I don't just count on the ads for brands, I want to see how the products perform before I invest in them. For example I have oily skin, so finding foundations and concealers that last throughout the day without looking greasy is hard to come by. I follow channels like Jackie Aina’s because she also has my skin type, and I can base how products perform on her on how they will react to my skin. But now the question is how will the market change when influencers start creating their own brands and start competing with the companies that helped them get big?

<p style="text-align: center">Jaclyn Hill (Jaclyn Hill, 2020)</p>