Analysing the influencer impact in personal care
Social media has become a powerful force in the personal care industry, with influencers significantly shaping purchasing decisions. To gain an understanding of what drives these consumer choices, Social Soup conducted a comprehensive survey of 1,016 Australians. The research explored general social media habits and identified content that typically sways consumers. To delve deeper into the personal care category, a focused survey of 378 individuals was conducted. We explored the recent product interactions and the specific content that influenced purchase decisions. Understanding these nuances is crucial for brands seeking to effectively leverage influencer marketing.
Key findings:
- Informative and relatable content reigns supreme: Consumers are most swayed by content that educates them about the product’s benefits and features (54%). Plus, resonates with their experiences and concerns (46%).
- Video is paramount: When it comes to format, video content reigns supreme, with TikTok videos (34%) and Instagram Reels (27%).
- Influencer marketing drives action: After seeing influencer content, people typically take multiple actions, including further research (62%), purchase (58%), and sharing the content with friends and family (36%).
- Building a long-term relationship with creators isn’t always necessary: While some consumers are swayed by influencers they already follow (40%). A significant portion (36%) are persuaded by content from creators they don’t know. This highlights the importance of creating content that resonates with viewers, regardless of prior connection.
- Traditional methods still hold weight: Recommendations from friends and family (71%) and online reviews (48%) remain the top factors influencing personal care product purchases. Influencer marketing should be seen as a complementary strategy to these traditional methods.
Crafting effective influencer marketing campaigns
By understanding what sways consumers in the personal care category, brands can craft effective influencer marketing campaigns that resonate with their target audience.
Here are some tips:
- Focus on informative and relatable content: Create content that educates viewers about your product’s benefits and features. Plus content that resonates with their experiences and concerns.
- Leverage video formats: People are more likely to be swayed by video content. Prioritise creating high-quality videos for platforms like TikTok and Instagram Reels.
- Partner with relevant influencers: While a long-term relationship isn’t always necessary, it can be beneficial to partner with influencers who align with your brand values and target audience.
- Track your results: Measure the impact of your influencer marketing campaigns. See what’s working and what’s not.
By following these tips, you can leverage the power of influencer marketing. You can build trust, drive engagement, and ultimately influence purchasing decisions in the personal care category.
Want to learn more?
Want to delve deeper into the insights from our research? Or explore how these findings can be applied to your brand? Social Soup offers comprehensive influencer marketing solutions tailored to your specific needs. Contact us today to learn more about our research in personal care, food, alcohol, health and wellness, pets, families and children, appliances, and other categories.