Beauty influencers are taking over the internet, but who are people watching and why
By Zoya Church
October 2, 2024
Image credit: Zoya Church
Beauty influencers are taking the world by storm. With social media platforms like Instagram, TikTok and Snapchat being prominent parts of people’s lives, some have capitalized on this opportunity by turning social media into a career.
Becoming an influencer isn’t as easy as it seems. Influencers are creating a brand and a business through social media, and have to take into account all the things that a regular business would as well: marketing, management, operations, etc. Marketing is essential to an influencer’s success, as it shapes both their value and appeal to their audience.
When it comes to getting themselves on the map, influencers need to prioritize marketing. Yogesh Joshi, a professor in the marketing department at the University of Maryland, believes that the most important thing to consider when it comes to influencer marketing is knowing the industry you’re in.
“So, I think the way influencers build influence is by knowing something about the category that they’re focusing on,” Joshi said. “So, their expertise matters and their authenticity matters.”
Combining knowledge and trust is essential for creating a loyal following and building the foundation for success as an influencer. However, these strategies can change slightly when it comes time to shift into maintaining a following. There is a distinct difference between influencers that expand within their industry, such as beauty, or those that expand to a new industry.
“I think the ones who follow more of an expansion approach, which is building on their credibility, building on their expertise and providing authentic content to their followers, I think are more successful,” Joshi continued.
While marketing is essential to the success of an influencer, it can’t be successful without consistency.
“If somebody is engaging with their audiences consistently, let’s say every day, every week, whatever their natural frequency, that’s more likely to sustain themselves than somebody who’s a lot more erratic in terms of providing and generating content to their followers,” Joshi said.
Keeping all of this in mind, we asked University of Maryland students who they were watching in the beauty industry.
Rachel Ullman, a sophomore biology major, said that she watches James Charles, a beauty influencer who is best recognized for his YouTube channel, @JamesCharles. While she doesn’t take as much advice from beauty influencers right now, she did when she first started using makeup.
“Not as frequently now, but like when I was first getting into makeup, I found that it was a good insight on what to do,” Ullman said.
Kayla Schankel, a sophomore public health science major and sociology minor, noted that she doesn’t pay much attention to beauty influencers, but she knows of James Charles and Jeffree Star. When asked where she finds new influencers to follow, TikTok seemed to be her go-to.
“Usually right now, TikTok, because I’m always on TikTok,” Schankel said.
Beauty influencers can have a monumental impact on the industry they’re in. They amass followings of millions of people who are interested in what they have to say, meaning brands can really capitalize on that audience by having influencers promote their products. Joshi feels that influencers can be an effective way for brands to reach consumers.
“They are effective, and it is a channel of reaching the audience that firms should definitely be thinking about or care for,” Joshi said.
Influencers can provide people with helpful tips and tricks, especially in the beauty industry. Listen in on these different tips and try to learn something new!
Becoming an influencer isn’t as easy as it seems. Influencers are creating a brand and a business through social media, and have to take into account all the things that a regular business would as well: marketing, management, operations, etc. Marketing is essential to an influencer’s success, as it shapes both their value and appeal to their audience.
When it comes to getting themselves on the map, influencers need to prioritize marketing. Yogesh Joshi, a professor in the marketing department at the University of Maryland, believes that the most important thing to consider when it comes to influencer marketing is knowing the industry you’re in.
“So, I think the way influencers build influence is by knowing something about the category that they’re focusing on,” Joshi said. “So, their expertise matters and their authenticity matters.”
Combining knowledge and trust is essential for creating a loyal following and building the foundation for success as an influencer. However, these strategies can change slightly when it comes time to shift into maintaining a following. There is a distinct difference between influencers that expand within their industry, such as beauty, or those that expand to a new industry.
“I think the ones who follow more of an expansion approach, which is building on their credibility, building on their expertise and providing authentic content to their followers, I think are more successful,” Joshi continued.
While marketing is essential to the success of an influencer, it can’t be successful without consistency.
“If somebody is engaging with their audiences consistently, let’s say every day, every week, whatever their natural frequency, that’s more likely to sustain themselves than somebody who’s a lot more erratic in terms of providing and generating content to their followers,” Joshi said.
Keeping all of this in mind, we asked University of Maryland students who they were watching in the beauty industry.
Rachel Ullman, a sophomore biology major, said that she watches James Charles, a beauty influencer who is best recognized for his YouTube channel, @JamesCharles. While she doesn’t take as much advice from beauty influencers right now, she did when she first started using makeup.
“Not as frequently now, but like when I was first getting into makeup, I found that it was a good insight on what to do,” Ullman said.
Kayla Schankel, a sophomore public health science major and sociology minor, noted that she doesn’t pay much attention to beauty influencers, but she knows of James Charles and Jeffree Star. When asked where she finds new influencers to follow, TikTok seemed to be her go-to.
“Usually right now, TikTok, because I’m always on TikTok,” Schankel said.
Beauty influencers can have a monumental impact on the industry they’re in. They amass followings of millions of people who are interested in what they have to say, meaning brands can really capitalize on that audience by having influencers promote their products. Joshi feels that influencers can be an effective way for brands to reach consumers.
“They are effective, and it is a channel of reaching the audience that firms should definitely be thinking about or care for,” Joshi said.
Influencers can provide people with helpful tips and tricks, especially in the beauty industry. Listen in on these different tips and try to learn something new!