Scrolling through social media is part of my daily routine, and a lot of what I see comes from beauty influencers. I follow Huda Kattan, who shares makeup tips and product reviews, and Nikkie de Jager, known as NikkieTutorials, who posts makeup tutorials and talks about her favorite products. At first, I followed them because their content was fun and helped me learn new looks. Over time, I started to notice how much marketing is built into their posts.
What I Notice About This Type of Marketing
The biggest thing I notice is that influencer marketing doesn’t feel like regular advertising. A TV commercial is clearly trying to sell me something. An influencer post feels more like a recommendation from a friend. Products show up naturally in their makeup tutorials, “get ready with me” videos, and first-impression reviews. This makes the message feel more honest and personal. Research supports this idea, showing that people often see influencers as more like everyday people than like traditional celebrities (Freberg et al., 2011).
Strategies They Are Using
These influencers use several smart strategies. First, they share personal stories and honest opinions. When Nikkie explains why she loves a certain foundation, it feels real and easy to trust. Second, they use discount codes and affiliate links, which give followers a reason to buy right away. Third, they stay consistent and post often, so their followers feel connected to them. Finally, they use tutorials, giveaways, and Q&A sessions to get followers to interact with them. This engagement builds a community, and a community is more likely to trust what the influencer recommends.
The Role Influencers Play in Marketing
Influencers act as a bridge between a company and its customers. Brands use them to reach specific audiences without having to build that trust from scratch. For example, a makeup company can partner with a beauty influencer like Huda and instantly reach thousands of people who already love makeup and want to try new products. Influencers also create content for the brand, such as tutorials, reviews, and photos, which saves the company time and money. Some influencers, like Huda, have even started their own beauty brands, which shows how much power they have in the industry. In a way, they are both the advertiser and the audience’s trusted voice.
How a Marketing Perspective Affects the Company and Consumer Relationship
Looking at influencers through a marketing lens has changed how I see the relationship between companies and consumers. In the past, companies talked at consumers. Now the relationship feels more like a conversation. Followers can comment, ask questions, and share their opinions, and brands can see this feedback right away. This helps companies understand what their customers want.
However, there are some concerns. Because influencer posts feel so personal, it can be hard to tell when something is an ad. The Federal Trade Commission (2019) requires influencers to clearly disclose when they have a connection to a brand, such as being paid or receiving free products. Studies show that the wording of these disclosures matters, because it affects whether people recognize a post as advertising (Evans et al., 2017). When influencers are honest and clear, trust grows between the consumer and the brand. When they are not, that trust can break quickly.
Final Thoughts
Following beauty influencers has taught me that marketing today is much more about relationships than about simple promotion. Influencers succeed because they are relatable, consistent, and engaging. For companies, this is a powerful way to reach people. For consumers like me, it is a reminder to enjoy the content while thinking carefully about why a product is being shown. The best influencer marketing is honest, and it benefits both the brand and the audience.
References
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
Federal Trade Commission. (2019). Disclosures 101 for social media influencers. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
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