In this article luxury lifestyle influencer @fleurandrea shares her tips on collaborating with beauty brands and the kind of content you need to make your profile more attractive.
One of my previous posts discussed whether it was better to specialize in one category or diversify your content. As someone who wasn’t purely a beauty blogger, I found that it took a little longer to get noticed by the high quality, reputable beauty brands with whom we’d all love to collaborate. These tips will guide you through how to get attention from them and for those of you who already have a couple names on the portfolio, insight into what kind of content can make your profile more attractive.
Be super obvious
Every time I ask a campaign manager, ‘how did you find me?’ The answer is always, ‘I was scrolling for hours on Instagram’. Save them time and be super obvious about what exactly it is you represent.
Firstly, add that USP to your bio, for example ‘LA girl style in London’ or ‘affordable luxury’.
Secondly, set yourself some kind of target for the content of which you’d want to be noticed (for example, blogs should ideally be updated at least thrice weekly. If you want to work with beauty brands, make at least one of those posts about that and promote it on your Stories).
Thirdly, start tagging beauty brands in your posts, even if it’s an outfit, as a way to seamlessly transition into another category. Does your highlight pop in that photo? Tag it. Are you wearing lipstick? Tag that too. And lastly, use affiliate links.
Tools like Like to Know It/ RewardStyle can seem so tedious at times but if you can show that your audience is interested in beauty content through clicks, it’s a great point to use in a pitch, particularly when negotiating a fee.
Identify your ‘look’?
I wrote a controversial post on my own blog about how high-end brands that care less about stats often choose influencers with the right ‘look’, casting them for paid influencer campaigns as if they were models. From my experience, this has always happened with beauty brands. It often surprises people because it negates the quality of your content and stats, a concept we’ve all become familiar with as the factors defining our fees.
As more of these companies are tapping on the force and skill-set of influencers to double up as ambassadors/models, it’s important to be aware of what kind of ‘look’ you have and which brands will find an affinity with it.
I’ve found that beauty brands are the easiest to stay loyal to and often, they show the most commitment to relationship building. After all, when you find one thing that really works for you, are you going to risk £30 on another expensive mascara you’re unsure of?
The similar principle can be applied to collaborations. Even if unpaid, show that brand how much you love them and what you’re capable of. A lot of us do this already but the mistake we make is that we also feature five other direct competitor brands.
If you’re not purely a beauty blogger, there’s really no need for that unless you’ve been remunerated. Our audience also appreciate streamlined and consistent advocation of products. My biggest conversion has been referring clients to my facialist, one of London’s best aestheticians – and as you might’ve guessed, very expensive – because she’s all I talk about in real life and on my Stories whenever my skin is mentioned. When your followers know you’re being 100% honest, pricing becomes less of an issue – although depending on your demographic, definitely something to keep in mind.
Beauty brands have budget. But fewer and fewer are willing to pay our fees for product shots or flat-lays. Editorial imagery is a strong way to stand out to brands and although that might sound intimidating for some of you, the good news is that by Instagram standards, this doesn’t need to be anywhere near what I post. Follow this guide about why it’s important to up your content game and how to do it. Case in point: the brief I received for a Burberry Beauty campaign I did this year was innately editorial, right down to the set and location requirements.
If you’ve been collaborating with brands for a while now, you might’ve realised how misinformed a lot of people are about photography. Sick of explaining that it’s not just about clicking a camera? Well there’s no way they can contest the price and labour that goes into making a video. It’s well known that influencers that do Youtube and Instagram can earn much more too. A tip from Alise, my own videographer and photographer, is that it’s less about the editing and more about the filming. This means you don’t need to be put off by the post-processing and you can focus on the storytelling, which is arguably the fun part anyway!