With influencer marketing booming in the digital marketing industry, an increasing number of people have started to join the influencer pool. This has made finding good and authentic influencers a big challenge for marketers. Following are the key ways in which marketers can find the right influencers:
To achieve the best results, marketers need to collaborate with influencers who have all the attributes they require for their campaigns. They should have high engagement rates with their audience. This is among the most important attributes that will determine if an influencer has genuine followers who like their content. This will also indicate that they have a strong influence on their audience which would be highly beneficial for brands.
One of the major products of influencer marketing is creating a new set of influencers called “beauty influencers.” These are regular people who happen to understand makeup and beauty products and post content related to these products.
Because of their authentic nature, many people have started to follow them. Most of these beauty influencers are known for their highly-subscribed YouTube channels. Here they provide makeup tutorials, and beauty tips and tricks, which are loved by their audience.
But many of these YouTubers have also become Instagram beauty influencers. With the platform being highly visual, it gives them the perfect opportunity to create visually-appealing content on beauty. This helps them attract an even bigger audience and get tons of brands reaching out to them for partnerships.
Finding the right Instagram beauty influencers can be quite a tough job, so we have done the job for you. Here are the top four Instagram beauty Influencers you need to follow in 2018:
#1. Huda Kattan
Huda Kattan is a Dubai-based beauty vlogger and blogger who runs the popular “Huda Beauty” YouTube channel. Her channel is known to be the most popular beauty vlog in the Middle East. After getting a shot at the Joe Blanco School of makeup, she ventured into the beauty industry as a makeup artist.
She soon understood the career opportunities Dubai provided and utilized the rarity factor of beauty bloggers in the Middle East. After moving to Dubai, Huda established herself as a prominent beauty vlogger and blogger in all of Middle East. She currently has 27.7 million followers on Instagram and 2.4 million followers on YouTube. She even runs her own cosmetics brand named “Huda Beauty” along with her sisters.
Although Huda is among the most popular fashionistas around, the origins of her career had no connection with fashion or beauty. She majored in Finance at the University of Michigan, and landed a job in the same field. Frustrated with her job, Huda soon decided to enroll herself in a beauty program at the Joe Blasco makeup school. This changed her life forever, and made her one of the most popular beauty influencers of our time.
Huda started a YouTube vlog in 2010, and soon it became immensely popular. As an Iraqi-American, she gained an edge over other beauty YouTubers who were predominantly from the white race. This resulted in more-and-more Middle-Eastern women referring to her vlogs as they could relate to her. This made her the number one beauty vlogger in all of the Middle East, and an immensely popular beauty icon worldwide.
Huda is popular for her DIY fashion, beauty tricks, and makeup tutorials. Her glass skin makeup tutorial video received ~950K views.
Nikkie De Jager is a Dutch professional hair and makeup artist. This 23-year-old has her own YouTube channel, which she floods with beauty and makeup tutorials. She is known for her cheerful personality, contagious enthusiasm, and lively humor.
She currently has an Instagram following of 11 million, and a YouTube fan following of 10 million. With her fame on the rise, she started to appear in popular TV shows, advertisements, and magazines. In 2017, Ofra Cosmetics partnered with Nikkie to design a new range of highlighters.
Many are unaware of the story behind her rise to one of the most popular beauty icons in the world. Her becoming a beauty guru was the direct outcome of an unexpected event that took place back in 2008.
It happened that on a boring day, Nikkie sat down to watch the popular TV show “The Hills.” Soon she was stunned by the looks of Audrina Patridge, Lauren Conrad, and Heidi Montag on the show. This made her look up YouTube videos pertaining to beauty and makeup as shown on “The Hills” show. Soon she discovered the gigantic world of beauty and makeup tutorials on YouTube. She went on to spend the next three weeks of her life learning more about this topic.
At the age of 14, Nikkie uploaded her first makeup tutorial video on YouTube. She received eight views and three comments on her very first video. Currently, she uploads beauty-related videos on a weekly basis to her YouTube channel “NikkieTutorials.” Her channel is now one of the most watched and subscribed YouTube channels in the Netherlands.
Christen Dominique is a popular YouTube icon and Instagram beauty influencer hailing from Texas, and is known for her makeup and fashion vlogs. She is commonly referred to as the “Beauty Guru” and runs a self-titled YouTube beauty channel. Christen is known for her innovative and easy-to-follow makeup tutorials.
Being a popular YouTube icon, Christen has been known to host many fashion and makeup related shows. She has often been featured in Ipsy’s “Generation Beauty” events that take place every year. She has even collaborated with many other celebrity YouTubers including Patrick Simondac who also happens to be her best friend.
Since her childhood, Christen has been interested in fashion and makeup. Without any professional beauty training, Christen acquired beauty and makeup skills by watching makeup tutorials and fashion shows. In February 2009, Christen started her self-titled beauty channel on YouTube.
At first, she was hesitant about making videos as she wanted to avoid backlash from viewers. However, her channel quickly gained popularity because of her simple and easy tutorials. This is when she took her tutorials to the next level by creating the popular video series called “Country Vs Country.” Here she compared and contrasted the makeup trends from different countries. Her American Vs. French makeup tutorial video garnered a whopping 6.9 million views.
Zoe Sugg is an English beauty and lifestyle influencer. She is a vlogger, author, and founder of the blog, Zoella. She started her journey via her blog Zoella, but later became a well-known beauty and lifestyle influencer on YouTube and Instagram. Zoe currently has 10.5 million followers on Instagram and 12 million subscribers on YouTube.
She has a second YouTube channel called “Morezoella” with 4.8 million subscribers and a second Instagram page called “Zoella” with 1.2 million followers. According to Hopper HQ, she is the second-highest earning Instagram beauty influencer in 2018, after Huda Kattan.
Zoe or Zoella (as she is more popularly known) is better known for her beauty shopping haul videos, where she showcases products that she bought from different stores. Her “Huge American Haul” video garnered 1.6 million views on YouTube.
After gaining popularity as a social media influencer and blogger, Zoe launched her own range of beauty products in 2014. However, she continues to promote other brands as well. She collaborates with brands like Maybelline and Glossier and posts affiliate shopping links on her website.
With social media conquering modern generations, an increasing number of people are seeing it as an extension of their lives. This has given rise to niche influencers who cater to the specific interests of social media users. These beauty influencers are niche influencers as they follow and create content around beauty and fashion.
Their vast knowledge in the beauty industry has resulted in millions of beauty enthusiasts following them. Hence, brands need to understand their importance and collaborate with them for marvelous results. Who is your favorite beauty influencer? Feel free to let us know in the comments section below.
Brian Mechem is COO and Co-Founder of Grin, a software solution for companies who run influencer marketing programs. Grin's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.