In the wise words of Seth Godin, “People do not buy goods and services. They buy relations, stories, and magic.”
Over the past year, I think we can all agree that this saying could not be more true. With the emergence of TikTok, influencer marketing has never been more prevalent than it is right now.
We’ve seen product sales skyrocket and brand images increase in popularity and scope due to the amount of exposure they have been able to gain from influencer marketing.
According to bigcommercesales.com, influencer marketing is leveraging the reach of an existing influencer who has built a large following and strong brand reputation in a particular niche to support your brand, endorse your product, or co-create content, with the intent to increase brand awareness and drive sales.
BECCA Cosmetics did a great job of this when they partnered with professional model Chrissy Teigen. Not only did they partner with Teigen to increase sales of existing products, but they also allowed Teigen to create her own makeup palette as well.
Teigen announced the launch of her new makeup palette, the Cravings Collection, with BECCA Cosmetics on her Instagram channel via a video that reached nearly 5 million views.
BECCA did a great job with this because Teigen was already part of the target audience. The rest of the audience knew Teigen and could relate to her, thus wanting to purchase her new palette as well as other products Teigen likes to use from BECCA.
