“Influencers provide the opportunity for
a brand to cultivate a genuine
relationship. if there is a connection,
they will continue to support the brand
organically as they continue to expand
their reach.”
— rEGiNE bErtHElot, treatment Manager, caudalie vinotherapie Spa, New york city
Influencers also portray an authentic image by using their
content to tell personal stories about their experiences with a
skincare product or what they did on a weekend spa trip. This
authentic image builds trust between the influencer and her
audience, which, in turn, makes the influencer’s recommenda-
tions even more trustworthy.
How to choose an influencer
The first step in targeting an influencer to work with is to
focus on the right content areas. Most successful influencers
tend to fall under a small number of verticals to specialize
their content and appeal to a specific demographic. Spas and
spa industry vendors should focus on tapping into the power
of influencers who specialize in content related to lifestyle,
fitness, wellness, beauty and travel in order to reach a
desirable market.
Next, look at the influencer’s reach in terms of monthly
page views, engagement and number of followers on social
platforms. At first thought, it may seem obvious to choose
influencers who have the largest reach. However, so-called
“microinfluencers” (loosely defined as influencers with
between 1,000 and 10,000 highly engaged followers) are
becoming increasingly popular for their influence over a
smaller, more niche audience.
“Whether a highly targeted audience, or someone with
exceptional photography skills, there can certainly be great
value in partnering with microinfluencers, even with a smaller
audience,” adds Packer. “Microinfluencers also might have
smaller audiences that are geographically specific, which
allows very targeted exposure to a key market.”
(coNtINUEd oN PAGE 52)
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September 2017
Natasha oakley and devin brugman of A Bikini A Day hosted several pop-up
events featuring caudalie products. Photo c/o A Bikini A Day.