Currently, the most useful technique to promote your products, increase your sales or increase traffic to your salon or spa, is to collaborate with influential people otherwise known social influencers.

Micro influencers, influencers and celebrities are proving to be the most effective and credible promoters. However, not all collaborations with influential people have the same conversion, meaning how well an influencer is able to draw their audience to your social media or into your salon, clinic or spa. We tend to associate large communities with greater visibility and, therefore, more conversions. But this is not always true.

How to identify a quality influencer:

Before collaborating with influencers it is important that you make a brief analysis of their community. Take into account the following factors:

Number of followers and engagement

The number of followers is important. The greater the following of the influential person with whom you collaborate, more people will see the message you want to convey.

However, beyond the number of followers, it is important to analyse how involved the community is. Do followers interact with the influencer? Do they show interest in the content offered? Do people ask about the products they recommend?

Don’t be distracted by their follower count, research their community, analyse the quality of their followers and the content they create? How many comments and likes to they receive?

Theme of content

Another important point is to analyse is the type of content generated by the person with whom you want to collaborate with. Is it related to beauty and cosmetics? Do they offer content on a variety of topics?

There are many influencers who do not have a defined area of influence and publish content from different sectors: beauty, fitness, nutrition, lifestyle … This generates a community that is formed by users with very varied interests. And this variety of target markets can cause our collaborations not to have a real conversion

Profile aesthetics

Generally, all influencers are careful with the aesthetics of their profiles.  You should look for influencers who generate their own content and is aesthetically similar to your salons image and brand.

Presence of brands

Instagram profiles are very focused on the promotion. It is important that you analyse the number of promotions that the influencer has done previously. It is an essential indicator to judge their credibility and whether or not their followers are interested in the brand they promote.

Micro influencers:

We recommend collaborations with micro-influencers, especially for small businesses like your salon or spa.

A  micro influencer  is a person who has an influence on Social Networks but on a smaller scale than influencers or celebrities. This is because their communities are smaller, always around 3,000 – 10,000 followers.

Another feature of their community is that they tend to be more specialized. The followers of the micro influencers follow their social profiles because they know that they will find information of interest and valuations of a specific sector. This is because the micro influencers are clear about their sphere of influence  and do not try to cover it all. It is for this reason that their opinions have much more credibility, so much so that their followers take into account their recommendations when buying a product or trying a service.

If you are thinking about a collaboration with an influential person, we recommend collaborating with micro-influencers.