8 out of 10 users buy based on influencer recommendations

The influencer marketing agency Keeper Experiencepart of Apple Tree, organized an event that brought together leading professionals in the beauty sector to explore the keys to influencer marketing and its impact on the commercial results of beauty brands. With the participation of more than 100 fashion and lifestyle expertsthe event offered deep insight into the growing importance of content creators in purchasing decisions.

The debate was moderated by the Doctor and content creator Paloma Borregon and had the participation of Virginia Lázarocommunications director of MAC Iberia; Pelayo SalorAdvocancy Manager de L’Oreal Luxe Parfums; Maria OrenaMedia Manager Southern Europe of 3INA Cosmetics and the content creators of the influencer and make up artist @nobodyisugly e @isabelmarind.

During the event, the great impact of content creators and influencers on the purchasing decision of consumers. Taking into account that 8 out of 10 users have made a purchase on Instagram based on the recommendation of an influencer, according to the IAB Prime Tag study. This data has driven brands to increasingly bet on collaborations with content creators and less on their own channels, which is reflected in a 46% increase in advertising investment and it is estimated that it will reach 350 million euros in Spain in 2025.

The role of influencers in the beauty sector

During the meeting, Susana Doncel, General Manager de Keeper Experience, highlighted the role of influencers in the beauty sector, detailing that their team has managed to reduce the average CPM by 50%, increase the engagement of their campaigns to more than 4.5%, and position their brands at the top of the rankings. EMV (earned media value). In this sense, investment in influencer marketing in Spain continues to rise and is expected to reach 350 million euros in 2025.

«At Keeper, in addition to making make-up products go viral, we have managed to reduce the average market CPM by 50% of the usual by optimizing budgets, increase the average engagement per campaign above 4.5% and something of which “We are very proud that one of our brands is positioned in the TOP1 in the rankings of the beauty sector measured by the EMV,” he says. Susana Doncel, General Manager de Keeper Experience.

The strength of collaborations with micro-influencers

From the brands’ point of view, More and more are taking into account new parameters when selecting influencer profiles to collaborate with, and brands are no longer only based on reach or engagement. Also in this sense, Micro-influencers are gaining more and more ground. Even so, it remains important to have an influencer marketing strategy in which macro- and micro-influencers can be combined. As explained by Pelayo Salor, Advocacy Manager of L’Oreal Luxe Platformmacro influencers provide reach while micro influencers provide engagement and credibility.

In this same line, María Orena, Media Manager Southern Europe of 3INA Cosmeticshighlighted the importance of working with all types of influencers, even giving the opportunity to small content generators who, despite having a smaller number of followers, can carry out brilliant work and truly reach a dedicated and interested community.

Within the framework of this evolution of influencer marketing, Virginia Lázaro, communications director of MAC Iberiaemphasized “brand fit” as an essential criterion in talent selection: “Collaboration with influencers should always be a win-win and it is vital to select the talent well to generate a connection and transfer it to the public. All the work of the brands behind it is complex, since every action must have a return. Everything is measurable.

The trust of brands towards content creators

From the point of view of content creators, The quality of content that brands normally demand requires great trust and freedom when creating content that each profile considers fits and goes with the values ​​and principles of their community. In this sense, the influencer and make up artist @nobodyisugly aseguraba: “Everything is going very fast and technology and the way we communicate will continue to change and influencers must constantly adapt to everything that happens.”

For its part, @isabelmarind, journalist and content generator, pointed out the importance of continually learning in order to be innovative and connect with the audience: «People who are dedicated to social media management must always reinvent ourselves and perfectly know the language of each tool and the audience that follows us to know what they want and this is a challenge for those who like the world of communication.