Beauty Brands Aren't Spending Enough On Influencer Marketing

Building a beauty brand in 2022 is a costly endeavor. Brit Starr, senior vice president of strategy at CreatorIQ, told Women’s Wear Daily that the big brands with more money to spend see the most success when it comes to social media engagement.

• According to Tribe, a data platform that helps power CreatorIQ’s insights, only 19 percent of beauty brands spend less than $200,000 on influencer marketing annually.
• Despite this statistic, measuring the success of influencer campaigns via sales and spend numbers isn’t a holistic approach to assessing ROI.
• Starr explains, “the more creator content that is being generated about your brand, and the more creators are talking about your brand actively, the more consumers are searching for your brand online. That desirability aspect is super interesting.”