The new ways of advertising began with the birth of social media influencers. Companies across many different industries have taken advantage of social media platforms to promote their brands and increase sales. As the internet changed, so did advertising techniques. Social media influencers brought a new trustworthy, and relatable aspect to advertising.
When Kylie billionaire Jenner tells young girls she only uses her extremely affordable skincare line and they should too, it can be hard to believe. On the flip side, when a small-town girl sits down in her bedroom and films a product review on KylieSkin and says she likes it, it’s more relatable.
According to Statista, “The popularity of influencer marketing on Instagram is increasing at such a fast pace that the global market is expected to grow from 1.3 billion U.S. dollars in 2018 to nearly twice that amount by 2020.” We all know about Facebook, Twitter, Instagram, and YouTube, but the latest and greatest social media platform is TikTok. In November of 2018, TikTok had an average of 680 million monthly users, and Wallaroo Media estimated the mega platform now has about 800 million monthly users as of July 2020. This shows how rapidly the platform has been growing.
Just as it seemed to be an Instagram influencer was paying off for both influencers, and business TikTok and its influencers came to steal all of the glory. Two talented young women have completely dominated the TikTok app. According to Business Insider, Charli D’Amelio and Addison Rae are the two most-followed people on the app. D’Amelio has 86.9 million followers, and Rae has 60.5 million followers.
So what does this have to do with the beauty industry? It’s simple, TikTok influencers with the number of followers these two have can make anywhere from $100,000 up to $250,000 for promoting products. One industry that has benefitted the most from its partnerships with influencers has been the beauty industry. Massive beauty brands will pay a pretty penny to have one of these influencers use their product in a video or post it on their Instagram’s or TikTok’s.
Neither Charli nor Addison were known for being beauty influencers or even prominent members of the beauty community and managed to land two huge deals within the industry.
Charli D’Amelio and her sister Dixie D’Amelio recently landed a huge brand deal and collaboration with Morphe. These two young women helped launch a second Morphe line called Morphe 2, which will cater to a more youthful, Gen Z demographic. There have not been any number released on how much these girls were paid to front this campaign but with other influencers like James Charles and Jaclyn Hill offered similar deals, we can assume it is in the millions.
Addison Rae has also landed herself a pretty sweet deal as a result of her TikTok fame. Charli D’Amelio may have her beat in followers, but Forbes has recently released a statement claiming Addison Rae is the highest-earning TikTok influencer. The 19-year-old TikTok star has partnered with a beauty brand incubator called Madeby Collective to create her latest business adventure. The makeup line is called Item Beauty and launched six makeup products ranging from $12 – $22, which is a perfect price range for her younger audience.
As influencer culture continues to dominate the advertising industry, we can expect many other brand incubator companies to emerge to allow these young kids to build their own companies. With more and more people joining TikTok, there will be more beauty and fashion videos on the platform. Expect more, more influencers, more content, more brand deals, more beauty products, and more influencer owned businesses. The future is bright for the beauty industry and these young entrepreneurs’.
Follow Sarah on Instagram!