Corey Weiss of Ipsi Beauty

Influencers have become wildly popular and a trusted voice behind beauty brands, whether it’s reviews, demos, or education they are whom consumers turn to for an “inside” look into products and services on the market today. Patty Schmucker’s guest today on RadioAMB has been involved from the beginning of the social media takeover of beauty by transforming the way beauty content, education and products have been brought to consumers, that person is Corey Weiss of Ipsi.
Transcript:
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things and beauty welcome to radio a and
B designed for those who want to live a
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american-made Beauty calm today my guest
is one of the people who is transforming
the way Beauty content education and
products are being brought to consumers
a decade ago if you brought up the
subject of influencers to someone in
beauty marketing they probably have
responded with somewhat of a like a
blank stare at best
of course beauty bloggers and vloggers
existed them and some of them had even
massive followings but
nobody yet was really leveraging or
courting them to market their brands and
the idea of paying one of these bloggers
to promote something would have been
considered absurd fast forward and the
Wild West of social media is the single
most important strategies that companies
are considering when bringing brands to
market and even the term digital native
brands has emerged referring to brands
that rely a hundred percent on viral
marketing through influencers as a way
to bring their brands to market during
our feature segment today you’ll meet my
guest and learn how beauty captured a
how beauty captured this digital
entrepreneur who has been cutting his
teeth in the digital world on sports and
entertainment and now has become the co
founder in it C and is changing the way
beauty is brought to consumers in our
second segment we’ll learn how it sees
open studio it what it is and the ways
that people who want to become Beauty
influencers can get mentoring and help
to help in developing their desired
content during our third segment today
we’ll share what social media platforms
were best for Beauty and how both small
and large companies are engaging
influence to promote their brands
finally if time permits we’ll talk about
MCS famous glambag how it gets brands
get selected to go in it and some of the
behind the scenes of shipping three
million bags every month so let me tell
you a little bit about co-founder Cory
Weis who is well versed in leveraging
multiple channels of market promotion
and selling beauty products digital
media and entertainment for over the
past 20 years Weis has worked for top
entertainment and digital media
companies including 20th Century Fox the
Walt Disney Company Paramount Pictures
Sony Pictures and Yahoo Cory is a
founding team member and head of
business development and sales a tipsy
the world’s fastest growing online
beauty community co-founded by YouTube’s
biggest beauty vlogger Michelle
on Quora has helped grow the community
to over 44 14 million people and the
award-winning monthly glam bag a beauty
sampling service to over 3 million
members in the US and Canada previously
Cory was at Yahoo as head of global
consumer marketing and entertainment
sports and original video we’re under
his leadership the media properties
experienced year-over-year growth
including the number one position for
Yahoo Sports fantasy football
Yahoo TV oMG and original video in
addition to starting two companies of
his own Cory is one of the founding team
members at Maverick online entertainment
company wire break entertainment and at
movie link an online movie rental
services formed by five major Hollywood
stories Store studios welcome Cory we’re
delighted to have you with us thank you
very much patty it’s an honor to be on
your program thank you for having me my
pleasure so tell us a little bit about
what excited you about beauty content
over sports and entertainment well it’s
a good question if you asked me years
ago would you ever think that you helped
start a beauty community I probably
would have not had really considered it
I was very fortunate that in the early
days of YouTube I got involved with
Michelle Phan one of the cofounders of
Ipsy and hexa with a lot of her early
deals working with brands and agencies
when she was approached to start she
asked me if I wanted to get involved for
me it’s a really exciting experience for
me reasons but most important is not
really the actual application of makeup
I wear makeup but it’s really about the
emotional response that Beauty provides
to our community is really amazing to
watch our community feel better about
themselves feel more confident and being
able to deliver that to the ends of
people monthly it’s a very satisfying
and gratifying experience that’s great
and and so
um tell for those people who have been
living on under a rock and don’t know if
C tell us a little bit about it see the
the journey and how it’s changing the
way Beauty is brought to consumers it C
is the world’s largest and most
passionate Beauty community and as I
mentioned earlier it was co-founded by
Michelle Phan who is the world’s largest
Beauty influencer and for years
Michelle would be asked what her after
she crafter she created a video what her
favorite makeup products were whether it
was what’s the best highlighter to use
what’s the best mascara to use best
foundation and realize that providing
recommendations to like-minded
individuals was a real opportunity and
that was the genesis of it see so now
members receive for $10 a month a themed
collectible makeup bag containing five
either full-size products or deluxe
sized samples from top beauty brands
ranging from nasties brands to press
these brands and so they so the it was
seems like it started very organically
she still was doing it she discovered
that people wanted to know what exactly
was in the bag and so all of a sudden
you had a situation where there was an
economics to it what how did it go from
this new was it overnight did it go from
this little teeny business and just
explode or were there were there small
increments along the way well yeah it’s
interesting so this whole movement of
what’s often referred to as
disintermediation was happening happen
with bookstores there once were you know
large bookstores borders Barnes and
Nobles and then Amazon came around there
once were video stores like blockbuster
or Hollywood video and then Netflix came
around and if people traditionally would
go to brick and mortars or department
stores to purchase makeup but then what
we saw was that influencers like
Michelle Phan were drawing the attention
of other women who wanted
recommendations and we were able to go
direct to consumers we’d be able to
leverage the power of influencers to
awareness of products and then get them
directly to consumers that makes sense
it’s sort of that that connection that
occurred tell us what the word epsy
means and how has that meaning sort of
change shape the evolution of the
company it’s a good question
ironically when we when we launched the
company in November of 2011 it was
called myglam basically a classic
startup situation where we needed a name
and we needed a move quickly
and we launched with myglam the
following September we needed a name for
our company that was more descriptive of
who you are and what we do it see comes
from the Latin word if so which means
self and the whole focus of if C is
self-expression the mission of our
company is to inspire individuals around
the world to express their unique beauty
so if the coming from the word ipsa is
really the core of what we are in that
self expression right self expression
and and so as you began looking at all
of the various different elements that
make up what if c is today has that has
that helped the name of it as it helped
to sort of define what what makes sense
to be part of the brand yeah I think it
really is when you look at what we are
we really are more than a beauty
subscription service of course our
glambag which is the name of our monthly
subscription is the core of what we do
but we truly are a 360 Beauty company so
what differentiates us from others in
the space is we’ve built out community
we’ve built out events we’ve built out
content and we built out a relationship
with creators creators is a word that we
use interchangeably with influencers so
we truly take a 360 approach to what we
do and whatever we do it’s about self
expression okay so tell us a little bit
about what kinds of events it’s
interesting so because we’re focused on
influencers and social media our
community and our creators are always
engaging in the digital world and we
really wanted to create an opportunity
for these beauty
test individuals to get together in real
life to actually be able to give each
other a hug or take a selfie and is in
the second year of business we started
something called itsy generation Beauty
if see generation Beauty is a
celebration of expression in real life
so three times a year
Los Angeles San Francisco in New York
it’s a gathering over five thousand
beauty lovers brands and influencers and
so they they get together as a one-day
of a weekend what would one expect to go
and who goes so the generation Beauty
has really grown like everything if she
does were always looking to innovate and
and and really enhance the experience so
when we first launched generation Beauty
in 2013 it was a two-day event that was
Saturday and Sunday and it was like I
said it was attended by beauty lovers
and the great thing about the FC
community is that it’s a very diverse
and inclusive community so all ages all
ethnicities all genders it really when
we talk about our community is it’s a
very diverse community and like I said
it originally started it was a Saturday
and Sunday event then we expanded it to
include Friday and Friday was more of an
event exclusively for influencers and it
was an opportunity called generation
it’s called generation beauty creator
day and creator day is is really that
opportunity for creators to gather and
network and learn and really build their
careers and this year for those
listeners that are in Los Angeles
generation Beauty is March 24th and 25th
but we’re actually expanding it out to
start on March 19th with what we’re
calling Beauty week which is really a
week of beauty dispersed throughout the
city of Los Angeles Wow
and it yeah so so starting March 19th in
various different activities that will
be going on around for that entire week
it sounds like a really ambitious event
this year
it is amazing
do it see is pretty ambitious we really
are about giving back to the community
and that’s what success has come as a
byproduct of that of really building
this community giving back to beauty
lovers giving back to creators and
giving back to brands right so Jen
beauty is that opportunity for beauty
lovers brands and creators to come
together and so you talked earlier about
the fact that your 360 and so one piece
of its the events you’re a 360 Beauty
company once one pieces the events the
other is community time obviously this
particular annual event that you do is
one of the ways that you build community
are there other ways that you focus on
that task of specifically cultivating
the community yeah so the other way that
we build our community in our committee
is now over 14 million strong and those
are over 14 million people that have
gone to it c-calm taken our Beauty quiz
opted in and then participate across our
various channels the way we deliver
value to the community it one way is
through social media so we have very
robust followings on Facebook Instagram
YouTube to name a few and we are always
putting out content tips and tricks’
news and opportunities for the
communities to express themselves and
then one of the ways we contribute to
the community is through content often
if these looked at as the leading beauty
subscription service but we’re also the
leader in Beauty content we are creating
over 200 videos a month from our studios
in Santa Monica and this is a range of
content from tutorials to get ready with
me to look book Wow and so that that’s
that’s part of the it’s a great way to
be able to keep people interested but on
the other side of it is the creators
which is what you mentioned is another
part of the 360 company that the
creators that are actually creating that
content is that a lot of one other way
that you’re developing that community
so we have very close relationship with
literally thousands of creators and what
that allows us to do is to help brands
that that yearn to work with creators we
can foster relationships between brands
and these creators great and so I
noticed in doing some of the research
that you guys have also done something
else new this year or last year with the
e-commerce app called shopper which is a
reward system can you tell us about that
yeah I’m glad to see you did really good
homework we did we did launch if the
shopper at the end of last year and it’s
something that we’re extremely excited
about so if she has always allowed
allowed our members to sample so you get
the glam bag and you’d be able to sample
you’d be able to sample products that we
would personalize based on the
subscribers interest so in addition to
sampling we’ve always allows sharing and
sharings happen through social media
these 14 million people in our community
could share their thoughts beliefs
feelings around various beauty products
what if the shopper allowed us to do is
to go from sampling sharing to now
shopping it allows it allows our members
to purchase products directly from
brands and to earn cash back when they
buy the products that they love most and
so so how to give us an example how does
it work so we’ve created a marketplace
with over 20,000 SKUs you go into MC
shopper which can be accessed through if
c-calm you can search through these
20,000 excuse from top brands from
anything ending from LC brands a few
other brands just a toe Grands you can
find your favorite brands and and
purchase products and earn cash back in
the range from 5 to 25% okay and so is
that something that is that’s supported
by the brands it says there they’re
considering that part of their marketing
dollars it sounds like
yeah I think it’s a great opportunity
and offering for the brands because what
it really allows is for brands to
establish a direct relationship with the
consumer that they can’t get through
other retailers so as being part of this
shopper marketplace not only are there
more favorable splits for for the brands
but it also allows them to develop
relationships directly with the
consumers right so is there any other
part of the it see that we haven’t
already talked about because you did
seems like it really has evolved
organically and are there any other
activities that we haven’t discussed I
think you know it C really is about
innovation and its ease of really about
fast beauty something that really serves
us well over the past six years is how
nimble we are and the opportunities to
move quickly and seize on opportunities
so there are some opportunities that we
are currently exploring which include
international expansion but of course
there’s you know there’s some
opportunities that won’t really rear
their head until later this year and
when they do we’ll certainly be ready to
move right okay and um as we wrap up
this section you talked about the MC
community is very very diverse does it
only focus on beauty it doesn’t focus
exclusively on beauty everything we do
uses the lens of beauty okay life style
and fashion are are very important to us
but it’s not exclusively Beauty right
okay all right that makes sense all
right so we’re going to take a break and
when we come back we’ll talk a little
bit more about some of the other
elements we’ll dig in a little bit
deeper on the Ipsy Studio and also talk
about how the mover make make the maker
movement is playing a role in it see so
stay with us we’ll be right back
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life dotnet welcome back this is patty
Schmucker and you’re listening to radio
a and B on healthy life net I’m excited
to be here today with Cory Weiss who is
the founding team member and head of
business development and sales for tipsy
the world’s fastest growing online
beauty community Cory we talked a little
bit in the first segment about how if C
has evolved and one of the aspects
you’ve talked about is the FC open
studio which is would you explain again
exactly what that is and some of the
interesting developments that you’ve
seen since the time that you launched
that part of the business sure as I
mentioned earlier one of our co-founders
is Michelle Phan the leading Beauty
influencer in the world
when Michelle started her career over
ten years ago she shot her videos in her
mom’s living room using her webcam and
using natural lighting she didn’t have
access to anything she didn’t have
access to mentors she didn’t have access
access to production resources so in
2015 we decided to create a community
for creators to give back and to provide
them with access to resources that
Michelle wished she had when she first
started her career ten plus years ago if
she – Studios provides currently over
7500 creators with access to various
things from production resources we have
a dedicated studio in Santa Monica where
our members can reserve time to film
with our production team so we give them
access to a director of photography we
give them access to a production
assistant we give them access to our
lighting backdrops props everything they
need to create world-class content we
give them access to events I mentioned
earlier generation beauty part
this experience of generation beauty is
for people to come and attend and see
their favorite influencers we provide
our creators access to that we started
what I mentioned earlier as creator Day
which is a day designed to help educate
creators and help them grow their
careers and then we provide them with
access to mentoring so leaders in the
company like myself will allocate time
each month to do online webinars where
we can share them best practices in
working with brands or creating best
content in know and what and what is
that what is their charge for that what
does it cost for creators to get
involved at this level that’s often the
responsibility oh my god it sounds too
good to be true well it really is almost
like like it’s these nonprofit there’s
no obligation there are no strings
attached they do have to apply and we
like to make sure that whoever does join
the community that they really are
committed and dedicated to beauty and
becoming a beauty creator so there
really isn’t anything that would limit
someone that’s just starting or smaller
to getting involved other than that we
really need to be able to see that
they’re committed to their craft right
that’s very exciting so what do you
advise someone who wants to become a
creator and be involved in what are the
things that you’re looking for for those
people who apply for being a creator one
one trick there’s there’s many tricks to
growing your channels but one of them is
consistency consistency in creating
content and uploading content so one
thing I advise is if you are committed
to it is to make sure that you’re
regularly uploading content and then the
other thing that I always recommend is
to really be yourself you know often
people are inspired by creators like
Michelle Phan and they try to replicate
Michelle and that doesn’t work people
need to be authentic to who they are and
to what differentiate them and makes
them
unique but I always tell people that
want to get into the space you know be
you and be the best version of you and
then the second thing I always tell them
is you can’t really be a one-trick pony
any longer you know if you go onto
YouTube and search winged eyeliner
you’ll find thousands and thousands of
videos so the way that people are
surfacing or discovering the best
influencer to watch for a winged
eyeliner are those that incorporate
something else besides just beauty maybe
they include an outfit of the day or
they include something around regarding
lifestyle so it’s really important that
people try to broaden their offering to
make it most compelling to audiences and
you know it’s interesting that you say
that because you know part of the
influencing environment is as you
mentioned earlier your community is so
diverse in terms of gender and
ethnicities and ages and yet most of the
focus seems to be in in that 17 to 35
year old female who seems to be that
dominant influencer or is there a
different strategy for people who are
outside of that realm of the most common
influencers I think that’s a really good
question I think that because of social
media was first really embraced by the
millennial community that that’s why
there is a this large proliferation of
influencers that are Millennials but I
think the what we look at you know being
age diverse or 35 plus looking at older
employers are really important as well I
think this is an underserved community
and a true opportunity not only for
people that are in that age range but I
think there’s still information and
experience the influencers that our 35
plus can share with younger audiences
and it could be anything from the
importance of taking care of their skin
you know skin care regimen starting
early or to just you know experience
makeup techniques but I think the
playing field is level and I think that
there are opportunities for people of
all all ages and orientations right
right and it really is
as you’ve said that the whole thing
started with the idea that I love the
example that you had where there was
bookstores and then Amazon and there was
blockbusters and then Netflix and now
there was the beauty counter and now
there’s influencers who people trust and
they want to go to somebody who they can
relate to and I think that’s part of
what this phenomenon has been when you
look at the elements of this form of
entertainment that really creates that
desired content you talked earlier about
being yourself
are there other elements that you’ve
seen really create content that people
want to search out and engage in
regularly yeah I think it’s also really
important how do you that people take
advantage of the inherent qualities of
digital media which is having it an
immediate feedback loop so to be
successful as an influencer you really
have to pay attention to your community
to your audiences and I think that by
taking advantage of that immediate
feedback loop to get information on how
to finesse and enhance your your content
really goes a long way and audience is
one another they’re being listened to
right right absolutely and that’s that’s
such an important attribute of the
digital world and yet it all is so time
consuming you mentioned earlier about
people being dedicated to developing
their business in that way and I can see
why you really want that kind of
dedication because of the time that’s
involved yeah and I will say one thing
too is people listening who are thinking
about really focusing more time is to
realize that you can’t do it on your own
it truly does take a community and that
really is what if tea provides to is it
provides a platform for like-minded
individuals to learn from one another
right and you know and look for get seek
help whether it’s a family member a
significant another friend you know it’s
it is there’s a lot of time that goes in
and I will tell you when you look at the
creators that I’ve had the good fortune
to work with
like myself on desi Perkins crispy
makeup lustre Lux they can get to where
they are today by luck right right they
put a lot of time into what they did and
to listening to their audiences right
all right well we’re going to take
another break and when we come back
we’ll continue this conversation about
open studio and what social platforms
work best for beauty so stay with us
we’ll be right back
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your way healthy life net hi there
welcome back it’s Patti Schmucker here
at radio am beyond healthy life net I’m
here with Cory Weiss who’s the founding
team member and head of business
development and sales for FC the world’s
fastest growing online beauty community
coin we’ve been talking about Open
Studios where creators or people who
want to be influencers can come and get
all sorts of resources and mentoring to
be able to create great content um how
long now has Open Studios been been
going so we launched open Studios in May
of 2015 so we’ve been at it for about
two and a half years now and it does
continue to evolve as the influencer
landscape also continues to evolve and
so what do you what are you seeing and
where do you think Open Studios will go
in the future so I think we look for
what is in the best interest of our of
our influencers so we’ll look for new
offerings will develop apps for them
we’ll find ways to help them with
revenue streams to give them access to
the things that they need to to really
grow their careers in fact I one thing
Pat you don’t know about me but I
moonlight as an indoor cycling
instructor I actually knew that
I recently started an event called
beauty and bite uh-huh which is which is
what I call a form of sweat working so
once a month I invite a brand to sponsor
my class and I invite 50 Beauty
influencers to come together on a bike
and it feels good from the inside out
and it really is a fun event so we’re
always we always have our thinking caps
on of new fun ways to get our community
together and to really help creators
grow that’s great and so when you look
at at the the world of social media and
specifically for Beauty are there some
social platforms that are more effective
for connecting Beauty as compared to
others well it really depends on the
type of content that is that a creator
is is creating in to determine what
platform I think all the platforms work
and I don’t think anybody needs to do a
single platform approach you really need
to leverage the various platforms for
their strengths so for instance if you
are doing a full face look you might
want to use YouTube which is better
suited for long-form video if you are
looking just to focus on how to do a
smokey eye and can be done in or how to
apply you know false eyelashes Instagram
might be a good platform because it’s
shorter form videos work well and then
you know if you’re looking to do a live
tutorial a lot of influencers have been
going to Facebook for that mm-hmm and of
course you know a lot of a lot of
influencers look to Pinterest to find
you know vision boards or mood boards
where they draw inspiration so you
really look at all platforms and each
one serves a different purpose right
and so when you’re mentoring people
you’re is part of that really
understanding how each one of these
various different platforms work and how
to leverage the tools for each one of
those absolutely so you know every
beauty influencers are not
one-size-fits-all some beauty enforcers
might be a lot more
trouble doing live and I might tell them
that they should go live and engage with
their audiences on Facebook or Instagram
where some might might feel more
comfortable in the privacy of their home
or their bedroom where they can turn on
their camera and do a ten minute
tutorial for girls night out I would
tell them to you know to look at YouTube
right but really it really depends but I
would tell them again like I mentioned
earlier is whatever type of content
one’s creating it should be true to
themselves right and is the audience’s
so you mentioned earlier as far as face
Facebook obviously each one of the
selection of the platform is based on
the influencer in the audience that
they’re attracting because it seems like
for Facebook and particularly is the
Millennial audience they’re the
millennial audience is starting to go
back to Facebook it’s funny it’s not a
full circles mm-hmm when Facebook
started it was it was pure millennial it
was a it was a college platform to meet
to meet other college students and then
once parents and older audiences started
getting on to Facebook it kind of turned
off that millennial audience however
based on the innovations of Facebook and
also keep in mind that Facebook
purchased Instagram and they’re bought
they are borrowing best practices from
Instagram there’s a lot of incentive for
people to go back it’s become a platform
that favoring video and it’s a platform
that’s going to start to do revenue
sharing for influencers so you will see
that shift of younger audiences going
back to Facebook yeah and we have a one
influencer that we’ve worked with Felix
Mercedes Felix and she has a Facebook
group called beauteous XM excess and
they have had just phenomenal support
from Facebook as well and so I’ve seen
it seen a lot of that when you’re
talking with small beauty companies
about getting involved with influencers
what what do you advise them as was –
the best way to get involved choose the
right people and that type of thing well
I do always advise any any size beauty
company but particularly
the small beauty companies choose wisely
not to go off of popularity contest and
not to feel that you have to work with
the largest influencer in order to have
a successful campaign I think what’s
most important for any beauty brand
looking to work with influencers is to
really use listening tools that are
readily available to find out what
influencers influencers are already
talking about your brand so go out there
and check your hashtags and find out who
RT is using your product who already
loves your brand and those are the ones
you want to work with not the ones that
are just looking for a paycheck or a
payment because of course they’ll say
great things about your brand but if you
can identify those that already
love your product they’re going to come
across way more sincere than going after
someone looking for the Paycheck and
then I would say if you’re an emerging
brand with little to no awareness look
for similar brands and then go after
those people so if you’re launching a
new waterproof mascara look for someone
who’s creating videos and using products
similar to yours okay alright then that
makes sense and when you talk about
listening tools and the end and the
hashtag strategy as far as finding out
who’s already talking about you what are
some of the other listening tools we see
we use creator IQ tubular labs social
blade a lot of them have free versions
that you can use and they’re pretty
intuitive so I would recommend those and
and just go out and find out who’s
talking about you and you said create a
creator i IQ tubular laugh and what was
the third one social blade okay great
really important thing and and if you’re
working with a company where there’s
really no limit with regards to their
money is there a different strategy that
you’re recommending for the big
companies for engaging influencers no I
really use I think I think you know if
you’re a small company with a small
budget those dollars mean is much
is a large you know large company with a
large budget what I really recommend to
brands is you really want to you know
pay attention to your ROI and you want
to have KPIs in place key performance
indicators to make sure that your
dollars are working for you and I think
that’s what’s most important is you know
is is tracking success and determining
in advance what you’re looking to get
out of a program and that’s that’s
really important right absolutely
all right well we’re going to take a
break because and that’s a great place
to leave off because when we come back I
want to talk about those key strategies
and what are some of the ideas and sets
of services that you should be thinking
about if you’re going to engage the
services of an influencer so stay with
us we will be right back
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welcome back this is patty Schmucker and
you’re listening to radio am beyond
healthy life net and I’ve had the great
honor of being able to speak with a
gentleman who has really played a major
role in changing the way beauty is
reaching consumers Cory Weis is the
founding team member and head of
business development sales a tipsy so
Cory we’ve talking earlier about
connecting beauty brands to influencers
or the other way around
talk to us a little bit about that KPI
key performance indicators what are some
of those things that brands should be
looking for influencers to do and seem
reasonable activities that influencers
are providing for brands right there’s a
there’s a famous 20th century
advertising quote that was half the
money I spend on advertising is wasted
the trouble is I don’t know which half
right I think it’s it’s the same applies
to working with influencers that brands
really need to be smart and that’s where
I’m talking about KPIs these key
performance indicators there’s two
things that a campaign can do there’s
added pseudonym and there’s behavioral
the attitudinal is is how is changing
the attitude of how people think about
your brand and a lot of ways that that’s
measured the KPIs are through things
like comments and likes so when a post
is made or contents created is to hope
you know hope that it generates a lot of
likes meaning that people engaged and
responded to the content favorably
comments is to see how people you know
comment about the product being featured
and then of course their shares are
people so passionate or entertained by
the content that they want to share it
with their circle as well then there’s
behavioral which is you know usually
with a lot of brands want which is how
you shift the behavior of an audience to
purchase your product and and that’s
where a lot of times our o I goes or
return on investment it’s a little bit
more challenging to track how you go
from social media content to making a
shopping cart fill but is to do that as
well so those are the specific ones or
the most often ones that I advise brands
to track and so those are the tracking
outcomes and but from the standpoint of
what a company should be looking for in
terms of activity to achieve that are
there is there a something that you
recommend with regards to post comments
those kinds of things that how often an
influencer is doing what well the one
thing I always tell brands and it’s
interesting because a lot of times
management and brands have experience
with traditional media and they like to
be very involved they like to be very
involved with how their brand is
communicated they want to be you know
they often create their own ads one
thing about working with influencers is
the reason you work with an influencer
is you want to reach their audience and
influencers know their audience best so
the recommendation I often make the
brands is once you identify an
influencer that you think is a good fit
for your brand
let the influencer or use their creative
sensibility to create the content they
want less input is better let the the
influencer knows best what their
audience wants to see and hear and then
the other thing is is you know you know
brands would love when the work with an
influencer says oh well can I get an
extra Facebook poster I get an X tweet
or something like that but I also advise
brands that when you ask for less you
get more from from influencers
influencers take pride in what they do
and they want to deliver on a campaign
so you know ask for less and you will
get more right right well that makes all
it makes a lot of sense just common
sense but that whole idea of a brand
losing control it was part of the way
that you know brands have felt the
success strategy was to completely
roll the messaging and the creativity or
the the the graphic identity of the
brand and yet by letting go and allowing
these influencers to use their
creativity what are you seeing is the
the natural evolution that’s occurring
well I think it’s taken time and is this
space this influencer space matures
you’re finding brands getting more
comfortable handing over creative
license to influencers and I think as a
result you’re finding influencers that
are creating content that perform better
you know there are X that are executing
on the KPI is established because brands
are providing influencers with
directional talking points or key points
that they’d like them to incorporate in
their own tone and voice and those are
the ones that perform that right and yet
you know we I’ve had the opportunity of
being a co-founder as well with a brand
that I know you’ve had a little bit of
exposure to and that’s the Alec sent a
custom nail color brand being also with
this particular strategy and one of the
things we found difficult as we began
our just our soft launch is it’s one
thing to have influencers and say oh
yeah we’re going to really do that and
then they don’t so are there some ways
that you recommend in terms of they they
come they say they want to do it but
then then they are not there that’s not
happening organically how do you
motivate and keep people or influencers
engaged and continuing to follow up I
think you know that’s one of the
advantages of working with a company
like itse where we work closely with
influencers is that we ensure that
influencers deliver on what they
promised they’re going to do of course
you know you’re working with creatives
and the other thing you find with
influencers is they’re generally
nocturnal they’re they’re working when
most people are sleeping no it does help
when an influencer works with a company
like it see that could have managed the
campaign and make sure that you’re
hitting
not only hitting deadlines but also
making sure that the content created
incorporates the talking points or
incorporates the benefits of the product
okay so that’s actually part of one of
the services that you guys do is help to
manage the campaigns with the
influencers for the brands okay great
great
and so where do you see social
influencer marketing going in the future
I mean it’s been such an amazing
evolution over the last decade
what do you see lies ahead like I said I
think that that brands are getting
smarter influencers are really starting
to see themselves as as business owners
as entrepreneurs as brands and I think
that you know like you said you know
there might be a concern for brands that
that the influencer delivers on what
they agree to do is is it’s the it’s the
smart influencers that are business
savvy that will will succeed and the
ones that brands continue to work with I
also think that as I mentioned as we
talk about key performance indicators or
KPIs that it’s going to become
increasingly more important to ensure
that these campaigns are performing
whatever those KPIs are whether you’re
measuring it from comments likes shares
or you know the the shopping cart being
so that they will people will be a lot
more intelligent about how they spend
their their advertising dollars right
all right well this has really been
fascinating I could look could continue
for another two hours I’m sure at least
with a bunch more questions but we’ve
run out of time Thank You Cory for
taking the time to share with us any
parting comments as we close out our
show today no I just think that I wanted
you know one of course thank you and
your audience for listening the beauty
community really is an incredible space
of a lot of passionate people a lot of
creative people and I just always
encourage people to follow their dreams
take chances and find people that will
help you
on the way yes absolutely it does take
it takes a village is someone we
famously know said so thank you thanks
for being with us today that will do it
for us join us next week for a return
guest Kelly Kovac of Beauty matters will
bring us up to date on mergers and
acquisitions of the industry at exciting
new emerging brands I’m patty Schmucker
thank you for listening to radio a and B
where we think pretty is pretty
important in all things in beauty
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