The proliferation of platforms and formats like short-videos have changed the influencer marketing game for marketers, brands and creators. In this fast-evolving space, keep up with the big trends and hot topics that matter in Storyboard18’s Weekly Shorts in collaboration with affable.ai, an end-to-end AI-powered influencer marketing platform. Track how creators, communities and brands are engaging with users and disrupting marketing to get a sharp and fast insight into present and future trends.
Influencer marketing in the men’s grooming industry is all about partnering with people who know the ins and outs of the market – social media content creators. These individuals have mastered the art of personal care and grooming, sharing content like grooming hacks, product reviews, personal care routines and more. Social media influencers know how to captivate and influence the audience into buying products.
But let’s not forget that choosing the right influencers is key to a compelling campaign. The choice of influencers depends on your target audience, objectives, and overall brand image. Working with influencers who align with the brand’s values and have an engaged following can greatly enhance the reach and impact of your men’s grooming campaigns.
To allow that to happen, search for influencers with a significant following who have built an image in the men’s grooming space. They can be male beauty experts, dermatologists, or content creators with relevant knowledge and experience.
Influencers in categories like men’s fashion and lifestyle, fitness and wellness, beauty, social media comedy, and lifestyle can also be good options to explore. For building authentic partnerships, you can lean towards micro-influencers with 1k to 10k followers. These small-scale influencers have a small yet highly engaged audience. Partnering with such creators can lead to more genuine and credible endorsements, resonating with the audience.
However, selecting the right influencers is only 50 percent of the campaign; the next 50 percent is to strategize the campaign well. Let’s explore how you can promote your men’s grooming business through influencer collaborations.
Seven ways to strategise and execute influencer campaigns
1. Create engaging content
An effective way to develop interesting, original material that promotes your products in a credible, personable way is to have your influencers share personal stories and informative content. It could be personal experiences, grooming tips, product reviews or tutorials. This way, the material would be educational and engaging, drawing in readers and prompting them to act.
Example: Stryx
Founded in 2018, Stryx, a New York-based brand offering men’s skincare and cosmetics products, introduced a hashtag challenge on TikTok, inviting users to experience their product using a distinctive branded hashtag.
They started the #DadsCanToo campaign to showcase the capabilities of Stryx’s men’s product range. The strategy involved collaborating with influencers demonstrating the transformation achieved with Stryx products through a before-and-after approach.
With the help of TikTok influencers, Stryx created the #DadsCanToo campaign to attract a large audience and generate interest in their men’s product.
2. Storytelling and narratives around the brand’s actual USP
Learn to weave tales that strike an emotional chord with your target audience while highlighting the brand’s USP. Weave the specific narratives into the influencer’s content, demonstrating how your products contribute to the overall grooming experience and positively impact their lives.
Example: Gillette
Gillette, established in 1901, reached over 7 million impressions and 80k engagements on Fathers’ Day in 2017. Gillette partnered with influencers who already use the brand’s product and have a relevant audience to discuss their relationship with their fathers. The #GoAskDad campaign aimed at creating an emotional experience for the viewers while highlighting the right ways to use the product. Many Gen Zers and millennials were compelled to subscribe to Gillette’s newly launched subscription service.
3. User-generated content as Instagram ads
User-generated content is a win-win situation because it not only creates a buzz and gets people excited, but it also acts as social proof for your products. Seeing real people loving and using your stuff is incredibly powerful for potential customers.
You can even promote UGC as ads to increase engagement and brand awareness. Start by contacting influencers and their followers, asking them to share their experiences using your products. Run contests or campaigns that inspire users to post photos or videos showing off their grooming routines or using your own unique branded hashtags.
Example: Hawthorne
Since its founding in 2016, Hawthorne has been experimenting with various social media strategies. One significant discovery made by the brand is that user-generated content (UGC) works exceptionally well as Instagram ads. Hawthorne has fostered strong relationships with around 60 customers who willingly share their experiences and talk about the brand on social platforms in exchange for complimentary products. Due to the approach, their Instagram following skyrocketed by 200% in 2019, reaching approximately 38,000 individuals.
4. Exclusive offers and discounts
One of the coolest ideas to boost your sales and create buzz around your brand is teaming up with influencers and giving their followers exclusive discounts or promo codes. This way, you’ll incentivize their audience to try your products while creating a sense of urgency to purchase.
You can also get creative with your promotions by introducing exclusive offers tied to special days like Father’s Day, Earth Day, National Self-Care Day, and many more. These occasions provide fantastic opportunities to tailor your discounts or deals to specific themes and capture the attention of your target audience.
Example: Scotch Porter
Scotch Porter, a men’s grooming brand based in New Jersey, made an exciting post in honor of National Black Barber Shop Day on May 2, 2023. They showed their appreciation for black barbers’ profound impact on their community throughout history. Scotch Porter offered a fantastic deal to celebrate National Black Barber Shop Day.
They didn’t stop there! Scotch Porter also showed their commitment to the environment on Earth Day by offering a 30 percent discount while encouraging their customers to find ways to increase environmental wellness.
5. Cross-platform promotion
To take your influencer campaigns to the next level, stop limiting yourself to just one platform—reach as many people as possible by collaborating with influencers with a strong presence on platforms like Instagram, YouTube, TikTok, or even relevant blogs.
Leverage multiple social media platforms by encouraging cross-promotion. Share the influencer content on your brand’s social media channels and website. The key is to be present where your target audience is and to make your brand visible across various platforms.
Example: War paint for men
In April 2023, the brand collaborated with Scott McGlynn, the creator of celebrity skin talk and skincare tipper. Together, they ran a series that delved deep into men’s most common skin worries. From tips and tricks to finding the perfect combination of skincare and makeup, War Paint For Men left no stone unturned.
They took to all four major social media platforms to share this valuable content with their target audience. Starting with a teaser reel on Instagram, they captured the audience’s attention and directed them to the full-length video, allowing everyone to dive into the insightful discussions. But they didn’t stop at videos alone—War Paint For Men also created accompanying blog posts to explore further the topics covered in the videos.
6. Paid influencer model
In the paid influencer model, influencers are paid a fee or receive other perks in exchange for creating content and endorsing the brand. Those perks could include free goodies, exclusive access, or cash. It’s a way to tap into the influencer’s reach and credibility while allowing influencers to monetize their influence.
You can introduce a contract that lays out all the important details, outlining the scope of work, what needs to be delivered, payment terms, and any specific rules or guidelines for the content. The compensation for influencers can vary based on factors like their audience size, engagement rate, industry expertise, and the complexity of the campaign.
Example: Manscaped
The USA-based Manscaped, founded in 2016, is a prominent name in the men’s grooming sphere, investing millions of dollars annually in influencer partnerships. Tyler Wentworth, the director of social media at Manscaped, knows the power of influencer marketing firsthand.
In an interview with Glossy, he said Manscaped had built an impressive influencer network of over 1,800 individuals, and roughly half of these influencers are paid for their collaborations with Manscaped. The brand knows how to maximize returns on their investment. They create multiple content assets from the same influencer content, dishing out authentic content to audiences in every post.
7. Use your employees (even CEO) as influencers
Many brands discussed above have taken a unique approach by using their employees as influencers. Companies like War Paint for Men, Scotch Porter, and Stryx have their CEOs stepping up and sharing videos on social media platforms. They talk about their products, emphasize the importance of men’s grooming, and highlight their products’ amazing benefits.
With their in-depth understanding of the brand’s products or services, these employee influencers can effectively communicate all the fantastic features, benefits, and even share useful tips on how to use the products. It’s a personal touch that adds authenticity, builds stronger connections with the audience, and sparks meaningful conversations.
This week’s Weekly Shorts is written by the editorial team of affable.ai.