Beauty Influencer Crisis leaves brand seeking micro-influencers to work with

If you’re a small beauty influencer with a few thousand to 500 thousand followers, Makeup Geek wants to pay you to review their products.

By now you may have heard of the beauty influencer drama, where the top beauty influencers (with millions of followers) were “exposed” for charging what seems like extremely high prices for their product reviews.

It began when Makeup Geek founder and beauty influencer/YouTube star Marlena Stell published a video last Monday explaining that her company and other “multibillion dollar companies” could not afford to work with these big name beauty influencers because of the high prices they charged. It ended with her asking micro-influencers to link their profiles in the comment so her company could check them out and maybe work with them. But in the middle, despite her attempts at remaining “neutral,” there was quite a bit of judgement surrounding the greed and low-class work some of those beauty influencers were encouraging with their high price demands.

Top beauty influencers charge up to $60 thousand for a single video reviewing a product and 85$ thousand to trash a competitor’s product, according to multiple claims by beauty influencers and brand owners (including Marlena Stell’s video and videos made in response to hers). But many brands unable to afford these prices have been left wondering how to utilize influencer marketing.

This prompted Stell to make a video explaining her company’s situation and seeking smaller influencers who want to review products for a smaller price tag.

“I’d love to pay influencers but what they’re charging for and the return the company is getting , we’re actually losing money…” Stell said, adding “companies need to support the smaller influencers, who can give more genuine product reviews.”

What this means for you

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Micro-influencer marketing has been gaining traction on social media recently because these smaller influencers typically have a very focused niche, such as organic skincare. And their followers are more likely to trust their opinion on that specific product or topic.

Plus, micro-influencers often charge $1000 to $2000 dollars per 100,000 followers, per post, according to a report in Digiday last year. This can result in a higher return on investment in the long run.

BUT If you’re thinking of working with a brand as a micro-influencer, just be sure you are charging your worth. Another YouTube tell all by hair influencer Breeny Lee released 4 months ago explained that many smaller influencers are accepting extremely low pay for product reviews, or are even working for free. Lee emphasized that this isn’t fair to the influencers who spend hours working on a post for only 100 dollars, or less. But worse, it is ruining the market for all influencers.

The moral of this story: know your worth, and don’t over or under charge for your product reviews.

Stay ~Influential~

Thanks for reading and see ya next week~