The Influence of Influencer Marketing in the Beauty Industry

Strategies, Impact and Future Trends

Abstract

Influencer marketing has gained relevance as an advertising strategy in the digital age. Emerging on platforms such as blogs and evolving into social networks such as Instagram, its value lies in the authenticity and recommending power of influencers.
Different authors have postulated that influencers are perceived as opinion leaders, generating a significant impact on the purchasing decisions of their followers (Garg & Bakshi, 2024). Underlining the importance of parasocial interaction and perceived credibility. They also point out that the influencer's popularity and perceived uniqueness of the brand are crucial to the success of advertising campaigns (De Veirman, Cauberghe & Hudders, 2017).
As for the results, the research shows that micro-influencers generate greater engagement than macro-influencers, thanks to the closer connection with their audience. The use of personal and emotional narratives in advertising content significantly increases engagement and impact on purchase intentions. However, the perception of authenticity and transparency remains a challenge.

The main findings of the study include that reels generate more dynamism and interaction than posts; personal stories and emotions increase interaction and impact; And authenticity is crucial to the trust and effectiveness of campaigns. Original and authentic content generates more interactions. The effectiveness of influencers depends on their proper selection, the authenticity of the content, and the transparency of collaborations. Although their direct impact on sales is limited, they are effective in increasing visibility and engagement for beauty brands on Instagram.