5 Indie Brands Using Influencer Marketing
For indie brands and startups especially, marketing can be tricky. From similar products and mission statements, to the pitfalls of niche-marketing, it can be hard to differentiate one’s self. With influencer marketing dominating the social marketing scene, however, the task is getting easier. Below find five indie brands employing influencer techniques to make their mark.
Scentbird is an NYC based company that offers patrons a monthly subscription to their favorite brand name scents. With over 250k subscribers and 149k followers on Insta, the model has proven fun and effective. On the influencer side of things, the brand partners with content creators big and small, as well as covering both men and women in their sponsorship.
SkinKick is an all-natural skincare brand developed without the harsher blemish fighting ingredients sometimes found in its competitors. While the brand’s online marketing follows the models of its predecessors (before/after shots, doctor testimonials, etc.), their social presence speaks to a clear understanding of the evolving industry. With 12.6k followers on Insta and a well populated range of hashtags, SkinKick is a step above its infomercial-era counterparts.
The Truth Beauty Company
Canada-based Truth Beauty Company is an online stop for all things natural and indie beauty. From skincare to lifestyle products, the “clean beauty” company hosts dozens of local and aesthetically on-point products. Like similar lifestyle hubs, Truth Beauty Co has carved a niche from their social content, employing hashtags like “truthbeautylife” amongst their influencers to great effect.
Nügg is best known for their millennial-marketed face masks and lip balms. Fans of the brand flock to it for their convenient single-use sizing and cruelty free formulas. The women-founded brand has 68.9k followers on Insta. Aside from the standard hashtags and influencer-gifting, Nügg also uses a special hashtag to prompt users to share themselves using the products for a chance to be featured on their page.
Australian made Pump Haircare touts organic ingredients and a sulphate-free formula. Created after the founder was diagnosed with endometriosis, the brand joins a growing trend of natural and often customizable haircare startups. In the case of Pump, the 72.1k follower-strong brand has cornered the curly haircare niche to differentiate itself. Using #curlygirlfriendly, Pump’s content collaborators showcase the oft-neglected hair type.