What do you envisage when you see the word ‘influencer’? The term may carry some negative connotations due to modern perceptions of influence, as it’s often assumed that a person needs a huge number of social media followers and an expensive, aspirational lifestyle to warrant receiving the title.

Abi Markey

Nail artist & content creator, Abi Markey of @naileditbeauty, says that society needs to change its thinking about this. “I don’t like the word ‘influencer’, as I believe the role involves inspiring and striking a chord with others via your personality, beliefs and work. In terms of nails, this means talking about all aspects of the industry, including relatable lows such as designs that don’t go to plan. Small social media accounts can be influencers if the person behind them, their work and niche are liked,” she shares.

Sadie JordanFellow nail artist & content creator, Sadie Jordan of @sadiejnails, agrees. “I have a fairly small following online, so I tend to refer to myself as a content creator, rather than an influencer. However, I think this is because of my imposter syndrome,” she comments. “I would say a person becomes an influencer when they are recognised in their sector as a figure with a substantial social media following that trusts them, the ability to inspire others and notable industry experience or skills.”

With influencer marketing forecast to be valued at $22.2 billion by 2025, according to Statista, it’s interesting to consider the role of influencers in society. But where does this job fit within the nail industry and what does it take to adopt the role? Let’s explore…

So you think you can be a nail influencer?

Belinda Price

“Being a nail influencer means casting the industry in a positive light and inspiring others,” reveals Belinda Price, OPI education manager. “This could involve educating consumers on products, sharing nail art styles they could request or explaining what to look for in a salon. An influencer could also provide nail technicians with knowledge of seasonal shades, trends or education, and they share their knowledge while marketing themselves and growing their following, further increasing their influence.”

“A nail influencer inspires their audience to create new designs or make product purchases that they wouldn’t ordinarily make,” adds Sadie Jordan. “They build an online community of people who support their work and opinions, and who benefit from learning how to use new techniques or products and seeing how products perform before investing.”

Amy MenziesOPI Nail Boss, Amy Menzies of @amymenziesmanicurist, places an emphasis on followers buying into a nail pro’s passion and creativity. “A great nail influencer shares their personality and provides their audience with exciting, current content and a regular presence,” she shares. “They keep their audience engaged and wanting more, and in turn build they trust: whether with content on new products. They always engage with followers in a positive manner, as a relatable figure behind the social media account.”

The pros and cons

Zoya Mac

Benefits

“As a nail influencer, you may be offered the opportunity to use products that haven’t yet launched to the professional community and feature in brand communications, campaigns and magazines. You can also work around your family life,” reveals Zoya Mac (@zoya_mac), a content creator & social media strategist for nail brands.

Monika BannatyneCNDTM ambassador, Monika Bannatyne of @monmayernails, adds: “By providing inspirational content, you can help others to adopt techniques and ideas, which strengthens the nail industry. In doing so, you promote your business to a wide audience.”

“Being an influencer means you can work with amazing brands and people,” says Abi Markey. “Connecting with others who are like-minded and share your passion is important, as it can be lonely creating content, so embrace networking opportunities and events.”

Hannah Clayton

Challenges

“One of the negative aspects of being a social media influencer is the pressure to think of ideas, post regularly and perform well,” reveals CNDTM ambassador, Hannah Clayton of @studiobyhannahbeth. “I’m lucky that my Sweet Squared family embraces who I am, allowing me to create content my way. It’s vital to enjoy the journey and focus on staying true to who you are, by finding your niche and attracting followers who appreciate it.”

Zoya Mac adds: “Other disadvantages include an unstable income, the expense of buying props/equipment and the pressure to keep nails, hands and feet pristine for content.”

Getting noticed

“Support a brand and they will hopefully support you back, as loyalty works both ways,” advises Hannah Clayton. “Whenever you use products, ensure you tag the brand. Brands look for genuine love for their products, support and social media shout-outs.”

However, there are brand politics to be aware of, notes Sadie Jordan. “Avoid using many different brands in one post, if you’re hoping to be recognised by one in particular. Use that target brand consistently and only tag it in posts, as it could be off-putting if you promote its direct competitors,” she explains. She tells Scratch that most often, brands are searching for high-quality content that showcases their products in the best light, and if you have a small following, it can be beneficial to contact brands directly with examples of your work. “What is also beneficial is if your audience isn’t familiar with a brand, as working with you will allow the company to expand their customer outreach,” she adds.

Read our March issue here for nail brands’ insight into the influencer marketing process.

By Editor