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Digital influencers have never been more popular with audiences, and the crowds expected at Beautycon LA 2016—the annual convention of the world’s biggest beauty bloggers, beauty-focused YouTubers, makeup/beauty brands, and thousands of fans—reflect this trend. The 4th running of Beautycon LA is expected to draw more than 15,000 attendees (compared to 3,000 who attended the first festival) to the Los Angeles Convention Center, a new venue for the event capable of accommodating larger crowds and more brand booths/activations.
Unlike other trade shows, the majority of Beautycon attendees are teenage girls who gather to meet with their favorite beauty influencers, watch panel discussions and tutorials, listen to live musical performances, and stock up on free products. Aside from the massive audiences who attend the convention (and millions more who experience the event through social media), the amalgam of beauty, fashion, culture, and music offers a unique opportunity for brands to connect with beauty lovers and increase exposure to Beautycon’s large, highly engaged audiences.
Moj Mahdara, CEO & Founder of Beautycon, is a firm believer in social media influencers and influencer-produced content. In a recent interview with Fast Company, Mahdara expressed her appreciation for the non-traditional, unique digital content that influencers produce. She intended BeautyCon to be an offline meetup of an online community, and so it is; while traditional celebrities like Tyra Banks and Ashley Tisdale will be present, the stars of the event will be the 230 digital influencers in attendance (Fast Company).
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Because the conference would have hardly existed without the emergence of social media platforms like YouTube, Instagram, and Snapchat, Beautycon deeply integrates social media into the fabric of the event. In 2016, Beautycon plans to create global Snapchat Live Stories in collaboration with Garnier, as well as partner with social media influencers to broadcast the event via Facebook Live and release short feature videos on Instagram.
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Some of the top beauty influencers making an appearance at Beautycon LA 2016 include:
A recent study revealed that marketing professionals in both beauty and fashion industries acknowledge influencer marketing as a crucial advertising strategy. In lieu of this insight, budgets for influencer marketing are expected to rise 59% by the end of 2016 (Fashion and Beauty Monitor). It comes as no surprise, then, that over 85 brands are slated to participate—either through brand activations, booths, or influencer marketing campaigns—at Beautycon LA 2016.
For brand marketers, Beautycon 2016 presents an exceptional advertising and marketing opportunity. Participating at the event will grant marketers access to a niche target audience in the industry and a chance to spread brand/product awareness to thousands. Furthermore, Beautycon is a great occasion for marketing professionals to meet with beauty influencers and build valuable relationships.
Some of the major brands making an appearance at Beautycon LA 2016 include: