Social media stars have now firmly established their influences over consumers, but just how much can they increase sales? New data has come forth revealing that same day spikes in sales are common when it comes to influencer endorsements.
Deloitte recently reported that social media influences the purchases of 47 per cent of millennials, in comparison to 19 per cent for all other age groups. But more interestingly – sales spikes are common – shoppers are 29 per cent more likely to make a purchase the same day when using social media to help shop before or during a trip to the store.
More specifically, WWD reports that Arielle Charnas of Something Navy dramatically increased the sales of Peter Thomas Roth Rose Stem Cell Bio-Repair Gel Mask when it appeared on her Snapchat story. “Then the frenzy happened: Within 24 hours after her story went live, the post was responsible for the sale of 502 masks, or $US17,565 worth of product. Do the math: that’s equal to $US123,000 in sales in a week, $US527,000 in a month or almost $US6.4 million in a year,” the website explains. Charnas has proven similar success before with Yves Saint Laurent Mascara Volume Effet Faux Cils Shocking, which saw the sale of 422 units in just 24 hours or $US13,500 in sales.
Charnas is not the only influencer to produce proven results for major beauty brands, it’s the reason behind a burgeoning world of collaborative business between bloggers and beauty giants. Closer to home there’s nary a major social media sensation without an alliance to a beauty brand or two. As WWD summarises: “Welcome to the new influencers: digital natives who post, snap and tweet to their hundreds of thousands or even millions of followers – who then rush out and buy the products they recommend.”
