It is no secret that digital media has given the consumer ALL the power and marketers have been left with no choice but to take part in the global conversations about their brands and consumer needs. Consumers can now instantly voice their opinions and directly interact with brands and fellow stakeholders at the click of a button or in this case a tweet. While studying Strategic Communications at university, lecturers would tell us that we are going to be qualified for jobs in departments that are yet to be created in companies and some of what we were leaning would be obsolete by the time we enter the job market. That is the speed at which digital media is evolving.
Digital media has also empowered the fast growing ‘influencer’. An influencer is an individual who has found fame in online spaces and has amassed huge audiences.* These would typically be YouTube stars, Instagram models and Facebook entrepreneurs who have almost cult followings offering entertaining, functional content with cross-over appeal. Brands are starting to realise that influencers are now a big deal and have the potential to overtake celebrity endorsed marketing. Forward thinking Cosmopolitan magazine serves as proof of this as it recently had 3 local influencers each with large following grace it’s March 2018 cover: Sbahle Mpisane, a lifestyle & fashion blogger- Aisha Baker and fashionista- Kefilwe Mabote. This was a risk from the traditionally accepted mainstream celebrity “it girl” cover star.
The strength of influencer marketing lies in the recommendations of word-of-mouth. Influencer marketing has a far better chance to reach it’s intended target market because influencers are seen engaging with the brand/product on a daily basis on their social media platforms as opposed to ads that are filtered by ad blockers, hence more ad spend will be channelled into influencer marketing going into the future.*
Beauty is a very important and personal part of our lives making the beauty industry one of the strongest industry in the world. Even through times of global recession, the beauty industry tends to stay unaffected. One of the most popular type of influencer is the beauty influencer, in this case the beauty vlogger (video blogger).
I started watching make-up tutorials in 2015 when I was bored of my daily look and the Kim Kardashian contouring technique had just exploded and later came baking and strobing amongst other techniques. The only thing I knew to do right was my brows and foundation, the rest I was curiously clueless. I discovered the gem that is YouTube and found just the right tutorials I needed from vloggers like Jackie Aina, Shirley B Eniang, Patricia Bright, LizLizLive, MakeUp Shayla, Its My Raye Raye, Dimma Umeh, etc… I binge watched each channel and got my face beat on FLEEK! After some time my make-up had drastically improved, the compliments were proof of it and I cut down on make-up tutorials though I kept wondering ‘where are all the South African beauty Youtubers?’ With some patient and consistent searching I eventually found a few.
It is so refreshing to be able to completely relate with a vlogger and the things they talk about. I can buy the exact same products they use, recommend and review from local shops. These vloggers also vlog about their personal experiences with us from travels, school, work, relationships, careers, etc… . We share a lot of similar experiences in the same socio-economical and political contexts.
Vlogging is a real job that requires 200% input. A lot of people have the perception that vloggers and bloggers alike have it easy, all you do is wear nice clothes, do pretty make then take pictures or record it all. And if you’re lucky brands will send you boxes of glam goodies. As a Marketing Communications graduate and blogger I will confidently tell you that is not the case. What you don’t see is the filming, editing, location hunting, content brain storming, research, brand strategy, social media planning, collaborations, scheduling, buying of equipment, clothes and make-up. It all requires dedication and money spent.
In the spirit of #blackgirlmagic I’ve compiled a list of local beauty vloggers you need to subscribe to today. The term beauty encompasses: make-up, skin care, health, fitness, hair, wigs in the form of tutorials, hauls and reviews. I commend these ladies for the hard work and non-stop effort they put into their craft. They juggle work, school, life and still manage to produce top quality content of international standard.
(#Please note: These are all content creators who are currently living in South Africa.)
1. Vuyo Morgan
2. Tondie Phophi
3. Snikiwe Mhlongo
4. Vongai Mapho
5. Theriso Mobu
6. Siphokazi William
7. Cynthia Gwebu
9. Naledi Mallela
10. Minky Mothabela
11. Lisa Mahlaba
12. Miriam Maulana
13. Yolenda Pilane-Jawe
14. Kopano Mocwane
15. Nosipho Xolo
16. Thandi Gama
17. Nosipho Mhlanga
18. Mihlali Ndamase
19. Nicole Khumalo
21. Laurina Machite
I’m very sure these are just a handful of amazing local beauty vloggers you’ll find on YouTube, there are so many more I am yet to discover so let’s discover them together. Tag some of your favourite YouTubers who create content of any nature/topic in the comment section below. Sharing is caring.
Thank you for visiting.
*Source: The rise of the brand influencer