Can You Find 20 Beauty Micro-Influencers in 2 Minutes?

Two days ago, my team and I decided to do a little experiment to record the time taken to find 20 beauty micro-influencers from 3 countries: Taiwan, Russia and Singapore.

The trick was not to use Popular Chips’s Influencer Search Engine where you can select your parameters, see all the results in one second and then sort by engagement rate, % audience growth, % of local followers, fake followers or any of the other metrics which you, as a Marketing Manager, are most concerned with when looking to scale up your brand.

So yes, we could have done this in less than 2 minutes via Popular Chips, but we still wanted to see how long it would take using conventional methods.

To be more specific, the challenge consisted of selecting influencers with fewer than 20k followers, who were likely to be suitable candidates as ambassadors or partners for beauty brands. As for why we had chosen Taiwan and Singapore, it was due to the fact that these two are very small countries and the pool of beauty-related influencers available is much lower than, for example, the USA or Brazil. Last but not least, we chose Russia to see to which degree the language barrier would have affected the search.

Keep reading to see what I gathered during the search.

Singapore: 20 Beauty Micro-Influencers

Challenge

  • Fewer than 20k

Advantages

  • Familiar market
One of the 20 Singaporean beauty influencers I found. See @Andathesea_‘s stats.

My Findings

Time Taken

40 minutes

Key Issues

  1. Results obtained through Google were sparse.
  2. Had to give more flexibility to the definition of micro-influencers as the range of followers can differ by a few thousand.
  3. Had to go through mega-influencers to find the smaller ones through their campaigns. Brands also tend to work with mega-influencers more than micro-influencers, so there was limited information when searching.
  4. Tabulating information is time-consuming.

Taiwan: 20 Beauty Micro-Influencers

Challenge

  • Fewer than 20k

Advantages

  • Slightly less but still familiar market
One of the 20 Taiwanese beauty influencers I found. See@Minhan_Makeupartist ‘s stats.

My Findings

Time Taken

Approximately 50 minutes.

Key Issues

  1. Language hurdle for many as they used Traditional Chinese (disclaimer: one member of the team can read Traditional Chinese, so this did not prove to be a barrier.)
  2. Results obtained through Google were sparse.
  3. Mega-influencers with above 500k followers or celebrities are well-known overseas, hard to find micro-influencers with no background in their market at all.
  4. Had to go through mega-influencers to find the smaller ones through their campaigns.
  5. Tabulating information is time-consuming.

Russia: 20 Beauty Micro-Influencers

Challenges:

  • Fewer than 70k
  • Language barrier
  • Unfamiliar market
One of the 20 Russian beauty influencers I found. See @EmilyWolfBeauty‘s stats.

My Findings

Time Taken

Approximately 1 hour 25 minutes.

Key Issues

  1. Language hurdle for many as they used Russian. Hard to even start off when you have no knowledge of who the local influencers are!
  2. Results obtained through Google were sparse.
  3. Mega-influencers with above 500k followers or celebrities are well-known overseas, while it is hard to find micro-influencers with no background in their market at all.
  4. Had to go through mega-influencers to find the smaller ones through their campaigns.
  5. Russian influencers hardly hashtag brand campaigns.
  6. Tabulating information is time-consuming.
  7. SUPER HARD to find micro-influencers because of the population!

CONCLUSION

This simple task of finding 20 micro-influencers with fewer than 20k followers each took us nearly 3 hours to complete. Bear in mind that these influencers only satisfied 2 criteria: having <20k followers and being beauty-related. We did not evaluate other important criteria for being a good brand ambassador, such as a high engagement rate and high audience growth. It was also not possible for us to find out the percentage of inactive/fake followers the influencers had, or what percentage of their followers were local.

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