Leveraging Journalists As Influencers To Create Genuine Product Reviews 

The meaning of influencers has expanded significantly in the last few years. The term influencers now include truly influential voices on social media beyond creators and Insta celebrities. 

These influential voices can also be journalists and editors who have a hold on the audience’s attention. 

Squigs Beauty, the emerging beauty brand that started with just two products- hair oil and face serum made a significant place in the beauty industry by partnering with beauty editors and journalists on social media to get the word out about their products. 

In 2023, the brand was even selected for the Bridge Mentorship Program by True Beauty Ventures, a program providing financial support to innovative entrepreneurs in the beauty industry. In just 11 months, Squigs Beauty experienced significant growth with their influencer marketing strategy. 

By seeding journalists and editors, Squigs Beauty was able to get ahead of the curve and establish itself as a top beauty brand in the DTC (direct-to-consumer) space. The journalists and editors helped the brand become more visible on social media while reaching the target audience effectively.

Glossier, another beauty brand, used a similar strategy by partnering with beauty editors and influencers. They sent customized care packages with handwritten notes and samples of their products to the influencers so they could share their experiences on social media, initiating exciting conversations about the brand. They used the influencer seeding strategy by partnering with trusted voices like editors and journalists who have loyal followers and are trusted across social media. 

Articles or videos produced by journalist influencers featuring the brand’s products or services can expand their reach and help them establish themselves as thought leaders in their respective industries. Brands can enlist journalist influencers to broaden their reach and offer unique perspectives and insights to their followers. Inviting them to attend influencer events like product launches or exclusive premiers can create buzz and boost conversions. 

To know more about successful influencer marketing strategies, read our Q1 influencer marketing report. Discover trending influencer marketing strategies and how to build a strong social media presence for your brand.