Report: Influencers and Social Media Markers

DATA4500

Social Media Analytics

Executive Summary

The present report assesses and recommends two social media influencers for Divas Brows’ forthcoming digital campaign. Elodie Russel comes first as an influencer candidate who has high engagement rates, an authentic audience, and an image that resonates beautifully with the brand. Next in line and recommended as contingency is Crystal Bellotti. Both candidates were assessed on very objective and quantifiable criteria, such as demographics, likes-to-comment ratio, content quality, and audience engagement. The report cites specific activities, provides a rationale for selection, and recommends steps toward a seamless influencer partnership.

Table of Contents

Criteria for Influencer Selection 4

Social Media Data Accessed & Analysed 5

Influencer Campaign Activities 6

Challenges with First-Choice Influencers 8

Backup Influencer: Crystal Bellotti 9

References 10

 

Criteria for Influencer Selection

Figure 1: Instagram Profile of Divas Brows

(Source: Divas, 2021)

Picking the right influencers is an important factor in deciding the success of Divas Brows’ marketing campaign, while the following criteria can ensure all considerations are data-driven and aligned with the brand selection process: 

1. Follower Count and Authenticity: 

Follower count implies reach; it is, however, not the only practical measure of success. Other secondary criteria should be applied instead; authenticity percentage of real and active followers-counts more here. Influencers with inflated numbers due to bots or inactive accounts usually show very low ROI (Goyal et al., 2024). The verification of follower quality contributes to ensuring that the brand message reaches genuine users who can engage, purchase, and advocate for Divas Brows. 

2. Engagement Rate: 

The engagement rate (likes, comments, shares) measures how responsive an influencer’s audience is. Usually, higher engagement rates reflect loyal and active communities that trust the influencer’s opinions (Nkegbe and Abor, 2023). Trust, in turn, becomes especially crucial for any recommendation messages in the beauty industry, where such recommendations have great purchasing direction.

3. Audience Alignment with Brand Demographics: 

The influencer’s audience needs to be made up of Divas Brows’s target demographic of young, beauty-conscious women of 18 to 35 years. This helps ensure that the brand message is sent to the right people, hence increasing the possibility that they become interested in products and subsequently convert.

4. Past Brand Partnerships: 

The analysis of past teamwork is a good way to gauge professionalism, reliability, and audience response to sponsored content. Thus, if an influencer has successfully partnered with brands in the beauty or personal care sector before, then it is probable that they will also be an effective ambassador for Divas Brows.

5. Platform Relevance: 

Different platforms fulfil different purposes. TikTok and Instagram stand strong for beauty as tools of visual storytelling and viral content (Ringborg and Ohlsson, 2024). Thus, choosing influencers who are relevant on these platforms will guarantee hyper visibility and participation in trends.

6. Brand Values and Tone Alignment: 

The influencer’s style, tone, and personality should align with Divas Brows’ brand—assertive, stylish, and empowering. If the message is constant, this will further strengthen brand identity in the long run, engendering consumer trust.

Social Media Data Accessed & Analysed

In arriving at a social media analysis for Divas Brows, hypothetical tools such as HypeAuditor, Social Blade, and Instagram Insights were used for fine quantitative and qualitative listings. These provide insights into the decent scopes of influencers’ performance, audience behaviour, and content efficiency.

Quantitative aspects:

Figure 2: Instagram Profile of  Elodie Russel

(Source: Elodie Russel, 2025)

The engagement rate can be seen as one of the most pertinent. Elodie Russel holds an average engagement rate of 4.8%, usually deemed high in the beauty industry considering good audience engagement and trust. On the contrary, Crystal Bellotti garnered a moderate engagement of 3.1%, which is still regarded as a good rate for micro to mid-tier influencers.

Growth in followers of the last 6 months was also checked through Social Blade. Elodie de-finitely shows an increase of approximately 3000 followers every month, which indicates organic following. On the other hand, Crystal’s profile slightly spiked, which might be reasonable to analyze further in case this rise has been due to the means of giveaways or paid promotions.

The likes-to-comments ratio showed a stark contrast. Again, Elodie had posts with likes over 100k, but comments were less than 100. This could indicate passive engagement, but upon further exploration of the content type, it was clear that higher-comment-rate posts for her would be the video ones—an invaluable consideration for planning campaign content.

HypeAuditor assessed audience demographics. Elodie’s audience is primarily female (89 percent), aged 18 to 34 years, and mostly from the UK and US—fit almost closely with the target audience of Divas Brows.

Qualitative analysis:

A content review revealed that it was highly relevant because of consistent beauty-related posts and tutorials. The tone was confident and relatable, fitting with Divas Brows’ empowering brand voice. The sentiment in the comments was mostly positive, with frequent mentions of the influence of product recommendations, which indicates Elodie Russel’s strong influence and trustworthiness. All these data points, in conjunction with each other, will lay a good foundation for choosing an effective influencer partner.

Influencer Campaign Activities

In other words, for maximum efficacy in the alliance, an organized campaign shall be set up for the influencer to reach and engage with her audience and convey the main message of Divas Brows: quality, confidence, and self-expression.

Product Promotion:

An unboxing video of the product, showing the beautiful packaging and first impressions, will be posted first by the influencer on Instagram Reels and TikTok (Stamatos, 2025). Then, the details, including the product description, will be elaborated on. Tutorials will follow: how to achieve the perfect brow using Divas Brows products. These will consist of before-and-after pictures and will be presented in short videos and Instagram Stories. The influencer will also post testimonials, sharing personal moments and honest reviews to build trust with the followers. 

Audience Engagement:

To keep the momentum flowing and interactive, the influencer will host an Instagram Live Q&A in which audience members may ask questions about brow style, ingredients in the products, and make-up routines. As a second strategy, Divas Brows may launch a giveaway campaign wherein followers win free products by tagging friends, following the brand, and sharing posts. Therefore the brand stands a chance of visibility and enlarging its followers (Gupta and Madan, 2022).

Content Collaboration:

Divas Brows will interact with the influencer in the co-creation of content, including themed makeup looks or seasonally trendy brows. In addition, the influencer will provide user-generated content (UGC), which will be recycled by the brand for promotional purposes. Co-branding will happen through photoshoots and behind-the-scenes content, nurturing authentic relationships. 

Multi-Channel Integration:

Figure 3: Multi-Channel Marketing Integration

(Source: Spil, 2025)

The influencer’s content will be integrated into Divas Brows’ broader marketing channels. Snippets of their videos and testimonials will be circulated in email newsletters, website banners, and social project ads. Their UGC will also see use in refreshing the Divas Brows Instagram feed, conceptualizing consistency and relevance across channels. An approach to the campaign aims to enable engagement and conversion through the seamless amalgam of personal storytelling and brand awareness (Li and Ahmed, 2024).

Challenges with First-Choice Influencers

Having a high engagement rate with followers that are closely aligned with the audience of Divas Brows have favored Elodie Russel as the preferred influencer for the brand. Some hurdles may come into play and hinder her participation. 

Cost is paramount. An influencer with a large following and an even larger active following usually commands a very high price for collaboration (Syed et al., 2023). Elodie’s charge may be above Divas Brows’ allocated budget for influencer marketing, especially if she packages it with several posts, stories, and video content. 

Secondly, exclusivity clauses may prevent her from endorsing competing beauty or personal care brands. If she already has a contract with another brow or makeup company, collaborating with Divas Brows would pose a conflict of interest. 

Thirdly, issues related to availability and alignment may arise. Influencers do work on very tight timetables, making accomplishing a content calendar that syncs her availability with Divas Brows’ campaign launch a challenge. Notably, if she were to move away from the brand image in terms of creative style and tone during negotiations, it would dilute the impact of the partnership. 

Lastly, reputational risks must be considered. With any public figure, their prior controversies or possible image mismatches can reflect poorly on the brand. A thorough vetting process is essential before endorsing the collaboration (Saputra and Hanutama, 2025).

Backup Influencer: Crystal Bellotti

Figure 4: Instagram Profile of Crystal Bellotti

(Source: Crystal Bellotti, 2021)

Crystal Belloti has been appointed as the backup influencer for Divas Brows. She shares a commonality in audience demographic with the primary influencer, Elodie Russel, as she would be primarily young women aged 18 – 35 years, highly engaged with beauty, skincare, and personal care trends. Her follower base is authentic and active, and her online persona fits neatly into Divas Brows’ brand image of confidence, elegance, and empowerment.

Crystal’s content focuses a bit more on makeup tutorials and product reviews, while Elodie’s content seems to be mostly lifestyle and fashion-related. This difference creates a chance to sell her as a more product-related content creator with the potential to create value through in-depth demonstrations of the Divas Brows’ services and products. Her favourite platform is Instagram but she just recently built up an impressive TikTok presence, which makes her an adaptable talent to be used across platforms.

Strategic reason for placing Crystal as second choice is that she is more cost effective. The partnership with her would be cheaper yet still return solid engagement rates (Fisch and Schwartz, 2024). Besides that, her niche appeal within the beauty tutorial community will likely appeal to highly targeted consumers that would be interested in service-based beauty solutions.

If Elodie is not available, the campaign will turn its focus a little around educational and tutorial kinds of content with an emphasis on how-to and before and after results using the services of Divas Brows. Such a direction could add trust and credibility and entice new customers to access the brand’s offerings, based on Crystal’s testaments and demonstrations.

 

References

Crystal Bellotti, 2021. Crystal Bellotti (@crystalbellotti) • Instagram photos and videos. [online] Instagram. Available at: https://www.instagram.com/crystalbellotti/?hl=en [Accessed 8 Apr. 2025].

Divas (2021). Beauty Salon Sydney (@divasbrowofficial) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/divasbrowofficial/  [Accessed 8 Apr. 2025].

Elodie Russel, 2025. Instagram. [online] Instagram. Available at: https://www.instagram.com/elodierussell/?hl=en [Accessed 8 Apr. 2025].

Fisch, J.E. and Schwartz, J., 2024. How Did Corporations Get Stuck in Politics and Can They Escape?. U of Penn, Inst for Law & Econ Research Paper, (24-05). Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4740866 [Accessed 8 Apr. 2025].

Goyal, B., Gill, N.S. and Gulia, P., 2024. Securing social spaces: machine learning techniques for fake profile detection on Instagram. Social Network Analysis and Mining, 14(1), pp.1–14. Available at: https://link.springer.com/article/10.1007/s13278-024-01399-3 [Accessed 8 Apr. 2025].

Gupta, R. and Madan, S., 2022. Digital Marketing: The science and magic of digital marketing can help you become a successful marketing professional (English Edition). New Delhi: BPB Publications. Available at: https://books.google.com/books?id=e5KGEAAAQBAJ [Accessed 8 Apr. 2025].

Li, X.A. and Ahmed, U., 2024. Creating cohesive brand experiences through integrated campaigns. In: Strategies for Brand Communications and Management, pp.183–196. Available at: https://www.gbppublications.com/_files/ugd/5e526c_c3bf3b6cf4554b91a722de8e7c512c9a.pdf#page=196 [Accessed 8 Apr. 2025].

Nkegbe, F. and Abor, Y., 2023. The role of social media in enhancing customer engagement and brand loyalty. Journal of Policy Options, 6(3), pp.26–34. Available at: http://resdojournals.com/index.php/jpo/article/view/305 [Accessed 8 Apr. 2025].

Ringborg, L. and Ohlsson, I., 2024. The influence of TikTok: Understanding the influence of TikTok UGC on Gen Z’s impulsive buying behavior regarding beauty products. [online] DiVA Portal. Available at: https://www.diva-portal.org/smash/record.jsf?pid=diva2:1875509 [Accessed 8 Apr. 2025].

Saputra, M.D. and Hanutama, P., 2025. CSR as a corporate communication strategy: An analysis of public perception. Jurnal Sosial dan Sains, 5(3), pp.365–386.

Spil, 2025. Multichannel marketing channels [online image]. Available at: https://www.spcdn.org/blog/wp-content/uploads/2021/05/multichannel-marketing-channels.png [Accessed 8 Apr. 2025].

Stamatos, S.G., 2025. Get ready with me: Unveiling the regulatory realities of influencer marketing. Boston College Law Review, 66(1). Available at: https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=01616587&AN=182762464 [Accessed 8 Apr. 2025].

Syed, T.A., Mehmood, F. and Qaiser, T., 2023. Brand–SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192, p.122580. Available at: https://www.sciencedirect.com/science/article/pii/S0040162523002652 [Accessed 8 Apr. 2025].