2 unique influencer marketing learnings from this men’s skincare brand

63iam

New member
The brand I'm talking about is Tiege Hanley.

1— When the founders first started the brand, it wasn't going so well. They knew they had to get an unfair advantage over the competitors.

They reached out to a trusted name in men's skincare and grooming -- Aaron M. (~6M+ followers on YT) and onboarded this mega influencer as their third partner.

That was the turning point for the brand. But I was curious to find out why Aaron agreed & apparently, it was because of the founders' sincere pitch. It went something like this -- “Hey, we’ve got a brand, and we’re trying to educate guys on how to take care of their skin and make it easy for them.”

👉 The takeaway is that true influencers are passionate about what they endorse. Show how you can create genuine value for their audience.

And the most important step here is to find the influencers that check these boxes for you —

- align with your target audience

- have the same values as your brand

- content style resonates with your audience & brand

I use apps like SARAL to find ideal influencers for brands that I help. You can even use hashtags research or just search on social media platforms.

2 — I watched 15-20 videos on TikTok where creators were showing Tiege Hanley's products and observed an interesting pattern: In every single one, they show the product box when introducing the brand, followed by individual items.

But each creator has their own angle — skincare routine, how to look more attractive, bathroom essentials, etc.

👉 The takeaway here is that when you're collaborating with influencers, don't box them in with a rigid script. Give them the value proposition, or guidelines but let them create the content they want.

Let me know in the comments if you want to see the full research on Tiege Hanley. There are 3 more takeaways. I'll share them.

If you know of any brands nailing their influencer game, drop their names below. I'd love to explore and share more insights about them.
 

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