Nadja Marrero is a skincare influencer. With 32,700 followers on TikTok, she posts videos such as reviews of popular skincare brands like Rare Beauty, products she buys from companies like Target, and the jobs she’s held in the beauty industry.
According to Marrero, SEO has helped boost her content more than any other approach she’s taken. This makes a lot of sense considering the recent statistical news showing that Gen Zers now use the social media platform more than Google to search.
In making use of SEO, Marrero has not only boosted her follower and engagement count but naturally attracted more brands because of it. These brands then reach out to collaborate on skincare and beauty-related content.
We’re grateful that Marrero has been fully transparent, financially, about the opportunities this growth has brought her, having made $7,350 through seven brand deals in the past four months (according to documentation verified by Insider). That’s averaging at just over $1000 per brand deal.
Before September, when she started prioritising SEO, she said brands would reach out to her every two months or so.
“I used to have such imposter syndrome because I didn’t think I could contribute anything new to the space,” the Florida-based creator said. “But making the money I am now is validating because it means that brands recognize my influence and that followers trust my recs.”
In regards to how she implemented SEO, the first step she took was to include the name of her niche in her TikTok handle. Instead of using her name, her handle includes both the words “face” and “skin” @h8myfacelovemyskin. She also added to her bio the keywords: “skincare, makeup, hair, and beauty.”
The 19-year-old influencer also claims that turning auto-captions on for her TikToks helps people scrolling through the discover page immediately identify what a video is about.
Additionally she moved away from using general hashtags such as “skincare” or “beauty,” toward more specific hashtags. If she’s reviewing products for a company like Sephora, for example, she includes the brand’s name in the hashtag and also names specific treatment types or products like tretinoin and azelaic acid. If you were making music for example, don’t just hashtag music but hashtag the genre or the video style (performance, music video, songwriting, write with me etc).
Peace Out Skincare was one of the first brands to reach out to Marrero after she started making more SEO-friendly content, and the company paid her $500 for two separate posts. Companies including Neutrogena and Elf Cosmetics also found Marrero through TikTok and reached out to collaborate in recent months.
Considering her current following, Marrero now charges $1500 for each sponsored TikTok but says that the rate depends on the brand, if she’s worked with them before, and specific elements in the contract.