4. Social proof as a lead generator
To better grasp social proof in the brow business, it's important to understand the Matthew Effect. This concept, linked to the biblical Gospel of Matthew, suggests that "the rich get richer, and the poor get poorer." Introduced by sociologists Robert K. Merton and Harriet Zuckerman in 1968, it describes how success tends to breed more success.
The Matthew Effect
The Matthew Effect means that people gain more social and economic benefits when they start with a certain level of popularity and wealth. This is often due to preferential attachment, where resources are given based on existing wealth or status. This makes it hard for those with fewer resources to improve their position, while it's easier for those at the top to maintain or grow their status.
This results in a small fraction of top-tier artists capturing most of the business and recognition in the brow business. Research shows that this elite group typically makes up about 18.7% of all active artists in a region. However, only about 3-4% of newcomers become top earners. This highlights the significant impact of social proof and the Matthew Effect in the semi-permanent brow industry.
Understanding the importance of personal branding is crucial for those aiming to be top earners in the brow industry. A study of 182 artists' careers found that it usually takes 18 to 24 months to become a leading artist. These top artists earn nearly 82% of the total earnings per procedure. However, only a small percentage, approximately 3.5%, of those in group training reach this level. Success in this field goes beyond skill; it also involves creating a compelling public persona.
Maintaining a high reach
Maintaining a high reach is key for top earnersThey focus on developing both their brow and personal brands, promoting themselves actively on social media. This typically involves maintaining a reach of 50,000 to 300,000 contacts, varying by location. Starting artists often use social media advertising to achieve such reach, which allows for the natural growth of followers over time.
The takeaway is that artists who have gained some traction towards social proof have first invested in creating the perception of social proof through advertising and boosts on social media. This is more cost-effective when the artist promotes both their personal and brow brands, rather than just a standard brow artist account.
This dual branding approach increases the artist's visibility and appeal, leading to more traction and the eventual establishment of social proof. Successful artists lay the groundwork by creating an image of popularity and credibility through targeted promotions. This initial investment is crucial for organic growth and wider recognition, essential for achieving and sustaining social proof in the competitive brow business.
