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5 Easy Ways Your Beauty and Cosmetic Brand Can Win
Beauty and cosmetic products need to be seen. Video and photo sharing lets customers see exactly how products transform looks and give faces a new glow. It’s time to learn five ways your beauty and cosmetics brand can leverage social media to create effective marketing campaigns.
Millions of people look for beauty inspiration on social media every day. They share their experiences and shop for new beauty products on their favorite platforms. Some of today’s newest and hottest cosmetics brands are born from YouTube influencers.
As a result, today’s beauty brands can’t survive without a comprehensive social media strategy in place. After all, it’s where much of your audience is already hanging out and sharing their thoughts about the latest trends and products in the industry.
Recent statistics predict the global skincare market will reach $189.3 billion by 2025. For smaller or newer brands, this means that you’re already competing with brands that have an established fanbase or a near-cult following. As such, you need a clear-cut social media strategy that outlines your brand’s target audience, goals, and purpose on each platform. A cosmetics digital marketing agency can help streamline your efforts and get you started with these strategies.
Understand Your Core Demographics and Audience
Beauty and cosmetics brands that are doing exceptionally well on social media have one thing in common: they truly understand their audience. More specifically, they understand their audience’s demographics, interests, and common values.
Beauty and skincare are emotional topics that speak to confidence, image, and even creative drives. What kind of audience are you cultivating and what kind of voice appeals to them? Are they concerned about harsh ingredients? Do they like to create “natural” looks or do they use a lot of color? Are they progressive or traditional? Are there niche gaps in the industry that you fill? You’ll want to research how audiences interact with you on each platform because different demographics are drawn to different social media formats.
To add to this, having a proper grasp of your target audience also helps you decide the type of voice you should use on your social media channels. It enables you to determine what kind of humor your audience finds most engaging and appropriate, and it helps your brand gauge whether or not you should use your platforms to promote social issues.
Tone and lifestyle appeal are particularly critical in the beauty industry. Partner with a dedicated skincare digital marketing agency to work with platform and industry experts who can help refine an effective voice.
Keep Your Customer Interactions Authentic and Relatable
Beauty and skincare are deeply personal issues. While social media users crave interactions with their favorite brands, they want those conversations to feel authentic and relatable, and they don’t necessarily want to settle for products that have been pushed on them based on their fitting a certain profile. Instead, they want an experience that feels unique, one that makes them feel valued and heard.
With so much emphasis on personalization, beauty brands are naturally blessed with a highly engaged target audience. Users spend countless hours online watching beauty-related videos and hunting for information on the latest trends. They’re hungry for more products, and they’re equally hungry to share their experiences with friends, family, and followers when those experiences feel genuine and impactful.
As you engage with your target audience, this means that you’ll want to make sure you do your best to answer any questions both publicly and privately. Likewise, don’t be afraid to chime in if you see people talking about your brand or your products across different channels.
Most consumers love to know there’s a real person on the other side of the screen. It’s vital to create a content schedule that includes authentic posts and interactions. Encourage social media managers to be creative. If you only ever post about your own products and promotions, it’s harder to get genuine engagement.
Influencers are excellent marketing partners but don’t forget regular users. Recommendations from friends and family can be just as, if not more powerful than influencers.
Invest in Simple and Shareable Video Content for Beauty and Cosmetic Products
Customers want to see products being used by real people. Not only that, but they want to see them used at home in front of bathroom mirrors. While the flawless faces of celebrities are nice to look at, today’s beauty consumers value authenticity and relatability. Transparency goes a long way, and it’s especially effective when it’s in shareable video form.
To that end, the most successful beauty brands tend to leverage a mix of lo-fi and hi-fi video content, with lo-fi, the kind you can shoot right on your smartphone, being particularly effective. Quick, simple “How To” guides for popular makeup techniques are always a winner, and classic “Before and After” videos featuring best-selling beauty and skincare products continue to resonate with consumers. As beauty sales become increasingly more informed by peer-to-peer networks, platforms like TikTok remain easy methods for beauty brands to feed into the authenticity that beauty shoppers crave.
Connect with the Right Beauty and Cosmetic Micro-Influencers
You might not have considered influencer marketing if you don’t have a budget for big names. But it’s not always necessary to partner with the biggest name you can find. In fact, partnerships with mega or macro-level influencers don’t always yield the best results, as their audiences are broad and can be less directly engaged.
Instead, look for influencers with smaller but more engaged audiences. Micro-influencers tend to have 5,000-30,000 followers and this smaller audience is more focused and engaged. Their true reach is much wider, making them valuable for brands.
Work with a Dedicated Beauty and Cosmetic Marketing Agency
At the end of the day, creating a winning social media strategy for your beauty brand requires a great deal of research and planning. You have to really get to know your audience, and you have to tailor your messaging to speak to them in a language that resonates. Not only that, but you have to supplement that strategy with content that keeps your audience engaged, meeting them on the apps where they hang out most.
For brands that don’t have the time or resources to handle all those processes on their own, working with a dedicated cosmetic marketing agency is often the best solution. Not only will a qualified agency be familiar with all the challenges associated with advertising beauty and skincare products, but they’ll likely have access to proven tools to help you capture more qualified leads in the process.