Looking for fast, inexpensive and effective marketing? Then you need to get social with your beauty brand.
With over 3.96 billion social accounts active in 2022, taking advantage of all available social media platforms to advertise your brand and sell your products just makes sense.
From YouTube to TikTok, with the right strategy your business can grow organically, getting great reviews and finally achieve that holy grail for beauty brands – becoming a hit trend and a beauty regime staple. Encourage followers to join the conversation in your beauty marketing campaign, promote calls to action that ask your followers to share, comment and click through to your website, and now, with social shopping, sell directly DTC to new and existing customers.
Whether it’s through tailoring your content to your social media audience, finding the right platform to talk to your customers that are already using social media or blending just the right mix of influencer marketing strategy, BRANDED knows that social media is a powerful brand growth tool, and beauty brands it can be explosive.
Why Social Media?
Social media brings a wide range of opportunities for a beauty brand to grow and flourish. A huge 87% of online shoppers use social media in some way when making purchasing decisions. According to Insider Intelligence, the importance of social media in our shopping habits is also on the rise; studies indicate that in the US alone, social shopping is set to rise to over $45 billion in 2022.
Social media channels give beauty brands a straightforward, low-commitment pathway to connect with potential customers and, with the rise of social shopping, also increase sales and launch new products all while strengthening your brand.
Growing Your Brand on Social Media Means Never Staying Still
When forming your growth strategy it’s definitely worth noting that nothing ever stays still in the world of social media.
A key tactic to growing your beauty business on all the different social platforms is to grow and evolve with them, and so it’s important to allow time for testing and training within your team. Don’t forget that it is important to align your social media marketing strategies with your sales goals to ensure your efforts go hand in hand.
Whether you choose to launch new products, promote sales or go for more organic UGC content, the end goal should always be to brand-build; establishing a positive reputation with your target market, creating strong brand recognition and amplifying a demand for your products.
Social media and beauty brands are a match made in heaven, but some platforms are perhaps a bit more ideal than others. So which platform is right for you?
Choosing the Right Social Media Platform to Complement Your Brand
Buyer-friendly with instant visual appeal and over a billion users, it’s no surprise that Instagram is a powerful platform for brands looking to grow on social media. For beauty brands, Instagram is perfect to showcase products and leverage influencer marketing to have a big impact on sales.
Instagram represents a cyclical buying process for beauty brands. Shoppers find inspiration from influencers or friends, buy the product in store or online, share their updates to their followers and friends through stories, reels or grid content, and then finally, the cycle starts over again.
In a crowded beauty marketplace, YouTube has a lot to offer brands. Ever-popular within the beauty community, brands and influencers have the opportunity to give followers an in-depth, in-action look at products with reviews and tutorials. For brands to cut through the noise, a heavily creative approach is needed, or a good relationship with influencers who are likely to feature your products.
For powerful advertising that doesn’t feel like advertising to a younger audience – TikTok is indispensable to beauty brands.
TikTok is the place where they connect with their chosen brands and find their next favorite. The informal, engaging and UGC-dominated nature of the platform lends it perfectly to fun marketing initiatives.
Remember though, content on these platforms needs to feel part of a conversation with your audience – TikTok is not a place where traditional advertising will perform as well as creative, fun, engaging videos. Use trending audio, research what the latest ranking videos and trends are, and tailor your messaging accordingly to get the most reach.
Why not consider hosting live shopping events, tutorials or product launches or promotional ‘try-it’ events to grow your brand?
We’ve got more tips for you on how you can use the power of social media to boost your brand here.
How Beauty Influencers Can Be a Key Driver for Growth
On TikTok in particular, skincare is a thriving social conversation. There is even a dedicated skincare TikTok channel – ‘SkinTok’ and dedicated content creator influencers (or #skinfluencers, as you’ll see them on the platform).
These creators have followers who trust their reviews and recommendations implicitly – when one of these influencers advocates a particular product, that brand can see a meteoric rise in sales overnight. The positive impact the right influencer can have on a brand’s advertising and growth on social media cannot be overstated.
Choosing the right influencer to act as a brand ambassador for you is just as important as your wider focus on marketing through other channels. You’ll need to decide whether you want someone who is considered a subject matter expert on your particular product type, or someone who has fewer followers but is more likely to respond to their followers’ questions and comments and drive a conversation forwards about your brand.
Whichever route you choose, influencer marketing is still as important for brands as it was a few years ago, but it has evolved. Younger shoppers in particular are moving away from celebrity-based advertising they don’t feel is genuine. Hubspot.co.uk reports that 35% of consumers prefer to shop from ‘genuine’ influencers, compared with just 5% who say they would buy a celebrity-recommended product.
Ultimately, influencers build relationships – and relationships build trust in brands.
For more tips from BRANDED on how to build your brand and begin your growth strategy, take a look at our blog here.