Makeup is both an art form that allows people to express themselves and a way for people to boost their confidence. Because of the visual nature of makeup, social media is the perfect place for beauty businesses to cultivate their brand. To learn how to create your brand, keep reading this article, brought to you by Stiddle, to understand the tips and tricks of the industry.
Step One: Know Your Brand
The most pivotal step you have to complete when marketing on social media is knowing your brand and sticking to it. You do not want to advertise competing messages about your brand on the same or different platforms. You want to create a unified approach.
When you eventually start creating marketing campaigns, you will most likely curate different ads for different target audiences, but you still want the branding to stay consistent. Is your brand focused on being ethically sourced? Are your models inclusive? Do you emphasize bold makeup looks? Whatever your mission is, make sure to communicate that to your audience so that when they hear your brand name, they know exactly what you stand for and why your brand and your products are superior.
Step Two: Make Engaging Content
Content marketing is all about making sure that the content you produce not only captures your audience’s eye but encourages them to convert their interest into sales. When it comes to creating content for a beauty brand, there are some different avenues you can take: you can use organic content, paid content, and content from influencers. The best option is to use a combination of all three.
Organic content is content that you post under your profiles. You cannot target it to any specific users, so you have to use key hashtags and SEO for your content to have a wider reach. You control exactly how you want your products marketed, and you can post a variety of content from photos and videos to tutorials.
One example of organic content that you should post is tutorials. Tutorials are the perfect way to demonstrate that your products are user friendly, and you can also include multiple products in your videos to show how they complement each other. This can also encourage users to not only purchase from you but to purchase multiple products so that they can achieve the full look.
Paid content is content that you advertise. Unlike organic content, you can target different ad campaigns to different users so that people will see the ads that they are most likely to respond to, which helps increase website traffic and sales.
To convert engagement into sales, you should advertise brand promotions. This means using paid content to offer credit, rewards programs, and sales to new users. Because many people will be reluctant to stop using their favorite brands and give your products a try, offering an incentive for them to switch brands will go a long way towards making them a loyal customer.
Finally, you can use content from influencers to promote your brand. To do this, you can reach out to influencers who can have either a few hundred followers or a few hundred thousand followers to promote your brand. If you have a small marketing budget and cannot afford to pay an influencer, you can always reach out to micro or nano influencers and offer them free products in exchange for their promotions.
One of the most compelling reasons to use influencers is because users who follow them trust them and their recommendations. When they post about your brand, influencers typically add their own unique spin when they market your products, making it appear even more authentic. Because switching brands to buy a novel product can often be scary for some consumers, working with influencers that users trust will help them take the leap. They can reach out to influencers to ask questions about your products and learn how to use it through their tutorials.
Another interesting thing about influencers is that they can use your products in really interesting and unique ways. Makeup is all about creativity, so when they use your products, they might incorporate it into a look that you hadn’t even thought of yet. There are thousands of beauty gurus out there, each of whom has their own inspirations and ideas, meaning that they can come up with some very novel ways to use your products.
Using influencers, especially for beauty, has very good returns. Spending on influencers was at $8 billion in 2019, and Esttée Lauder will be spending 75% of their marketing budget on influencers. As consumer trust declines in traditional advertising and celebrity endorsements while it increases in influencers, beauty brands need to focus on reallocating their budget to influencers.
Step Three: Promote on the Right Platforms
The best platforms for beauty brands to market on is Instagram, Facebook, and YouTube. These are all very visual platforms, making them the perfect places to market your beauty brand.
On Instagram, you should learn to use features aside from simply posting photos and videos. Post short tutorials on IGTV, new product drops on Instagram stories, and exciting content under Instagram Reels, Instagram’s newest attempt to compete with Tik Tok. When you post photos and videos, you should also include photos with influencers you work with and tag them.
Facebook allows you to easily access 80 million users who are interested in beauty. One interesting approach to reach users on Facebook is to advertise beauty quizzes. This way, you can quiz users on their beauty and style preferences and then offer them a personalized product portfolio based on their responses.
Lastly, YouTube is the perfect place to post tutorials and work with influencers so that they can review your products. Unlike Instagram, YouTube allows creators to post long and in-depth product reviews and tutorials.
Using these tips, you can make your beauty brand pop on any social media platform. Good luck on your social media journey!
Stiddle - aims to bring you inspiration from leading respected marketing experts.