As far as social media marketing goes, no industry can compete with the level of engagement the beauty and skincare industry has been able to garner over the years. Beauty brands are undeniably the leaders in the content marketing space. Everything from transitioning from content to commerce, finding creative ways to celebrate fans, dealing with influencers, and taking advantage of new, innovative platforms, the beauty industry has often set the bar for what others strive towards achieving with content marketing.
We’ve taken an in-depth look at the success of businesses like Glossier and Estée Lauder, to reveal what really causes a brand to take off and consistently continues to grow online. These brands have built meaningful, long-lasting relationships with their customers, so here, we’ve decided to list the top of the industry’s best tips for driving commerce and connecting with your audience.
The power of social media
Having a strong online presence is vital for any business nowadays. This is because people are getting used to looking for makeup and skincare inspiration on social media, sharing their go-to’s on these platforms, and shopping the trendiest products. Savvy brands have been creating content that focuses on the wants and needs of their consumers. It is notable to mention that these specific clients collectively watch 1 billion hours of YouTube a day.
Get influencers to share their experiences
The power of social media is rooted in simplicity. You don’t need to be a huge celebrity to be an influencer. Social media platforms have created an even playing field, only requiring you to have Internet access and something unique to offer.
Besides, traditional celebrities don’t have the strong, personal relationships that influencers have with their audience. A great content marketing tip that many beauty brands seem to be embracing is collaborating with different types of influencers, from significantly authoritative ones to relatively smaller ones, asking them to tell an authentic story. Using storytelling as an online marketing tool is extremely effective in getting your message to resonate with your consumers.
Shine a spotlight on customers
Brands like MAC and Smashbox feature more than 40 percent of consumer-generated content. Since consumers already like to share their beauty tricks, product recommendations, and reviews on social media, a useful tip to incorporate in your content marketing strategy is to shine the spotlight on feedback. It’s also beneficial to actively encourage consumers to continue sharing their positive opinions about your brand.
Some companies, like Estée Lauder, for example, that typically reach over 100 million people globally through their social channels, focus considerable attention on inspiring consumers to keep contributing to the conversation. The beauty company uses strategies such as asking questions about specific product features, initiating conversations about cultural moments like music festivals or International Women’s Day, or even posting challenges, like “share with us your spookiest Halloween look.”