Why does your Cosmetics Brand need to have a Good Social Media Presence?


Apr 18, 2023


12 min read

The beauty industry has a long history of being renowned for its marketing and advertising skills, with several campaigns that are now iconic in popular culture. Yet, the game has altered significantly as a result of the growth of social media. In the current digital era, having a strong social media presence is crucial for beauty brands. Since the majority of users spend hours every day on social media, websites like Instagram, TikTok, and YouTube have emerged as the go-to places for recommendations and inspiration in the beauty industry.

As a result, for beauty firms trying to stand out in a cutthroat industry, having a strong and interesting social media presence is essential. Social media has evolved into a crucial tool for the beauty industry, whether it’s for creating viral content, using influencers, or simply keeping up with the most recent trends and methods. In this post, we’ll look at the factors that make having a strong social media presence crucial for cosmetics firms and offer tips and tricks to help you master social media marketing for the beauty sector.

What is the Consumer’s Perspective?

A growing number of customers are resorting to the advice of their peers, influencers, and favorite brands for cosmetic ideas and beauty advice as social media remains the top source for beauty inspiration. Recent studies have shown that 42% of people between the ages of 18 and 24 go to social media for beauty inspiration. There is a wealth of beauty material to be found on all major social media sites, from skincare regimens to styling inspiration.

Unquestionably, the selfie craze that has swept Instagram over the past ten years has increased the significance of outward looks. Millions of people constantly share their most recent beauty regimens and hairstyles online as a result. One of the most popular hashtags on Instagram is the beauty one, which has received over 490 million entries on its own. Additionally, user-generated photographs are among the most influential forms of information available, with MSLK reporting that they are seven times more trusted than conventional advertising.

Significantly, recommendations and reviews from other customers or close friends frequently have the biggest impact on our purchasing choices. When regular people like us share their beauty tips and tricks, it not only increases consumer trust in the brand but also fosters peer pressure and a sense of missing out. User-generated content is a particularly efficient approach to capitalize on this phenomenon because it costs the brand nothing and is widely accessible across numerous media.

In the world of social media, beauty influencers are also a major force to be reckoned with. According to a recent study by Harvard Business School, 62% of women follow beauty influencers on social media. Content creators have the most effect on women’s decisions to buy beauty products, followed by third-party product reviews and makeup artists. Brands may acquire new audiences and leverage their extensive credibility by collaborating with well-known beauty gurus.

How Can You Boost Your Content Online?

There is a ton of creative latitude available when marketing beauty products. These firms are urged to interact with their fans in a unique brand voice that avoids a formal, corporate tone, in addition to showcasing visually attractive material.

The most popular beauty firms on social media avoid boring strategies like spamming their followers with offers or unoriginal product images. Instead, they use a range of interesting and cutting-edge techniques to engage their audience.

A list of tried-and-true content suggestions that are ideal for any beauty brand’s social media schedule may be found below. Any combination of these ideas can be used by a brand to draw in and keep customers.

1. Tutorials

Although it’s true that most social media material for the beauty industry focuses on product marketing, effective beauty firms take care to balance this with valuable information that keeps their followers interested. Beauty firms can benefit consumers by teaching them through tutorials and how-to articles. These firms offer an interesting platform to demonstrate their products in action by showcasing innovative and efficient methods to use them.

Yet the beauty sector on social media is all about short and amusing how-tos, not detailed, lengthy tutorials. Brands may produce content that is both educational and interesting by dissecting difficult cosmetics methods into manageable, easy-to-follow steps. This strategy not only keeps fans engaged and coming back for more, but it also increases brand loyalty by showcasing the firm’s know-how and dedication to assisting clients in achieving their ideal appearance.

2. User Generated Content

User-generated content, particularly in the social media and beauty sectors, is the lifeblood of effective marketing initiatives. With followers who are excited to share their most recent beauty looks, marketers can take advantage of this passion for producing a steady supply of natural, eye-catching advertisements that appeal to their target market.

Beauty firms build social proof that their goods work by encouraging their followers to identify themselves in pictures. They also create a sense of community around their brand. In essence, these clients turn into brand evangelists who inform others about their satisfying interactions with the company and spark their curiosity.

It makes sense that user-generated material has become a focal point of many cosmetic firms’ social media strategies. These businesses may harness the power of their devoted customers to build a virtual army of brand champions who are eager to shout them out repeatedly by establishing hashtags that are specific to their brand and products.

In the end, brands have been able to harness the power of their followers to generate buzz, foster trust, and increase sales through the use of user-generated content and social media marketing.

3. Giveaways

Giveaways and contests on social media have become a crucial component of the marketing strategy for the cosmetics sector. In addition to creating buzz and excitement among followers, these interactive campaigns present brands with a fantastic opportunity to broaden their reach and attract new customers. Beauty firms use the influence of gifts and contests to motivate their fans and acknowledge their commitment. These postings frequently get the most likes, comments, and shares on social media, which is understandable.

Also, the beauty sector has come up with innovative ways to use the potential of social media competitions. For instance, tag-a-friend competitions motivate users to mention their friends in the post’s comments section, increasing the post’s organic reach and engagement. Such competitions have a contagious effect that may open up a whole new market for the brand. Giveaways that promote user-generated content (UGC) have been shown to be very successful. To help curate user-generated content, a business may, for instance, invite people to upload a photo or video of themselves using one of its goods. By doing this, followers of the brand can also have a stronger sense of connection to the brand.

Regular gifts and competitions are also an effective approach to creating sustained brand loyalty. Beauty brands have the opportunity to forge deeper ties with their audience by maintaining fan engagement. As a result, customers are more inclined to stick with the company in the long run.

4. Brand-Related Posts

Successful beauty firms are conscious of the necessity for more than just product promotion over social media. They are aware that in order to develop a devoted following, they must foster a sense of belonging among their supporters and forge personal bonds with them. The usage of text overlay postings, memes, and motivational phrases is common among beauty firms on social media.

Beauty firms may highlight their distinctive brand voice and personality through the use of postings like these, giving their followers a welcome reprieve from the continual sales pitches. These articles, which can be amusing, motivational, or just plain relatable, are a great method for brands to demonstrate the human aspect of their operations.

Finally, beauty firms can create a community of devoted fans who identify with their brand through the use of text overlay postings, memes, and motivational quotes. These kinds of posts can promote a deeper level of interaction between the brand and its followers as well as aid in establishing a feeling of shared identity and values.

What’s Trending?

There are a lot of firms competing for potential clients’ attention in the fiercely competitive field of beauty on social media. Because of this, social media and the beauty sector’s trends are always changing. While some content methods are a wonderful place to start, the top marketers in the field are constantly pushing the envelope with their marketing strategies. Let’s examine some of the most successful tactics used by the leading figures in the beauty industry.

1. Video Marketing

The idea of video marketing can be scary for many organizations because it’s sometimes viewed as a costly and difficult venture. The reach and effect of video material cannot be disregarded in the beauty world, though. While Instagram continues to be the preferred medium for the majority of beauty firms, YouTube is still an important channel to explore because of its enormous user base.

YouTube gives a huge possibility for beauty businesses because of the millions of views it receives from both amateurs and professionals for tutorials. Even though professionally produced films can have their uses, the success of Instagram tutorials and beauty vloggers shows that even a smartphone can produce interesting material.

Video content is no longer a luxury for companies; rather, it has become essential, given the social media platforms’ demonstrable engagement with it. Brands must assume the role of directors to properly utilize video content; Facebook Live and Instagram Live are just two instances of platforms that have reemphasized its value.

2. Influencer Marketing

In the world of social media, influencers and the beauty industry coexist in a symbiotic partnership. The technique of working with prominent people is advantageous to both parties since it gives the business access to a passionate audience while giving the influencer credibility by working with a well-known company.

Influencer-generated content has an impact that is comparable to that of user-generated content. It presents your goods in an entertaining and honest way, and it feels genuine. The secret to effective influencer marketing is identifying influencers who share the same values, goals, and budget as your brand. Strangely, less well-known influencers with only a few thousand followers could perform better in terms of interaction than those with a larger following.

It is wise to first assess the viability of your influencer approach by dipping your toe in the water before investing a ton of money into influencer marketing.

3. Brand Voice

In the beauty sector, having a distinctive brand voice is essential since it helps differentiate your company from a myriad of rivals. When it comes to their messaging, brands that just play it safe run the danger of getting lost in the crowd and being forgotten.

Be sincere with your followers since they like businesses that relate to them personally. It’s crucial to display the human side of your brand by producing interesting and sincere content. Brands that make the effort to engage with their fans on a human level through relatable stories, funny captions, or motivational quotes will succeed more on social media.

It’s crucial to consider your target audience while writing captions or developing content. What will ring true for them? What are their problems, and how can your company help? You may adapt your messaging to better connect with your audience and stand out in a crowded market by being aware of their requirements and preferences.

4. Tactful Tagging

Any beauty firm trying to make a big impression on social media must use hashtags. Branded hashtags are an effective way to attract followers and promote user-generated content. The most intelligent brands understand that it’s not just about promoting their own label, though. Instead, they understand the benefit of using hashtags that are specific to their target audience’s interests and values.

Industry-specific hashtags, like #unicornhairdontcare or #selfcaresunday, can be deliberately used to introduce brands to a whole new group of potential clients. These tags act as virtual gold mines, containing an untapped pool of people who are already interested in the issues that the beauty industry finds most important. Brands may develop strong and lasting relationships with followers by creating content that speaks to the themes and goals of these niche communities. Over time, this will help them win their trust and loyalty. As a consequence, you have a strong social media presence that attracts interest, garners admiration, and boosts sales.

5. Multiple Touchpoints

With both large and small firms competing for recognition and attention, the beauty sector has completely taken over the social media landscape. But merely being visible on social media sites is insufficient to attract followers and guarantee sustained interaction. Beauty firms need to take a strategic approach and actively promote their social channels outside of social media in order to stand out.

Email marketing, which provides a direct and personal line of communication with clients, is one approach to accomplish this. Glossier highlights their social media platforms as a crucial component of their brand identification by promoting their Instagram presence in their welcome email. This strategy helps firms build a long-term relationship of consistency with followers while also adding value for customers.

For beauty brands, on-site mentions of social media presence are a useful strategy. Brands like Glossier are integrating social media into their e-commerce experiences through lookbooks, going beyond simple sharing buttons. This successfully combines social media and online purchasing, creating a more natural advertising experience and eventually increasing conversions.

Beauty firms may broaden their reach and engage with more people by strategically promoting their social media channels on and off social media platforms. These companies are able to develop lasting relationships with clients and amass a devoted following by using social media in their brand identities.

6. Content Organisation

Maintaining your social media presence can be a daunting activity. It might be overwhelming to manage the sheer amount of content, which can range from product images to promotional notifications. For this reason, having a strong organizational sense is essential to making sure that your campaigns run smoothly.

A game-changer is building an asset collection in addition to using social scheduling and content calendars. A unified repository for all creatives, templates, and visual components is an asset library. This makes it possible for beauty firms to distribute content consistently across all of their platforms and to handle customer complaints more quickly.

You may save time, lessen stress, and make the process of increasing your social presence a more pleasurable and manageable chore by having all of your resources in one location. In conclusion, building an asset library is a wise decision for beauty firms trying to remain on top of trends and maintain a strong content game.

In Conclusion

Adapting new ideas and methods that truly distinguish your brand is the only way to stay ahead of the curve as the beauty business expands and changes. There are numerous ways for beauty firms to interact with their audience and advertise their products, from utilizing video content to utilizing influencers. The secret is to remain watchful and constantly keep an eye out for new trends and business expansion chances. The options are unlimited with a well-planned social media campaign and some imagination. So don’t be scared to take chances, think creatively, and present your brand’s own identity.

If your brand is looking for digital gold, look no further than Saffron Edge, a class-apart digital marketing for all of your needs. Schedule a call with us today!