Beauty is second only to gaming as the most sought-after topic on YouTube.
It’s been a minute since social media had replaced glossy magazine ads and billboards as the starting point for new product discovery. The beauty industry not only embraced social media but was one of the first industries that leveraged its power to spread the word in a very cost-efficient way. Beauty has been at the forefront of influencer marketing, not just by using the enormous reach influencers have to spread the word about numerous products but also by helping content creators become the brand powerhouses they are today.
Sales have always been and will be the ultimate goal for every brand, and beauty is no different. However, the most successful brands are using social media in a way that’s almost the complete opposite.
Most beauty brands cite that building brand awareness is their priority and that is why the support of digital influencers is deemed extremely valuable. – Influencing Beauty
Brand awareness essentially represents how familiar potential consumers are with your brand and how well they recognize it in different contexts. With numerous product options available, it’s crucial to be easily differentiated from your main competitors and stay on top of consumers’ minds. When the majority of your target audience is digital-first, to stay relevant brands have to go where their customers are.
Creating and growing brand awareness is the first step of the sales funnel, and social media has proven to be one of the most cost-effective ways to get your brand in front of wider audiences and exponentially grow brand recognition. The brands that use social media effectively are doing so by focusing on two-way communication with their consumers, social listening and co-creation.
In 2018, 80% of professionals in fashion, luxury and beauty activated campaigns with influencers – almost 76% obtaining better sales thanks to their collaborations with these digital creators. – Launchmetrics
Working with influencers and utilising their voice is becoming one of the most common marketing techniques within the industry. However, to fully maximise their potential, it’s necessary to align all offline and online touchpoints and create a seamless experience for the consumer from day one.
Influencers have been through some troubled times over the past year or so but there’s no denying the potential of taking this marketing approach and the measurable results. Not only is it easier for users to relate to influencers than celebrities that used to smile at us from billboards and tv ads, but for the first time audiences get to see the product in action, be a part of the experience and see the results in real-time. It’s the second-best thing right after being able to try the product yourself without having to buy it first.
Empowering customers as micro-influencers can have an enormous effect on brand awareness and recognition.
It’s no secret that the beauty industry has grown in parallel to the consumption of social media, and in a very crowded landscape, the brands are now fighting for the attention of a generation of consumers that are particularly engaged in topics such as inclusivity, equality and social activism. Companies tend to use different tools to prove their authenticity, and the best way to do so is to recruit the right ambassadors for your brand: someone who has the respect and authority, and a loyal following.
While mainstream advertising and media still play an important role in the overall marketing mix, there’s no doubt that social is key when it comes to unlocking success as a beauty brand. That’s why establishing your online identity, including securing a website domain and social media handles should be the first thing on your list. Starting off with a clear strategy for owned channels will help you stay on track, but also set the guidelines for future influencer collaborations.
Despite the enormous power of social media and influencer marketing, it’s essential to remember that even partnering up with the biggest content creators cannot be seen as a replacement for a strong brand. In beauty, just like any other industry, the best investments a brand owner can make are always product development and branding.
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MABE’s brand development consultancy services support new and developing beauty and lifestyle brands with sustainable content creation, brand messaging, values and culture, social influencer marketing, and recruitment outreach in addition to promoting a brand’s efforts in reaching new audiences.