With consumers spending an average of 2 hours 22 minutes on social media every day, it is essential that businesses take advantage of social media platforms to reach their audience. This is especially true for the beauty industry that is driven by attractive visuals and social shares. The private label skin care industry particularly can benefit from social media. Smaller third-party sellers can take this opportunity to reach the same audience that big brands go after, without having to spend exorbitant amounts on broadcasting campaigns and professional models. Use eye-catching and visually appealing content to get the attention and engagement of consumers. These 5 methods will help you get the most out of your social media campaigns and presence.
Portray a consistent image. Build a persona for your brand that consumers can connect and identify with. Carefully consider the content you choose to share. Think quality, not quantity. Create content that is iconic and establishes your brand, making it easily recognizable. Choose brand colors, an iconic logo, a few choice filters, and a recognizable font. This doesn’t have to be every post, variety is the spice of life after all. But make sure you have enough content sporting similar fonts and filters that someone can scroll through their feed and immediately recognize your post without seeing the handle. Be minimalist and simplistic rather than pushing too many messages out at the same time.
Branded hashtags and niche hashtags
#skincarejunkie #wakeupandmakeup #naturalbeaty #crueltyfree
Hashtags make it possible to get more eyes on your posts organically. You don’t need a large budget for sponsored posts, although budget helps. Using relevant and trending hashtags show consumers that you are in tune with new trends in the industry and that you stay in touch with the needs of your customers.
Create your own branded hashtags for the campaigns you run. Use it consistently on other platforms as well and include it in your bio so that anyone can connect with your brand by using your hashtags. This makes it much easier to identify your audience and do reposts, crediting your followers for their loyalty and passion.
Don’t underestimate the power of lifestyle hashtags, they can be funny and witty or deep and meaningful. It’s an excellent way to reach consumers that aren’t aware of you, and you can speak to them on a very personal level.
YouTube has drastically changed the beauty industry. In 2017 there were 88 billion beauty-related videos on YouTube, compared to a meagre 55 billion in 2016. It’s not only YouTube though, by 2022 online videos will make up more than 82% of all consumer internet traffic. Despite that, many brands shy away from video content, and that is a huge mistake.
For skin care brands especially, video gives you the opportunity to provide real value to your consumers, increasing conversion without ever having to ask for the sale. Video marketing is more memorable and shareable than any other type of content, and it shows.
Other social media platforms have realized the impact of video, and you now have Facebook Live, Instagram Live, TikTok and several other platforms getting more followers and more engagement. Create makeup tutorials, explainer videos, interviews and customer testimonials to attract more followers for your brand.
User Generated Content
User generated content often gets more shares from fans than brand generated content. Consumers seem to trust each other more than brands, and they also provide valuable social proof and outside validation for your brand, something that money cannot buy. Take advantage of these user generated posts by reposting and crediting your followers for their content. User generated content and hashtags create a sense of community and advocacy. Testimonials from celebrity influencers are fantastic, but don’t underestimate customer testimonials from your average jane. Create a campaign to generate more user content that you can share.
Social Media Contests
Don’t make your followers feel as though they’re constantly being sold to. Show your brand voice and personality and have them identify with your brand on a more personal level. Apart from personable posts that users can connect with, consumers also love contests and winning free stuff. Social campaigns that incorporate sharing your posts, generating new brand-specific content and tagging friends are very effective in getting the word out. When you are running a contest, include a discount or perk for your entrants even if they don’t win, so that they can still get something for engaging.
Due to the growing popularity of influencer marketing, there are a plethora of platforms that connect brands to influencers. Getting to the right influencer for your business requires time and research. Don’t rush into a relationship before you look at the numbers. Split-testing is also incredibly useful for these campaigns.
Socialbakers provides several free tools to help you discover influencers before you commit to a business relationship. Their free Instagram Influencer search tool, for example, helps you discover which influencers would be right for your business.
Klear allows you to find influencers, do influencer analysis, manage relationships and measure campaigns.
Pixlee has an influencer marketing solution that helps you find, partner with and measure social influencer marketing relationships to choose where you want to put your money, and determine what kind of influencer you need.
Trend claims to optimize the process of how you run influencer marketing by sourcing user-generated content to elevate your campaigns.