The complete guide to social media and the beauty industry

16 Oct

Social media and the beauty industry proceed hand in hand.

After all, attractiveness brands represent many of the most-followed, energetic accounts on Instagram in particular.

And as it should come because no surprise, those same brands are usually making a killing getting mastered the art of social selling.

Rabid, engaged followers which are more than happy to spend. What more could a brandname want?

Of course , the particular opportunities for beauty brands furthermore signal just how competitive and aggressive the space can be.

Even though there’ s plenty of attention to bypass on social media for beauty brand names, creating that sort of devoted, cult-like following requires careful attention to details.

That’ s precisely why we’ ve broken down the in’ s and out’ s associated with social media and the beauty industry intended for brands looking to stake their declare. From content ideas to techniques to improve your social presence, we’ ve got you covered.

Content suggestions for social media and the beauty business

Marketing for attractiveness brands affords a ton of creative independence. Not only are brands encouraged display eye-popping visuals, but also speak to their own followers in an unique brand voice that feels anything but “ fit and tie. ”

As a result, the beauty brands thriving upon social media  aren’ capital t the ones blindly blasting deals and bland product pictures.

Below are some convincing ideas that are staples of social networking and the beauty industry. Any mixture of these posts is perfect for an attractiveness brand’ s content calendar.

How-to’ s and lessons

Most elegance content on social media is undoubtedly product-centric, but what keeps this through being excessive or off-putting could be the way these brands also add worth for their audience.

Instead, brands educate followers through how-to’ s and tutorials. This kind of how-tos provide an engaging medium to demonstrate off products in action.

But rather than rely on in-depth lessons, social media and the beauty industry is focused on entertaining, bite-sized how-tos.

This tutorial from MAC Cosmetic makeup products on Pinterest is really a concise example of the sort of share-worthy content beauty brands put together for customers.

Much of social media and the beauty market is centered around tutorial plus how-to style content

Mini attractiveness lessons are all the rage upon Instagram as well. Whether through brief videos or Instagram Stories, manufacturers have a prime opportunity to allow their own customers to serve as their innovative canvas in a matter of seconds.

Instagram Stories really are a popular medium for bite-sized attractiveness tutorials

Some brands even distribute promotional content akin to traditional advertisements, much like this Instagram video through Overtone.

The innovative possibilities for how-to’ s plus tutorials are seemingly endless upon social as brands are continuously cooking up new ideas.

User-generated content

Beauty brands know all too nicely that their followers are often their best billboards.

Consequently,   user-generated content material   is the bread plus butter of social media and the attractiveness industry. Encouraging followers to label themselves in photos not only is social proof but creates a continuous stream of organic ads in order to seal the deal with skeptical clients.

It’ s simply no coincidence that many brands’ social consist almost entirely of user-generated articles. Through hashtags, such companies can make a powerful army of brand recommends to shout them out time and again.

Brands like Colourpop promote their unique hashtag seriously, including in their Instagram bio…

Your Instagram bio is the perfect place to market your branded hashtag

… and on their particular homepage, where selected images possess a chance to get featured via their own on-site lookbook.

Lookbooks are all the rage at the moment for beauty brands promoting their particular hashtags

In short, hashtags and UGC are crucial to creating a much-needed feeling of advocacy and community.

Giveaways and competitions

Beauty manufacturers are proof that  social media contests   aren’ t going anywhere.

A way to both encourage new supporters and reward their current types, there’ s a reason why free items posts are often the most liked plus commented-on for many brands.

Giveaways are more about just producing buzz and hype, though.

Tag-a-friend contests and free gifts that encourage UGC are low-hanging strategies for brands to instantly bring in themselves to entirely new audiences. Regular giveaways provide followers a reason to remain engaged and keep their ear towards the ground about what you’ re likely to post next. These one-off relationships can sow the seeds associated with long-term loyalty.

Personable posts

In addition to pushing products, thriving attractiveness brands also understand the importance of local community.

That is, speaking your own followers’ language and connecting for them on a personal level.

That’ s exactly why text overlay posts, memes and inspirational estimates are peppered throughout so many elegance feeds.

See this post on Instagram


A posting shared by Glossier (@glossier) on

These provide an opportunity to show off your own brand voice while giving fans a break from being sold to. Regardless of whether humorous or otherwise, they’ re an excellent place to show the human side of the brand.

Beauty sector social media marketing trends and must-do’ s i9000

With so many brands combating tooth and nail for new fans, the trends surrounding social media as well as the beauty industry are constantly modifying.

And although the articles highlighted above is a solid starting place, what specific strategies define the particular best-of-the-best in the beauty industry?

Investing in video marketing

Video marketing is often a sort of boogeyman for brands whom see it as too much of a financial expenditure.

The reality, though? Even though Instagram is rightfully considered the particular go-to network for beauty manufacturers, YouTube is simply too big to disregard.

With tutorials through professionals and amateurs alike accumulating millions of views, the platform’ h community represents a massive window of opportunity.

As proved by Instagram tutorials and the recognition of beauty vloggers, video content material doesn’ t necessarily need to be a huge production. Some vloggers manage to generate compelling content with little more than a mobile phone at their disposal.

Considering that movie content is the most engaging across all of social networks, brands can’ t pay for to shy away from it anymore. The particular rise of Facebook Live plus Instagram’ s own emerging Reside platform highlight once again the need for brand names to play the role of movie director.

Running influencer promotions

Influencers are associated with social media and the beauty business.

Working with influencers is certainly oftentimes a win-win situation. Brand names are able to introduce themselves to extremely engaged audiences, while the influencer benefits clout from working with an established brand name.

Influencer content generally performs well for the same reason that will user-generated content does. That is, their particular posts feel organic and show out of your products in a compelling way.

The key is to find influencers that align with your brand, objectives and budget.

Upon that note, influencer marketing does not represent a massive investment to pay payouts.

Smaller influencers having a few thousand followers may not always look like much on paper, but frequently beat out bigger names in terms of wedding. Either way, brands interested in influencers ought to test the waters first before splashing a ton of cash.

Emphasize a distinct brand voice

As noted earlier, a distinct brand name voice is a must-have for any elegance brand.

According to Sprout’ s very own data , followers appreciate whenever brands get real with them.

Keep this in mind when crafting captions plus creating content that speaks  for your followers on a personal level. Instead of just “ play it secure, ” don’ t be afraid to obtain bold with your audience.

Ask yourself: what are you saying that’ s going to help you stand out from your competition?

Tactical tagging

Branded hashtags are a vital aspect of social media and the beauty business.

However , even the greatest beauty brands understand the power associated with tapping into tags beyond their own.

For example , niche hashtags like #unicornhairdontcare and #selfcaresunday represent possible goldmines for companies looking to get many in front of new people.

By making use of social analytics from Sprout, you are able to hone in on hashtags which make sense for your brand and keep track of your growth. This allows you to fine-tune your tagging over time and test out new ones at the same time.

With Sprout, you can much better determine which hashtags should be bundled with your posts

Promoting social over and above social

Social media has turned into a staple for just about any beauty brand around.

However , even substantial names like Sephora didn’ to grow their follow count by chance.

If you want to give your own follower count a much-needed improve, you need to be aggressive about promoting your own social channels outside of social media alone. This is key to converting one-off customers into long-term followers.

For example , this welcome e-mail from Glossier puts their Instagram presence front and center. Rating those followers is valuable with regard to brands who want a constant line of conversation. Whereas customers might get tired of email messages day-after-day, seeing a social publish or two on a regular basis isn’ to going to bug them.

Promoting your social stations via email is a must-do for every ecommerce brand

On-site describes of your social presence beyond expressing buttons are also fair game. Beneath is another example from Glossier’ ersus site.

Again, lookbooks continue to gain steam as brand names strive to sync their social at ease with their online stores. This ultimately leads to more organic advertising  plus an increase in conversion rates. In short, another win-win.

Lookbooks are an excellent way to promote your UGC on-site

Assembling an asset library

Beauty brands juggle a lot of content. Between product photos, user-generated content and promotional announcements, a powerful sense of organization is a huge in addition in managing your campaigns.

In addition social scheduling plus keeping a content calendar, elegance brands can majorly benefit from setting up an resource library .

Doing this ensures a sense of consistency when submitting across platforms or dealing with consumer concerns. Having templates and creatives stored in one place results in stored time and less stress associated with growing your social presence.

Having a property library is essential to running thoroughly clean, consistent promotions in a snap

Along with that, we wrap things up!

What’ s following for social media and the beauty sector?

There are couple of spaces more reliant on social networking than the beauty industry.

With so much competition and so numerous creative options, a concrete interpersonal strategy is a matter of “ when, ” not “ if” for brands in the space.

Hopefully this guide was a necessary dose of motivation and motivation for what a successful social technique in the beauty space looks like.

We want to hear from you, even though! What do you see as “ the following big thing” on the horizon from elegance brands? Live video? More innovative social selling? Let us know in the responses below!

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