Marketing Trends – Maria Buhler

Like any other product, beauty products utilize social media to market itself. Everyday millions of consumers go on social media to follow and shop their favorite brands/companies. These companies create posts and campaigns to attract and keep loyal customers. Obviously there are brands that are doing a better job at this than others, but why?

Top Beauty Brand on Social Media

According to Allure Magazine’s 2019 Best of Beauty Award list, the top beauty brand on social media is Glossier. Glossier is a company that promotes the image of ones “real beauty”. They provide skincare, makeup, body care, and fragrance. On their social media, they advertise the important idea that beauty is about having fun, wherever you are in your journey. They are thoughtful about their products and how they advertise them.

What Makes Glossier the Best?

Glossier consistently ranked in the top 10 on multiple social media platforms, such as Instagram, Facebook, and Twitter. On these social media platforms, Glossier is showing their followers interesting pictures of their products, funny memes, and posting about store openings. With all of that being said, they are still doing something to make them the best. They are giving their followers what they truly want; more access to Glossier products.

Instagram’s Top Beauty Brands

According to engagement rates, Instagram has become the top social media platform for beauty products. This platform makes it easy for companies to advertise their products with their very visual posting methods, engaging stories, and easy to use shopping features.

In 2019, Huda Beauty has ranked #1 on instagram. With 4.2 posts per week, 6.0% engagement rate, and 89,858 engagement per post, it is easy to see why they are ranked #1. Glossier is ranked second, Milk Makeup is ranked third, and Fenty Beauty is ranked fourth.

Instagram’s engagement rates are 17 times higher than Facebook and Twitter. Instagram also, on average, posts more than Facebook and Twitter combined. Even though Instagram has more posts than other channels, that doesn’t guarantee engagement. Companies on Instagram have strategies to get engagement on their posts.

Top Strategy

The top strategy companies use to get engagement is by having contests and giveaways. This strategy encourages followers to engage with the companies posts instead of just scrolling past it. According to Instagram, seven out of the top ten beauty posts were contests or giveaways.

Contests can have a serious positive impact on your brand, while not having to do that much work. This can mean giving away new products, box sets, or even travel experiences in exchange for likes, follows, story reshares, and tagging friends.

This strategy works because it asks for action from the viewer. This small amount of effort the viewer puts into sharing or liking something can go a long way in improving the companies social media engagement. This strategy also works because it requires the viewers to check back on the post(s) again and again to see if they have won or not. This increases the number of impressions on the post.

Bottom Line

Overall, social media sites are utilized by beauty companies for a number of reasons. Their main purpose for being on these sites is for their viewers, or customers. They do this by using tons of different strategies, like contests or giveaways, to create engagement on their content. We as consumers can utilize this and take part in their contests or giveaways. By engaging in these posts, we have the opportunity to receive something from that company, and who doesn’t like free stuff?

The beauty industry has always been a very competitive and fast changing industry. With the amount of social media we have access to now, it makes it so easy for companies to market their products. Companies can use social media sites like Instagram, Pinterest, Facebook, and many more to advertise their products.

Beauty Product Branding Made Easy

Beauty companies are now marketing their products easier than ever. With social media being so relevant, it is especially easy for beauty companies to utilize that and all the features social media brings with it. There are a couple of marketing trends that these companies are using to give themselves a competitive edge.

Influencer Marketing

Shopping for beauty products is no longer the same as it used to be. This means that the old advertisements that used to work, don’t work as well as they used to.

To supplement that, brands are working together with influencers to better interact with their customers. Consumers who use social media, look up to influencers and value their opinion. Influencers gain these loyal followers based on their brand and content that they post. When influencers use and review products, it motivates their viewers to go out and buy that product.

Digital Experience

With today’s technology, it’s no longer just about the product itself, but the experience as a whole. With social media growing and changing so quickly, it is effecting how consumers are buying products. Social media provides a place for people to talk about products that they like and don’t like.

Consumers on social media are coming together to discuss brands that worth buying. This creates a focus and loyalty for certain brands. Whether consumers are on Youtube, Facebook, Instagram, or Twitter, the beauty community is taking over. According to a survey done by Facebook in 2019, 80% use Instagram to decide whether to buy a product or service and 87% of users said that they took action after seeing product information on Instagram.

Conclusion

A major goal in marketing is to spot certain trends in the market and utilize them to help the company. To do this, one must fully understand the market itself and the consumers. You can do this by listening to the digital community and see what they have to say about your products. Once you understand what they want and you know how to properly achieve that, you can successfully brand your company.