Our Guide to Social Media Advertising for DTC Beauty Brands
According to Alibaba, the beauty industry is expected to grow by an average of 5.2% each year from 2020 to 2023. While the beauty, cosmetics, and skincare industries may be saturated, there is still room for more. The key to successful social media advertising for beauty and skincare brands is to find a unique differentiator to break the mold in this competitive market. Notice what consumers are in need of but are missing, and that’s the entry into the market. While it may be a challenge, the goal is to offer a solution to a need that is not being met by your competitors. From new ingredients, more effective products, to different packaging, there is so much that can be done to offer a unique experience for consumers of the beauty industry.
That unique experience goes beyond just the products. The past year we saw a big shift in the way consumers shop. In-store shopping transitioned to more online purchases as the COVID-19 pandemic led to lockdowns and social distancing. Because consumers preferred shopping for beauty and cosmetics products in-person (due to the ease of trying products and seeing them in real life) brands had to make way for augmented reality, virtual reality, and other technology that allows the customer to “try on” the product without having to leave their home. Social media became even more important as brands shared more Live videos displaying the products and even offering tutorials. Not only that, but consumers became more aware of what they were putting in their bodies, which led to a greater interest in natural products, and most importantly more brand transparency and education.
Using the right platform is key to connecting with consumers and driving more online sales. Leveraging social media to increase online revenue and run campaigns to scale and hit the bottom line is key to success. Below we’re sharing how DTC beauty brands can fit social media marketing into their funnel to generate more conversions.
What Platforms Are Best for Beauty & Cosmetics Brands?While there are many social media platforms, it’s important to know which ones to be a part of and how to leverage them correctly.
With roughly one billion users, Instagram is one of the most popular social media apps. Not just used for entertainment, Instagram provides an opportunity for users to learn and engage with friends, brands, and influencers easily. In fact, currently 70% of consumers look to Instagram for product discovery and influencers play a key role in their decision to purchase. Influencer Marketing is the modern-day, social media version of “word of mouth” and influencers have a strong authority over what consumers choose to purchase. The advantage of working with influencers in a platform like Instagram is the ability to purchase directly. From Instagram Story swipe ups to Instagram Shops, generating a direct conversion organically has never been easier. That is not all, though. Paid media also offers the opportunity to target your ideal audience to generate conversions with a variety of ad formats and campaign objectives. From awareness campaigns to conversions, driving a consumer through the sales funnel is made possible with Instagram ads.
Another platform that has quickly risen is TikTok. From #TikTokMadeMeBuyIt, to ads, and influencers on the platform, consumers have access to so much content to make an informed decision about what to purchase. In terms of paid media, brands have the opportunity to run Branded Hashtag Ads that incorporate influencers while generating engagement and brand awareness. But that isn’t the only ad format. Branded Effect ads offer the opportunity to engage users and Brand Takeover ads, as their name suggests, take over the user’s screen to catch their attention.
Tips for Successful Social Media Ads
- Product Photography/Creative Assets
- Reaching Your Demographics
- Beauty Hashtags
- Capitalize on Trends
- Missing Forward/Brand Loyalty