Social Video Is Transforming The Beauty & Cosmetics Industry
?? Tim Jarvis
Marketing, Sales & Retention Strategies for Video Production Professionals | Author | Coach | Video Marketing Consultant
The beauty and cosmetics industry is often criticised for its inability to change quickly and authentically. And modern brands and tech-savvy newcomers are taking advantage of digital platforms to reach consumers.
Social media is a central part to the lives of millions of young people – especially young women and teenage girls that are starting to take an interest in make-up tips and fashion brands.
Tumblr, Instagram, Snapchat among others has hundreds of beauty videos showcasing gorgeous hairstyles and cosmetic tutorials that go viral in less than an hour. Retailers are discovering that videos published on social media platforms offer more value to viewers and brands.
Video is a persuasive tool, and trends in mobile searches are targeting video content. Engagement on video posts published across social media platforms by mass retail departments increased significantly over the last couple of years.
A comprehensive study published by Shareablee reveals video content in the beauty and cosmetic space has seen a significant uptick in viewers. Between January 2016 and January 2017, the average number of beauty brands posting videos increased 195% and attracted 129% more actions from consumers.
The report goes on to reveal that when Tarte Cosmetics launched a live video session on Facebook, the video received 129% more viewers. Other examples of effective video content include tutorials, new product promotions and behind the scenes footage with models.
Video marketing for beauty brands
Beauty videos are performing well across multiple social platforms. Regardless of your preferred social network, the goal of video content in the beauty space is to make the content feel intimate. Watching models applying make-up in real-time is more lifelike than watching a footage that has been airbrushed to perfection.
Digital-first brand Kylie Cosmetics has mastered video on social media to leverage sales. Using owned media channels such as Facebook, Youtube, Snapchat and Periscope, the celebrity cosmetics firm owned by Kylie Jenner, does more than rely on her high-profile status to reach viewers with high-quality content.
Jenner uses personalisation techniques to create exclusivity around her products. Marketing tactics include building pre-launch hype around new products then keeping momentum going with a series of short video clips, whilst balancing content with in-depth video reviews and tutorials for customers that want more information.
Brands are encouraged to be flexible and versatile with videos. A feature article in Outcomes Magazine even suggests airing video content without sound. Consumers pay more attention to facial expressions rather than concentrating on the story inside the video.
Sam Barber, the creative director of EyeView, suggests losing sound can be used to the advantage of a brand. “Not having sound isn’t a hurdle or a barrier, but license to really play with the relationship by offering thought bubbles or tongue-in-cheek statements like ‘If you were listening right now.’
Brands rely on the digital arena to stay afloat. The increase in video consumption across social media channels is attracting untapped audiences, improving shares and propelling sales. Beauty brands that are combining video content and social platforms are finding success and given mobile devices are use for a high number of searches, video content will become even more important for brands and audiences.