content has never been so popular, and with Pew research revealing that 74% of women are
active on social media, beauty brands are rightly embracing this new
destination to create buzz around their products.
Pinterest and YouTube are the most popular platforms for beauty fans, with a
new generation of influencers outranking mainstream celebrities in popularity
and reach. A 2014 survey commissioned by Variety highlighted
that YouTube stars are now more popular than mainstream celebrities amongst US
important for beauty brands and their marketers to stimulate engagement and
develop brand awareness when using social media to generate publicity. A well
developed strategy focused on the appropriate tone, audience and level of
creativity is the building blocks to a successful and ‘buzzworthy’ campaign.
How can you effectively use social
media to create beauty brand buzz? These tips and tricks will show you how.
Go where your audience is: after identifying your target
audience find out where they hang out online. Younger consumers are more active
on Snapchat and Instagram, and a whole new generation of beauty vloggers have
used YouTube to launch lucrative careers. Use the appeal and reach of social
influencers to build excitement around your product – reviews and paid product
testing are two effective techniques.
Content strategy: a strong content strategy will help
you campaign to target the right consumer, produce content that excites, and
reach new followers. Don’t be tempted to share the same content on every social
media network- instead, produce content that is visually different but has a
common, unifying thread and message. Sharing the beauty benefits of your
product? Consider a live review over Snapchat, before and after photos on
Instagram, and a live expert Q&A on Twitter- all three content types are
different, but have the core message as their objective.
Singular or complementary categories: will your content be purely beauty
based or will you discuss other complementary topics that interest your
audience? Dove’s Real Beauty campaign is a great example of a complementary
category done well. Using a culturally relevant hook to promote its products,
the Dove campaign spearheaded the interests and cultural concerns of their
customer base through a multi-platform approach.
Person at the heart: think about who you’ll be targeting
and speak directly to them. Use personal language combined with a strong call
to action to encourage engagement. Similarly, be proactive in reblogging,
retweeting and resharing user generated content on a regular basis.
Value added: what would you as a consumer want to
experience from a brand’s social media channels? Use this question to shape the
direction of your campaign, building in valuable tutorials, live Q&As and
additional information about your brand, products and employees to create a
‘value added’ package for your target audience.
Sponsored posts: for a real return, investment will
have to be made on sponsored posts. Budget accordingly, allocating the bigger
chunk of funds for sponsored content on platforms where your key audience is
most active. Monitor statistics closely and use this valuable data to analyze
the strengths and weaknesses of every aspect of your campaign.
New content: embrace the pull of new and exciting
content to help create buzz. GIFs, snappy videos and humorous memes are extremely
popular and instantly shareable. Use a hashtag to brand your buzz on every
Think about mobile: with the majority of social media
usage conducted on a mobile device, think about developing your content for
this specific audience. Create short snappy updates and content that can be
easily viewed on a small screen.
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Contributor: Nadia Duwaik, Account Executive at Marketing Maven