SOCIAL MEDIA ADVERTISING AND THE BEAUTY INDUSTRY
- 86% of women use social media for purchasing advice
- 57% of fashion and beauty companies engage in influencer marketing
- 74% of people trust social networks to guide purchasing decisions
- 41% of consumers are more likely to discover new brands or products via ads seen on social media
- 47% of consumers are more likely to discover new brands or products via the brands’ social media pages
- 37% of beauty buyers find out about new brands/products via social advertising
- 22% of beauty buyers find out about new brands/products via expert bloggers
This is amazing for businesses that have the budget and time to research and pay influencers to get on board. But, there are some beauty businesses that don’t – yet. Thankfully, not all is lost. There are many ways smaller, newer and independent brands that are entering the market, can be creative and start to reap the rewards on social media.
A recent article by globelwebindex has shown that social media advertising is a very cost-effective way to get results. However, before you start throwing your money at a Facebook campaign, you need to ensure you have narrowed down the who, where, what and why.
Who are your niche audiences? As Seth Godin says “find a niche, not a nation” because the fact is you’re not everything to everyone all of the time. And neither do you want to be. That would be exhausting, confusing and costly for everyone involved.
You need to narrow down whom your ideal segment of the audience is, based on your product offering. Think about:
- Demographics – age, location, marital status/life stage, education etc,
- Psychographics – attitudes, hobbies, shops that they shop in, magazines/publications they read
- Belief and values – religion, political, causes that they believe in
So where is the best place to run a social advertising campaign? Is the audience you have identified on Facebook? Instagram? YouTube? Dark social such as messenger?
One way to get an insight into where your audience is is to look at other brands with similar values and price point to your business. Look at how they are fairing on different social platforms. This method is no way a scientific way of doing this. As you don’t know how much of that engagement is their team, family or friends, but it can be a starting point.
For businesses that have been going for a while and are looking for a boost, look at your data. Where have the customers you have come from? Look at your website conversions and trackback that path. Look at previous campaigns, your email and sales data – who are these people, then build this audience in the platforms to see what this audience size looks like — narrow your focus to where the ROI is the greatest and go there first.
- Are you going to promote?
- Are you going to say?
- Images/videos/gifs/filters are you going to use?
- Do you want your audience to do? Purchase, sign up to something, go to your shop?
All these need to be clear before you start. We recommend having as many videos, images and resources to hand to test in the first instance. These have to, of course, be on brand, and relevant to the goal that you are trying to achieve.
The words are also crucial. If you know you are targeting a particular type of person, ensure that you say something that will align with their values and beliefs. It may be that you have the same visual ad going out to slightly different audiences with a more specific message to each of the segments. This brainstorming will be the element that can take the longest, and even lead to further segmenting of the target audience to ensure that the messaging and visuals are on point for each.
In a nutshell, what makes you different that means they need to become loyal to your beauty brand and not the current one.
The goal. Why are you doing this? Without a goal, you can end taking the scattergun approach, which can be costly in the learning phase of social advertising.
Food for thought.
Have a goal and an audience in mind. Know where this audience can be targeted and be willing to spend more money during the testing phase if you are a new business, trying to reach a new segment or do not have any data to help inform the audience set. Ensure images, videos and other collateral has all been put together with the campaign and audience in mind to ensure the words and visuals work together to produce conversions.
Don’t get disheartened if nothing happens immediately. Make sure you are measuring, monitoring and tweaking based on the data and never lose sight of the goal.
DO YOU NEED SOCIAL MEDIA SUPPORT?
If you are looking for support with your social media advertising please get in touch.