Why content marketing can level up your beauty business

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Date: 3 August 2020

A professional beauty makeup artist and vlogger records a makeup tutorial to share on her website or social media

The beauty industry is rooted in appearances, dedicated to helping customers develop skincare rituals and stunning makeup looks. This is what helps sell the products made by beauty businesses.

Customers are unlikely to buy a lipstick or eyeshadow palette without first seeing what it looks like when applied. And, in the online market, product demonstrations are the best way to do it. The easiest way for companies to show off their wares is by devising a content marketing strategy. This generally comprises blogs, videos and social media updates. But for beauty businesses, makeup tutorials, photographs and how-to guides are all essential ways to get your brand's benefits across.

As more users take to social media to get beauty inspiration, platforms like Instagram and YouTube have surged in popularity. 41% of consumers are more likely to discover new beauty brands and products via social media advertising, leading brands to upgrade their content strategies accordingly. These platforms can make it easier for your own business to show off its products and offer advice, a far easier form of advertising compared to pre-social days of billboard campaigns, flyers and leaflets.

Why your beauty business could benefit from content marketing

Content marketing has become a no-brainer for beauty businesses around the world, helping them to build brand awareness, increase sales and reach more potential clients. By producing interesting, useful and aesthetically pleasing content, beauty fans are more likely to engage with and share your posts. They will need to be high quality and attractive to users in order for them to be willing to share it online.

Platforms like Instagram and Pinterest rely on visual content, so using photos of people who represent your target audience can greatly boost your content marketing campaign and enhance the authenticity of your brand. This can help to position your brand as reputable, and increase your sales. For example, makeup brand Fenty targets a diverse range of customers, and its social media content reflects that.

A content marketing campaign should also represent your branding, using a consistent colour palette and set of imagery, as well as showing off the business as a whole, including behind the scenes content. This is where the power of influencing comes in. Social media has changed how brands market their products, and more companies work closely with social media influencers to promote them.

Good content also encourages users to share it, which is best achieved when your posts are as eye-catching as they are useful. For instance, not only do brands like The Ordinary and Milk Makeup use Instagram for tutorials, tips and product recommendations, but their profiles look the part as well. In 2018 alone, 200 million beauty fans flocked to Instagram to get their beauty inspiration, and 72% of Instagram users make purchases based on items they saw while browsing the app.

Beauty brands who have created engaging content

Fenty

Rihanna's makeup brand Fenty has arguably had the biggest impact on the industry in recent years. Launched as an online exclusive in 2017, and advertised solely via Instagram, its unique strategy gained 1.4 million followers in just four days. Fenty Beauty offers products to consumers with a range of skin tones and approaches to style, making the brand stand out by actively reaching out to a diverse target market. Tutorials created by Rihanna herself can be found on Fenty's YouTube, whose videos regularly rack up hundreds of thousands of views.

Glossier

This online-only brand sells fewer than 30 products but has still generated huge levels of social media engagement, with three million Instagram followers. Glossier is a content-first company. Using Instagram as a key part of its strategy; making its name by identifying its very specific customer base — beauty fans who prefer natural looks. They began by uploading over 125 photos before even launching their products, which established their brand identity and aesthetic. Having attracted such a big fanbase, the brand then designed its packaging and labels for maximum social media appeal. In 2018. Glossier even opened a flagship store in Los Angeles, which was created with Instagram in mind, encouraging shoppers to take photos and share them online.

Sephora

The French makeup company pushes its beauty products through online tutorials, blog posts and social media updates. Sephora focuses on creating personalised experiences for its customers, including an app where consumers upload photos of themselves to see how different makeup might look on them. The brand offers a wide range of items, which need to have the appeal to match. By personalising its content, Sephora has reached an Instagram audience of nearly 20 million users.

Copyright 2020. Featured post made possible by Emily Kaye, Social Marketing Creative at Salon Goldthe experts in insurance for businesses and professionals in the hair, beauty, holistic, health and fitness industries.

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