How to Market Beauty Products on Social Media: Strategies + Campaigns

With today’s generation of consumers continuously looking to visual social media platforms for beauty inspiration, Instagram becomes the most effective tool to market beauty products.  

In this article, we introduce you the most effective strategies for building your beauty brand, and share a few campaign mechanics straight from the market that you could replicate.

The Power of Social Media in Beauty Marketing

It seems like social media's purpose was/is to be a marketplace for beauty products from the beginning.

Check this: video tutorials, swatches in all possible flavours, an extensive network of influencers and other features make social media a perfect place for beauty brands to sprout and grow sales.

Why is Instagram Key for Beauty Brands?

Besides promoting their products, experienced beauty brands learned to add extra value to the daily lives of their potential consumers.

Let's explore the most common tactics that help beauty brands stand out on social media.

Effective Tactics for Beauty Brands on Social Media

1. Creating Engaging Tutorials

Short ‘how to’ videos mix the best aspects of social media: entertainment and engagement.

Tutorials help you to increase brand awareness and show-off beauty products in action.

Use tutorials to convince undecided consumers and encourage them to try your products.

2. Leverage Branded Hashtags

Establishing a branded hashtag helps to measure the social media reach of your posts, spot the negative comments and work them out on time, build a stock of user-generated content and collect testimonials with almost no effort.

3. Run Contests to Boost Engagement

Running a contest is a good strategy for a beauty brand that is ready to introduce itself to new audiences and boost social media reach fast.

It could be give-aways, tag-a-friend campaigns or a contest based on a branded hashtag.

4. Build a Loyal Community

Retain consumers by strengthening their connection to your brand and building long-lasting relationships.

Become a beauty insider, provide extra value for your consumers and educate them on skincare and healthy lifestyle.

5. Collaborating with Micro-Influencers

User-generated content is the key to the consumer’s heart.

Collaborations with micro-influencers serve as social proof to your not-yet-convinced shoppers and become a convenient source of organic ads.

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Great Examples of Successful Beauty Campaigns

Tarte Cosmetics: Real-Time Tutorials

Here we have a prime example of a brand positioning that's always there for its consumers.

Following the quarantine trend, Tarte organised an ongoing live IGTV series called ‘how to’.

These real-time tutorials create person-to-person connection during the times when people limited their visits to the off-line stores and help consumers to have a live experience together with their online consultant.

Huda Beauty: Hashtag Abundance

When it comes to abundance, there is no other beauty brand as Huda Beauty.

One of the top beauty brands in the US goes beyond minimal and launches as many hashtags as product range allows, which means — plenty.

Shoppers and future consumers can easily find all the tutorials and pictures of the desired product using a specific hashtag, as well as redo the whole look after picking all the products from the description.

NYX: Annual Face Awards

The brand that relentlessly pushes the limits of creativity and advocates for artistry for all, NYX not just called for the brand ambassadors on social media but launched its annual Face Awards campaign.

The contest brings together both influencers and consumers and results in impressive coverage and user-generated content for the rest of the year.

Planning Your Next Beauty Social Media Strategy

Content Planning + Execution

No matter what format you choose to test your next hypothesis, remember that content is key.

Make sure you have your materials ready and planned a few steps ahead — and Insense will always back you up here.

Try Insense and find influencers to create original and enticing content for your audience.

Reach out to more than 35000+ Instagram trusted influencers and find a partnership that would serve your strategy needs the most.

Create an efficient UGC campaign, increase your brand's online presence, and drive sales.

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