As a cosmetic brand, your primary mission is to develop products that meet the needs and desires of your customers. So when marketing on social media, why not employ the same methodology?
For industry leaders such as Glossier, FENTY Beauty, and Morphe, their billion-dollar valuations are driven by the same customer-centric social media marketing. Therefore, as you develop your social media plan for a cosmetic startup, it is vital to employ the following four principles.
#1 Social Media Listening
For social media marketing, a foundational principle is to listen to your audience. In 2020 the cosmetic industry is on a cultural rise with beauty influencers driving the conversation between customers and brands. Customers are now more than prior years seeking to learn more not only about the products they are purchasing but also the brands they are buying from.
Therefore, if a customer likes or dislikes either a product or a brand’s actions, they will share it on social media. By listening to these industry conversations taking place on social media will gain insight into how to market both your brand and products.
#2 Engage With Your Audience
For the cosmetic industry, engaging with your audience is a vital principle in marketing on social media. When engaging with your audience, begin by establishing a unique brand voice that will become the standard for each interaction. When engaging with either a brand follower or potential customer, remain authentic to your brand identity and ensure that they feel special.
According to the customer relationship management agency, Pardot SalesForce, 80% of customers said “authenticity” directly influences their decision to follow a brand. Therefore, remaining authentic presence when either replying, liking, or sharing user-generated content can build a stronger bond with your audience.
#3 Brand Consistency Is Key
In the cosmetic industry, your brand’s message and visual identity are what defines your company. Whether your cosmetic brand is e-commerce or brick-and-mortar based, social media will become the primary way customers see your brand. On social media, there is a vast opportunity to integrate your brand’s visual identity in both touchpoints and content creation.
For content creation combining messaging with your brand identity will result in creative and unique content. Additionally, as customers move between platforms having consistent brand representation will maintain a positive perception. According to the digital marketing agency Design Rush, brand consistency across all platforms can also depend on average boost revenue up by 23%.
#4 Diversify Content Across Platforms
Though consistency is key for brand identity between platforms, one of the biggest mistakes you can make is repeating content between platforms. Between the plethora of platforms available, you should focus on what type of content performs better on each one.
In the cosmetic industry, Instagram will consistently be the main focus for brands due to Instagram Stories and photo-sharing abilities. For Glossier, their marketing team leverages Instagram’s functionality to show off the aesthetic quality of their products, stores, and photoshoots.
However, on Twitter, the way an audience interacts with content changes. Rather than swiping through photos, your audience will want to see short and expressive written content with the occasional link, poll, or GIF. Additionally, on Facebook, content becomes less expressive and more about communicating company news and initiatives. Therefore, the diversification of content is crucial as neither platform should have the same content in the same format.