{"id":5213,"date":"2023-07-24T01:38:05","date_gmt":"2023-07-24T05:38:05","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/07\/24\/the-art-of-reinventing-your-social-media-strategy-how-beauty-brands-can-glow-up\/"},"modified":"2023-07-24T01:38:05","modified_gmt":"2023-07-24T05:38:05","slug":"the-art-of-reinventing-your-social-media-strategy-how-beauty-brands-can-glow-up","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-art-of-reinventing-your-social-media-strategy-how-beauty-brands-can-glow-up\/5213\/","title":{"rendered":"The Art of Reinventing Your Social Media Strategy: How Beauty Brands Can Glow-Up"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a title=\"https:\/\/www.linkedin.com\/in\/michelle-anuskiewicz-6053bb149\/\" href=\"https:\/\/www.linkedin.com\/in\/michelle-anuskiewicz-6053bb149\/\">Michelle Anuskiewicz<\/a>, Senior Account Manager of Marketing &#038; Development at <a href=\"https:\/\/www.frontrowgroup.com\/\">Front Row<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a rapid-fire market where trends evolve by the second, beauty brands are continuously faced with the pressure to evolve alongside their environment. But how do companies know when it\u2019s time for a brand reinvention?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Importance of Adapting Social Media Strategies for Beauty Brands<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As consumer shopping behavior shifts, so does consumer behavior on social media. While consumers typically expect seamless customer service and products that deliver results while shopping, they are increasingly flocking to brands that offer\u00a0<a href=\"https:\/\/blog.gitnux.com\/beauty-marketing-trends\/\">authenticity and customization<\/a>. Social media is often consumers\u2019 first point of entry for beauty brands. In fact, <a href=\"https:\/\/lionspiritmedia.co.uk\/why-social-media-is-important-for-beauty-businesses\/\">45% of consumers<\/a> turn to social media to find inspiration for new beauty purchases \u2014 with Instagram being their favorite channel \u2014 and 62% of young people use social channels to research beauty products before buying. Social media offers brands and buyers alike the largest landscape to visualize, learn, and connect with a brand\u2019s unique story.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because the average beauty customer is plugged into social media, it\u2019s important for brands to stay on top of social trends and know when to reinvigorate their social media strategies. By deep diving into social media metrics and keeping an eye on lower-than-usual engagement, impressions, or follower growth, brands can stay ahead and pivot strategies in real time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A brand\u2019s\u00a0social media content marketing strategy\u00a0could also be a factor as to why it isn\u2019t seeing the reach and engagement it wants across its social channels. This is why it is critical for beauty brand marketing teams to pause and reassess their social strategies throughout the year to ensure they are still working toward greater brand objectives.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Strategies Should Beauty Marketers Implement to Reinvent Their Brands?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For beauty brands to reinvent successfully, they will first need definitive ways of measuring what success means. A\u00a0social media content marketing strategy\u00a0requires clearly defined objectives and assigned KPIs to those goals in order to track how activities are performing, analyze which tactics to prioritize, and adjust content to produce the best results.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best place for brands to start is by performing a 360-degree audit. Taking a clear assessment of existing social media campaigns, content, and followers can provide a definitive picture of the state of a brand\u2019s social media presence. Looking at best-performing and worst-performing campaigns also provides a wealth of insight into what resonates the most on social media with consumers.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands should also familiarize themselves with\u00a0social media best practices for businesses; for example, learning about the brand\u2019s customers. Personalization is important for making users feel\u00a0<a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2021\/09\/09\/three-ways-to-reinvent-marketing-as-an-individualized-human-experience\/?sh=1cf696f221f6\">unique, individual, and valued<\/a>. Where are target customers looking? What are they excited by? How can brands use the data at their fingertips to create content tailored to their consumers\u2019 interests? It\u2019s all about meeting customers where they are.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Reinventing a brand on social media should be approached with a holistic yet adaptable mindset, considering how fast trends tend to change. While reinventing social strategies can seem daunting, maintaining flexibility will be key for brands to grow and sustain their momentum on social channels. Brands shouldn\u2019t shy away from trying something new with a fresh, clear voice in a highly saturated space. Keeping on top of trends is essential, but so is having the creativity to form brand-specific trends and push the boundaries.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With an ever-evolving market, beauty brands must constantly adapt their social media strategies to remain relevant and successful. With the majority of beauty consumers using social media as their primary source for discovering new brands and products, it\u2019s crucial for brands to stay on top of social media trends and modify their strategies accordingly.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Beauty brands that feel the pressure to give themselves a glow-up should evaluate their existing strategies, reassess and set newly defined goals, and give themselves the freedom to explore new opportunities. Ultimately, the key to success in social media for beauty brands is to remain flexible, creative, and willing to experiment with new approaches to engage and connect with their audiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/michelle-anuskiewicz-6053bb149\/\"><em>Michelle Anuskiewicz<\/em><\/a><em> is the Senior Account Manager of Marketing &#038; Development at <a href=\"https:\/\/www.frontrowgroup.com\/\">Front Row<\/a>,<\/em><em>\u00a0where she works on key accounts, project manages digital 360 strategies, supports client retention, and leads internal and external development of the account team. Michelle has created and managed successful digital campaigns, including organic social strategy, 360 campaign development, content creation, influencer marketing, and brand identity.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a rapid-fire market where trends evolve by the second, beauty brands are continuously faced with the pressure to evolve alongside their environment. But how do companies know when it\u2019s time for a brand reinvention?<\/p>\n","protected":false},"author":7,"featured_media":5214,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-5213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Art of Reinventing Your Social Media Strategy: How Beauty Brands Can Glow-Up | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-art-of-reinventing-your-social-media-strategy-how-beauty-brands-can-glow-up\/5213\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Reinventing Your Social Media Strategy: How Beauty Brands Can Glow-Up\" \/>\n<meta property=\"og:description\" content=\"In a rapid-fire market where trends evolve by the second, beauty brands are continuously faced with the pressure to evolve alongside their environment. 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