By Michelle Anuskiewicz, Senior Account Manager of Marketing & Development at Front Row
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’s time for a brand reinvention?
The Importance of Adapting Social Media Strategies for Beauty Brands
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 authenticity and customization. Social media is often consumers’ first point of entry for beauty brands. In fact, 45% of consumers turn to social media to find inspiration for new beauty purchases — with Instagram being their favorite channel — 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’s unique story.
Because the average beauty customer is plugged into social media, it’s 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.
A brand’s social media content marketing strategy could also be a factor as to why it isn’t 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.
What Strategies Should Beauty Marketers Implement to Reinvent Their Brands?
For beauty brands to reinvent successfully, they will first need definitive ways of measuring what success means. A social media content marketing strategy requires 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.
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’s 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.
Brands should also familiarize themselves with social media best practices for businesses; for example, learning about the brand’s customers. Personalization is important for making users feel unique, individual, and valued. 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’ interests? It’s all about meeting customers where they are.
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’t 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.
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’s crucial for brands to stay on top of social media trends and modify their strategies accordingly.
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.
About the Author
Michelle Anuskiewicz is the Senior Account Manager of Marketing & Development at Front Row, where 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.
