One of the key aspects of building a successful brand is an online presence since customer shopping patterns have changed significantly over the past few years. Consumers no longer have to walk into brick-and-mortar stores to discover newly launched products. Nowadays they’re more likely to research the items they’re interested in online, while also reading user reviews. In fact, they can go through the customer journey without having to leave the comfort of their home, as their favorite brands offer fully digitalized customer experiences. And this also applies to the health and beauty industry. So if you’re looking to promote beauty products or better position your new cosmetics brand you should start by growing your social media channels and working on customer relationships. In this article, we show you how to do it!
Social media is often the very first place people turn to to research your brand. By doing so they find out if your company is active online – but they also get to see if you reply to user inquiries and how you deal with negative comments – something that cannot be checked by solely visiting your website or walking into your store. This is why it’s so important to promote your beauty products on social media, too.
Apart from keeping your Instagram profile updated and regularly sharing valuable content, it’s also vital to keep your audience engaged. A good social media strategy will not only help you stay connected with your audience but will also attract new individuals as social media algorithms reward pages with content that promotes genuine interactions.
Here are some of the most popular tactics to boost the visibility of your cosmetics or health and beauty brand on social media.
Promote beauty products with social media giveaways
Social media giveaways generate high levels of engagement and deliver positive customer experiences. Users interact with your brand by leaving comments on your giveaway post and in return, they get a chance to win incentives that attracted them to your beauty promotion in the first place. If you want to grow your social media following, it’s a good idea to regularly launch comment-based sweepstakes – people will be looking forward to your new giveaway posts, possibly becoming brand ambassadors by inviting others to follow you too.
Here’s an example of a great strategy that Gruum – a skin, hair, and shave products brand – implemented into their marketing plan. Every month Gruum teams up with another like-minded brand and together they organize a beauty giveaway on Instagram. The entry requirements are simple as they ask participants to follow both organizing accounts, like the post, and leave a comment. Sometimes they also ask participants to tag their friends in the comment section for better visibility.
This tactic helps Gruum ensure that every month they reward their audience, increase their following and gain brand exposure.
Twitter is another social media channel that is great for promoting beauty products online. Organizing a Twitter giveaway takes less than five minutes and it does wonders. All you need is an attractive image and attention-grabbing text. Take a look at how Mavala UK promoted their new nail polish shades.
As you can see, they only asked interested participants to answer a simple question by replying to the giveaway tweet. Twitter also allows giveaway organizers to ask for follows and retweets – isn’t that a great way to grow your account?
Cross-promote your beauty products on other social media channels
Can’t afford to run various social media giveaways at the same time to promote your beauty products but you wish to boost engagement across different networks? Easypromos’ Multi-Network Giveaway application is what you need if you wish to engage followers on various social channels. The Multi-Network app allows you to organize a single giveaway across multiple social media platforms. That’s right: one giveaway for followers of your Instagram, Twitter, and Facebook pages.
However, if your main goal is to grow one of your social media accounts, you might want to take a look at cross-promoting your brand on your most popular channels. It’s common to see brands drive traffic to their new TikTok or Twitter accounts. Cross-promoting on social media is also a great way to promote your beauty giveaway and boost visibility.
These two examples clearly show how cosmetic brands publicize their beauty giveaways on social media. But remember that cross-promotion doesn’t only apply to sweepstakes. Attract new followers to the account you’re trying to build by offering special deals and discounts on your most popular beauty products. You can follow the same tactic that Bourjois Paris used; first, they created an Instagram post with a special discount on their beauty products, and then they shared it across their other channels so that they could drive traffic to their Instagram page.
Share tutorials and educational videos on YouTube
Health and beauty brands have a great advantage over other industries – people happily head over to YouTube to look for how-to videos, tutorials, tips, or educational videos about the products they purchased or are planning to purchase. Take for example Mac Cosmetics – they regularly publish makeup tutorials, looks of the week or beauty tips on their YouTube channel.
Don’t forget to take advantage of the video description in which you can invite viewers to visit your Instagram or Facebook page to enter a giveaway or to subscribe to your weekly newsletter. Another idea is to ask questions in the description of the video and encourage viewers to reply in the comment section. For example, you can ask what products they’d like to see in the upcoming videos, or which color shades are their favorite. Apart from boosting engagement, you also get to foster customer relationships.
TikTok is another social media network that is great for sharing short tutorials or how-to videos – that’s if Gen-Z and young Millennials are your target audience. However, TikTok is a very new social media platform when compared to other audience favorites like Instagram or Facebook. Unfortunately, it’s impossible to organize beauty comment giveaways directly on TikTok, as there are no tools compliable with TikTok guidelines that can pull comments directly from TikTok videos. Although, there are other ways to organize giveaways and contests for your TikTok followers (we’ll take a look at them in the next sections!) if you’re looking for something more than just boosting your social media engagement. Take a look at the following examples of interactive applications that can be used by any beauty brand to promote their products professionally on social media.
Generate leads for your beauty products brand
Social media giveaways are fantastic ways to promote your beauty products and engage your audience, however, there’s only one downside to comment sweepstakes: you don’t own any information about the participants. And wouldn’t it be great to be able to occasionally send personalized messages and offers to your customers? Or wish them a happy birthday with a special discount? It’s time to convert your social media followers into qualified leads for your business.
Online users are very protective of their personal information, therefore they must have a very good reason to share their email address or full name online. Make sure your beauty brand becomes one of their most trusted companies by organizing easy-to-enter – and trustworthy – beauty raffles.
Share a direct link to your online registration form on your social media platforms and give a chance to win product bundles to all that register their contact information. You can also decide to share your promotion with users of a specific social media channel. No matter which option you go for, make sure that you leave a positive experience – don’t bombard the participants with spammy emails. Use the collected information to guide them through the funnel and establish meaningful relationships with your customers. Implement different promotional solutions to engage and entertain your audience, after all, it’s not just registration forms that foster customer relationships. Give a go to product recommender apps, or surveys and quizzes about skincare, makeup and other topics related to your brand.
Use branded games to promote beauty products online
What’s the best way to stay top of mind with customers? You must stand out. And luckily, digital marketing gives you so many opportunities to distinguish your brand from competitors. You can tap into customer loyalty by providing fun experiences. Here’s how!
Take a look at the above example of an online prize wheel that can be fully customized with your products, corporate image, and branding colors. All you have to do is give away some prizes, product samples, discounts, or store credit and share the roulette link on your social media channels. Users will register for a chance to win one of the incentives and you can also embed the wheel on your website to further reap the benefits. Apart from promoting your brand and collecting new leads, you also get to entertain your audience and deliver a positive experience – that’s all you need to create and foster customer relationships online!
Are you ready to promote your beauty products or cosmetics brand on social media? Make sure you contact us in case of questions or doubts!