The beauty industry is made up of thousands of brands, today, of different sizes and categories, all vying for similar or diverse consumers. A universal theme across their growth strategies is the use of video marketing in social campaigns.
According to Hubspot’s The State of Video Marketing in 2020 survey, over 92% of marketers say their brands use video marketing. Of the 59% who don’t, they are gearing up to include videos.
If you’re looking to leverage video in a big way in the coming future, here are some video marketing tips and ideas to help you shine the spotlight on your brand in creative, connected, inexpensive ways.
Know Your Marketing Goals
The very first step when building a marketing strategy for your beauty brand is to understand your business goals and work backward from there. Identifying your budgets, campaign messaging and vibe comes next.
Make Low-Budget, High-Quality Videos
These days budgets to produce professional-designed slick marketing video has come down drastically. You can shoot a high-quality video by using your smartphone, and by leveraging platforms like InVideo, you can edit videos for free, using their sophisticated editing tools. Such platforms empower you to edit, add text, emojis, and your choice of music. You can use various filters and add all kinds of special effects. Once happy with the video, you can upload videos directly to your social pages. To make high-quality videos, visit InVideo.
Celebrate Your Brand USP
Every brand has a unique narrative. For example, some brands are built with sustainable values; some offer vegan, cruelty-free products; some have unique products for specific skin and hair types, some offer products for a wide range of people. Celebrate these unique aspects, find the right audiences, and build a loyal, consumer base.
While influencers have become a popular part of any social media marketing strategy, it’s a growing trend to also include micro-influencers in video campaigns. These are people who may not be influencers in a traditional sense but have a unique story. In all likelihood, they are more relatable to your consumers and can inspire your community. Simultaneously, your brand reaches newer audiences, while powerful stories get the spotlight.
Connect With Consumers
No celebrity endorsement can beat user love when it comes to growing a loyal base of consumers. Featuring real consumers talking about what products and stories they love, adds authenticity to any narrative. It’s a 2.0 version of traditional word-of-mouth strategy. Encourage users to upload their experiments with their products and tag you on social platforms, as well as use your unique hashtags.
Design A Tutorial Series
Tapping experts such stylists and make-up artists within your team to do video tutorials will help you nurture in-house influencers who can grow to be the face of your brand. For example, your in-house makeup expert could be featured in brief three to four-minute videos, offering say, a pastel color simple guide for applying eyeshadows.
Founders Shaping The Voice Of Their Brands
There’s a growing trend of founders of beauty brands – women for brands with women consumers, and men for brands of male consumers – becoming the voice of their brand. They share their journey of starting a business, what motivated them, as well as what unique consumer niche they fulfill. This is an especially relevant strategy for newer brands with limited budgets but a very strong mission. Check out this guide to know more about brands’ use of colors for their voice.
New Product Launch Videos
Another very useful video series can be designed when new products are launched. Getting creative in your approach helps keep the narrative fresh and your consumers excited about trying something new.
Promote Videos Extensively
It’s important to have a curated strategy to promote every video. You can design a campaign around it and release across all your social media, as well as additional properties such as blogs, websites, newsletters, and emailers. Studies say that newsletters with “video” in the subject line have a higher CTR rate.
Engage beauty bloggers
Search engines still throw up blogs with niche experience as well as unique, original content. Building a network of beauty bloggers who are always on the lookout for fresh perspectives on beauty and new, bold products, is an essential part of any video marketing strategy. Not every blogger is looking to be paid. You can however incentivize them with exclusive offers, samples as well as access to unique events and inside previews.
Leverage PR to promote new videos
While organically promoting your video content through your social and digital properties, public relations is still a major tool to make a big splash, especially when you launch a new video campaign with a strong message. For example, Fenty’s “Beauty For All” was a major media headliner, because of its inclusive product range and messaging.
These days even small boutique agencies or freelancers can pull off a campaign with the right networks and strategies, or your communications expert in-house can also double up as a PR ninja.
This enables your PR budgets to be low, but effective.
Shine The Spotlight On Trailblazers
Another trend that brands leverage is to but achievers and mavericks at the heart of their campaigns, especially women and marginalized communities. This shines the spotlight on important issues, people, and narratives, while also creating visibility for your brand. The key is to curate it well and ensure sensitivity, when conceptualizing the campaign.
Build Your Own Communities
Beauty is such a universal topic, that consumers bond and engage over various themes – beauty advice, concerns, trends, and loved products. Growing your own communities on social platforms creates vibrant engagement around your brand. Your community members can have access to new product previews, exclusive events, offers, and discounts, and be part of the latest campaigns. Communities are great spaces to seed your videos and trigger viral campaigns.
Video marketing is evolving at a record pace, with more and more people consuming video content, every day, including on Instagram. Some international brands that have really tapped into video marketing in a successful major way include Lancome, Benefit, and Birchbox. Check out their campaigns, and pick up pointers from the best, while innovating to create some unique buzz.