When it comes to social media for beauty brands, there's a constant struggle between trying to make your page look beautiful while remaining on par with brand messaging. In fact, a recent CMO survey found only 20 per cent of beauty brands felt their social media was well integrated with their marketing strategy.
Below, we look at four ways to help ensure you are successful on social media while remaining on brand.
1. It's not a popularity contest
While it's always nice to feel loved, being showered in likes, comments and reposts is all very well - but if the image is not linked to your brand in any way, there's not much point to it at the end of the day. Your pretty beach picture might be all over the net, but it's not going to make anyone more likely to buy your product if there is no clear visual of why you decided to post it. Make sure each image is furthering your brand's story - that way, if it gets reposted, people will link it back to the brand. That being said, if you are a tan or sunscreen brand - feel free to keep posting those beach images.
2. Spot the product
Pictures that just focus solely around the one product tend to get lost in the sea of product images circling social media. Instead, use your creativity to put the product against an exciting backdrop. Why not do a cute flat lay with your handbag and coffee cup, or place it in an outdoor setting such as a flower bed. That way you are giving a beautiful shareable image - but one that is still on brand.
3. Give the people what they want
Your brand message should always be visible in each image. If you are a tanning brand - it makes sense to do images of beautiful bronzed goddesses alongside product images. Make-up brands - why not do behind-the-scenes images from shoots, fashion shows etc, showing your products at work? Again, if using a quote as the image, provide a clear link between the quote and why it is applicable to your brand.
4. Delving deep
A great way to help consumers connect to a brand via social media is to show bits and pieces of your heritage. Whether it be the first building, founder, old product pictures etc, this is a fun way for consumers to gain a bigger picture of the brand.
