The Guide to Personal Care and Beauty Content Marketing in 2019
3 Big Trends Personal Care & Beauty Brand Marketers Should Know about in 2019
As we begin 2019, personal care brands will be bracing themselves for new trends & attitudes that will affect the way they approach their marketing. There are certain trends marketeers will need to be mindful of.
“Clean” to “Natural”
Diversity & Inclusion
Customization and social proof
Adapting your Content Marketing Strategy
There are a number of content marketing methods you can incorporate into your content marketing strategy to keep up. Most of which involve authentic social content, or, in other words, social media posts are written not by brands but by consumers.
Personal care products are designed to make us look & feel good, these are visual by nature. This means there is never a shortage of consumers posting their looks and applications to social media channels. But only a handful of brands are making effective use of this self-generating content.
Trends will undoubtedly be dictated by popular looks, celebrity endorsements and pressures such as the need to be “Clean”. But as such trends change, will marketers have the resource and budget in place to respond with carefully crafted content and messaging that resonates?
Harnessing User Generated Content (UGC) is the only way for a personal care brand to keep their social marketing on trend. By tapping into a stream of content that features real people using your products, not only can you learn how your customers use your products, but you can also give recognition and create your own brand ambassadors.
The need for eco-friendly beauty products represents a cause that matters to consumers right now.
Brands will grow consumer-trust from if they can show that they care about what matters to the consumer. Initiating a UGC campaign that helps give a voice to consumers around the subject of saving the Planet will undoubtedly develop positive brand sentiment. Imagine a “Share your eco-friendly beauty routine with #keepingitcleanwith(brand)”.
With Miappi’s help, Sprite gave the youth a voice around the midterm elections. Using the hashtag #getvocal and a backtrack available on Soundcloud, Sprite gave the youth a platform to vocalize their opinions around the US mid-term elections. Though not in the same industry, this use case is a great example of how brands are currently trying to support the causes close to their target audience’s heart.
When incorporating UGC into your content strategy, Celebrating Diversity and Inclusion can be demonstrated by displaying the diverse range of consumers using your product. It really can be that simple.
When it comes to customisation and giving your prospects a tailored e-commerce experience, why not use UGC as the social proof to demonstrate how similar people are using the product.
But UGC isn’t just a solution for reacting to trends, it presents many opportunities for personal care marketers to be innovative and deepen their connection with their consumers in a number of ways.
Lessons can be learnt from a few personal care brands who have mastered the art of leveraging UGC to drive engagement as well as conversions.
Jump in to our Personal care UGC review and get inspired for 2019!
3 Digital Marketing Tips for Beauty Brands using User Generated Content
1. Create an online brand identity
By creating a simple hashtag #thefrankeffect and an easy to replicate idea, Frank have got a seriously effective Instagram trend on their hands. Customers are taking selfies whilst covered in the coffee scrub, it’s a powerful and fun visual that is perfect for capturing attention. This keeps the trend going, generating FOMO (‘Fear Of Missing Out’ in case you missed out on that memo!) with those who are exposed. FrankBody UGC is distinctive and is helping to reinforce a fun brand identity, one that people want to interact with. This image is truly unique to FrankBody.
Click here to read more about FrankBody’s intelligent social content strategy.
Miappi tip: UGC can be emotive and honest and emotive, honest content is what will make your brand go far on social. FrankBody have committed to create fun for their customers using a simple hashtag. Get more free advice by clicking below:
2. Tell your consumers what to post
Some Beauty and cosmetics brands are experts when it comes to telling consumers what they want them to post on social media. Glossier are giving instagrammable backgrounds to their customers, meanwhile, Badass Beardcare are giving their customers online recognition and discount codes to incentivize more UGC.
Click here to read more about how Badass Beardcare are utilizing UGC.
Miappi tip: Don’t be shy, ask questions of your followers and tell them what to do. You also need to make it easy as possible to get involved to give a clear and easy call to action, if necessary give your customers the props required.
For more free advice, click below:
3. Leverage Social Proof
The use of social proof in cosmetic and beauty marketing is rife, with brands like Sephora incorporating relevant UGC Instagram reviews into their review filtering system on their product pages. No longer do we have to rely on hand typed or star rated reviews, we can see the end results that feature people like us.
Click here to read more about how Sephora are doing this.
Miappi tip: Discovering relevant UGC review is one thing, getting it in front of customers during the purchase path is another. Miappi makes easy work of helping marketers discover, curate UGC content and distribute on a website using code or on digital out of home screens. Click here to learn more.
“70% of Consumers will check UGC reviews or ratings before deciding to buy a product.” Shopify
Click below for more free advice:
Creating a Personal Care UGC Campaign in 2019
Only a few can intelligently collect relevant UGC, moderate, distribute their best UGC. In 2019, personal care brands need to establish a stream of readily available authentic content, forming the backbone of their online campaigns. To do so, they require an intelligent platform like Miappi.
Miappi are already helping a number of personal care brands in multiple markets improve consumer trust using UGC. Get in touch to learn how you too can make this part of your content marketing strategy today.