How Social Media is Shaping the Professional Beauty Industry

Facebook began with a simple goal; connect Harvard University peers online. The power of the platform quickly revealed itself. Opening to the public in September 2006, Facebook's popularity quite literally exploded, with over 12 million users registered by the end of the year. Facebook blazed the trail for the billion dollar industry we now call "Social Media."

Throughout the last decade, we've seen social media shift from a humble peer-to-peer networking platform to a powerful business tool. From Facebook's targeted advertising to Instagram's influencer campaigns, social media has become one of the most affluential marketing tools in the world. 

The professional beauty industry is a prime example of social media marketing in practice. Gone are the days of flipping through phone books and opting for the nearest hair salon - consumers are increasingly shifting online for recommendations, reviews and beauty bookings. 

This week on Beauty HQ we're taking a look at social media's power in the professional beauty industry. Read on for the latest tips and trends to make the most of your digital marketing! 

Instagram - The Influential Digital Marketplace

Doin it for the gram'. There's no denying the potential of this social media platform as a powerful sales catalyst. According to Sprout Social, up to 71 per cent of businesses in the United States are on Instagram. The beauty of Instagram is all about brand visuals. Instagram provides the opportunity to post captivating content that represents your beauty brand or business. From stunning before and after shots to product application videos, the sales power of Insta is undeniable. Read our take on how you can benefit from an engaging social media profile for your salon and tips for your grid!

 

Top Benefits of Instagram for the Professional Beauty Industry

• It's free - Unlike many forms of advertising, basic Instagram engagement costs nothing. Like Facebook, Instagram offers paid advertising, however, engaging consumers and establishing an image for your brand can be completely free. 
• It's a visual platform - Establishing a consistent image for your brand offers benefits for your business and consumers. Creating a visual identity increases the odds that consumers will remember your brand and quickly recognize your content.  Your brand image should be cohesive across social media, product labelling and all marketing materials. 
• It offers location-based searching -  When marketing your beauty brand or business, it's important to attract the right attention. Instagram offers geotagging, which can be tremendously helpful in upping your visibility to the right users. For example, tagging the South Yarra or St.Kilda neighbourhood increases the odds of your page being discovered by users who are seeking businesses in their specific area of Melbourne. 
• It offers shoppable content - In 2017 Instagram launched a game-changing feature for business profiles. Shoppable content creates a seamless experience for users to browse and buy products featured on a company's profile. While Instagram does allow advertising, the platform doesn't allow links in captions, which previously created a roadblock for shopping. The entire experience fro browsing to buying can now be done without ever leaving the Instagram app. 

 Tips for Maximising Your Instagram Grid for Engagement 

• Quality Photography - Better quality content leads to better engagement. Make sure your photos are captured with a high-quality camera under great lighting. Lighting can be a make or break when it comes to product photography. Our selection of crisp LED Glamcor lights are perfect for beauty product shots! 
• Value Video - While Instagram was born for photography, it can also be a powerful platform for videos! Take advantage of video editing apps such as Boomerang to create captivating quick videos. Before and after videos are a great way to show off your beauty brand or product at work! 
• Celebrate Stories - Instagram stories allow you to get creative and post temporary content for sales, promotions and brand announcements. Stories provide a great opportunity to increase awareness, engagement and ultimately drive traffic to your beauty business or brand. Make sure your stories always look crisp, clean and professional by using layout apps such as Unfold. 
• Embrace Influencers - Influencer marketing is the fastest growing online customer-acquisition method! A recent study by Influencer Marketing Hub revealed that influencer marketing offers more sales power than email, organic searches or display advertising. So who are influences and how do they drive sales? They're everyday people with a passion for a specific industry. Influencers build a following and begin posting about products, places and people who matter to them. The result? Serious sales! Engaging with influencers is a powerful promotion method, especially in the beauty industry! Make sure you do your research and collaborate with influencers who target your goal audience and maintain an image you'd like to align your brand with! 

YouTube - The New Beauty Bible 

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Eight months ago we launched our Le Beauty YouTube channel. Why did we get on the YouTube train? Video is an incredibly valuable medium for the beauty industry! Tutorials, tricks, techniques and reviews - YouTube has become an influential platform for buying beauty products. From at-home beauty vloggers to big businesses, YouTube should be considered mandatory for marketing! 

Top Benefits of Youtube for the Professional Beauty Industry

• Deliver on Demand - The beauty industry is bumping on Youtube. According to Statista, there were 88 billion beauty-related video views on YouTube in 2017! The best part about beauty on YouTube? It's not dominated by big business. At-home vloggers and small businesses make up a massive share of the beauty market on YouTube. DIY videos and influencer can offer just as much influence as big-budget videos! 
• Educate and Engage - How do you make sure your products are applied the way they are intended? How do you teach your clients some of your favourite beauty tips and tricks? YouTube is the answer! Product application videos can be a tremendously valuable resource to help you tackle FAQ's and keep your customers happy! Take Ardell for example - their product application videos for tricky products like magnetic lashes have hundreds of thousands of views! 

Pro Tips for Maximizing Your Youtube Videos for Engagement 

• Vital Vloggers - Beauty influencers can be tremendously powerful for promoting your product or brand! While influencer marketing is most dominant on Instagram, YouTube is also a valuable medium for collaborating with influencers. For beauty products, unboxing videos and reviews can be a great way to connect with your audience. Think of vloggers to be a beautiful link between you and your customers! 
• Cater to Comments - After posting your YouTube beauty videos, it's important to keep an eye on the comments! YouTube comment threads can quickly turn sour if brands ignore any questions or concerns that may arise! Engaging with YouTubers is important to demonstrate that your beauty business is active online. Replying to comments and engaging with your following can foster friendly discussion and correct any concerns or questions that may come up!

Facebook - The Critically Curated Feed 

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The original social media powerhouse, Facebook has become a powerful medium for beauty industry marketing. From paid advertising to organic product reviews, there are multiple methods to drive awareness and engagement of your beauty business on Facebook. 

Top Benefits of Facebook for the Professional Beauty Industry 

• Word of Mouth Marketing - Ratings and reviews can be critical for beauty brands and businesses looking to establish a reputable image. Encourage your guests and customers to leave reviews and help you build up your business rating on Facebook!
• Advanced Advertising - Facebook has become one of the biggest sources of paid advertising on the internet. Why pay for Facebook ads for your beauty business? According to Sunny Storm Marketing, over half of beauty shoppers say they're active on Facebook every single day! That's heaps of potential exposure for your beauty brand! Facebook ads are often considered more subtle than many other forms of marketing, considering they can cohesively blend into users news feeds. Facebook also allows you to reach your ideal audience by targeting geographic locations, interests and shopping behaviours.
• Community Building - Social media sales don't have to be direct. Focusing on creating a community is just as important as direct advertising. Consider Facebook your go-to platform for cultivating discussion and engagement amongst your customers!

Pro Tips for Maximizing Your Facebook Content for Engagement