For beauty brands looking to better communicate with their audience, understanding why people engage with content is key. And a recent study by Facebook & Accenture called ‘Inside Beauty’ identified seven key behavioural motivations that drive engagement on Facebook and Instagram and that’s what we’re talking about today.
Discovery & escapism
People use Facebook and Instagram to discover new content. And increasingly they don’t do this through active or planned research but through curating their own stream of inspiration. In particular, Facebook are seeing a large amount of engagement with beauty brand campaigns that implement a de-stressing aspect to their product. Skincare and beauty brands are a good example of this, marketing themselves as a health, beauty and relaxation product that’s all in one, driving higher engagement through the millennial’s desire for escapism.
When attempting to drive a marketing campaign through Instagram in particular, aesthetics are everything. The key advantage to Instagram is that it relies very minimally on text and puts almost all its emphasis on the visual medium. This is a great opportunity for beauty brands in particular to reach more people, as time and time again visual means of advertisement prove to be more effective than text sources.
When looking to improve the feedback on a brands visual campaign, the prettiest picture wins. Trends on Instagram show that message or meaning go over a lot of people’s heads and like flies attracted to a bright light, users tend to engage with the most unique or aesthetically pleasing image, another advantage for visually focused beauty brands.
People use Instagram and Facebook to stay up to date with their interests and passions across a wide variety of categories. In beauty and make up, over 60% of consumers are interested in How To content and before and after content, whether organic on feeds or in ad creatives.
Emotion evoked through video and real people
One of the best things about video ads is their unique ability to evoke some kind of emotion within the viewer. A brilliant example of this is this creative by the Red Cross which immediately evokes emotion for all and every parent by touching the rawest of our nerves around loss, family and love.
Being Human not a brand
Consumers are not looking for a shopping journey, most people and especially young adults are looking for an effortless, yet intimate experience. People want ease of access and a human like connection from their brands. People’s expectations for how they communicate with brands is changing, they are demanding a more human and personal feeling form the communication they have with their favourite brands and companies.
Sephora, one of the largest beauty retailers is leading the charge when it comes to intimate customer communication. With 61% of Facebook users saying they would direct message a company for information or advice, Sephora has begun talking directly to people who Facebook message their account, giving them answers to their personalized questions. Using this personalized approach has attracted more people to shop with Sephora.
We’ve used the CEOs and figureheads of the businesses and brands we work with as part of their marketing strategy for years because we know it works. Giving a human face to your digital marketing presence will entice and retain the enthusiastic consumers brands desire.
One of the brands we work with and has seen huge growth in the past year is Absolute Collagen. They do both of the above brilliantly – replying to every comment on ads and posts one to one, always being available on messages and by phone AND their founder Maxine is the figurehead often appearing in ad creatives and on the brands social feeds putting a face to the brand.
Staying Ahead of the Curve
When developing more engaging content for a social media marketing campaign, one thing that will keep people coming back and draw more attention to your brand is the use of new technology. Now traditionally, the tech field and beauty industry have had very few crossovers in innovation but
Estee Lauder has begun experimenting with the world of augmented reality. They are using facial recognition to allow consumers to test lipstick colours without having to go to the store, keeping people engaged with their online media for longer periods of time. This is just one example of how the beauty industry is maximizing the potential of new technology.
People are always looking for something new, whether it be a uniquely shot video, a creative story, or augmented reality consumers are eager to engage with brands that innovate and keep adding fresh content.
Watch the video below to find out more about the drivers that encourage people to engage with content.