More and more beauty adorers are purchasing their cosmetics and skincare products online, which is causing a sea change in the business. Nearly 7 out of 10 Millennials and 2 out of 5 members of Generation Z shopped for cosmetics online in 2023, according to a survey. This rising tendency is more than just a passing fad; it heralds a major shift in the market. The category of beauty and cosmetics had strong growth in the same year, with online sales estimated to reach $24.5 billion from US consumers. Research shows that consumers still long for the one-on-one interactions that are a hallmark of more conventional cosmetic retail settings. Video commerce has created new ways for people to connect and engage, from Short-form Video Marketing and live-stream selling to influencer collaborations.
Beauty Brand Marketing Made Easy with Video Commerce!
1. Personalized Digital Interaction
One effective way for beauty brands to bring a personal touch to digital interactions is through the use of video commerce. People prefer watching videos than reading long texts in this day of information overload. Beauty firms have a great chance to engage their audience successfully because of this propensity for visual content. Brands can make their beauty ecommerce strategy more engaging and personalised by adding shoppable short-form video.
2. Interactive Product Demonstrations
By combining the best of both online and in-store shopping, cosmetic brands can now provide customers with interactive product demonstrations through video commerce. Because of the lack of physical product connection, videos are more successful at capturing attention than text or photos because they provide a realistic impression.
Makeup application techniques, skincare routines, and product attributes can be better understood and converted by customers when shown through video commerce. You may greatly increase your conversion rate by effortlessly integrating these videos into your product pages.
3. Transforming the Beauty Industry
Using video content in beauty ecommerce strategy to reimagine product presentation and customer education, the beauty sector has jumped on the bandwagon. As a kind of advertising and instructional media, before-and-after transformations, makeup lessons, and detailed product demos have become standard fare. Consumers are able to experience the texture, colour, and actual effects of items through this instructional method, which promotes credibility and confidence.
Additionally, with beauty brand marketing, viewers are able to practically interact with items by using beauty-related video content, which offers an immersive experience. Videos make learning about products, whether it's a new skincare regimen or how to apply a daring eyeshadow palette, a more engaging and informative experience.
4. Create Engaging Beauty Communities
With the help of beauty brand marketing, beauty firms can create engaging beauty communities. Brands may establish a stronger connection with their audience by producing content that is both interesting and useful. To get people involved, beauty ecommerce strategy might have tutorials, sneak peeks, and user-generated material. Customers are more likely to be loyal to a company and even more likely to become brand advocates when they feel a sense of community and share interests with other customers.
Benefits of Video Commerce in Beauty Brand Marketing
- In a cluttered digital environment,a Shoppable short-form video is more effective in capturing viewers' attention than text or images.
- Video commerce provides a more realistic and detailed look at products, which increases the possibility of conversion and builds confidence.
- Short-form Video Marketing has the ability to gain more organic views and clicks due to Google's preference for video content in search results.
- Skillfully produced videos may catapult a business to stardom by drawing in viewers and encouraging them to share the video on social media.
- Short-form video marketing is a great way to introduce people to your brand and its values, mission, and culture in an honest and straightforward way.
- By informing viewers about the brand, its products, and special deals, livestream selling helps spread the word about the business.
- Beauty brand marketing using videos is essential in mobile commerce, as it increases traffic and sales, and more than half of all consumers watch videos on mobile devices.
Using Livestream Selling and Shoppable Videos for Beauty Brand Marketing
1. Beauty Brand Marketing with Live Stream Selling
The beauty ecommerce industry is ripe with opportunity for livestream video, as 58% of consumers have shown interest in shopping through it. There isn't anything else like live stream selling, which is groundbreaking since it lets companies reach customers all over the world in a more interactive and personal way. Therefore, a brand's online presence can greatly enhance sales and client engagement through the incorporation of livestream selling video.
Marketers may engage with customers on a more personal level using livestream video, showcasing things and answering inquiries in real-time. There is an abundance of creative ways to accomplish this, such as classes, product demos, or question and answer sessions. The utilisation of influencer material and live events such as "Get Ready with Me" allows marketers to provide a more comprehensive view of their products. A whole new realm of expression is available with livestream video.
In terms of integration, cosmetics brands are attracting customers faster with livestream selling on their homepage, an experience that was previously only available in-store. Livestream selling is a great way to supplement social media video efforts, since just 4% of sales happen on social media and 96% on a brand's website. Try simulcasting, which is broadcasting livestreams across numerous social media platforms, if you want more individuals to visit the site where they are more likely to make a purchase.
2. Shoppable Short-Form Videos
These days, consumers primarily watch shoppable short-form videos to find new products and for amusement purposes. People retain 95% of visual information compared to just 10% of textual information, according to studies. This shocking discrepancy proves that all cosmetics brands need to incorporate video into their media arsenal as a marketing tool.
Shoppable short-form videos are the wave of the future; they let viewers buy stuff without leaving the video. Customers may simply browse products and place orders with the use of interactive elements such as comprehensive product cards, hotspots, and links to additional information. Short-form video marketing is more likely to convert viewers into purchases since they are more engaging, immersive, and entertaining.
Short-form video marketing not only promotes cosmetics but also shows viewers inventive ways to utilise them, which could encourage them to buy more than they originally planned.
The beauty and fashion industries now consider video commerce to be an essential component, rather than an extra. As a beauty brand marketing tool, video content is indispensable due to its capacity to engage, inspire, educate, and connect. Video will continue to play a significant role in changing the marketing landscape of the beauty and fashion sector because of the sector's dependence on stunning visuals and compelling narratives. Brands in the fashion and beauty industries will certainly keep using video marketing to their advantage as user preferences and technology change.