Social media is everywhere – and as well as being a great tool for us to communicate with one another and to connect with long-lost friends, it’s also become a fantastic marketing platform. Whether you’re connecting with customers on Facebook or are solving problems via Twitter, if your business isn’t socially active, you could be missing out on some fantastic sales and networking opportunities. The make-up industry is arguably changing the most, thanks to social media influencers, however, in such a way that the way certain brands and products are being advertised is constantly evolving.
Thanks to image and video platforms such as Instagram and YouTube, more and more people are sharing their beauty regimes and their tips and tricks on how to achieve amazing looks. This often means that products such as mascara, skin cleansers, concealers, lipsticks and more are being upsold with little intervention from the brands themselves – as the video creators are directly exposing their product lines to normal people and likely future customers. This is fantastic news for brands – this is a whole new form of word-of-mouth marketing that the beauty industry has never seen before, meaning that social media is actively helping brands connect far and wide on an unprecedented scale.
In some cases, it has led to certain brands directly approaching the most popular make-up bloggers and vloggers to trial and showcase their product lines to their followers – this is advertising that pays for itself, and, as such, is largely replacing much traditional marketing within the industry. Marketing in this way is seen as more human, more effective and more honest – and it cannot be argued that, as Instagram and YouTube users continue to spike, it will be a marketing technique for the industry that will hopefully stand the test of time.