Why you should concentrate on videos for success

Reading time: 6 minutes

Videos and social media marketing continues to take the lead in the realm of content marketing, and brands that master the potential of marketing on these platforms will have the edge. Differentiating your brand using channels like YouTube, Instagram and TikTok can make the difference to the success of your business, especially if you are in the beauty and fashion industries. These platforms generate billions of views on a daily basis all around the world!

With so many consumers spending time on these channels, businesses are starting to see the benefits of putting in serious effort into video and social media marketing, where they can easily reach an audience of millions, especially if they also work with a celebrity or influencer who themselves have hundreds of thousands of followers.

Consumers love videos

When it comes to researching and buying products, many consumers today use social media channels to conduct their product research, leading many of these channels to even devote certain areas or features of their platforms towards showcasing brands and products. Research has shown that many buyers have a boost of confidence when they watch YouTube videos or tutorials on specific products.

YouTube can also enhance the traditional shopping journey of many shoppers by delivering unexpected inspiration, for instance when a customer is watching a product video on how to wear a certain makeup style, leading to them wanting to purchase various types of makeup to try it out.

TikTok on the other hand, is proliferating as the social platform for the youngest generation, especially when it comes to interactive content in the lifestyle, fashion and beauty areas. Topics such as beauty hacks, reviews and even tutorials are incredibly popular here amongst the age demographic!

If how-tos or video tutorials are part of your content marketing strategy, video marketing is a great tool to have in your toolbelt, and these platforms will be a natural fit for your brand to win over the hearts and minds of shoppers. For fashion and beauty brands in particular, video content featuring demos, tutorials, or using a celebrity or influencer to highlight all the great aspects of your product will certainly boost your business and bring awareness to your brand!

Shoppers trust creators

Influencer marketing and content creators on these platforms has seen a lot of success over the years, and paves the way for brands to connect and get closer with their audiences. In the fashion and beauty industry in particular, the effectiveness of influencer marketing is apparent. Many influencers have had undeniable growth effects for brands, and younger consumers in particular are increasingly drawn to celebrities or influencers that they look up to and hope to emulate.

Today’s successful influencers have a knack for creating attractive content for YouTube, Instagram and other social networks with the aim of entertaining and bringing information to their followers with certain characteristics, tastes and preferences, which are similar to theirs.

For years, Instagram’s visual layout has made it a hot spot for influencer marketing. Influencers regularly post sponsored photos and videos about their experiences with products on Instagram, and like YouTube, these influencers also regularly publish video posts or stories that present tutorials, reviews, and unboxings related to a product or particular brand. By partnering with influencers, brands are able to evolve and better meet shoppers’ needs who trust the recommendations of their favorite influencers.

Partnering with influencers are opportunities for brands to grow

Over the past couple of years, more and more brands are seeing the benefits, and have begun to align themselves with social media influencers as a result of customers expressing increasing preference for ‘authentic’ opinion over the voice of the brand itself.
Partnering with an influencer not only increases visibility to your brand, but can also increase trust in your existing customers. Many brands these days are also targeting millennials because they are the ones with the highest purchasing power. Because millennials and Gen Z are majorly present on social media, it is extremely beneficial for brands to collaborate with social media influencers especially in the beauty and fashion industries.

How does one get started?

Perhaps one of the first things you need to decide as a brand is in choosing the right celebrity or influencer to work with. It can be a difficult, but certainly not impossible task. Do your research. Find out who is popular and who your target audiences look up to. Someone your customers trust and respect is more likely to have an influence on their shopping behaviour. Work with well-loved and well-respected individuals who echo your brand personality and can relate to your target audience.

Another way to promote your products is by sending freebies to influencers who may be interested in your brand, as sponsorships. You can offer your products in exchange for a glowing testimonial, unboxing or review. The more of a following these reviewers have, the better. For just the cost of your product, you’ll be able to reach a wide audience.

Bigger brands can also consider hosting events or product launches, on a large scale or even just an intimate setting, where the influencers you choose to work with get perks for attending. Not only is this a way of connecting on a more personal level, it is also a golden opportunity to communicate your product or services well, get to know the influencers and create a great experience, which will also lead to positive reviews and content shared.

Modern opportunities for modern shoppers

Online shopping is a whole new ballgame, and YouTube, Instagram and TikTok videos can generate lots of traffic for your brand, as well as help to increase trust or awareness in a brand that is relatively new to the market.

With a diverse and growing base of over 1 billion active monthly users, these platforms are perfect for businesses to raise awareness and drive engagement. So if you want to stay top-of-mind for your target audience, start prioritizing your video and social media marketing efforts today. It’s never too late to step aboard!

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