Social media marketing for beauty products is essential because people watch a lot of tutorials/ videos as the usage instructions printed on the product are inadequate, especially Make-up products. People trust the views of influencers and beauty bloggers when they see the real application and usage of these products.
For example, Lakme launches a lipstick variant where all the colors might not be equally good or pigmented. Hence, it’s the reviews which the consumers trust.
Smartphone users have the leverage to check out the products and their reviews right at their fingertips. This factor plays an essential role for marketers in designing ads and video engagement on YouTube. Real-time customers give reviews on YouTube also adds to a product’s success story.
While designing the report, we divided beauty products into various subcategories like personal care, skin care, hair care, make-up products, etc.
BEAUTY BRANDS ON YOUTUBE
Our Insights on FMCG based beauty brands on youtube
Most of the YouTube ads that gathered the maximum viewership In India, during 2018, belonged to Hair and Skincare categories. Global brands like Garnier, L’Oreal, Lakme, Dove, Pond’s and Tresemme, to name a few, gathered the highest viewership all through the year. Beauty brand Nykaa has its in-house product line in the make-up category and consistently created videos that were more than 90 seconds longer. For instance, they promoted their products via FilterCopy videos. These ads gathered hundreds of thousands of views and were preferred by customers as it provides an option of deciding what to choose that suits best for them.
Beauty bloggers like Ankita Shrivastava, Komal Gudan, etc. provide honest reviews on various products and are trusted by millions of viewers. Customers go through the swatch videos to find the correct product suitable to their skin tone before making the purchase. Hence, these videos could be observed to have gathered maximum viewers.
Moreover, brands release ads specific to the ongoing season in the country. While some showcase the importance of Vaseline body lotion during winters, others show how to protect your skin during the scorching summer. Some companies also display how to take care of your face and hair due to the pollution that people face daily.
Companies, at times, discontinue some products in their make-up line. Here social media and especially YouTube, help in finding similar products/shades.
In smaller cities, where connectivity and safety is an issue, women find going out to buy their products cumbersome and time-consuming. Brands like Nykaa come with certifications from FMCG conglomerates such as L’Oreal and HUL. Customers are more aware these days and know that only celebrities’ endorsement can’t be trusted. Moreover, these websites also provide the option of buying the products from Bobbi Brown, Huda Beauty, etc. online, which are unavailable elsewhere in retail outlets in Tier-2 and three cities. They are further supported by E-commerce giants which provide faster delivery these days.
Brands like Good vibes, Stay Quirky are affordable yet provide great quality that is comparable to high-end luxury products as Tier-2 and 3 cities do not have exclusive showrooms. Keeping in mind the Indian customers’ psychology to gladly accept free products, they offer giveaways, which help in brand visibility. Digital marketing on YouTube makes the process more comfortable for the brands to connect with their customers and for the customers to get their trusted products at their doorstep.
Annexure of the Categories and Methodologies used.
- Skin Care: Products that provide CTME -> Cleanse, Tone, Moisturize and Exfoliate
- Make-up: Products that accentuate facial features to provide confidence
- Hygiene: Products for Oral care, Sanitary Pads, Hand Sanitizers, etc.
- Bath: Products like soap and body wash, for bathing purposes
- Hair Care: Shampoo, Conditioners, Hair Oil, Serum, Hair Masque
- Men’s Grooming: Shaving creams, gels, after shave lotions and face washes
- Device wise pattern: Pattern of viewership on Smartphones, Laptops, and Tablets
- Channels: Brand specific YouTube channels where the ads are uploaded
- Demographic segmentation: Gender, Socio-Economic Classification, Age Group, Ethnicity
- Ad- Duration: Divided into three categories as under 30 seconds, between 30 to 90 seconds and above 90 seconds
- Star Power: How much a celebrity endorsement has helped the product/brand to gather views
- Metadata analysis: Keywords and tags used in the description of the ad were analyzed using R
Click the button below to download beauty brands on YouTube – analyzing YouTube channels of 77 beauty based FMCG products.
The content marketing team at Vidooly publishes articles and blogs on current and relevant online video industry related news.