Most businesses nowadays seem to scratch their heads whenever the word “millennials” comes up in board meetings. What do we do for them? What do they like? Not surprisingly, millennials have a tremendous influence over almost every industry. The beauty industry in particular has seen a rise in changing trends over the years that reflect this generations values and buying behavior.
But you know what else has businesses scratching their heads? Snapchat.
Since its inception in 2011, Snapchat has evolved from a fun new social media outlet to a powerful tool marketers use to build brand awareness and affinity. Why this trend? The platform boasts over 100 million users that collectively watch over 6 billion videos a day (Source 1).
That kind of exposure is hard to ignore. Oh, and the best part is that the main demographic of snapchat is…you guessed it, those darn millennials. Over 60% of U.S. smartphone users ages 13 to 24 use Snapchat (Source 2).
Yet, how do you market on Snapchat and how does the beauty industry target one of their market segments with it? Here are 5 ways that beauty businesses have utilized Snapchat to build their brands.
A geofilter is a feature unique to snapchat that allows users to target specific locations. P&G used this feature to their advantage for their Star Wars CoverGirl campaign. Their Star Wars line would only be available in Ulta stores so they needed to drive physical traffic to their store locations.
P&G limited their campaign to only snapchat and compared the campaign numbers to in-store sales. According to Eric Rose, a brand manager at Procter & Gamble, the campaign was more cost efficient than their similar 2013 Hunger Games themed campaign and even had a larger impression (Source 3).
One thing that differentiates Snapchat from, say, Instagram, is that it just isn’t as pretty. You have to take pictures at the moment and they are an “unfiltered” look into a person’s life, whereas most of Instagram’s appeal is how easy it is to make each and every image beautiful. When it comes to brands, this authenticity and transparency makes them popular amongst users. Birchbox has utilized this unique aspect of the platform to take their followers behind the scenes at Birchbox and preview their collections.
Birchbox creates anticipation for their new products which engages their audience and builds up their audience engagement. It also encourages new membership, bringing additional business.
3) Snapchat Takeover
This strategy is all about influencer marketing. Let someone else do the marketing for you. Sephora used this method to great effect as a way to jump start their presence on Snapchat. They had Beautified.com Founder, Hannah Bronfman, take over the Sephora account for a day and utilize Clinique products in her snaps with a goal to increase online and in-store sales for Clinique products.
Sephora, once again, was one of the first brands to recognize the potential of the Snapchat platform and has consistently grown their audience through regular competitions, sweepstakes and other promotions. In February 2015, they announced a sweepstakes giveaway of a $500 Sephora gift card. Users entered by sending a snap of their fake eyebrows to Sephora, and by uploading the photo to Instagram with the hashtag #SephoraSnapsSweeps.
Not only did they get their Snapchat audience to engage, they grew their following on Instagram, as well! This is one of the many creative ways that Sephora has taken advantage of social media’s cross-functional capabilities.
5) Snapchat Stories
In the 2015 New York Fashion Week, Maybelline took center stage on Snapchat by utilizing its video features. More specifically, it’s Story feature. Compared to other snaps that only last a few seconds before they disappear, the story feature keeps a video alive for 24 hours before it goes into the Snapchat graveyard. Throughout the event they gave their followers sneak peeks at the upcoming fall collections and showed them the backstage action at the show. The feel of a live event through Snapchat feels all the more exclusive because of the raw feel of the footage native to the platform.
As the beauty Industry evolves so does Snapchat, as it has become one of the quickest rising social platforms of recent times. Engage millenials by the horns and see how Allo Beauty can help your brand to establish a Snapchat strategy.
Allo Beauty’s expert social media services can help enhance your beauty brands social awareness and, ultimately, it’s business. Click here to learn more.
Source 1 – http://blog.hubspot.com/marketing/snapchat-usage#sm.000019bhwd1arpevgqc62zzutz7p7
Source 2 – http://blog.hubspot.com/marketing/snapchat-usage#sm.000019bhwd1arpevgqc62zzutz7p7
Source 3 – http://adage.com/article/cmo-strategy/p-g-tying-snapchat-ads-store-sales/301405/