Around one billion people use Instagram every month, while Facebook has 2.41 billion monthly active users, which makes them both very powerful marketing channels for your business. 

Creating a social media marketing strategy that leverages these vast audiences, alongside users of platforms such as Twitter and Snapchat, can help your cosmetics business engage with customers on a more personal level and build stronger relationships. 

The cosmetics industry is particularly suited to social media promotion due to its innovative and visual nature. That’s why we’ve put together our top tips on how you can create a social media marketing strategy that can help you reach your client base. 

Be consistent

Before you start posting decide on a realistic schedule that takes into account your experience with social media, your resources, and the optimal posting schedule on each channel. Posting once a week might work for LinkedIn, but your Instagram followers might expect updates every day. Once you’ve chosen a schedule, stick to it so your fans know what to expect and when.

Choose your channels wisely

Choosing your channels wisely is especially important if you’re just starting out or don’t have a lot of resources to support your social media efforts. Instead of trying to win at all channels, spreading yourself too thin, and failing to achieve much, pick a couple of channels and get your content and posting schedule post on for each. 

To decide on your channels, do research into customer preferences and read industry journals so you know where your target audience spends most of their time. There isn’t one industry standard, it all depends on who your target customer is. Millennials and Generation Z often show a preference for Instagram and Snapchat, while Generation X can be found more often on Facebook. 

Talk to your customers

Social media is not a dialogue, it’s a conversation. Don’t just post content and then forget about it. Instead, interact with your followers, reply to all comments (even negative ones), and like and comment on their posts. 

You can also use social media to get feedback and ideas for new products by running polls and sharing links to surveys, as well as measuring your customers’ opinions on issues such as sustainability and ingredients like essential oils. 

Decide on voice and tone

Your voice and tone on social media should match your voice and tone across all other channels. Are you funny, light-hearted and a bit sarcastic? Or are you more serious? This will also influence the kind of content you share. Maybe you share gifs and funny videos, or maybe you share links to research reports on the benefits of vegan skincare products. Consistency is also key here. Decide what your brand represents and go for it.

Using all of these techniques, it might still take time to get it right and start seeing results. Make sure you’re constantly measuring the performance of your social media marketing strategy and optimizing to achieve the best results. 

Want to learn more?

As a company with original products and a private label manufacturer, Schwartz Natural Cosmetics is an expert in cosmetic manufacturing. Get in touch with us to review your contract manufacturing needs, or to ask about our wholesale products. We can even send you samples of our products upon request. Talk to us to learn how you can gain from over 50 years of experience.

This blog post is for educational purposes only.