Getting the word out about your cosmetics used to be an expensive, time consuming, and risky practice. It was hard to tell if consumers were really engaging with what you offered, and target audiences were generally limited. However, with the advent of social media, cosmetic samples and marketing have become much more effective than ever before.
We’re Fillcon – the first name in cosmetic sampling – and in this article we’ll explain the power of social media for your cosmetics and marketing efforts. We’ll talk about the importance of social media, how to reach a larger audience, and methods to effectively promote your cosmetic samples.
If you’ve got a social media marketing plan in place, get in touch today to secure your cosmetic sampling solution.
The Importance of Social Media for Cosmetic and Beauty Samples
Reach More People
Reaching the most people with your products means knowing what they want and where to find them. According to a Social Commerce Report by GWI in 2019, 55% of global internet users are social shoppers – meaning they like to find, try, and buy products through social media. GWI’s 2023 trends show a continued amount of social media usership, and powerful platforms like TikTok Shop have only boosted the potential of quickfire social media shopping.
Refine Your Target Audience
For cosmetics, there are likely quite a few among the large proportion of global internet users that don’t belong to your target audience. However, useful tools and techniques allow you to refine the audience you’re reaching, resulting in increased sales with lower overheads.
Lower Your Advertising Spend
Managing your budget is another key advantage of social media marketing. With most social media platforms, your ads will operate under a cost-per-mille (CPM) system. This system lets you set a budget, which the platform will only charge you an average cost for every 1,000 people who see the ad.
When working together with targeted marketing, you’ll find that your paid ads become an incredibly effective method at promoting your cosmetic products on social media.
Unlock a Thriving Marketplace
Social media is a hive of activity for younger generations. GWI’s report provides insight on the trends for Gen Z and Millennials’ social media usage, with at least 42% of Gen Z and 38% of Millennials using it to fill free time while 25% and 28% respectively use it to find products to purchase. Between the content consumption and active seeking of products, this places social media at the forefront of ways to reach these younger generations.
Generation Alpha is also seeing similar trends, with 65% spending up to 4 hours of screentime per day, a similar amount to Gen Z. While Generation Alpha aren’t a likely target for your cosmetics marketing, this emerging marketplace will only grow more important in the future – so having a firm presence on the platform already will only make it easier when the time comes.
Utilise the benefits of social media with our guide to promoting your brand to younger audiences >
Create a Community
Building an online community around your cosmetics and brand will help people engage with your offering and come to see you as more than just a business. Your cosmetics make an impact on people’s daily lives, and creating a community on social media can show that you care.
Additionally, having a following on social media will also increase your ROI. 90% of consumers buy from brands they follow on social media, with 75% increasing their current spending with brands they follow. This makes building a loyal fanbase online an incredibly important task for the success of your cosmetics, and a powerful benefit for utilising social media.
Showcase Your Products
Finally, social media allows you to showcase your products in their best light. Rather than relying on circulating public opinions of your products, their quality, and their appearance, you can do this yourself – using social media to springboard your marketing efforts.
Posting genuine content and working with influencers – with which 60% of marketers plan to increase their influencer campaign spend in 2024 – are both ways you can create a positive impression for your brand and a collective understanding of your cosmetic products’ benefits.
How to Reach a Larger Audience on Social Media
Reaching a larger audience is one of the main benefits of social media, but how do you actually leverage this advantage? Some methods you can use to reach a larger audience for your cosmetics on social media include:
- Using targeted ads
- Increasing your advertising spend
- Growing a community (such as Dior, which has 19 million followers on Facebook alone)
- Responding to analytics
One incredibly beneficial technique to grow and keep your social media audience is social listening. This technique involves monitoring social media channels, observing what consumers are saying about your cosmetics. By properly analysing the weight and meaning of these insights, you can then turn them into opportunities to improve your products, marketing, and brand awareness. 51.2% of people research a brand before making a purchase, so you want to ensure yours is seen as positive, responsive, and appealing.
Once you’ve reached your audience, you’ll need enough quality samples to send them, and by fulfilling orders of 10,000 sachets or more, we’ve got the solution. To find out more, contact our team today.
How to Effectively Promote Cosmetic Samples on Social Media
Effectively promoting your cosmetic samples to your new social media audience is the next, and possibly the most important, step to leveraging this unique marketplace. Five of the top methods you should use to market your cosmetic samples include:
- Creating strong landing pages. By giving users a clear, engaging, and attractive page to land on when they pursue your products, you’ll create a great first impression which encourages them to purchase your cosmetics.
- Drive traffic to your landing pages. After making a good landing page, you’ll want people to use it. Making sure your ads drive people to the right place will increase the effectiveness of your marketing while giving people what they’re looking for.
- Market where people are looking. Not every social media platform is made equally, and not every audience will want to buy your products. Try to find places where your cosmetics are relevant and can make an impact, and direct your marketing efforts towards these opportunities.
- Keep buyer profiles in mind. Don’t stray too far from your target audience. While attracting more and newer people can seem attractive, going too far from your origin could risk alienating your primary customers. With whatever marketing you do, be it social media or otherwise, keep your target audience in mind.
- Give them something for free. Whether its samples, limited edition drops, useful tips, information, or advice, there are dozens of different ways you can use social media to provide extra value to your customers while not costing you much at all. When people receive something for free, they’re likely to want to reciprocate that – leading to extra purchases of your cosmetics products.
Use Quality Sampling Products
When you’ve built up your social media audience and delivery enough to start making conversions, you’ll want people to have a great first experience with your products. Starting with a full purchase can be a large commitment, so offering free samples can get people to experience your cosmetics without any initial investment from them.
Using recyclable bottles for liquids like perfume samples gives an eco-conscious, intuitive application of your product. Or, for things like creams and gels, the recyclable sachets that we manufacture and fill at Fillcon offer a reliable, convenient dose of your cosmetics.
A quality sample, matched with your branding and colours, is the best way to show a customer the benefits of your product. Distributing these samples through social media is therefore a crucial use of the power of digital platforms and their audiences.
Explore some cosmetic sample distribution strategies for products in the UK >
Your Cosmetic Sample Solution from Fillcon
Make sure social media is included in your marketing strategy. It helps you reach all generations and demographics, giving you direct access to your target audience. When done correctly, you’ll be able to access large untapped markets without breaking the bank. Make sure to follow your budgets and plan strategically to make the most out of your social media marketing.
Once you’ve done all that, you’ll need quality cosmetic samples to get customers hooked. That’s where we come in – at Fillcon, we supply businesses with sampling solutions that provide customers with the highest standards of cosmetics on the market. Get in touch today to find out more, or read on with some related articles below!
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