In the ever-evolving world of beauty and skincare, User-Generated Content (UGC) has become an essential tool for brands looking to build trust and engagement with consumers.
As we head into 2023, the use of UGC content creators is becoming increasingly important for makeup and skincare brands looking to stay competitive and build a loyal customer base.
Let’s take a look at the emerging trends:
- Beauty brands that use UGC see a 29% increase in website conversions (Source: Curalate)
- UGC can improve SEO by generating backlinks. Beauty brands that use UGC tend to have higher search engine rankings (Source: BrightEdge)
- Beauty influencer's accounts with UGC tend to have a higher average engagement rate than those without (Source: Influencer.co)
In this blog post, we'll explore why UGC is such an effective marketing strategy for beauty brands and how partnering with UGC creators can help companies increase brand awareness, drive sales, and build trust with consumers.
We'll also look at some examples of successful UGC campaigns from top beauty brands and discuss best practices for brands looking to work with UGC creators.
Whether you're a small startup or a well-established brand, understanding the power of UGC and how to leverage it can help you achieve your business goals in the coming year.
How does UGC content creation impact beauty brands?
Showcase products in a real-world context
One of the main benefits of UGC is that it allows brands to showcase their products in a real-world context, giving consumers a better sense of how the products will look and work for them.
This can be especially powerful for makeup and skincare products, as many consumers are hesitant to make a purchase without seeing the product on someone with a similar skin tone or makeup style.
Build trust with consumers
Another key benefit of UGC is that it can help build trust with consumers. When a brand promotes a product on its own, it's often seen as biased or promotional. However, when a product is endorsed by real customers, it carries more weight and is seen as more credible. This can help to increase brand loyalty and drive sales.
UGC can also be a great way to reach new audiences. When consumers see a product that they like in a UGC post, they are more likely to engage with the post and follow the creator, potentially leading to increased brand awareness and exposure for the brand. This is particularly powerful on social media platforms where the reach can be tremendous.
@blanka_brand Making your dreams come true one makeup line at a time ✨ Want to learn more? Comment down below! #privatelabelcosmetics #makeupvendor #beautybusiness ♬ original sound - Valeria T
Understand and improve
Additionally, UGC can be used to improve product development, help understand target audiences' preferences, and improve branding and marketing strategies. Through UGC you can enhance your brand's value with strong influencers who have an online following that is your customer persona which in turn, will give you access to create a better understanding among your prospects.
Finally, UGC campaigns can be cost-effective, as it can be less expensive for brands to work with UGC creators than to create their content. They have the power to reach a wide audience and deliver measurable results.
When brands create partnerships with content creators and influencers it can be beneficial for all parties through brand awareness, and backlinks for the former, and free products and payment for the creators.
Top 3 most-used ways to create user-generated content in the beauty industry
There are numerous ways to make UGC. Let's find out which 3 types are most effective for the beauty sector.
Product reviews are one of the most popular types of user-generated content in the beauty industry. These reviews can be in the form of written reviews, video reviews, or even Instagram stories and IGTV where customers share their experience with a product. They usually include information about the product's performance, packaging, and overall impressions, which can help other customers decide whether to purchase the product.
Tutorials and makeup looks
Tutorials and makeup looks are other popular formats of user-generated content in the beauty industry. Many beauty influencers and enthusiasts create tutorials and makeup looks on various platforms like YouTube, TikTok, and Instagram. These tutorials showcase the products and provide tips on how to use them, which can be helpful for customers who are looking for inspiration on how to use a product or to replicate a look.
@jessskymua makeuo makeup makeup✨✨✨ #editorialmakeup #makeup #strangerthings #fyp ♬ Running Up That Hill (A Deal With God) - Kate Bush
Before-and-after photos are often used to show the effectiveness of a skincare product or treatment. These photos can be particularly powerful as they provide concrete evidence of a product's benefits and can help build trust with customers. Some customers also use side-by-side comparisons to show the difference using a product can make.
The authenticity of UGC creates visual and emotional touchpoints that help build brand trust and communicate the value of a product more efficiently. By encouraging and curating user-generated content, beauty brands can benefit from this kind of original, relatable, and believable social proof.
Overall, user-generated content can have a significant impact on beauty brands, helping them to increase brand awareness, drive sales, and build trust with consumers.
As the beauty industry becomes increasingly competitive, UGC is becoming an even more essential tool for brands looking to stay ahead of the game.
Author bio: Kanika Mathur is a content writer at Taggbox who is a believer in the power of words. She agrees with Dumbledore when he says,
“Words are, in my not-so-humble opinion, our most inexhaustible source of magic, capable of both inflicting injury and remedying it.”