When it comes to the beauty and cosmetics industry, it’s not just self-made vloggers who are using the online video platform to their advantage. Celebrities are turning to video marketing - whether it’s via Snapchat, Instagram or YouTube - to launch and promote their own product ranges. The celebrity’s platform is also being used by brands, helping them promote their product direct to consumers.
It’s out with the old traditional press conferences and in with the new experiences of social media platforms, influencers and other multimedia channels.
Not sure it’s effective? According to Brightcove, an overwhelming 74% of consumers say there is a connection between watching a video on social media and their purchasing decision-making process.
But it’s not just about generating sales. Consumers want to get to know your brand and online video will help you do exactly that. In the same study, eight in ten participants agree that video is the easiest way to get to know a brand online.
With brands partnering up with celebrities (Gigi Hadid with Maybelline and Ellie Goulding with Pantene). This is an effective marketing trend that is showing no signs of slowing down.
Read below as we delve deeper into how Rihanna has mastered video marketing in such a short space of time.
Fenty Beauty by Rihanna
Rihanna has a following built from a career as a successful artist. So why not use that platform to create your own product range? Seeing a gap in the beauty market, Rihanna created a diverse range of makeup products for use regardless of race and skin type.
The Fenty campaign launch video has reached over half a million views and over 15 thousand likes in a relatively short space of time. The video was published at the very beginning of September 2017 and it’s only October. A good start for a brand new beauty range.
It’s not just this video that has performed exceptionally well.
Rihanna also launched standalone videos focusing on models talking through the different shades. But the most impressive statistic by far, accumulated in just in one month from the video being uploaded? A tutorial about how Rihanna gets her radiant look with the Fenty Face product. This video more than 3 million views. And with over 19 videos already uploaded to the channel, the popularity is only growing.
Why is Rihanna’s Fenty Face tutorial so popular? It’s authentic. You can see the products being used and the thoughts behind how the product came to be.
Watch the tutorial below.
How can you master video marketing for your beauty brand?
Creating a brand with authenticity is the key to mastering a video marketing strategy. Crafting and delivering exceptional video content that is relevant and interesting is crucial.
Brightcove reported that 81% of consumers are currently interacting with brands on social media. 43% of these consumers have done so through watching a branded video. This highlights the positive impact video marketing can have on your beauty brand.
In a world where consumers are heavily influenced by vlogger reviews and celebrity and brand tutorials, this is exactly where the money lies for beauty and cosmetic brands.
Online video marketing is almost a gateway. A gateway that directly takes you in front of your target market. Get building those authentic video marketing strategies!