With over 4 billion pieces of content being shared daily on the internet, building an effective content marketing strategy has never been more challenging for beauty brands. While some channels have proven to be less relevant in reaching millennials, implementing a high quality, valuable and immersive content strategy is vital for success in reaching this consumer.
Educational Video Content
Video content has proven to drive brand loyalty with millennials. Providing on-demand benefits to viewers in the form of helpful “how-to” videos featuring new looks, products and trends is key to this strategy, as brands like Sephora, MAC and Bobbi Brown have shown.
Prioritise Visual Content
Looking at the top 10% of posts made by more than 30,000 Facebook brand pages, Social Bakers found that posts with photos saw the most engagement, accounting for 87% of total interactions. This is even more prevalent with mobile consumers who have a preference for rich visual content over text-heavy content.
Data has shown that 50% of user-generated content is more trusted than any other media. “This can be content created by customers, fans, influencers or employees,” says StoryStream CEO Alex Vaidya. “The idea is to utilise the content that’s already out there on social networks, created by the customers themselves. It is going to be more authentic and exactly the type of content that millennials crave.”
Multi-Device Content Strategy
According to a 2014 Accenture study, 68% of all millennials demand an integrated, seamless experience regardless of channel, while Google Micro-Moments 2015 showed that 82% of smartphone users turn to their phone to influence a purchase decision while in a store, illustrating that beauty brands need to provide a seamless content approach across their platforms.
Finding the Right Audience
In a competitive online world full of short attention spans and distractions, brands need to find the right audience for their content. Content discovery platforms use intelligent, predictive algorithms to match people with content they are interested in.
Underlining just how crucial the obtaining of authentic data is in getting to know audiences, Adam Singloda, CEO of Taboola says: "In a web that is so complex, between mobile and social driving new behaviours, we strongly believe that all publishers of the future need real-time data to inform their content strategy decisions.”
Key to building brand loyalty in a millennial world and constructing an effective content marketing strategy require creativity and vision. Informative, authentic, and - most importantly - visual content need to be central and constantly available within an integrated user experience.
By Rupa Ganatra, Co-Founder Millennial 20/20
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