When it comes to online advertising, there are several ad platforms that businesses can use to their advantage. That being said, the one you should use can highly depend on the type of business you have and the industry in which it operates. Oftentimes, it is better to adopt a tailored approach that uses multiple channels to drive the most results.
However, for each company, it can be entirely different. This is why, as a digital marketing agency, we don’t specialize in just one marketing channel for our clients. The best ad platform for your business can differ from what’s a great fit for another. If you’re unsure which platform is right for you, explore the tips below or reach out to us for help.
Some brands might find a lot of success with Google and Facebook Ads, whereas others might see little progress. This is what this article will help you with. It will explore the best ad platforms for skincare brands while also highlighting important factors you should keep in mind.
Understanding Your Target Audience
Over the years, the beauty and skincare industry has seen tremendous growth and is showing no signs of slowing down anytime soon. According to a Roots Analysis report, the global skincare market size is currently at $184 billion and is projected to grow to $407 billion by the year 2035.
That’s why it is so important for brands to stand out in the competitive beauty market and to highlight why they are better than their competitors. While this is easier said than done, it is not impossible. The best way to do this is to start at the beginning — know your target audience.
The importance of knowing your target audience can’t be overstated. Without it, it’s like writing your brand name on a piece of paper and putting it in a bottle alongside the road. While people might see and interact with the message in the bottle, chances are it won’t be the individuals you are trying to reach.
You need to know who your target customers are, what problems they have, what type of content they prefer to engage with and where they spend their time. This will allow you to tailor a message that is specifically for them.
Doing this market research will also point you in the right direction on what ads platform you should employ. If you discover that your particular audience spends most of their time on TikTok and Instagram, you should make those channels part of your digital marketing strategy.
The great thing about doing this in-depth analysis of your target customer is that it can also help with budget allocation. Ensuring that you focus on the right marketing channels and have a realistic budget set that will drive you the most results.
Top Advertising Platforms For Beauty Brands
With paid advertising and social media marketing, there are several platforms to consider with each of them having their own set of advantages. With beauty products, it is often better to consider ad platforms that give a larger focus to visual content.
The reason for this is that customers would want to see how your skincare products work and the end result they produce. Thus, using high-quality photos and videos of products is crucial. Here is a quick rundown of ad platforms that are popular with the skincare industry.
1. Instagram (Meta)
First up on the list is Instagram and for obvious reasons. This social platform has over 2 billion active users and is the perfect place for beauty brands to focus their marketing efforts. Instagram is built on users sharing photos and videos making it a great option to consider.
Businesses can tell their story through visual content, show before-and-after transformations and showcase their wide range of beauty products through high-quality images or videos. Another great thing about the ad platform is that it opens the door to influencer marketing. Many beauty influencers have chosen Instagram as their platform of choice, thus increasing the platform’s appeal.
In addition to influencers being a great way to increase brand awareness, they can also sway purchasing decisions. These influencers can demonstrate how your skincare products work and provide authentic reviews that can help increase sales for your beauty brand.
If you are interested in getting influencer marketing set up or don’t know which way to go with your Instagram ads, our experts are here to help. Snowball Creations is a paid marketing agency that has helped many skincare brands drive measurable success to their business. Reach out today and find out how we can assist you.
2. Facebook (Meta)
Next up on the list of the best ads platform for skincare brands is Facebook. It is a great option to choose for your skincare company especially if you are targeting an older audience. Facebook supports a large variety of ad formats including images, videos, collection and carousel ads. This variety of options allows companies to experiment to see what works best with their audience.
Since Facebook and Instagram is created by the same company, both platforms work very similar in terms of marketing. This means that Facebook seamlessly integrates with Instagram providing beauty brands the opportunity to run story ads on both platforms maximising total exposure. These types of ads are especially good at quickly capturing the attention of users.
Facebook is also a great place to build customer relationships and strengthen the brand’s image. Through pages and groups, beauty brands can directly engage with their audience, suggest skincare tips, answer client questions and foster a loyal customer base.
3. Google
When you hear paid advertising, chances are you are thinking about Google Ads. While it does not have that huge focus on visual content like some of the other platforms on the list, It is still an excellent paid marketing channel.
When done right, Google ads can generate a lot of paying traffic to your skincare businesses. The thing about Google Ads is that it uses search intent to drive results. Meaning, it allows beauty brands to target users who are actively looking for skincare products.
In addition, this ad platform also gives you access to Google Shopping. This enables skincare companies to directly promote their products in the search results. This makes it easy for potential prospects to quickly see how your products look, their details and compare prices. All of which makes it easier for the customer to make a purchasing decision.
4. TikTok
Another great choice to consider is TikTok. Like Instagram, TikTok is all about visual content and is a great platform where businesses can build relationships with their customers. The platform is known for its ability to quickly create viral content that engages its users.
Skincare companies can use this opportunity to produce content that their target audience will find valuable. For example, through the power of TikTok’s short-form videos, they could create content demonstrating how customers can incorporate the products into their daily routines. They can also do quick product tip videos or before-and-after transformations.
All of which have shown great success in increasing conversions in the beauty industry. Beauty brands can also choose to partner up with influencers to help increase brand awareness. Influencer marketing can help build trust and send consistent traffic to your store.
Choosing The Right Ad Platform For Your Skincare Brand
Choosing the best ad platform for your skincare business is crucial for making paid advertising work for your company. Remember, before you jump in with paid marketing, it is always best to first have a solid understanding of who you are trying to target.
This will allow you to get the most from your ad spend and not waste valuable resources on the wrong marketing channels. It is also worth noting that sometimes it is better to not jump to the newest trends. What I mean by this is that while it’s often tempting to jump on the latest trends and explore new advertising features, it’s important to remember that new doesn’t always mean better.
Platforms like Google Ads, Facebook, and Instagram have consistently delivered results for years. Their proven track record, robust targeting options and extensive user base make them reliable choices for most businesses. While experimenting with new platforms can be part of your strategy, don’t overlook the value of sticking with the tried-and-true options that have already shown consistent success.
Sometimes, staying with what has worked in the past is the smarter approach. If you are looking to take your online advertising to the next level, fill out the contact form below and find out how we can make paid marketing work for your skincare brand.