Relevant content published across multiple platforms can help cosmetics and beauty brands to push consumers along the buying cycle more effectively, according to a new joint study from Condé Nast and Tapestry.
The report found that beauty shoppers actually spend the vast majority of their purchase journey in a pre-search phase. This is a significant amount of time and is therefore an excellent opportunity for brands to put their messages and informative content front and centre across digital touchpoints to engage with audiences.
“Influencing” plays a major role in the purchasing decisions of consumers in this sector. Brands can be more influential by publishing creative visual content such as infographics on social media or with engaging written content broken up with high-quality images.
The report also found that the longer a consumer spends in the pre-search phase, the more likely they are to be influenced by content published across multiple platforms and ads. Building awareness is critical here as the majority of consumers will only make a purchase from one or two brands that they are thinking about after advancing from this phase.
Content marketing is an excellent outlet for brands for increasing mind share among audiences and remaining relevant as they branch out and start looking for products to buy.
Social media is particularly useful, especially when targeting younger audiences, as 80% and 74% of Gen Z and millennials respectively said that platforms such as Instagram are a big influence on shopping decisions. This data is from a recent Yes Lifecycle Marketing Report.