This week sees the return of the British Beauty Council x Snap Inc. event series on Thursday 10 August. Here’s why you should attend…
Thursday’s session, A Platform 101 is set to explore the most important facets of Snapchat’s platform and discuss the best ways to connect with the beauty fanatics that roam within its camera-first space. Designed for beauty marketing and social teams, the event will span how to utilise the creative technology of Snap to run successful campaigns through its simple Ads Manager.
Sign up for the event
In anticipation of the event, here we explore the impact of social media on the various stages of the beauty consumer journey – as well as our predictions for the future.
DISCOVERY: Bridging the Gap
Research carried out by Deloitte Digital, commissioned by Snap, reveals that 84% of Snapchatters use AR to discover a product before purchase. Proving that, when it comes to product discovery, social media is enabling consumers to not just view a product, but experience it.
AR virtual try-on technology and lenses developed by the likes of Snap have been steadily bridging the gap between digital and real-life – critical for DTC brands that are keen to get closer to their audiences, and important for consumers who are unable to visit retail stores.
At the previous Snap X British Beauty Council event, Millie Kendall OBE, highlighted that: ‘It’s essentially about taking your brand to where the customer is – not asking them to come to you. Nervousness is at an all-time high post-pandemic, beauty retailers and brands now have the opportunity to make consumers feel comfortable in-store again through this tech.’
Let’s face it, people still need the power of touch when it comes to beauty, and the brands that excel will be those that truly bring the power of digital and physical contact together. Not merely leaning on AR as a shortcut to sell products, but as a tool to communicate with their communities and stand out from the competition.
CONVERSION: Harnessing & Building Trust
Research shows that two-thirds of online shoppers are more confident in their online purchases after being able to try first with AR, and in turn, brands weaving AR into their campaigns are seeing a 94% higher conversion rate than those that are not.
Today’s well-informed consumer has the luxury of being much more discerning about the beauty products they invest their hard-earned pennies on, especially in times of economic uncertainty and increased scrutiny of sustainability.
Social media and AR are helping to build and cement the level of trust needed to encourage commitment to purchase. Ultimately, granting consumers more enriched engagement with the beauty brands they’re connecting with.
However, this relies on a robust social strategy, and brands willing to test, learn, and react quickly – especially in the realms of TikTok and Snapchat where trends evolve and shift rapidly – will be those that thrive
How can you learn from your community and not only meet their needs but anticipate them up ahead?
If you haven’t secured your spot at this week’s Snap Summer School: A Platform 101 – run, don’t walk – head here to claim your free webinar ticket.
