Kuaishou beauty industry advertising research report!

Paying for beauty has become a daily routine for Chinese people, and the appearance economy is rising rapidly. According to statistics, the scale of China's beauty market is continuing to expand, with the proportion of online channel sales increasing. In addition to traditional e-commerce platforms, social platforms represented by short videos have also greatly promoted online sales of beauty products.

In order to deeply analyze the marketing value of short video platforms in the beauty industry, Kuaishou and Miaozhen System jointly released the "Kuaishou Platform Beauty Industry Marketing Value Research Report" . Based on a large amount of data, the report focuses on analyzing the beauty industry marketing value of short video platforms represented by Kuaishou from the aspects of advertising placement, crowd fit, e-commerce ecology, etc., in order to provide reference and reference for advertisers to carry out beauty industry marketing on short video platforms.

Report interpretation:

◆ In 2018, advertisers in the beauty and daily chemicals industry ranked first in investment in short video platforms, accounting for 49%

Short videos are favored by advertisers because of their natural combination of traffic and interactive properties with e-commerce marketing, and their ability to provide users with a personalized and interactive shopping experience. According to Miaozhen System’s advertising monitoring data, in 2018, advertisers in the beauty and daily chemical industry ranked first in investment in short video platforms, reaching 49%.

In terms of advertising formats, splash screen ads and information flow ads are the most popular advertising formats used by beauty brands on short video platforms, and are showing significant growth.

In addition, short videos have a significant impact on consumers' purchase of beauty products. From January to May 2019, the volume of short videos mentioned in e-commerce reviews of beauty products increased by 367% compared with the same period last year; the volume of Kuaishou and purchase-related content mentioned on social platforms increased by 560% year-on-year.

◆ 72% of Kuaishou users would choose to obtain beauty information from short video channels

The advertising monitoring data of Miaozhen System shows that the group of people interested in beauty on Kuaishou is mainly young people, and the proportion of people interested in beauty on Kuaishou in first- and second-tier cities is higher than the overall population. The Kuaishou beauty group has obvious advantages in Central China, East China and Southwest China, and can cover the core group of beauty consumers.

In addition, 72% of Kuaishou users interviewed would choose to obtain beauty information from short video channels, among which product testing, daily makeup tutorials and real-person color trials are the most popular beauty content among Kuaishou users.

According to the advertising monitoring data of Miaozhen System, Kuaishou users have a higher preference for advertisements for cosmetics and skin care products .

◆ 89% of Kuaishou users are willing to buy beauty products recommended by anchors/live broadcasters

Quantitative research data from the Miaozhen system on Kuaishou beauty users shows that external e-commerce platforms and Kuaishou stores are the main purchasing channels for Kuaishou beauty and skincare consumers.

In addition, Kuaishou's inclusive logic has formed an "old iron economy" with strong social stickiness and high sales conversion rate. Among them, 89% of Kuaishou users interviewed are willing to buy beauty products recommended by anchors/live broadcasts, and 94% of Kuaishou beauty respondents are satisfied with the products purchased based on Kuaishou anchors/video recommendations.

Related reading:

1. Analysis of Kuaishou information flow advertising and advertising optimization techniques!

2. Kuaishou Advertising Creative Guide for 2019!

Author: Miaozhen System

Source: Miaozhen System