Short video operation strategy for beauty brands!

This time, we have been floating in the ocean of knowledge for a long time, digging through thousands of Douyin beauty video advertisements, and brought you the secret of efficient conversion of popular beauty videos, hoping to provide you with some help.

Compared with other industries, the dissemination of beauty short videos pays more attention to stimulating users' emotional resonance and word-of-mouth influence. Therefore, the requirements for video content quality and creativity are relatively high. As usual, let's draw a table to see who are the popular creative types of Tik Tok now:

Tik Tok beauty video creative types

Click on the image to see a larger version

With the rise of short videos, the creative types of beauty videos on the market are becoming more and more diverse. But as video material producers, how should we create popular videos?

01. Customize personalized communication strategies

Short videos are generally very short, and we need to use the simplest images to convey product appeal. If you want to solve the problem of how to achieve conversion results within a limited time, you need to make two kinds of adequate preparations before starting to make video materials:

1. Clarify customer assessment goals

Clear marketing goals can help us find the starting point for creativity more efficiently. Therefore, even if we are not engaged in performance advertising operations, we must be aware of our clients’ marketing goals. Does he want to boost sales quickly in the short term or does he want to reach target users accurately? This is the premise for us to tailor creative solutions for our clients, so I would like to emphasize it in advance.

2. Customize personalized communication strategies

After clarifying the marketing goals, if we want to open users’ wallets, we need to understand user needs, combine user pain points with product selling points, and create scenario-based creative materials. First, we need to clarify the content dissemination environment, stand in the user's perspective, think about the main factors that influence them when choosing a brand, and then output a creative content communication strategy. Our suggestion is to customize exclusive content for different groups of people, which can help beauty brands target users more efficiently.

Set up several crowd scenes:

When facing students - most of them are young girls, most of them are easy to follow the crowd, not yet financially independent, many of them are novices in makeup, and have just awakened to the idea of ​​beauty. In terms of communication strategy, we try to make our pictures more girly, and highlight the affordable and cheap content. We choose actors of similar age to interpret the products, which makes it easier to communicate with them efficiently.

When facing people with cute pets - the picture must include cute pet elements to enhance the user's first impression; secondly, start from the universal pain points of people who keep pets and quickly attract their attention. For example, Winona once focused on the problem of cat allergies, highlighting the product's ability to relieve allergies, and reaped sales among people who like cute pets. What’s more, on short video platforms, cute pets are already a hot topic on the platform.

When it comes to the mother and baby population - girls are forced to stop using highly irritating cosmetics and those containing heavy metals from the time they are pregnant to the time they are breastfeeding. Many beauty brands have seized on this demand pain point, focusing on the mother and baby population, and delivering products that are cost-safe, natural and non-irritating, to win the favor of the mother and baby population; some brands have seized on the fact that girls ignore their own skin care needs after becoming mothers, and grabbed their attention.

The personalized communication strategies mentioned above can be summarized as follows: First, the characters in the video should be consistent with the audience, and should focus on the life scenes that are most familiar to them to enhance their sense of immersion (only for videos with characters in them); second, from the user's perspective, provide differentiated problem-solving solutions for their needs and pain points, and prioritize the points that they care about most.

02What are the techniques for interpreting selling points?

After developing a personalized communication strategy, how can we interpret the product selling points to gain attention and gain user trust? To solve this problem, we can trace back to the weaknesses of human nature and integrate techniques such as contrast, exaggeration, and leveraging into the interpretation of product selling points to double the trust of users.

1. Contrast

Whether writing copy or making videos, we use contrast to emphasize product information. When interpreting the selling points of beauty products, we can show the comparison of the effects before and after using the product. The four common comparison methods of comparing the product with competitors, with big brands, and with our own past products can better highlight the selling points of the product and give users a more intuitive experience.

• Before and after use

The most common way to compare a product before and after use is to simply and roughly show the user the before and after pictures of the product, such as the difference in effect before and after use of a whitening product. Another more creative way to compare the before and after effects is to combine it with a counterattack drama to show the before and after effects. It not only ensures the watchability of the video, but also stimulates users' emotional resonance.

For example, in the last second the protagonist was dumped because of his bad skin/image, but in the next second he appears with makeup on and instantly beats up the abuser. It is a very typical application case. Such beauty videos can better bring users into the video scene, awaken their empathy, and win spiritual resonance.

• Comparison with competitors

When comparing with competitors, it is best to prioritize showing the points where we are ahead of them. This way we can cleverly use their weaknesses to highlight our strengths. For example, there was an expert on the Internet who compared the oil-control effects of Huaxizi honey powder and Zise powder, and in the end, Huaxizi won.

This video mainly outputs content from a third-party perspective and demonstrates product advantages by comparing with competing products. Based on the trusted endorsement of the influencer, even if you know it is a commercial video, you will not doubt its authenticity. However, if you choose an amateur to do the review, it is best not to compare two products, as this will be too directive. Instead, choose 3 to 5 competing products for the review, which will give people a fairer feeling and is also the more mainstream creative way of presenting products to compete with competitors.

• Comparison with big-name products

Compared with big-name products, it is basically a way for low-profile or low-priced brands to quickly gain user attention and trust. For example, Li Jiaqi often compares domestic lipsticks with international brands in his videos. The videos intuitively show the effects of use, and the voice and text emphasize XX affordable alternatives , thereby strengthening the sense of product value and quickly increasing product awareness and sales.

Like the comparison with competing products, this comparison method is only suitable for experts/amateur users to expose products from a third-party perspective, otherwise it is easy to fall into infringement disputes.

• Compared with old products

Comparing your new products with your old products can also better highlight the advantages of new products. HFP once compared the original liquid and emulsion of different series of products under the same brand, belittling the effect of the original liquid and highlighting the efficacy of the emulsion. Hua Xizi also compared the old loose powder with the new honey powder, taking the opportunity to highlight that the honey powder has better oil-control effect.

2. Exaggeration

Exaggeration is also a very common technique we use when interpreting selling points. We use our rich imagination to intentionally exaggerate or reduce a certain feature of the product or the user's pain point. This can more vividly display the product's selling points, render the product's usage scenarios, stimulate users' tension, fear, anxiety and other psychological states, quickly resonate with users, and leave a deeper impression on people.

• Exaggerating user pain points

When describing large pores in Winona’s advertising video, it would say “pores so big that you can insert a toothpick/pores so big that you can plant rice seedlings” to stimulate users’ fear. When TikTok influencer @王美丽爱你哟 was promoting a certain scrub product, she exaggeratedly described the rough skin as if it could be used to strike matches.

• Exaggerate the effect

Exaggerating the effects of use is a very common method in beauty and cosmetics advertisements. For example: "The feeling of kissing until bleeding", "The color of the flower fairy", "The little wolf and dog will jump on you", "The mouth will squeeze out water", "Put it on and you will be a lady"...

When using exaggeration as a content expression technique, we must pay attention to the following: the exaggeration must be consistent with the actual situation and not be in conflict with the product. Often, exaggeration can be more effective when combined with a figurative element.

3. Take advantage of the situation

When beauty brands produce short video materials, they can leverage celebrities/influencers, experts, and current hot topics to output content. This can also quickly establish product trust endorsement, capture the attention of target users, and increase market sales.

Here are some examples:

Leverage celebrities/experts - Emphasize XX's same style, Li Jiaqi's recommendation, Li Moyou's recommendation, celebrity's same style imitation makeup, etc. in the video;

Leverage experts - recommendations from dermatologists, pharmacology teachers, doctors from tertiary hospitals, etc.

Taking advantage of hot topics - New Year makeup, fake bare face makeup for military training, mask makeup during the epidemic, skin care under masks, etc.

03How to improve the efficiency of material sales?

If you want to improve the conversion rate of materials, in addition to having creative and appealing content, you must also do a good job of laying out all aspects of elements such as copywriting, videos, landing pages, BGM, etc., so that these elements can work together.

1. Copywriting: Profit stimulation + language incitement, instantly igniting the desire to buy

Unlike copywriting that emphasizes the novelty of the product, copywriting that can quickly improve the efficiency of selling products basically emphasizes interest incentives and uses highly inflammatory language/punctuation marks to assist in selling products. Basically, it is a sure thing. Especially during product promotion periods, our copywriting focuses on core interests, highlighting product cost-effectiveness, discount strength, and words such as limited time and limited quantity purchase, which will definitely accelerate conversion to a certain extent.

for example:

The popular Winona suit! Limited time offer! What are you waiting for!

arrange! Buy it!

Isn’t it a good deal to buy such a large batch for just over 300 yuan?

【HFP】Get 20 off for the first 200 customers! , Lactobionic acid blackhead removing solution priced at over ￥100!

2. Video: Benefits first, strong guidance at the end

During product promotions, if we want to improve the efficiency of material conversion, we can pay attention to the video presentation format of promotional benefits first. HFP once directly put the coupons in front, allowing everyone to directly and roughly get the brand's discount strength. Gaozi Sunscreen also puts welfare attraction information in front to attract people to pay attention to product discounts during big sales.

Not only the beginning, but also the end of the video is a strong area for selling products. At the end of the video, we can mention the benefits through voice and provide strong guidance on discount information and purchasing methods. For example: What a magical color this is, add it to the shopping cart! Buy it! If you don’t grab it now, it will be gone! Limited to 500 copies! (Promote products passionately directly in the video); get a coupon now to get a 50 yuan discount; search for XXX on Tmall; 5 fans will be picked from the comment section to receive large coupons; tell the host/expert’s secret code to the customer service to receive a discount of XX yuan, etc.

3. Landing page: The copywriting directly hits the pain points, the opening speed should be fast, and the discount should be emphasized at the end

By observing the beauty advertisements on the Douyin platform, we found that the homepage e-commerce window backflow, self-built landing pages, and one-click jump to Tmall/Taobao/JD e-commerce pages are commonly used terminal conversion methods for beauty brands.

The advantage of building your own landing page and jumping to an e-commerce showcase is that the page is more controllable, users can pay with one click, and the conversion path is very short. Jumping to e-commerce pages such as Tmall/Taobao, in addition to bringing sales, can help brands retain users, but jumping to e-commerce platforms has relatively high requirements for store ratings, and brands can freely choose according to their own needs.

Just from the perspective of jumping to the landing page, the landing page copy, page opening speed, and benefit emphasis are all important factors in driving conversions.

1) The copy directly hits the pain points: The landing page copy is at the very end of the video. If you want to improve consumer conversion efficiency, you must be able to directly hit the user's pain points and strengthen the product's advantages.

2) Ensure page opening speed: When content is disseminated at a very fast speed, if a landing page cannot be opened quickly, it will definitely be closed by users. Therefore, we complete the preloading of the landing page when the material is launched online. Secondly, try to reduce the number of landing page screens. In the field of beauty materials, 1 screen is the mainstream .

3) Emphasis on discounts on landing pages: Although the focus of video materials for beauty brands will be different during major promotions and new product launches, for example, during major promotions the emphasis will be placed on product promotion information, while when new products are launched the focus will be more on conveying the brand’s innovative advantages and benefits. However, in the landing page conversion stage, emphasizing the landing page discount is almost everyone’s inevitable choice. Therefore, whether from the perspective of boosting product promotion efficiency or reducing user trial costs, brands can greatly improve material conversion efficiency by emphasizing discount information on the landing page.

4. Background Music

In most beauty advertising materials, BGM is like the condiment of a meal. It may seem unimportant, but it has a profound impact on user experience and conversion efficiency. After all, if the content and BGM are not coordinated, it will be difficult for users to watch the video from beginning to end.

When matching BGM for beauty advertising materials, we can freely play around the following three points:

1) The background music should be in line with the aesthetic preferences of the target audience : for example, students prefer sweet and niche English songs; 2D users may prefer brainwashing dance songs; and people who like cute pets are more easily moved by lively and cute tunes.

2) The BGM should be consistent with the tone of the video content: Different content expressions also require BGM of different tones to match them. For example, when highlighting promotional information, we need to use a faster-paced BGM to create a sense of urgency; when recommending good products, we need to match it with a relaxing and soothing BGM to create a relaxing atmosphere and reduce the user's psychological tension; during the performance of a situational drama, we must set transition music at turning points or climaxes of the plot to attract user attention; and professional reviews usually do not have BGM in order to highlight the information output by the characters.

3) Choose the popular BGM of Douyin, which is more likely to attract users' attention and interest~

Conclusion:

Compared with other industries, short videos in the beauty industry are at the forefront of public aesthetics. Not only are the creative types more diverse, but the content production standards are also higher. To achieve product-effect synergy, we must base ourselves on a deep understanding of the brand, the crowd, and the content, incorporate product benefits into interesting content, touch people's hearts with stories, and enhance user purchasing power and stickiness.

Author: Brand Reality Institute

Source: Brand Jianshisuo (ID: pinpaijianshisuo)