Reaching Consumers Where They Are: Strategies for Engaging Health and Beauty Explorers

In the ever-evolving landscape of Health and Beauty Marketing, it’s essential to reach your audience where they naturally spend time, not just when they’re actively searching for products. While Google may attract consumers who know they need a new moisturiser or foundation, countless others haven’t yet realised they need your product. With a strategic social media strategy, you can meet these potential customers where they’re exploring and discovering.

Google is for the Decisive; TikTok and Instagram are for the Explorers

When someone has a specific product in mind – like a rejuvenating serum – they’re more likely to search directly on Google. This is where SEO and Google Ads come into play. But many more of your potential customers are explorers navigating the beauty world with curiosity. By focusing on Social Media Trends and platforms like TikTok and Instagram, you can inspire these explorers through visually appealing content and innovative engagement strategies.

Image Credit: Google Search

The Social Media Discovery Journey

Platforms like TikTok and Instagram are ideal for helping health and beauty brands reach new audiences who aren’t actively searching but are open to discovering new products. TikTok’s algorithm is particularly powerful, showcasing content to users based on their interests and interactions.

Viral Trends and Authentic Content on TikTok

In today’s TikTok marketing landscape, viral trends like “skin cycling” or “no makeup-makeup” gain momentum when influencers share authentic, relatable content. By strategically using hashtags and joining popular trends, you can capture the attention of a large audience simply scrolling for inspiration.

Some brands that have done well on TikTok recently are:

• E.l.f. Cosmetics: With their viral “Eyes. Lips. Face.” campaign, E.l.f. Cosmetics created an original song that users could use in their videos. This challenge encouraged participation, resulting in millions of user-generated videos and boosting brand visibility.
• L’Oréal Paris: By collaborating with influencers, L’Oréal leverages popular beauty trends like the “glazed skin” look. Partnering with creators, they demonstrate these aesthetics using L’Oréal products, amplifying reach and engaging younger, trend-following audiences.

Image Credit : TikTok | Search Result

Instagram: A Visual Inspiration Hub Instagram Marketing

Instagram marketing remains vital for beauty brand discovery. The platform’s visual appeal, through beautifully curated posts and engaging Reels, draws in users who might not have been actively looking for new products but are intrigued by what they see. Instagram Reels and Stories, for example, are perfect for short tutorials and product showcases, allowing audiences to engage and learn about your brand.

Instagram, with its beautifully curated content, remains essential for beauty brand discovery. Users are drawn in by visually stunning posts, whether it’s a product flat-lay or a behind-the-scenes look at a skincare routine. Utilising Instagram Reels for short tutorials or product showcases can engage users who weren’t actively seeking new products but find themselves intrigued by your content.

Some examples of health and beauty brands that effectively use Instagram for marketing are:

Glossier’s “Skin First, Makeup Second” Approach: Glossier uses Instagram to foster a community around skincare and self-care, which resonates with its audience. With simple, clean visuals and a mix of user-generated content, they create an authentic aesthetic that appeals to their “real skin” brand philosophy. Their Instagram Stories frequently feature tutorials, customer testimonials, and “real skin” photos from fans, making their followers feel like part of an inclusive beauty movement.

Tatcha: Japanese Skincare Rituals and Lifestyle Content Tatcha, inspired by Japanese skincare traditions, focuses on visual storytelling to bring a sense of luxury and tradition to its Instagram. Their content includes serene, beautiful images and Reels that emphasise mindfulness and ritual, often featuring calming scenes of Japanese nature and traditional ingredients like rice and green tea. Tatcha’s Instagram showcases the brand’s philosophy, blending product education with lifestyle content that resonates with those looking for a mindful approach to skincare.

Image Credit – Instagram | Elemis

Who Are These Explorers?

Your explorers aren’t just a younger crowd; they span a diverse age range. They could be teens experimenting with their first skincare routines or adults looking to refresh their beauty regimen after years of using the same products. These consumers are seeking inspiration, education, and authenticity in their beauty journey.

Strategies to Connect with Your Audience

How can your brand connect with these explorers where they spend their time? Here are some engaging strategies:

1. Influencer Partnerships: Collaborate with influencers who genuinely resonate with your brand. Their authentic endorsements can turn their followers into your customers.
2. Dynamic TikTok Content: Create short, engaging videos that showcase your products in fun and creative ways. Think challenges or tutorials that encourage viewers to interact with your brand.
3. Instagram Reels and Stories: Use Instagram’s features to tell a story around your products. Showcase customer testimonials, behind-the-scenes content, or exciting collaborations.
4. User-Generated Content: Encourage your customers to share their experiences with your products. Repost their content to build a community around your brand, fostering trust and credibility.
5. Targeted Ads: Leverage TikTok and Instagram’s targeted advertising options to reach specific audiences. Craft visually appealing ads that blend seamlessly into users’ feeds while highlighting your products.

Conclusion: Be Where They Are

In the digital age, health and beauty brands need to prioritise discovery over reliance on search. By engaging with your audience on TikTok and Instagram – through influencer partnerships, tutorials, and authentic storytelling – you can capture the attention of consumers who didn’t even know they needed your products.

Ready to elevate your brand’s reach? As a leading digital agency, Appnova helps you assess your current strategies and explore innovative ways to connect with your audience where they naturally spend their time. Don’t miss the chance to inspire and engage a broader audience with meaningful, impactful experiences. Let’s work together to create value and bring your brand closer to the people who matter most. Reach out to Appnova today and start the journey toward a more connected, engaged community.