How Beauty Brands Are Benefiting From Making E-commerce Feel Like Social Media

Social media is changing every day but one thing that seems to hold true is the power of video, particularly when it comes to influencing and selling products. 

 What do businesses need to know?

Brands are leveraging the power of TikTok/Instagram user-generated content (UGC) and videos onto their e-commerce sites for users to view before making a purchase. The goal of this format is to “make shopping more human”, with short-form content similar to apps like Tiktok available to view while shopping for products. Clean makeup brand Tower28 has integrated UGC videos on the product pages of all of its essential products and noticed a lift in conversions right away. 

According to Glossy, “Some of the video content the brand leveraged out of the gate already existed. For example, the video on the page for its bestselling MakeWaves Mascara was initially created for its Sephora product page. For videos on other products, Tower28 tapped Gander’s influencer network. Popular video content includes before-and-afters in progress and information about ingredients. Tower28 pays $59-$250 a month for the video embedding and organic UGC.”

Although $59-$250 can be a hefty price to some beauty startups and indie brands, in comparison to a product photoshoot, UGC proves to be a lot cheaper and personable. UGC allows brands to diversify their visuals all the while making a deeper connection with their audience as they influence purchase decisions.

In other news…

YouTube has announced an update to its Advertiser Friendly Guidelines which dictate what content is eligible for monetization in the app.

According to Social Media Today, creators have often expressed frustration at YouTube’s regulations and the various changes in policy and approach, as it can immediately cut the hem off from monetization opportunities if a video falls foul of the rules. Youtube's updated guidelines are evolving in line with shifting creator behaviors and activities. To view, the full set of content guidelines click here.