Do you ever daydream about your skincare products going viral?

If you haven’t, pause for a second and picture it. Selling out of your inventory, being the source of online buzz. This is more likely to happen when you know how to promote your skincare products on social media. 

You didn’t think we’d leave you hanging, did you? We’ll walk you through exactly how it’s done! It’s not as daunting as it seems.

The Importance of Knowing Your Niche

It’s overwhelming to sit down and try to find your place in the world of skincare social media. We totally understand. 

That’s why finding your niche is so important. Finding your people is a huge part of the social media game for individual users and brands. Often times this is determined by your brand and type of skincare. 

Are you more La Roche-Posay, Drunk Elephant, or Summer Fridays? Is the focus on holistic, natural ways of caring for your skin? Or is it accessible and quality skincare?

Your niche is also determined by your customer base and target audience. Now while you’re thinking about your audience, let’s gracefully head to our next point…

Locate Your Audience

Not all social media platforms serve the same function. The key is to identify where your target audience spends their time online. For beauty and skincare, we look to TikTok, Instagram, and Pinterest. 

Here’s why these platforms are ideal for promoting skincare products on social media:

• TikTok and Instagram are video-heavy, which lends great to skincare tutorials, demonstrations, and more.

• Nearly 500 million people use Pinterest every month. It’s a searchable platform that has nearly as much SEO opportunity as Google.

• There are already spaces on these platforms for beauty and skincare content.

• Users know to look here first when looking for skincare products, tips and everything in between.

We also recommend crossposting your content to other popular platforms like Facebook and Threads. This is an easy way to get your brand in front of as many users as possible and potentially reach more audiences.

A Guide To Promoting Your Skincare Products on Social Media

Now for the inside scoop on promoting your skincare products online:

#1: Harness Stunning Imagery

Invest in attention-grabbing, high-quality imagery that highlights your skincare products. Showcase the products both in their pristine state and in use.

Beautiful visuals stop your audience’s scroll and draw them in. 

In the world of skincare, visuals matter. The quality of your imagery also reflect the quality of your product to your user. Well-designed graphics, stunning photography, and cohesive branding ensures your pages convey the right brand message to audiences.

#2: Show What It Does

Let’s face it: Your audience loves to see real results.

Showing your product in action and demonstrating their efficacy is a great way to grow conversation rates. How do you do this? Here are a couple ways:

1. Create compelling before-and-after videos.

2. Partner with influencers and content creators

3. GRWM (Get Ready With Me) Videos

4. Tutorial reels

5. UGC (We’ll chat more about this in a bit)

#3: Connect with Trends

Skincare is an ever-evolving industry. And good social listening practices is how you evolve with it.

Keep an eye on the latest trends and online conversations. Incorporating these trends into your content keep you connected and current with your audiences. It also opens the door to genuine engagement on your page, which brings you closer to your community!

Don't be afraid to add a touch of humor to your social media content. Memes, pop culture-referenced captions, or lighthearted videos can help your brand stand out and make your brand memorable.

#4: Show Who It’s For

Being crystal clear with who your audience is and what needs your products address is important when promoting your skincare products on social media.

Do you have anti-aging products? Are all your products sensitive-skin friendly? Do they have all natural ingredients? Do they target acne concerns?

Your messaging and content should resonate with their specific needs. And with how fast users typically scroll, making this front and center is crucial.

#5: Always Remember Shoppable Links

The less steps someone has to take to get to their online shopping cart the better. If you’re promoting skincare products on social media, shoppable links are the way to do this.

Aside from obviously boosting sales (who really wants to click a million times just to get to the product on your website?) it also makes your customer experience significantly better.

Not sure how to set up your Instagram shop? Try this quick tutorial.

#6: UGC is your BFF

The power and impact of UGC (user-generated content) cannot be overstated. We’ve seen UGC grow engagement, paid ad performance, account reach–you name it. 

Encourage your customers to share their experiences with your products by reposting their reviews, testimonials, and before-and-after photos. UGC builds trust and also allows your customers to become advocates for your brand.

Oh, and the best place to start finding UGC? Check your tagged photos and hashtags.

#7: Spotlight The Team

Introduce your team to your audience through behind-the-scenes stories or profiles. Customers love to connect with the faces behind the brand. Share their stories, expertise, and passion for skincare to make your brand more relatable.

The End Product? Real Growth

How do we know these strategies are effective for promoting your skincare products online?

Because we’ve done it.

Our partnership with Xage Medical Spa has yielded impressive results in the past 90 days alone. We’ve seen these results grow on this account with under 3K followers. 17,000 impressions, a 75% increase in non-follower engagement, and a 32% increase in overall content interactions on Instagram.

Our Results

A 75% increase in non-follower engagement, and a 32% increase in overall content interactions on Instagram.

These strategies have also proven effective for other skincare brands like Nola Skinsentials, Imagine Skincare, Drunk Elephant, The Ordinary, Glossier, and many more.

And if you’re looking for some out of the box content ideas for your skincare brand? We’ve got you covered for that, too, on our blog.

It’s Time You Stepped Up Your Social Game

If you're a skincare brand looking to elevate your social media presence and achieve actual results, we’ve got to talk. 

Scott Social is a boutique social media marketing agency based in Phoenix, Arizona. We’re dedicated to enhancing and simplifying the social media journey for small businesses. 

With in-house designers, editors, copywriters, and digital marketing experts, we’ve got the tools to transform your skincare brand’s online presence.

Contact us today and let's embark on a journey together

WRITTEN BY:

Victoria
Copywriter + Social Media Strategist