The beauty and wellness industry continues to evolve rapidly on social media platforms, with brands leveraging new trends to connect with audiences and drive engagement. Wondering how you can keep up and build a social media presence that works for your brand? Here are some of the latest trends shaping social media PR for beauty and wellness brands in 2024.
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Short-Form Video
Platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the charge in beauty content. Brands are creating bite-sized, attention-grabbing videos to showcase products, share tutorials, and highlight trends. This format has proven highly effective in capturing audience attention and driving engagement. Some trending audios now encourage videos of just one or two seconds in length, leading to enormous view counts.
Authenticity
Consumers are increasingly seeking genuine connections with brands. Beauty companies are responding by being more transparent about their ingredients, manufacturing processes, and sustainability efforts. Behind-the-scenes content and glimpses into company culture are becoming more popular, helping to build trust and loyalty.
AI v AR
Artificial intelligence and augmented reality are changing the game when it comes to beauty shopping experience. Brands are using these technologies to offer virtual try-ons, personalised product recommendations, and interactive experiences. This trend is particularly evident in the rise of AI-powered beauty apps and AR filters on social platforms. AI can also be utilised to generate content plans and caption suggestions, to streamline processes and support growth. It’s about working with AI, not against it.
Micro-Influencers
Partnerships with influencers remain a crucial aspect of beauty PR. However, there’s a growing focus on nano-influencers with smaller but highly engaged follower bases. These collaborations often result in more authentic and relatable content, resonating well with target audiences.
Planet Friendly
Environmental consciousness is becoming increasingly important to consumers. Beauty brands are highlighting their eco-friendly initiatives, sustainable packaging, and cruelty-free products. This trend is particularly evident in the rise of vegan and “clean” beauty brands.
Click-To-Buy
Platforms are evolving to become direct sales channels. Features like “shop now” buttons and in-app purchasing are making it easier for consumers to buy products directly from social media posts. Live shopping events are also gaining traction, offering real-time product demonstrations and Q&A sessions.
Interactivity
Brands are focusing on creating personalised experiences for their followers and fostering engaged communities. This includes tailored content, interactive polls, and user-generated content campaigns.
Trending Now
Beauty brands are staying agile by quickly adapting to emerging trends. For example, “latte makeup,” “skin tint foundations,” and “brown mascara” have seen significant increases in mentions and engagement on social platforms. Working with an experienced PR agency can help with this, as they have the industry knowledge and contacts to jump on these trends and make them work for your brand.
One Size Doesn’t Fit All
Each social media platform has its unique features and audience preferences. Successful beauty brands are tailoring their content and strategies to suit each platform, whether it’s leveraging Instagram’s visual appeal or TikTok’s trend-driven nature.
