By: Chelsea Scott
Founder, The Beauty Spy, Inc.™
In today’s world, information is being delivered at an unprecedented rate, and our attention span is not what it used to be! In fact, a recent study showed that the average attention span is down from 12 seconds in the year 2000, to eight seconds today.
It is crucial that every second of your presentation counts. Your audience has thousands of videos filling their social media feeds, and they need to be “wowed” in the first 10 seconds to keep them engaged. This short attention span is not reserved just for social media platforms, it also holds true for “face-to-face” communication.
When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers. Social Media has allowed beauty brands to create a more viable experience to learn, share and try new products. Where other industries may be challenged, it’s easier to create an engaging video tutorial for makeup application or a new hair product than ever before. Through culturallyrelevant, highly shareable content such as expert tips, incentives and giveaways, beauty brands have taken advantage of the high demand for constant digital and social content. Platforms like YouTube, Instagram, Facebook and now Snapchat have allowed consumer engagement to increase leaps and bounds leading to not only views but engagement ultimately driving sales.
Q&A with Ethelbert Williams, Chief Marketing Officer, InstaNatural
What is brand storytelling and why is it important?
In today’s environment, consumers have endless choices and distractions. It’s important we, as brand leaders marry the needs of our target consumers with the right message and in the right medium. The perfect storm is created by delivering a seamless brand experience throughout all touchpoints and without a loss of signal.
By Doreen Bloch
At Poshly, we create engaging and personalized data collection experiences to connect consumers to the products they love. For example, when consumers come to Poshly, they can enter to win products (Pat McGrath’s Phantom 002, anyone?) by answering fun and fast quizzes about their beauty needs and preferences. We then aggregate the data and make it completely anonymous, empowering brands to leverage these insights for decision-making across product development, sales, marketing, media, retail, content and more.