In the realm of beauty, the term “omnichannel” has become a buzzword, yet many brands grapple with how to effectively harness its potential. An astounding 73% of customers traverse multiple channels during their purchase journey, underscoring the importance for beauty brands to establish a presence not only on various platforms but across all channels seamlessly.
However, orchestrating synchronized omnichannel strategies entail substantial coordination and content creation, posing challenges in crafting engaging content for every channel. So, how can beauty brands enhance the live shopping experience for their customers while maximizing the impact of their content? The answer lies in one word: Video.
Understanding the Omnichannel Experience in the Beauty Industry
Picture this: a customer stumbles upon a captivating beauty product on their social feed, piquing their curiosity to explore further or make a purchase online. This scenario exemplifies the essence of omnichannel marketing within the beauty industry.
The omnichannel beauty experience is a holistic approach that leverages multiple channels to reach the target audience where they spend their time. It extends beyond a single channel, ensuring that beauty products remain visible and accessible to customers across a multitude of platforms throughout their entire beauty journey.
Omnichannel vs. Multichannel: A Vital Distinction
It’s crucial to differentiate between multichannel and omnichannel experiences, as these terms are frequently used interchangeably but hold distinct meanings. Multichannel entails establishing a presence across various platforms, while omnichannel is characterized by a consistent brand message present on all channels.
The distinctive advantage of omnichannel over multichannel lies in the brand’s perpetual presence, regardless of the customer’s chosen platform for their beauty shopping experience.
Video’s Pivotal Role in Elevating the Omnichannel Beauty Experience
Optimizing for Search Engines
Video has evolved into a pivotal component of any successful omnichannel beauty strategy, especially concerning search engine optimization (SEO). Astonishingly, videos appear in 62% of Google’s global searches. Thus, video content is no longer merely a consideration; it’s an imperative element of the omnichannel approach.
Importantly, search engines aren’t limited to Google anymore. Video-centric platforms like YouTube and TikTok have gained popularity as independent search engines. Younger generations frequently turn to short-form videos to find answers to their beauty-related queries. By neglecting video, beauty brands risk missing out on entire platforms and a burgeoning population of video-first searchers. According to a recent study, 85% of consumers trust video ads more than text ads.
Enhancing Conversions
Numerous studies have quantified the conversion benefits of incorporating video into the omnichannel beauty experience:
- Companies that utilize video enjoy a 27% higher click-through rate compared to those that don’t.
- They also experience a 34% higher web conversion rate.
- On social media, video surpasses photos in organic reach, boasting 135% higher reach.
- Remarkably, 46% of consumers take action after watching a branded social media video.
Enriching the Online Shopping Experience
In the realm of beauty, context is vital. While detailed product descriptions and images are essential, videos offer a superior means of conveying product value. Though product descriptions are valuable, few customers read them thoroughly. Many base their beauty purchases on what they see in product photos and reviews.
Videos excel in capturing viewers’ attention and providing a clearer and more contextual understanding of beauty products. Consequently, customers who make beauty purchases online are more satisfied since they possess a comprehensive understanding of the products they receive.
According to a recent study, 86% of consumers feel that videos are helpful in making purchase decisions.
Elevating the Phygital Experience
Surprisingly, many beauty customers engage in some form of phygital shopping experience, blending digital brand content with in-person beauty shopping. Integrating video into your omnichannel beauty strategy offers in-person shoppers high-quality video content that enhances their overall shopping experience. Consider experimenting with diverse video styles, such as in-store QR codes and livestreaming, to reach a broader online audience.
A prime example of the phygital experience’s success is seen in Beekman 1802’s collaboration with Firework and Live Rocket. By combining an in-person holiday shopping pop-up with a shoppable digital livestream, Beekman 1802 achieved outstanding results, including a 51% sales surge in just an hour and a half.
Integrating Video Seamlessly
To successfully integrate video into your beauty brand’s omnichannel strategy, consider the following approaches:
- Captivating Customers with Video: Use video to capture the attention of potential beauty customers. Videos encapsulate your brand’s essence better than any other content format, making them ideal for introducing your brand, showcasing authenticity, providing information, demonstrating products, and guiding customers on their beauty journey.
- Incorporating Video Across the Funnel: Understand where video fits within your beauty marketing strategy and determine which stages of the customer journey respond best to various video formats. Collect first-party data by hosting videos on your website to gain insights into customer viewership. Then tailor video content accordingly:
- Top-funnel: Short-form video
- Mid-funnel: Influencer livestreams
- Bottom-funnel: Product tutorials
- Emphasizing Product Value: Beauty customers often seek education and value when exploring products. Videos offer a unique opportunity to educate customers about the value of beauty products in the format they prefer. Consider creating tutorials, Q&A sessions, and influencer videos.
- Providing Engagement Opportunities: Ensure that your videos facilitate ongoing engagement. Interactive videos enable viewers to seamlessly interact with your brand, offering links to purchase, learn more, or explore additional videos.
- Personalization: The modern beauty shopper, especially Gen Z, values authenticity in their shopping experience. Personalized video content can make shoppers feel special. Utilize first-party customer data to serve tailored content to different audiences and personalize calls to action based on their interactions with your video content.
Delivering Video Across Beauty Channels with Firework
If omnichannel is the strategy to meet your beauty customers where they are, then impeccable video content is the key to reaching those customers effectively. If you’re ready to seamlessly integrate video into your beauty brand’s omnichannel strategy, connect with the experts at Firework today.
Firework is a video commerce platform that helps beauty brands create and deliver engaging video content across all channels, including websites, social media, and livestreaming platforms. Firework’s platform also offers a variety of features to help beauty brands personalize video content, measure the impact of their video campaigns, and drive sales.
Firework is a powerful tool that can help beauty brands create and deliver engaging video content that drives sales and enhances the omnichannel customer experience. If you’re looking to take your beauty brand’s omnichannel strategy to the next level, contact Firework and book a demo now!
