Knowing it is the first step to mastering it, we at Studio Concept start from the cosmetic still life to create communication that works.
Indice
What is Visual Content Marketing?
Marketing can communicate more and better when visual content is used, this is how VCM can be summed up in a nutshell. Content travels through text but is driven by images.
Visual marketing is now present in every field, its rule is to communicate in a way that is immediate but above all original and aligned with the brand concept. Social media use it to polarise attention, which is why certain content captures the user.
Visual content marketing would seem to be a prerogative of the Web alone, in reality the online market has stimulated a boom in sales strategy. The approach is direct and with strong empathy, communication is immediate but above all universal. A virtuous use of image, that is what Visual Content Marketing is.
Why Visual Content Marketing is essential in the beauty and cosmetics industry
Caring for beauty is knowing how to appear in order to be, which suggests that cosmetics is the realm of images. Combining content with graphic representation is the natural consequence. Images are powerful, here are the reasons why.
Images are 60,000 times faster than text, strong is the impact of the right picture on the brain. Much is associated with attention, reading text alone makes the content less appealing and therefore more difficult to remember.
Beauty has a close relationship with emotions and it is these that have the effect of reinforcing the memory. Images, attention and emotions are elements that support brand content. The textual message is reinforced to fix itself in the mind of the target audience, this is how cosmetics arrives.
Types of effective visual content in beauty and cosmetics
Still life teaches us how the right images can propel the product, they are the most immediate tool but above all have a profound emotional force. It is essential that they are original, otherwise the risk is to confuse the target audience.
Text can enrich the image, an example of which are the indications added to bulk photos. Infographics are also very useful as they allow the content to be condensed into a graphic and textual format with a much more immediate impact.
The queen of online marketing, dynamic representation is among the most frequently used forms. Whether longer videos or the shortest Gifs, visual communication convinces. Visual content marketing also makes use of digital illustrations and memes, here originality is rewarded.
Benefits of visual content for cosmetics companies
Images are the first step that introduces the target into the sales funnel, their effective use has a positive effect on access to the brand portal. Good work on alt tags and on the relevant visual content optimises the quality of visits to the site, the effect is a favourable SERP. Hence the benefits.
The target increases brand awareness, consequently improving brand reputation. Visual content allows for more direct storytelling therefore increases involvement and engagement.
Fixing the brand in the memory is the way to foster subsequent loyalty, the brand does not remain anonymous and conveys the value of the product. Working on visual content marketing therefore feeds the virtuous cycle of conversion.
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Strategies for implementing a successful Visual Content Marketing campaign
The focus must be kept on the target, each choice must be expressly calibrated to the profile of the typical customer. The approach must be explicit and direct, but above all original. Considering the great density of competitors in cosmetics, one cannot afford to follow a path already trodden by others.
The format must always be fresh and varied, the conversion game is played on the fine line between boredom and attention. The customer must not perceive visual communication as too predictable or, even worse, as the tired and usual repetition.
Communication works if it is consistent with the brand, it is also more effective if it surfs on the crest of trends. Content is more appealing if it engages, referencing social media links can therefore be useful to get an emotional metric of the published content.
Mistakes to Avoid When Creating the Unboxing Experience
What is the point of an unboxing? Answering the question helps to avoid naivety during the making of the film. One of the most common mistakes is in too long and equally boring premises. The target wants to satisfy the curiosity of the first contact with the product, nothing else.
Unboxing must be aligned with the brand’s vocation, a green line works if it is consistent with its choice also in the materials for unboxing. The customer expects natural and perhaps recyclable packaging. In short, the brand must resist the lure of polystyrene but also HD printing. Loyalty avoids mistakes.
Case Study: examples of cosmetics brands that have exploited Visual Content Marketing
Leading brands teach, the quality market makes extensive use of image-based promotion. The collaboration between us at Studio Concept and Equilibra is an example of this.
The project emphasises brand consistency with packaging and visual content. The brand is based on a green logic starting with the formulations and ending with the impact of production on the environment.
The choice of colours maintains the appeal of nature, the direct communication is immediate. The effect is a visual impact that works precisely because it has the power to capture attention.
Visual Content Marketing represents an essential strategic asset for companies in the beauty and cosmetics sector. The power of images, combined with targeted and original text content, makes it possible to capture the attention of the target, strengthen brand identity and feed the virtuous cycle that leads to conversion and loyalty.
At Studio Concept, we believe that every image tells a story and that a well-designed visual can make a difference. With a professional and creative approach, we transform the brand message into a visual experience that engages and excites, helping to position the brand in the hearts and minds of consumers. Investing in Visual Content Marketing is investing in the future of communication.
