Some of the fastest-moving brands are those in the beauty industry. Beauty brands are known for their versatile marketing strategies. However, they often struggle to keep up with the industry’s changing nature. What do they all lack? True feedback on customers’ thoughts and feelings about their brands.
Social sentiment analysis changes marketing and product development for beauty brands.
Some of the largest brands in the beauty world are already interested in new analytics and research that shows what customers think and how they compare to their increasing competitors. From brands run by celebrities such as Rihana to more established beauty leaders, these brands benefit from a new way of understanding customer preferences, generically referred to as social sentiment analysis.
This is the process of analyzing and categorizing user opinions on certain products. Beauty brands, in particular, are known to benefit the most from these types of insights.
Understanding audiences and customer persona
One of the best ways to build a strong brand is to listen to what consumers want, even if their opinions might not be as easy to hear as many brands expect.
Sentiment analysis is here to easily define the ideal customer persona and to help brands and marketers understand what they need to do to meet these expectations.
Sentiment analysis includes text and video analysis for the latest insights into customers’ thoughts. The easiest way to extract this data is to analyze reactions to videos or written reviews to get the exact reactions of audiences specific to a brand.
Bettering marketing strategies
Marketing strategies may sometimes be better than the promoted beauty products. We all know those brands are making outrageous claims that are not backed up by actual product results.
Still, social sentiment analysis shows customers’ real interests and expectations. Marketers understand not only what a good product is but how it needs to be presented to customers who care about very specific product attributes. In the beauty industry, even the smallest of details make a difference.
Working with true brand advocates
Brands soon find out that social analytics have an impact when the source of the information is also aligned with brand values. This is the case for influencers, who may have a larger or smaller impact on their audiences.
Sentiment analytics show the most influential figures in the beauty world. The uncovered data shows which influencers have the highest positive impact or which influencer triggers a positive sentiment in the audience the most.
Brand messaging done right
It should have always been the case that brands would only pick the right influencers or journalists to present their products in the right way. However, this has slipped most brands somewhere along the way. Most brands simply pick the easiest influencers to work with from their perspective.
These aren’t always the influencers that are right in terms of engagement. Sentiment analysis shows where the beauty industry should focus its messaging to meet its audiences.
This type of analysis shows brands which influencers or media voices are best to work with regarding positive or negative reactions to align the messaging to an audience that’s likely to listen to it.
Bettering product development
By far, social sentiment analytics have the biggest impact on brands by allowing them to make data-based decisions about product development. Gone are the days of extensive market research, time-consuming surveys, and lengthy subjective interviews to show what customers want.
Today, brands know exactly what specifics about their products haven’t met their true potential with customers. All other new products or versions of their products can be improved to meet audiences’ exact expectations.
Published By: Aize Perez
