Here at Green Ginger Digital, we’re always looking out for upcoming trends to help us get the New Year off with a bang. So, when IMRG delivered their Weekly Data Show webinar last week focusing on the Health and Beauty sector, with clients like Decree, Face the Future and w7, we were all ears to provide the best advice for 2023.
Here are our top 4 takeaways and tips for a more effective and successful start to 2023 for Health and Beauty brands.
Utilise TikTok
TikTok is becoming more mainstream, meaning that if you aren’t using this platform to grow your brand, you are missing a trick. According to a recent survey, 89% of TikTok users who have purchased beauty products have done so after seeing them on the app.
“UGC breeds empathy and familiarity. That’s why some of the world’s top brands – from fashion to furniture sites – have turned to this approach” – Content Square
Our advice is to really utilise this platform, plan your social media strategy both Organic and Paid and make sure this platform is in it.
“ TikTok has gone mainstream. This year, a statistic is that 50% of people on TikTok are over 30, so it’s a new platform people can use to advertise” – Guest Speaker – Gabe @ Metageni
Go Green
In 2023 there is going to be more of a focus on a greener and more sustainable delivery initiatives. With that in mind, if you haven’t already started implementing a more economical way to deliver your products, you may want to start thinking about it. Chances are that your competitors already are. When you are confident you are offering this, make sure to promote it. Social campaigns, and paid campaigns, make it visible on your site and any email comms.
“I think green carriers will be important, to reduce co2. It’s a decision that the business might have to pay a bit more for a green carrier, or most of the carriers turn green, I don’t know. It’s important to have a good positive brand image, and a green carrier is.” – Guest Speaker – Jonathan Hales @nShift
Targeting is more important than ever before
Due to the cost-of-living crisis, people are being more particular when it comes to making a purchase. Big indicators of this happening could be consistent traffic to your site but a decrease in purchases.
The results from a recent survey shows that consumers are planning to cut back significantly on purchases, including a whopping 67% plan on cutting back on buying clothes, and 34% investing in fewer beauty products or services.
This is where targeting comes into play. Getting granular with your targeting and ensuring your ads are in front of the right people at the right time is key to getting the consumer to spend. Leveraging your USP’s is also crucial, if your brand is winning in terms of price-point then make sure you’re shouting this from the roof tops.
“I believe targeting is important now, with the cost of living, depending on what you sell, target to people who need that item” – Guest Speaker – Nick Jones @ Lucidworks
The Adoption of Chat GPT
Guest Speaker Gabe @ Metageni predicts “AI and ChatGPT could be massive in 2023”. For those who aren’t too familiar with ChatGPT, the tool is a large language model developed by OpenAI that can be used for natural language processing tasks such as text generation and language translation.
ChatGPT can generate human-like text responses, making it useful for things like chatbots for customer services, creating responses to questions in online forums and even generating personalised content for social media posts.
With circumstances such as the cost-of-living crisis and postal strikes/delivery issues impacting online footfall, providing your customers with an improved, automated online chat experience using ChatGPT is a step in the right direction to keeping your customers online.
Conclusion
When reviewing 2022 market performance, it’s clear to see that 2022 was a challenge, not just in the Health and Beauty sector but also across Home and Garden, Electricals and Gifts.
However, when looking at January performance in just week 1, we can see that there is promise, particularly for Haircare and Makeup in 2023.
Our final advice is to ensure you have your performance marketing strategy in place. If people are being cautious of their spending due to unprecedented circumstances, then you need to ensure that you are actively pushing all your online channels in front of the right eyes so that when they are ready to make a purchase, you’ve already left an impression.
Need help with growing your online presence? We can help. As a results-driven performance marketing agency, we give your marketing strategy the focus it deserves. Get in touch to find out more.
