In an attempt to keep the number of video ads low, Nordstrom’s marketing team has started to use social media marketing to promote its wellness and wellness products.
Now that it’s been around for more than a year, the company has become the first retail giant to incorporate social media in the health and wellness industry.
The company is currently testing a video that highlights the benefits of its products.
The new campaign, which is still in early testing stages, features a variety of videos including a series of clips from the brand’s YouTube channel.
Nordstrom’s new campaign is a good example of how social media can help businesses gain a foothold in the wellness space, according to Dan Ziemann, director of strategy and analytics at the Retail Research Group.
Ziemann believes that brands are well-positioned to gain exposure to new consumers because of their brands’ status as a leader in the industry.
“We’re seeing a lot of brands doing well on social media, and it’s because they’re really good at it,” he said.
Nestlé, Target, and Amazon all have brands that are using social media as a way to engage with consumers.
Zieman thinks that brands will be better positioned to grow in the long term because they are in a position to take advantage of the increased visibility of social media.
Nerdy brands that use social platforms can find a niche audience that is willing to pay a premium for their products, and can even generate revenue for their brands by selling their product on Amazon, Ziemant said.
He said that the success of these brands, particularly those that are niche brands, will ultimately determine whether they can maintain the same sales volume and brand recognition as the more established brands.
Nurseries are not alone in using social marketing in the beauty space, either.
There are a variety, from beauty companies like Clinique and Marc Jacobs to makeup brands like Lancôme and Estee Lauder.
Ziegen said that social media could be used in a variety different ways for beauty companies.
For example, a brand could be able to showcase a product’s unique features in a video, such as a face scrub, a skincare product, or a lip balm, to give consumers a first look at the product.
The brand could also share a photo of the product or a promotional video.
A lot of these companies have done a great job in building the following that they have, and that will ultimately drive more brand awareness, said Ziemen.
For beauty brands, he said, social media platforms such as Instagram, Twitter, and Facebook are an excellent way to get brand awareness.
Brands are also able to post their product photos to social media to increase their brand image and build a relationship with potential customers.
“It’s important for brands to be able [to use social] because it gives them a foothold into a market,” Ziemeng said.
Ziegen believes that this new technology can be used to grow sales for beauty brands.
“They’re looking for ways to differentiate their products and make them more attractive,” he added.
“There’s also a potential for brands that may be not in the cosmetics industry to be looking at this as a new way to grow revenue, but they can leverage social marketing to grow their sales and grow their brand recognition.”
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