To attract their target audience and remove any doubts about buying, haircare brands use paid advertisements incorporating social media trends and collaborations with customers and haircare experts. They also use ads to emphasize their custom product offer to reach a wider audience with different preferences, hair types, and concerns.
It is crucial to remain on top of the latest trends and innovations in the haircare industry and this applies to creating your ads, too. The following are tips and inspiration you can use today.
- Use popular social media trends to spark interest
- Discuss your product’s benefits using effective ad hooks
- Highlight the transformative result of your product using before & after visuals
- Leverage social proof from reputable bodies
- Show real customer experiences and testimonials
1. Use popular social media trends to spark interest
Many haircare brands are taking advantage of social media trends by creating viral marketing campaigns around these trends in order to promote their products. Going with the “hype” ensures a bigger audience who are mostly intrigued by the craze and want to be part of it. This can fuel major sales of products perceived as trending.
This video advertisement from Briogeo uses the TikTok trend #TikTokMadeMeBuyIt which allows users to show off the most recent finds they bought because of the platform. This hashtag has millions of views, which makes it a great avenue to promote products.
Since people are more likely to buy things they see in action, this strategy is a great one to use in your social media ads. These ads can influence the purchasing decisions of potential customers who are active on TikTok.
2. Discuss your product’s benefits using effective ad hooks
Like the social media trending hashtag we discussed earlier, the use of effective ad hooks also works wonders when done properly in terms of timing and content. It’s a surefire way to captivate your audience.
Ad hooks can be anything from a catchy tagline to a unique value proposition. As long as it helps engage your audience, you’re on the right track (and the right hook).
Let’s take a close look at this ad from Function of Beauty. Here, you’ll notice their use of the “3 Reasons ____” hook in the first few seconds of the video. This serves as a teaser for the actual offer.
Effective marketing hooks entice potential customers to take the next step, such as making a purchase or taking a personalized quiz. In the case of Function of Beauty, they’re able to utilize a hook that is appropriate for what they want to impart to their audience.
Here, they also point to a problem that their product can address. Then that’s where they segue their custom offering in the video.
3. Highlight the transformative result of your product using before & after visuals
Showing “before and after” content of customers using your product gives you credibility. This advertisement strategy is commonly used by personal care products like hair treatments to prove the effectiveness of their product lineups. It’s a solution-focused approach that shows what it was like before using a product and how things improved after using it.
Take a look at this video ad from Briogeo, wherein a satisfied customer discusses how her hair became fuller and thicker after using their product. In the video, she also shows images and video clips of her hair months before and then after using the product.
The use of authentic videos can entice your audience to try your product. It takes time for a personal care product to have a visible effect so it’s especially important to show videos like this showing proof.
4. Leverage social proof from reputable bodies
Magazines are also an important advertising platform because not only do they boost your brand credibility but they also give you access to a targeted audience. If your brand or product has been mentioned in the press, show it off, just like what the brand Gussi does in this video ad.
This ad may seem simple but it has big impact, thanks to the string of texts showing social proof from reputable magazines. Having reviews by popular publications puts their brand in front of interested customers. This is a strong form of social proof so use it wisely on your ads as Gussi does below.
Just a tip: you can also split up press mentions into separate ads and create content using each testimonial to give more emphasis, because why not?
5. Show real customer experiences and testimonials
Another form of social proof that you can take advantage of are testimonials from satisfied customers. These people have experienced your products firsthand so their words can attract potential buyers and it works effectively because it looks authentic.
Gussi does an excellent job of using a customer testimonial in this ad.
The first part of the ad displays a text that says “Results from the Gussi At-Home Keratin Treatment”. It is powerful in catching audiences’ attention since people are generally interested in seeing real results.
In the video, the user/model shows the process of how she uses the product. Showing the product in action instills confidence in potential buyers as they can already visualize how easy and simple it is to use your product.
That’s it for now. See you for another round of e-commerce marketing inspo!
