In 2020, the coronavirus destabilized the beauty industry and the industry is still evolving today. From 2005 to 2019, global beauty revenues grew steadily, according to a McKinsey report. In 2020, however, they fell 9.7% year-on-year, according to an IBIS report. With only the essential activities in operation, people obviously went out less and wore less makeup.
Another seismic shift? While they stayed, people downloaded TikTok. It was the most downloaded app of 2020 and accelerated and decentralized beauty trend cycles.
How should beauty brands approach marketing in this extremely fluctuating demand landscape? Relying on freelancers selected from on-demand talent platforms. MarketerHire, for example, connects brands with top-tier freelance marketing professionals, quickly and without long-term contracts.
It’s hard to ignore such a nimble option amid the continuing uncertainties about the pandemic and ever-changing TikTok beauty trends.
Not sure yet? Here are five key reasons freelance marketing professionals make sense.
1. They can help your products go viral on TikTok.
TikTok’s superpower could be the marketing of beauty products. Look at skin care brand The Ordinary – it has had some major hits on TikTok, like a viral user-generated duet before and after highlighting the power of its $ 8 peeling solution, which has garnered more than 600,000 I like. Such a TikTok traction can reduce customer acquisition costs (CACs), according to Doe Lashes CEO Jason Wong. “Our CAC on Facebook is $ 27 [at Doe Lashes]and our mixed CAC is $ 8 thanks to TikTok, “Wong told MarketerHire.”[Organic] TikTok has reduced our customer acquisition costs by 60%. “
Thanks to the platform’s near-prophetic algorithm, other beauty brands can see similar successes with organic and earned TikTok. A freelance social media manager can help you test the channel (or check out your current strategy) and see for yourself.
2. They can convert paid social networks faster than you can.
If your paid social strategy is still in the works, or if it got derailed by Apple’s privacy updates last year, a freelancer can help. Ask Drishay Menon, co-founder of the men’s skincare brand Bottlecode. Early on in the company, he and his fellow founders tried to create a do-it-yourself paid social strategy. It was more difficult than it seemed. “How do you learn from these channels when you are cash constrained?” Menon told MarketerHire. “It was really difficult to understand: are we doing it right?”
Freelancers don’t face the same challenges. They work with multiple clients and have various recent data points on performance benchmarks and optimal targeting. So Menon hired a freelance paid social media marketer via MarketerHire and got results quickly. Bottlecode’s revenue continued to grow 18% on a monthly basis for five consecutive months.
3. They have worked for beauty giants like Glossier and Curology.
“A much better marketer will be freelancing for you than 99% of companies will work for you,” explained Chris Toy, CEO of MarketerHire. This is especially true of the beauty brands they hire through the MarketerHire network, which includes freelance marketing experts who have worked with Glossier, Curology, Elizabeth Arden, and others. Hires like these have worked on national campaigns and know the beauty of the landscape like the back of their hand. With their help, you can refine your ranking and messages until it resonates. Measurably.
4. They can participate in one-time key projects, such as product quizzes.
Prose reached $ 100 million in revenue in 2021 by selling custom blends of shampoo, conditioner and styling products, formulated based on the results of the online quiz. Proprietary data for beauty quizzes like these can get quite granular; The Prose quiz, for example, asks about the user’s hair structure and family history related to hair loss. This type of information can inform not only personalized products, but personalized email and SMS retention campaigns. With the right data architecture and strategy, a quiz can pay dividends for years to come, and a freelance marketer can defend you in a flash.
5. They are available upon request.
Hiring a full-time candidate can take months. MarketerHire can match you with a freelancer in just 48 hours. “On-demand is a really powerful concept,” said Chris Toy. “With MarketerHire, the goal was to take inspiration from other major technology players such as the streaming and transport industries to achieve continuous innovation.” Beauty trends move fast and with MarketerHire you can too. They’ll match you with a selected freelance marketer tailored to your needs in just 48 hours.
Get started with MarketerHire today. With the Beauty500 code, you can get $ 500 off your first rental with MarketerHire.