If there’s one thing that’s absolute in the world of business, it’s that every business, no matter its size, needs to have a social media presence. From Facebook to Instagram, TikTok, and YouTube, every social media platform offers its own unique perks, whether that’s quick access to live video, the tools to create viral-worthy reels, or the ability to reach billions of people with a single 60-second clip.
For those starting a new beauty business, this is especially important, as the visual nature of beauty lends itself to all kinds of creative and lucrative possibilities through social media marketing. Whether you’re new to social media or you’ve been an avid user since the beginning, you owe it to yourself to learn everything you can about how to use social media to grow your business. Here’s our detailed look into the best social media channels you can use for your beauty business.
As the biggest social media network in the world with over 2 billion monthly users and over 3 billion active users, Facebook remains one of the most popular social media platforms of all time. There’s plenty of reasons for that too! Not only is it easy to set up your own Facebook profile, but it’s also incredibly easy to connect with other people, whether it’s close friends, distant relatives, or any of the acquaintances in between.
Naturally, this popularity makes Facebook one of the most favored social selling platforms as well. After all, when you can potentially reach half the world’s population – or a big portion of it – it’s easy to understand why millions of everyday men, women, and businesses turn to Facebook to market their ideas, creativity, and products to whomever might be interested.
For those trying to grow a new beauty business, this is incredibly exciting. Almost any content format can do exceptionally well on Facebook, and this opens up a lot of opportunities. A quick post about a new tubing mascara or a press-on nails collection can quickly catch someone’s attention. However, that same message with an image or video of the product in action can do even better.
While these demonstrations might range from “How to Apply Mascara the Right Way” to “The Best Nails for Date Night,” simply giving people a visual of how your products might improve their day-to-day lives has incredible value. Not only that, you can combine these demonstrations with your own weekly Facebook Lives, building further anticipation for upcoming products and strengthening your relationship with existing customers. It’s a lot to love, and it’s never been easier to get started!
Like Facebook, Instagram is another incredibly valuable tool to grow your online beauty business. It’s garnered a reputation as one of the best platforms to build brand awareness, and with more than 1 billion active members, you’re bound to run into everyone from your favorite influencers, to A-list celebrities, politicians, your high school teacher, and a whole lot more.
If that weren’t enough, millions and millions of people look for beauty inspiration on social media every day. On Instagram alone, the hashtag #beauty has already racked up over 550 million entries, and that number continues to climb. While looking your best has always been important for lots of people, the rise of social media has only amplified that need. This isn’t really surprising, as makeup and skincare are emotional topics that resonate with people’s inner confidence. Deep down, we all want to look our best whenever possible, and it’s no secret that the perfect look or outfit can often make or break someone’s confidence given the right circumstances.
When people see a beauty product that fits their aesthetic, the right image or video can have a dramatic impact on their desire to try something new, especially when they can see the feedback others are giving about that product in real time. FOMO is a powerful thing, and Instagram is one of the best platforms to tap into that.
That said, Instagram offers a lot of opportunities for exposure. An Instagram reel or story highlighting “The Benefits of Hydrating Face Masks” can easily earn your beauty business page a quick burst of engagement. With the product in hand, you could show potential customers your nightly skincare routine from start to finish, giving them a better idea of how these face masks could work to hydrate and nourish their skin. Whether you use captions or a voiceover, you’d be offering valuable content they can share freely with their friends and family. Better still, they’d be able to see how easily these products can be worked into their own routines, helping you to build a trusted reputation as a beauty influencer and liaison.
At the same time, a story on “How to Build the Perfect Self-Tan This Summer” can be extremely valuable. Think about how you shop for tanning products or other summer skincare items. Do you turn to social media and the opinions of your favorite beauty influencers before making a decision? Chances are you do, so use this to your advantage! Showcase how self-tanning drops and other self-tanning tools work. Better yet, give your audience a detailed look at the before and after results. Not only will you be giving them a lot of information in a short amount of time, but you’ll be setting yourself up as a page worth bookmarking for future beauty content.
Ultimately, it’s how you approach using Instagram that’ll make the biggest difference in your level of success. Even if you’re newer to the platform, Instagram gives you all the necessary tools to build your brand the way you want. The key is to take notes, leverage the feedback you receive, and continue to make small improvements to your marketing strategy over time. It’s that easy!
TikTok
Speaking of social media channels, you can’t really talk about online marketing without talking about TikTok. As the fastest-growing social media platform to date, TikTok offers a fun and exciting way for people from all walks of life to connect with one another each and every day. From comedy to social commentary, fashion reviews, and everyday entertainment, users can create and engage with all kinds of wild and interesting content. Best of all, it has an interface that’s easy to learn and easy to understand, so it doesn’t take much practice to start building out a whole slew of fun and creative marketing campaigns.
This popularity also makes TikTok the ideal platform for brands and everyday entrepreneurs to gain exposure. Have a beauty product you want to showcase to as many new users as possible? A creative and informative TikTok just might be the ticket. The sky’s the limit, but you can approach things however you like! You can start small with a simple review of your favorite eyeshadow palettes. Alternatively, you could dive deeper into the “Latest Fake Lash Trends and How to Achieve Them,” with detailed notes about which fake eyelashes are best for your customers based on their eye shape.
If you’re super new to social selling and still trying to get over those initial nerves, you can also try researching what other beauty influencers are doing and then put your own spin on it. After all, the key to standing out is to offer something unique. You want to use what works, but you want to do so in a way that highlights your individual personality and flair.
No matter what you decide, TikTok gives businesses of all sizes the opportunity to engage with their target audience in different ways. Larger brands have quickly learned to leverage dynamic, full-screen ads, but smaller businesses or entrepreneurs on a budget can still capture the craze to build their own creative marketing strategies.
At the same time, TikTok’s partnership with Shopify means that you can tap into the monumental impact TikTok has had on social commerce. Viral trends like #TikTokMadeMeBuyIt continue to help businesses of all sizes generate millions in revenue, and it’s said that 82% of all internet traffic is set to come from video in 2025. If that weren’t enough, Statista reports that there were approximately 161.4 million live video viewers in the U.S. alone in 2023. That’s a ton of potential beauty enthusiasts just waiting to come across your content! You’ll crush it too, because you’re wickedly creative! You wouldn't be starting a business if you weren’t!
YouTube
Last but certainly not least, it’s hard to talk about the potential impact social media can have on your beauty business without mentioning the powerhouse that is YouTube. As a cross between a search engine and a social network, YouTube is unique in its reach and influence. It’s visited by users in over 100 countries and in 80 different languages, and with over 2 billion monthly active users, it remains the second most popular search engine in the world behind Google. That's nearly a quarter of the world’s population! If that weren’t enough, YouTube accounts for more searches than Yahoo, Bing, Ask, and AOL combined, with 71% of people and 54% of marketers choosing to share their content on the platform.
It’s incredible to think about, but it also highlights the enormous reach and visibility YouTube can provide for growing online businesses. Think about it, how often do you search for products or product reviews on YouTube before committing to a purchase? When you hear about a trending makeup product, whether it’s a new brow gel, a brown eyeliner, or a bold tubing mascara, how often do you double check YouTube to see if your favorite beauty channels have covered it already? If you’re like most people, it’s at least on your radar.
Ultimately, it’s important to remember that millions of people turn to YouTube every day for more information on their favorite products and trends. As you promote your online beauty business, you want to do everything you can to put yourself in the shoes of your target audience. If you’re marketing a new makeup or skincare product, think about what you’d want to search for in their place. Think about the questions you’d want answered before you buy something, then make those questions and answers a part of your marketing strategy. Film yourself going over how these products have improved your everyday beauty or skincare routine. Give your audience the comparisons they crave between your beauty products and the products they’ve been buying for years at their local beauty boutique. From there, jot down ideas for future videos, and don’t be afraid to step outside your comfort zone when it comes to creativity.
Most importantly, be honest about what you’re offering, as that honesty will translate into a better customer experience. In the end, you’ll see how easy it is to make a great impression, especially when you’re offering products that are designed to improve the day to day lives of women everywhere.
Build a Better Social Media Marketing Strategy for Your Beauty Business with Red Aspen
Whether you’re new to social media marketing or you’ve developed a real knack for it, we hope the above information helps you to grow your beauty business in a fun and exciting way. Starting a new business can be tough, but with the right tools and the right attitude, you can make something really special, especially when you allow yourself to break out of your creative comfort zone.
As you work to grow your new beauty business into something you can be proud of, don’t forget to reach out to a Red Aspen Brand Ambassador to learn more about what you can do to improve your long term social media marketing strategy. You’ve got a team of amazing women rooting for you, and you’re gonna do great!
Written by: Nathan Jones
Done reading? Return to home.
