"With the cost of paid reach becoming increasingly unsustainable and AI bots comprising over half of web traffic, brands must shift from social media for discovery to more effective in-store strategies. Physical retail plays a vital role in brand discovery, as seen with 21% of consumers finding new brands in-store, followed by recommendations from friends and family at 15%. Emerging brands should focus on pop-ups and in-person activations, treating promotional activities and visual displays as essential marketing levers for engagement."
"Social media platforms like TikTok, Instagram, and YouTube have significantly influenced beauty trends among Gen-Z and Millennial audiences, yet their effectiveness for brand and product discovery is decreasing. The rise in marketing costs, along with a dwindling trust in influencers, has prompted a reassessment of marketing strategies, emphasizing the importance of in-store presence and adapting social media to enhance brand identity and consumer interaction."
Social media platforms like TikTok, Instagram, and YouTube shape beauty trends and influence consumer preferences among Gen-Z and Millennials. However, rising marketing costs and the presence of AI bots diminish social's effectiveness for brand discovery. Influencers' credibility also declines, with only 18% of consumers trusting them for beauty information. Physical retail emerges as crucial for discovery, as 21% of consumers report finding new brands in-store. Emerging brands should prioritize in-person activations and align marketing efforts with retail opportunities for better engagement.
Read at The Business of Fashion
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