Viral Marketing in the Cosmetics Industry: Strategies for Creating Viral Short-form Video Ads on Social Media

Abstract

Short-form videos are increasingly popular among social media users for consuming and sharing information online. These videos often include product-related information, which can influence purchasing decisions. Recognizing their growing significance, cosmetic companies are interested in disseminating their video ads online because they rely on social media to reach their audience. This phenomenon capitalizes on viral marketing, a marketing technique where the content is so engaging that consumers will share it with others. However, creating such content is challenging due to a lack of information. To address this issue, this study investigates strategies for cosmetic companies to create short-form videos that consumers will find worthwhile to share on leading social media platforms, ultimately achieving virality. Specifically, the study addresses short-form videos featuring skincare and makeup products across TikTok, Instagram, YouTube and Facebook.

The research involved both quantitative and qualitative methods. First, a survey was conducted with 102 respondents who frequently use cosmetic products and watch short-form videos featuring such products on the platforms examined in the study. The results were then analyzed in Excel. Second, to gain insights into the current strategies of cosmetic companies, secondary data was obtained through the content analysis of three viral cosmetic video ads and two interviews with industry experts. In addition, the study is based on a relevant theoretical framework that helped provide a structure for investigating beauty consumers’ preferences, sharing intentions and trends in the cosmetics industry. The theory explores three viral marketing dimensions: principles for contagious content, video characteristics and social media.

Furthermore, the survey revealed that beauty consumers favor TikTok for watching short-form cosmetic videos and mostly share these videos for altruistic purposes. Genuine product opinions emerged as the most crucial factor impacting sharing intention. Moreover, the secondary data reinforced these findings and showed that cosmetic companies relied on influencers to achieve viral content. Particularly, those with a smaller follower base seemed to have a greater significance as consumers perceived them as more credible and relatable.

Lastly, future research should explore a more representative sample of beauty consumers, as the survey was primarily distributed to university students who were young adults. In addition, to further understand beauty consumers' preferences and sharing intentions, it is recommended that a wider variety of moderators be examined and additional research methods be considered.