Three Tips to Make Social Video Perform Better, Courtesy of the Beauty Industry

This week, video-as-a-service platform QuickFrame figured out how to make its beauty clients’ social video content perform even better. It shared analysis of said clients’ video content across Facebook and Instagram over the last four months with Marketing Brew.

And good news—the insights apply to social video strategies outside the beauty space, too.

1. Stop-motion videos = way underrated

“They drove 58% higher sales, yet received 176% less media investment than the average video.”

Takeaway: If you need a standout (and easy) social video strategy, take the animation style for a test run.

2. Product-centric videos >>>

Videos that centered the product, as opposed to talent talking about the product, garnered26% higher return on ad spend (ROAS).

Takeaway: Influencers should show rather than tell—cost per action (CPA) improves by 17% when videos show a person actually using the product.

3. Use testimonials wisely

Beauty marketers looove a testimonial-style video—QuickFrame estimates they’ve invested 110% more in testimonials than any other format.

But that doesn’t mean they’re a particularly effective sales engine: Testimonials experience a 16% lower ROAS compared to the average video.

Takeaway: If you need a testimonial for your social video content plan, avoid salesy language like the plague this outdated simile.