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It is almost a daily recurrent to hear about the influence of social networks in our lives, it is almost a mantra, but it is curious how they can influence us. Today we talk about beauty 3.0, how social networks have changed the social paradigm and have become the backbone of society. Anyone can become an editor, director and owner of their own communication channel.

This heterogeneous way of understanding communication has really changed our habits, a clear example of this is the last Olympic javelin runner-up, Kenyan athlete Yulius Yego, who learned and improved his throwing technique thanks to tutorials on Youtube. This direct and simple way in which information reaches us can turn us into experts on almost anything and make us curious about topics that a priori would not generate interest in us.

Within the sea of content offered by networks such as Instragram and Youtube, personal care is one of the most requested topics by Internet users. There are dozens of channels dedicated to beauty and personal care, and millions of audiences they generate. The diversity of channels and the different ways of communicating have captured the attention of people from all walks of life, and the fact is that the interest in consuming this type of content cannot be explained without the existence of social networks.

Beauty 3.0. is no longer a stereotypical market, and more and more people are becoming interested in it. Statistics have always been on the side of women, but now men are also interested in consuming this type of content and even generating it. Beauty channels dedicated to men are growing exponentially in the world. Youtube . Beard care, nutrition, fashion trends and skin care are topics that are increasingly in demand by the male sector. The range of personal care content is almost infinite. This fact has not gone unnoticed by the brands, which have seen a great opportunity to use social networks to promote their products. Influencers have become true beauty gurus that hog all the spotlight, today a simple photo of the influencer of reference with a personal care product, can mean thousands of sales and turn a product into a trend.

Everything seems to be a perfect engineering, a mechanism that contemplates all the protagonists, content creators, audience, brands and consumers, but a small slip-up can ruin years of work and positioning. Both brands and influencers must be meticulous when choosing their respective influencers. There are known cases in which a renowned influencer decides to collaborate with a brand to promote a product, and that product becomes his sword of Damocles, either because of its low quality or because it does not deliver what it promises, thus losing all its value. credibility future of its audience.

On the other hand, there are also known cases where brands go all out, choosing an influencer to be their image, until the influencer projects an undesired or unfavorable public image for the company, making the brand a co-participant in their actions. At the end of the day, social networks are an excellent tool for communication, but they are a true reflection of society, both for the good and the bad.

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