Over the past 10 years, the indie beauty industry has exploded as barriers to entry dropped and the DTC model and Instagram emerged.

In March of 2020, COVID-19 caught the world by surprised and abruptly cancelled all trade show events globally. Cancellations of trade shows and in-person meetings have forced beauty manufacturers to use digital marketing as way to do business. This will make it easier for indie beauty brands to start and grow their businesses. Historically, finding manufacturers and industry partners has primarily been done via word-of-mouth.

No one believes that trade shows will go away forever, but instead will feature a hybrid of digital and real-life events. The anticipation is that trade shows and conferences will incorporate more digital offerings in the future, and that exhibitors will rely more on digital to maintain client relationships in between in-person events.

What has changed recently is the way the companies now promote new product launches which were only introduced at trade shows in the past, and never digitally. The current trend is 100% via webinars and other digital interaction platforms. Being digital allows brands to have a broader reach and makes its information available faster. The typical process of client engagement consists of a person talking to a salesperson, but that experience is now cut out. Webinars are proving very successful, and can be viewed afterward, a huge plus Brands are also engaging more on social media, particularly LinkedIn and Twitter.

One of the most important elements in this digital transition is the role of video, and particularly the different types of video needed to address the various marketing challenges.

Brands who are not regularly creating compelling video content are at a disadvantage with the temporary hiatus from trade shows. Conversely, brands who have a strong video presence have a powerful vehicle for keeping their audience engaged and winning more mindshare than other brands.

VideoFresh’s team of video marketing experts is ready to help you to craft the perfect videos to amplify your LinkedIn marketing efforts.

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