How Victoria Beckham Beauty designs content with purpose

While the world gossips about Victoria Beckham’s dancing at her son Brooklyn’s wedding, we’re taking a peak at some of the moves she’s busting on social media. Her personal life might not be without controversy, but her beauty brand’s social media presence is next to flawless and in this article we’re taking notes on its dazzling performance. 

Part 1: The Foundation

Every great look starts with getting the basics right. After all, if the foundation is a hot mess the whole look loses its appeal. Victoria Beckham Beauty has established 3 vital layers which everything else is built upon. Without these staples, anything that’s whipped up in the lab would fall flat. 

The 3 foundational layers are:

1. Sticking to one niche
2. Targeting a clear audience with precision
3. Designing products that cater to the audience’s desires

Let’s brush up on each one of these components…

1. Glue yourself to a niche

While Victoria Beckham boasts a whopping 33.5 million followers on her main Instagram account, there was an entirely separate Instagram account created for her beauty brand and there’s good reason for this. While her main profile invites fans and followers to peak into a world of fame, fashion and family, her beauty brand is targeted specifically at people with a desire to buy and wear makeup. Having a profile specifically created to cover one niche makes building a community of buyers a much easier endeavour. Everyone following the account knows exactly what they’re signing up for and their interests align with every post offered up.

Notice how Victoria Beckham’s main Instagram profile includes several different ventures, whereas the Victoria Beckham Beauty Instagram account is exceptionally targeted, with content specifically tailored to showcasing makeup products. Engagement is almost guaranteed when your desired audience is all in one place without attention being diffused between different topics.

2. Set your audience

Within the wider niche of beauty, Victoria Beckham Beauty establishes a target audience. Victoria Beckham Beauty creates high-end luxury makeup, skincare and fragrance products. The target audience is women who appreciate quiet luxury, understated elegance and quality, cruelty-free products. 

Defining the niche and the specific target audience within the niche provides focus for the brand and its marketing. Everything is created with the ideal customer in mind.

3. Lock in your products

Victoria Beckham Beauty regularly develops and releases products that cater to the audience’s desires. Having a crystal clear picture of your audience and their wants and needs helps focus efforts.

Customers of Victoria Beckham Beauty want:

• Luxury
• Quality
• Understated elegance
• To align with trends (such as the recently released aubergine shade)

The bottom line is: you can have the best marketing in the world but if your products fall short of the mark everything falls apart. Crafting products and marketing content becomes clear and concise when you have a clear mission. As you build a social media presence, keep your focus on the problems you solve, the quality of your products or services and the customers who love what you stand for. 

While these 3 foundational elements remain fairly fixed, your content can be more fluid as long as it aligns with your core principles. In the next section of this article, we’re looking at how Victoria Beckham Beauty creates content that never gets boring and keeps customers coming back for more.

Part 2: The Flair

Content designed for marketing is a creative opportunity to portray your products in their best light to the people who would happily splash the cash to cover themselves in them. But so often brands regurgitate the same ideas repeatedly and build a boring blandscape of repetitive ideas, monotony and predictability. 

Consistency is often touted as one of the most important factors to consider when growing a successful social media presence, but it turns out there is such a thing as being too predictable. Churning out similar content over and over again can build brand recognition, but it can also cake on social media fatigue and boredom through over-branding. 

There’s a balance to be struck and Victoria Beckham Beauty has pinned it down. While keeping the foundations cemented in, Victoria Beckham Beauty flaunts just the right amount of creative flair to peak interest and keep viewers on their toes.

Here are 5 ways to make your content more interesting like Victoria Beckham Beauty…

1. Mix up your media

You won’t see dozens of the same media type in a row when dusting through the Victoria Beckham Beauty Instagram account. Reels, photos and carousels are all to be indulged in, and this extends to stories and highlights too.

Take a peak at the posts below. Notice how different media types are tossed together to create a visual pick-and-mix. Isn’t this much more exciting and unpredictable than a profile dedicated solely to reels or photo posts?

2. Show off products in different ways

Within an audience of makeup and beauty lovers, individuals may embrace different visuals more naturally. Victoria Beckham Beauty often displays the same product in a variety of different settings, all of which have different ways of appealing to viewers. 

Victoria Beckham Beauty’s content includes:

• Product images in a variety of different settings
• Videos of models applying the products
• Showcases of available colours and shades
• Ad-style visuals
• Behind-the-scenes content at photo shoots
• Interview-style videos with famous founder Victoria Beckham

Showing off a product in a myriad of ways enables viewers to connect with content that appeals to their taste. It also gives the audience plenty of opportunities to become familiar with the product, which builds trust and encourages sales. 

3. Choose a flexible colour palette

A lot of the content on the Victoria Beckham Beauty Instagram account features high contrast imagery. Black and white alongside varying shades of light and dark melt the visuals into a world of luxury, simplicity and intentionality. This overarching theme allows the content to feel cohesive without being overly restrictive.

Notice how the posts below feel like they belong to the same brand. Spot how light and dark is played with in different settings, while pops of colour bring expression and creativity into the fold without upsetting the flow of the overall aesthetic.

Staples of advice like sticking to a colour scheme can become a prison of boredom for your audience when taken to the extreme. Instead of sticking to strict rules, use them as guidelines and embrace the feeling you want to inspire in your audience.

4. Let the quality of your content reflect your products

Victoria Beckham Beauty publishes Instagram content that appeals to customers seeking out luxury and quality. The brand is firmly positioned in the luxury space and as such the content is expected to reflect this and vice versa. When the quality and presentation of social media content is high viewers expect the product quality to be high.

Whatever your business or brand, your social media content is marketing material for your business. When content quality is high, the expectation is that your product quality will be high and this can allow for a boost in pricing. 

5. Every post should have a purpose

With Victoria Beckham Beauty every piece of content has a purpose. It’s as though each post is a new reveal, shedding light on new elements to products the audience is sure to obsess over. 

In a recent product drop, Victoria Beckham Beauty shared content that:

• Teased the new product drop
• Showed off the packaging
• Displayed how the shade sits on different skin tones
• Shared how the founder and creative director (Victoria Beckham) came up with the products
• Announced all the available colours

Each piece of content had a purpose whether to announce the new drop, show off the line, humanise the brand or show the product in use. And every piece of content reinforced the elegance and quality of the products, which aligns with the fundamentals nailed down at the very start.

Victoria Beckham may have turned from pop princess to fashion queen to beauty boss, but the Victoria Beckham Beauty Instagram account is not simply superficial. Let these principles sink into your social media pores and you could wake up with a business glow up. 

Ready to get your social media accounts all dolled up? Try Minter.io now and lead your business with purpose and knowledge using the social media analytics tool built for businesses and brands with modern-day marketing. Learn more here.