Focusing On Product Features, Not Benefits

Ingredient transparency is important, but without context, it can quickly become overwhelming or irrelevant to the consumer. While your formula may contain cutting-edge actives or patented complexes, audiences are more interested in outcomes than ingredients.

They’re asking: Will this help with my dark spots? Will my curls last? Will my eyeliner smudge?

How to address this:

• Don’t just talk about ingredients or formulations - give them context by talking about their benefits.

• Use consumer-centric language: “Reduces redness in under two weeks” is far more compelling than “Formulated with azelaic acid and allantoin.”

• Incorporate results and proof points - before-and-after visuals, UGC testimonials, and “this or that” content.

• Ground every message in how the product makes someone feel or the problem it solves.

Prioritizing Followers Over Visibility

Another common misconception is placing too much emphasis on follower count. Many brands still treat followers as the ultimate proof of success, but the reality is, followers are a vanity metric. While they can be helpful when you are a new brand trying to build trust and credibility with a new customer or retailer, they don’t mean much on the platforms themselves. Your content is no longer only being shown to your followers, it’s being fed out to a much wider audience. On Instagram, about 50% of the posts you see in your main feed are recommendations from Meta’s AI, not accounts your follow, and on TikTok, the For You page focuses on feeding you the content you spend time watching, largely from accounts you don’t follow.

The current algorithms on TikTok and Instagram reward content that holds attention. Views and video completion rates are increasingly becoming the key metrics that determine reach and discovery. The more people view your content, the more these algorithms will rank your content as “important” content that should be pushed out to more and more people.

You could have 500K followers, but if your content is only reaching a fraction of them, and you’re not reaching new users through search, shares, or the algorithm, growth through social will stall.
How to address this:

• Shift your KPIs toward views, watch time, and retention—especially on video-first platforms.

• Use platform insights to identify which content formats drive actual views and reach.

• Don’t assume follower count = impact. Visibility and reach are far more valuable indicators of content performance and long-term brand health.

• Ensure you're creating meaningful hooks within the first 3 seconds on Instagram, and within the first second on TikTok. These opening moments are critical in determining whether someone keeps watching or scrolls on.

Relying Too Heavily on Static Imagery

Single-image posts may have worked five years ago, but they no longer serve as the primary content driver. Social platforms today are designed around movement—Reels, TikToks, and carousels keep users engaged and scrolling.

If your brand feed is still static-first, it’s likely underperforming.

How to address this:

• Repurpose product images into dynamic formats: short tutorials, transformation videos, swatch sequences.

• When using stills, opt for carousels that tell a story or walk through steps, and pair them with trending or brand-relevant audio.

• By strategically adding music to your photo carousels, you can tap into the broader reach of the Reels tab without creating traditional video content.

• Reserve static photography for e-commerce and press, not primary social feeds.

Over-Promoting, Under-Educating

When every post is a sales promotion, your audience tunes out. Social media isn’t a digital catalog - it’s a space to teach, inform, and inspire. Beauty consumers want context and education - and an emotional connection can go a long way in building loyalty.

How to address this:

• Build in education content relevant to your brand:

“How to create an easy cat eye look”

“3 mistakes that could be sabotaging your skin”

“Tricks to boost scalp and hair health”

• Launch a recurring series like “Why It Works” that explains ingredients and formulations in plain language, through a consumer-first and benefit-led lens.

• Introduce narrative content: your origin story, the founder’s background, your mission and values. If you have a founder who’s open to being on social, showing there's a real person with a real story behind the product can build connection and make a significant impact.

• Bring in real moments from your team from R&D to packaging development. You can showcase the human side of your brand by highlighting the people behind the work.

Overlooking Search Optimization on TikTok & Instagram

Social media has evolved into a primary search engine for beauty consumers, especially among Gen Z and Millennials. Users are typing in specific terms like “acne-safe SPF” or “best blush for sensitive skin” directly into the search bars on not just YouTube but TikTok, Instagram, and more.

If your content isn’t optimized for search behavior, you’re missing the opportunity to garner new eyes on your brand.

How to address this:

• Move beyond relying on hashtags, particularly on Instagram, where their role in content discovery continues to decline.

• Use descriptive, keyword-rich captions that naturally align with how people search.

• Include relevant SEO phrases in your voiceovers, on-screen text, and closed captions.

• Utilize SEO keywords to help improve discoverability - this increases your likelihood of showing up in search results organically, without needing paid promotion.

These five mistakes are mistakes we see beauty brands making on social media time and time again. By auditing your current content mix, rethinking your KPIs, writing strategic copy, and going beyond promotion, you can optimize your social content to help your brand garner meaningful growth.