Alright, let’s be real - if your B2B beauty brand isn’t showing up on social media with video, you’re basically whispering in a room full of people shouting.
2025 is all about standing out the right way, and that means getting comfortable with video content that actually connects - not just looking pretty or having an aesthetic product. But what do you post? How do you make it not cringe? And how do you show up consistently without running out of steam?
That’s where content pillars come in. Think of these as your brand’s “big buckets” of content - the stuff that makes your brand feel human, engaging, and not like a corporate robot.
Here’s how to show up on social media in 2025 using four key content pillars:
1. Employee-Led Content: Because Your Team is Your Biggest Asset
People trust people. Simple as that. Your team isn’t just there to sell - they are your brand’s biggest influencers, and I'm sure you've heard many times from your accounts how much they love (insert educators name)! Featuring your team makes your content feel more personal, more engaging, and less salesy.
Try a few of these and see what sticks:
Behind-the-scenes moments: A “day in the life” of your educators, trainers, or sales team. Think casual, raw, and real.
Takeovers: Let a team member hop on stories or go live to share their expertise. No script - just authentic conversations with the audience who joins.
Team reactions: Try TikTok-style reaction videos to new product launches, industry trends, or viral beauty techniques.
Staff tutorials: If your educators train salons, let’s see it. Short-form content breaking down techniques in 30-60 seconds will be gold.
2. Founder-Led Content: Because People Buy into People, Not Just Products
If you’re the face of the brand (or the brain behind it), your audience wants to hear from you. This isn’t about being perfect; it’s about being present. Founder-led content works, so see how these land for you:
Your view on industry trends: Give your unfiltered thoughts on what’s happening in the beauty space. Is a viral skincare trend actually good? Are salon owners struggling with something specific? Talk about it.
Personal stories: Why did you start your brand? What keeps you up at night? What’s something you wish people knew about your products?
Raw, unpolished check-ins: A quick “here’s what we’re working on” selfie video filmed in the office? Perfect. The less polished, the better - it’s about authenticity.
Founder Q&A: Answer common questions you get from stockists, salons, or industry peers. You don’t need fancy production - just honesty.
3. Product-Led Content: Show, Don’t Just Tell
Your products should speak for themselves - but only if you show them in action. The days of static flatlay product shots are over; everything should have movement.
Application videos: If you’re a skincare or haircare brand, how a product is applied matters. Show it on different hair types, skin types, and use cases.
Product ASMR: The sound of a serum dropper? The lather of a shampoo? Weirdly satisfying, and highly engaging.
Before & afters: But make them real. No retouching, no exaggerated results - just the actual transformation.
Unboxing & first impressions: Send your products to salon owners, beauty editors, or influencers and reshare their reactions.
4. Value-Led Content: Educate, Entertain, and Give More Than You Take
This is where you really build trust. You want to be the go-to resource for your audience - not just another brand selling stuff.
Myth-busting videos: Call out common misconceptions in your industry and explain what actually works.
Pro tips & hacks: How can salons or clients use your product in unexpected ways? Give them creative ideas that add value.
Business growth tips: If your audience includes salon owners, they’re craving insights on pricing, marketing, and client retention. Be the brand that helps them grow, or partner with someone who does.
Trend forecasts: Predict what’s coming next in hair, skin, and wellness - and help your audience prepare for it.
Social media in 2025 isn’t about perfection. It’s about being present, being real, and actually engaging with your audience. Whether you’re featuring your team, your founder, your products, or pure education, the key is consistency.
And remember: video is king - but your voice and authenticity is what makes people stay.
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