Advertising Content Having a High Potential Conversion Rate on Facebook for Skincare Products

The aim of this study is to find the advertising content types which can make a high conversion rate on Facebook for skincare products by revealing purchasing intentions and attitudes of people towards skincare products. A detailed investigation is required into the procedure for producing content with the goal of advertising and marketing it through paid channels. An effective content type which can address to the expectations and attitudes of people can create a high conversion rate. The level of customer engagement and conversion rate for advertisements and content can be measured in social media including Facebook. In this study customer engagement and conversion rate is implied by the tendency of people to buy skincare product through the influence of Facebook advertisement and the tendency to like, comment, share and follow Facebook advertisements on skincare products. The content types tested in this study are content emphasizing the medical benefits of skincare products, content emphasizing celebrity endorsement, Content emphasizing discounts and promotions, content emphasizing the quality of outlook of the product, and content emphasizing people’s attraction. This study will be a guidance for future marketers and the skin care product industry to create effective content for Facebook advertising contents which can create a high conversion rate. Further, this will reveal the customer’s attitudes and expectations of purchasing skincare products. The literature and information regarding the usage of psychology in marketing are limited. This study will reveal the importance of studying the psychology of the targeted market in developing marketing strategies. Further, this study will be a gap filling for the literature on Facebook marketing for skincare products.