The false eyelash market is predicted to grow from $1.41 billion in 2023 to $2.12 billion in 2030. It’s a big deal, seriously competitive and trends across pretty much every social channel.
Most content focuses on the visual but I’d argue that there are some missed opportunities in content too, especially with how-to guides and specific search terms (remember TikTok, Pinterest, Instagram, YouTube, Facebook etc. all use keywords).
I noticed when I was doing some keyword research that there are way more low competition keywords for lashes than I’d expect, and many of them have 100+ or 1000+ searches a month in the UK alone.
This shows that there’s an audience for this content, people are searching for them and that there’s intent behind those searches. The fact they’re low competition show that those needs aren’t really being met.
Here’s some food for thought on keyword research and SEO for lash brands:
- Knowing your audience, their pain points and the reasons why they’re searching is important (especially when you’re looking for long-tail keywords).
- You can chop up your written content for social channels, email marketing, videos, offline marketing etc. too – content repurposing is a thing and it can save you time, effort and resources.
- It isn’t always about the keywords with the highest search volume, especially if you’re a smaller lash brand. These will probably be dominated by massive brands and you’ll struggle to rank organically. Focus on lower volume keywords that aren’t as competitive.
- Make sure your site is set up in a way that your readers can find your content, and that it’s structured properly. Image-heavy websites look gorgeous but you also need the written part to rank on search engines more easily.
- Don’t sleep on SEO. The lash industry is super-visual for a reason, and social does its thing, but there are definitely opportunities in helpful, useful written content that meets the needs of your target audience.
Ready for the 10 low competition lash brand keywords? Download them below.
If you’re looking to create content for your lash brand, working with a copywriter with experience in the beauty industry and the lash industry is the way forward. I have both, check out my beauty writer portfolio or get in touch