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"Regarding Powder Brows and PMU, the adage "a picture is worth a thousand words" has never been more relevant. At Powderbrows.com Research Center, we've heard countless theories from our dedicated readers about which images of their work yield the highest marketing effectiveness. But, as we all know, speculations aren't as reliable as cold, hard data. That's why we embarked on a systematic study to measure the impact of various images and provide you with evidence-backed insights. We will pull back the curtain in this article and share our findings."

1. Background

This article is based on research project interviews with 84 pigmentation artists specializing in powder brows, hairstrokes, and microblading who actively market themselves on social media channels. The observations from these interviews have been compared with actual data from social media campaigns.

The majority of participating artists (67) were from EU countries, 11 from the UK, and 6 from the US. The insights from the interviews and test results have been further evaluated by two senior digital marketing experts from powderbrows.io, the digital marketing arm of Powderbrows.com Research Center, and two marketing experts with advanced degrees in behavioral psychology. The total number of images analyzed throughout the studies exceeded 2,200. The studies spanned from 2022 to 2024, with most ongoing research projects.

This article aims to delve into the psychological mechanisms behind the various pictures used in marketing pigmentation services, seeking a deeper understanding of their impact and effectiveness.

2. The Study

About A/B Testing We Used

The primary methodology employed in the study was the A/B testing approach, also known as split testing. In our context, this involved comparing two versions of a social media advertisement or content to determine which one performs better. A/B testing is a powerful method for ascertaining the effectiveness of visual advertisements, as it is grounded in data and statistics rather than mere speculation.

Essentially, two variants (A and B) of an advertisement are simultaneously shown to different audience segments. The effectiveness of each version is then gauged by analyzing which variant leads to more conversions, clicks, or other targeted actions.

The strength of A/B testing lies in its ability to provide concrete, behavior-based data from the audience. Decisions based on this data significantly reduce the risk of relying on assumptions or personal preferences that may not resonate with the target market. Through A/B testing, advertisements can be progressively refined for enhanced engagement and increased return on investment.

The Methodology of The Study

Our study focused on two principal metrics: organic and paid reach on Instagram and Facebook. We examined different images' impact on unpaid (organic) and paid distribution to similar demographic groups.

Organic reach refers to the number of unique individuals who encounter your content naturally in their feed without any paid promotion. Conversely, paid reach encompasses those who see your content due to paid advertising.

Initially, we scrutinized the variations in organic reach among diverse images. Subsequently, we assessed the paid reach using the same images. This approach allowed us to isolate the effect of the image itself, eliminating other variables like posting time or accompanying text.

Conducted over three months on Instagram and Facebook, the study involved testing hundreds of different images (totaling over 2,200) and meticulously measuring the outcomes. This rigorous, systematic methodology ensured our conclusions were robust and applicable across various contexts and social media platforms.

The Findings

Next, we shall explore the findings of the study. We shall analyze the following: the actual transformation, the influence of the aesthetic beauty of the model, the facial position of the model in the photos, the age of the model, and the emotion of the model.

3. Transformation

Unveiling the Power of Transformation

A key insight from our examination of brow enhancement imagery is the profound impact of transformation. The tests demonstrated that pictures displaying both the "before" and "after" stages significantly outperformed those showcasing only the result. The difference in engagement ranged from 30% to 60%. The rationale for this is clear: without a baseline for comparison, audiences cannot fully appreciate the extent of the transformation. They might erroneously believe that the initial state was similar to the outcome, which is particularly misleading when the change is substantial. Therefore, including “before” and “after” images in promotional content is crucial for effectively conveying the transformation.

In simpler terms, images that incorporate a "before" picture - within the same frame or as part of a carousel post on Instagram - generally perform better. The greater the contrast between the before and after states, the more effective the imagery. This starkly contrasts to using just the “after” images, which do not generate the same results. This finding underscores the importance of visual contrast in marketing materials to highlight the transformative effect of brow services.

4. Aesthetic Beauty

The Influence of Aesthetic Beauty on the Model

When considering the amount of the face shown in an image, the distinctive facial features of the model become a pivotal factor. In the context of Powder Brows, Combo Brows, microblading, and Hairstrokes brows marketing, the common saying "beauty is in the eyes of the beholder" doesn't always hold. When clients have aesthetically symmetrical and conventionally attractive features, images showcasing their entire face are very effective. On the other hand, for clients who may not adhere to traditional beauty standards, close-up shots that focus on the transformed brows are more advantageous. The key takeaway is that if your client fits conventional beauty norms, featuring their entire face can significantly enhance the effectiveness of your brow transformation marketing.

In simpler terms, the more naturally beautiful the client's face is, the more it can be leveraged to boost the engagement of a specific image. Skilled artists make the most of this advantage. Regarding assessing "natural beauty," over 92% of the artists could accurately identify which of the two pictures looked more aesthetically pleasing. This high percentage aligns with the performance of those pictures in terms of audience engagement.

Beauty Trumps Even Transformation

A notable observation is that a subtle brow transformation on models with high aesthetic appeal often outperforms more drastic changes on models with less conventional beauty. It's also important to note that aesthetic appeal can be enhanced in two ways. Firstly, through makeup application that accentuates the model's beauty, and secondly, through photo editing that subtly corrects minor beauty flaws. Both these enhancements can contribute to a higher performance of the images in marketing campaigns, indicating that aesthetic appeal can be a more influential factor than the extent of the transformation itself.

5. Face Position

The Role of Face Positioning

A universal rule does not govern face positioning in images. A commonly used perspective, capturing the model or client lying down from above - often referred to as the "upside-down" position - generally underperforms compared to traditional headshots that contrast "before" and "after" images. However, an interesting observation was noted: when a social media account, typically featuring one type of image (like 'headshots' or 'upside-down' shots), introduces a different image style, there is often a performance improvement. This could be due to social media algorithms favoring content variety, but it also suggests that diversifying image styles can boost the reach of your content.

Therefore, it can be inferred that there isn't a singular, optimal method for displaying results based on the model's facial position in the picture. Nonetheless, the overall quality and composition of the image play a significant role. What appears to drive engagement is often the context within which the account operates. For instance, if an account consistently features images with a certain face position, introducing an image with a different position can create a contrast effect. This variation alone can lead to increased initial engagement, attributed to the image's deviation from the usual context.

6. Age of the Model

The Impact of Model Age on Image Performance

The model's age featured in your images can significantly influence their effectiveness. Although it may sound harsh, our data indicates that images with younger women, particularly in the 20-25 age range, perform better. These images appeal to younger demographics (25-35) and middle-aged groups (36-50). In contrast, images of older women around their 40s tend to be less engaging for younger audiences and slightly less so among their age group. An intriguing exception is found with images of youthful-looking middle-aged women (40+) who possess aesthetically appealing features. These images appeal to younger demographics and outperform those of younger models in older age groups.

Dispelling the Myth of Demographic Matching

The model's age doesn't necessarily need to match the target demographic's age. Despite some artists initially believing that targeting “elderly” or “middle-aged” clients required showcasing transformations with models from the same age group, this assumption proved incorrect. Pictures of aesthetically attractive younger models, particularly those in the 25-34 age range, consistently outperformed transformations featuring models whose age matched the target demographic's age range. Transformations with older models garnered positive responses when the model appeared younger than her biological age to most people evaluating the pictures.

This finding suggests that while age is a factor in image performance, the key to engagement lies more in the models' perceived youthfulness and aesthetic appeal rather than their exact age alignment with the target demographic.

7. Emotions

The Impact of Emotion on Client (Model) Images

Emotion significantly influences the performance of images. Our analysis and testing indicated that "before" images with clients displaying cheerful and happy expressions performed slightly worse than those with neutral or sad expressions. This trend was more evident in the "after" images - photos where the client appeared sad or tired were less effective than those featuring a smiling, happy client. It is advisable, therefore, to tone down the joy in the “before” images and ensure clients exhibit a positive, upbeat mood in the 'after' shots, even following an exhaustive procedure.

Addressing the “Emotion Problem”

The primary insight from these observations is that overly cheerful and happy emotions in "before" pictures can detract from the perceived effectiveness of the transformation. Many artists have noticed that clients often appear happier, more carefree, and relaxed before the procedure, which is reflected in the “before” photos. In contrast, “after” photos may capture clients looking tired, exhausted, and less happy.

The solution involves two key strategies. Firstly, artists should guide clients to adopt a more neutral expression for the "before" pictures. This helps create a more striking contrast with the "after" images. Secondly, for the "after" pictures, artists should take more photos, encouraging clients to express their happiness naturally. A larger selection of images increases the likelihood of capturing an "after" shot where the client’s positive emotion appears genuine and not forced. This approach enhances the overall appeal of the transformation by showcasing a natural progression from a neutral or subdued state to a visibly happier one post-procedure.

8. Understanding the Mechanics

The Psychology of Transformation

Understanding the underlying psychology is crucial when interpreting our study's results. Beauty artists often focus on technical details in pictures, like superior shading, softness, and ideal pixel shape. While potential clients can appreciate these aspects when highlighted, they don't naturally prioritize them.

So, what captures clients' attention? Conversations with clients using Powder Brows, Microblading, Combo Brows, Hairstroke technique, and Nano Brows revealed a clear preference: the transformational aspect is paramount. Instead of striving for absolute, flawless beauty—a desirable yet secondary goal—these clients primarily seek a solution to their specific issue: unsatisfactory eyebrows.

Seeing Someone with a Similar Problem

The first aspect of this transformational appeal is the "recognition" that others have faced the same situation. Potential clients are drawn to see that even generally attractive individuals struggle with inadequate eyebrows. This shared problem creates a sense of relatability and empathy, increasing their engagement with the content. In essence, potential clients identify as beautiful women hindered by poor eyebrows. They recognize that they, like others, could look significantly better. The key realization isn’t merely acknowledging the problem they already know exists but seeing that someone with a similar issue has sought a solution through procedures like Powder Brows.

Belief in the Possibility of a Solution

The second aspect is the "possibility of a solution.” This explains why images showing only the result are less engaging. Potential clients seek confirmation of an effective remedy for their eyebrow issues. They want visual proof that individuals with similar problems have seen substantial improvements without noticeable drawbacks. They seek concrete evidence that improvement is possible, motivating them to pursue the service.

This insight sheds light on the psychology behind the effectiveness of compelling before-and-after images. They tell a story that potential clients desire: evidence of a common problem, its impactful resolution, and the possibility of their transformation. This relatable journey from problem to solution resonates most, inspiring potential clients to seek similar success.

**The Key Idea

9. Conclusions

Based on many research projects, Powderbrows.com Research Center (and powderbrows.io) has studied the effectiveness of different strategies when creating marketing images of the results of the pigmentation procedure on social media. The following conclusions are reached in this article when presenting the artist's work.

Emphasize Transformation. As an artist, focus on showing both "before" and "after" images. Studies show that this contrast significantly enhances engagement, ranging from 30% to 60% improvement. Images showcasing the 'after' state don’t perform as well.
Leverage Aesthetic Beauty. If your client has conventionally attractive features, use images that capture their entire face. However, close-ups of the transformed brows are more effective for clients not fitting traditional beauty norms. Remember, subtler transformations on aesthetically appealing models often outperform drastic changes on less conventionally attractive models.
Consider Face Positioning. There's no one-size-fits-all rule for face positioning. Introducing variety in image styles, such as alternating between 'headshots' and 'upside-down' shots, can improve performance due to content diversity.
Understand the Role of Age. Images of younger women (20-25 years) resonate more across various demographics. However, images of youthful-looking middle-aged women also perform well, especially if they appear younger than their actual age.
Manage Emotions Effectively. Ensure 'before' images have a neutral or slightly subdued expression, while 'after' images should depict a positive, happy mood. This contrast enhances the perceived effectiveness of your service.
Simplify the Transformation Narrative. Avoid overcomplicating the transformation process. Like a confident doctor reassuring a patient, portray the transformation as a routine yet effective solution. This approach is reassuring and encourages potential clients to opt for your services.
Understand Client Psychology. Potential clients are primarily attracted to the transformational aspect of the service. They seek proof that others with similar issues have found effective solutions. Providing visual evidence of this journey from problem to solution resonates strongly with them.

Incorporating these strategies in your marketing and communication will enhance the appeal and effectiveness of your pigmentation service offerings, such as powder brows, hairstrokes, and microblading.