Can beauty and wellness brands appear on Google Discover? And do strategies need to be adapted to evolve alongside digital search platforms? In today’s digital-first beauty landscape, a strong online presence has never been more crucial, or (unfortunately!) more complex to achieve. As platforms like Google Discover continue to evolve, beauty brands must re-examine and adapt their PR campaigns to capture the attention of consumers where they increasingly discover new products, trends, and services. But what exactly is Google Discover, and how can beauty brands ensure their PR-crafted content and pitches stand out?
Understanding Google Discover
Google Discover is a personalised content feed on mobile devices, curated by Google based on users’ interests, search history, and engagement patterns. Rather than being prompted by specific queries, Discover anticipates what users might find interesting, surfacing articles, news stories, images, and videos related to their preferences. Unlike traditional search results, visibility on Discover is driven by relevance and audience engagement, making it a powerful tool for beauty brands aiming to reach new audiences organically.
What Makes Content Eligible for Discover?
For beauty brands, showing up on Google Discover isn’t a matter of simply optimising for keywords. Discover prioritises content that fills the following criteria.
- Visually engaging: High-quality images and compelling graphics are key, as the feed is image-driven.
- Current and authoritative: Newsworthy, trend-led, or original content from trusted sources is more likely to be featured.
- Relevant and personalised: Content that aligns with users’ demonstrated interests, such as beauty trends, tips, skincare routines, or product launches, performs best.
- Mobile-first: Fast-loading, responsive pages are essential for good user experience and eligibility.
The Pinterest Autumn Trend Report
Shaping PR Campaigns With Discover In Mind
So, what does this mean for PR campaigns and story pitches? How can PRs elevate brand stories to create hooks that might land well with platforms like Google Discover?
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- Elevate Visual Storytelling
Press releases and editorial content should integrate bold imagery, infographics, and video snippets showcasing new launches or trends. These assets not only elevate brand narratives but are favoured by Discover’s algorithm, which selects posts with strong visual appeal.
- Create Timely, Newsworthy Content
Beauty is trend-driven. Leverage seasonal launches, viral ingredients, or celebrity partnerships to craft stories that capture the zeitgeist. Pitch exclusive insights or data-driven angles that solidify your brand as a go-to resource for beauty news, this topical relevance captures Discover’s attention.
- Target Audience Segmentation
In direct marketing campaigns, consider developing segmented content for different personas, such as skincare enthusiasts, makeup lovers, or eco-conscious consumers. The more tailored your stories, the higher the chance they’ll be surfaced to users who demonstrate interest in those topics.
- Collaborate With Trusted Publishers
Publishers who are utilising best practices for developing search platforms should be a high priority for collaboration. PR teams should nurture relationships with reputable media, influencers, and beauty journalists whose platforms already enjoy Discover visibility. Securing coverage or guest posts on these high-authority sites can extend your reach and bolster the credibility Google values.
Measuring PR Success on Discover
Traditional metrics like media coverage and backlinks remain crucial, but beauty brands may also now want to consider incorporating Discover performance into their analytics. This may include tracking metrics such as impressions, engagement rates, and time spent on page via Google Search Console’s ‘Discover’ report to measure the true impact of your PR efforts on brand discovery and consumer behaviour.
Looking Ahead: An Integrated Approach
As the digital media landscape continues to evolve, the integration of PR strategy with emerging content discovery platforms like Google Discover is no longer optional. Forward-thinking beauty brands must embrace a dual focus: creating compelling, timely stories that resonate with audiences, and ensuring the technical polish that modern search algorithms expect.
By aligning PR campaigns with these new content paradigms, beauty brands can amplify their share of voice, drive authentic engagement, and secure their place at the forefront of the industry’s digital transformation.
WORK WITH FLIPSIDE PR
Working with an experienced PR agency with a team used to moving with the times can help you to develop your digital strategy to achieve the results you want. To keep on top of the latest developments, stay tuned to Flipside PR’s news section, or get in touch with us to see how we can work together.
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