Like any other product, beauty products utilize social media to market itself. Everyday millions of consumers go on social media to follow and shop their favorite brands/companies. These companies create posts and campaigns to attract and keep loyal customers. Obviously there are brands that are doing a better job at this than others, but why?
Top Beauty Brand on Social Media
According to Allure Magazine’s 2019 Best of Beauty Award list, the top beauty brand on social media is Glossier. Glossier is a company that promotes the image of ones “real beauty”. They provide skincare, makeup, body care, and fragrance. On their social media, they advertise the important idea that beauty is about having fun, wherever you are in your journey. They are thoughtful about their products and how they advertise them.
What Makes Glossier the Best?
Glossier consistently ranked in the top 10 on multiple social media platforms, such as Instagram, Facebook, and Twitter. On these social media platforms, Glossier is showing their followers interesting pictures of their products, funny memes, and posting about store openings. With all of that being said, they are still doing something to make them the best. They are giving their followers what they truly want; more access to Glossier products.
Instagram’s Top Beauty Brands
According to engagement rates, Instagram has become the top social media platform for beauty products. This platform makes it easy for companies to advertise their products with their very visual posting methods, engaging stories, and easy to use shopping features.
In 2019, Huda Beauty has ranked #1 on instagram. With 4.2 posts per week, 6.0% engagement rate, and 89,858 engagement per post, it is easy to see why they are ranked #1. Glossier is ranked second, Milk Makeup is ranked third, and Fenty Beauty is ranked fourth.
Instagram’s engagement rates are 17 times higher than Facebook and Twitter. Instagram also, on average, posts more than Facebook and Twitter combined. Even though Instagram has more posts than other channels, that doesn’t guarantee engagement. Companies on Instagram have strategies to get engagement on their posts.
Top Strategy
The top strategy companies use to get engagement is by having contests and giveaways. This strategy encourages followers to engage with the companies posts instead of just scrolling past it. According to Instagram, seven out of the top ten beauty posts were contests or giveaways.
Contests can have a serious positive impact on your brand, while not having to do that much work. This can mean giving away new products, box sets, or even travel experiences in exchange for likes, follows, story reshares, and tagging friends.
This strategy works because it asks for action from the viewer. This small amount of effort the viewer puts into sharing or liking something can go a long way in improving the companies social media engagement. This strategy also works because it requires the viewers to check back on the post(s) again and again to see if they have won or not. This increases the number of impressions on the post.
Bottom Line
Overall, social media sites are utilized by beauty companies for a number of reasons. Their main purpose for being on these sites is for their viewers, or customers. They do this by using tons of different strategies, like contests or giveaways, to create engagement on their content. We as consumers can utilize this and take part in their contests or giveaways. By engaging in these posts, we have the opportunity to receive something from that company, and who doesn’t like free stuff?
Maria Buhler 