The Best Beauty Brands on Social and Why
The Best Beauty Brands on Social and Why
Leveraging social media platforms has become an increasingly important way to interact with a brand’s audience and grow one’s online presence. The top brands on social media highlight their beauty products using fun, bright photos and using marketing strategies to create a buzz.
Here are what some of the best beauty brands on social media are doing to maximize their reach!
Glossier, a skincare and makeup brand, is one of the top beauty brands on Instagram, garnering a 1.58% engagement rate (which is 3x the median for other beauty brands on Instagram). Glossier successfully caters its social media strategy to its target audience, millennials and Gen Z, by posting a mix of product and people shots along with relatable, funny memes. In 2020, Glossier also utilized their platform to discuss social issues; they donated hand creams to healthcare workers and posted in solidarity with the Black Lives Matter movement. Brands’ beliefs and missions are becoming increasingly important to consumers, and by showing their genuine interest in these social causes, Glossier works to help benefit these causes and strengthen trust with their audience.
Drunk Elephant, a clean skincare brand, has become one of the best skincare brands on social media by using these channels to build a sense of trust with their audience. They establish their credibility through features and recommendations from magazines like Marie Claire. Drunk Elephant also launched a #barewithus campaign that features bare-faced selfies of their consumers captioning how they incorporate Drunk Elephant products into their skincare routine. Trust in the beauty products is especially important! By continuously replying to comments on Instagram posts and listening to feedback shared, Drunk Elephant created an open line of communication with their consumer.
Colourpop has built its reputation as one of the best brands on social media with its eye-catching photos and buzz-worthy collaborations. What was the secret to their consistently high engagement rates? Posting consistently and hosting giveaways that were simple to enter in! On Twitter, Colourpop’s “Harry Styles songs as eyeshadow palettes” thread also trended well for its creativity and alignment with pop culture. Sharing microinfluencers’ creative eye looks using their eyeshadow palettes also serve as a source of inspiration to many young users and increase Colourpop’s reach.