Using Cosmetic Companies as Inspiration for Social Media Strategies
Cosmetic companies have really learnt to use social media to their advantage- They’re an excellent example of the success you can have! Luckily, no matter what your company’s domain is, methods that have proven to be so successful for cosmetic companies can also be beneficial to your company. In fact, companies should get inspired and adapt the techniques of these cosmetic companies to their own company’s needs.
Cosmetic companies have a chance to create a place for themselves in social media as well as generate an interest in their brand. Furthermore, they have the opportunity to get people talking about them, to boost their sales, to build customer loyalty and, most importantly, to create a social network around their brand. Some companies are especially successful in social media and they should be used as primary examples.
The outlets are unlimited in the beauty community and they’re an excellent way to mobilize the brand. The most popular outlets for cosmetic companies are Facebook and YouTube and they have proven to be extremely effective and are often used together.
Today, blogs are everywhere on the web and they’re often a source of valuable information. It’s easier to trust a blogger than a big company because bloggers aren’t trying to sell you anything and they’re real people who have tried many different products. Therefore, it’s logical to use their experience to our own advantage. Why test several different products when someone is doing it right before our eyes? This is why beauty companies should not forget the influence that individuals have on the web. Some companies even offer free products to bloggers so that they can test the makeup and talk about their experience on their blog. For example, Sigma offered free makeup brushes to Emily on Beauty Broadcast so that she could try them out and talk about them to her subscribers. However, this isn’t a secret, she mentions that she received the brushes for free each time she uses them in one of her videos. She was also free to give an honest review. Companies often make the mistake of giving free products in exchange for a positive review. Practices like this are dishonest and companies are at risk of losing their credibility in the long term.
YouTube is a goldmine for anyone who is looking for makeup tips, hair tips and to learn new techniques. It is also a very good opportunity for companies to show clients how to use their products. Lise Watier and Annabelle recognized this and offered tutorials on their YouTube channel. It is really inspired because we’re not all makeup artists and hair stylists and instructional videos are always helpful.
E.L.F. (Eyes Lips Face) use Facebook to attract clients to their brand. They discuss new products, have makeup tutorials, promotions, contests, beauty tips, etc. Did you know that if you rub an ice cube on your face it will activate the circulation and give you an instant glow? It’s this kind of discussion that encourages dozens of responses and increases the number of fans.
By being a fan, clients are up to date on all the new products, promotions and there is a better chance that they will buy from E.L.F than if they didn’t know the brand. At E.L.F there is new content several times a day. Unfortunately, the fan’s questions seem to go unanswered. E.L.F also makes videos on YouTube and they present links for tutorials made by users or bloggers who use their products. These users are so dedicated to the community that the make their own content.
How does E.L.F benefit from having a community around their brand? This community will remain loyal to E.L.F as long as they are satisfied. In other words, when it comes time to buy a new product they will automatically turn to the brand they trust. They will talk about it with their family and their friends and they will also show their support using the Facebook fan page. The members of the community will buy more products because they are always up to date with new products. They will read the feedback from other members of the community and will want to try and recreate the looks on the tutorials by using the same products, etc.
Other companies like Vichy and L’Oreal will offer free samples or contests for those who become fans of their page. The approach is good to build a community, but these brands will have to continue to produce content if they want to keep their fans.
Therefore, there is no winning recipe that will guarantee success in social media. However, it is important to have an interest in the types of products that you sell and to use your expertise to benefit your current and future clients. All of these things will contribute to your success. If the cosmetic companies can do it, why can’t you?
About the author: Melanie
Mélanie is community manager at EbullitionMelanie wrote 2 article(s) on Ebullition.
