Module 5 – Social Media Application

Research has shown that consumers, who are connected to brands via social media sites, are 79% more likely to purchase from them as opposed to other beauty brands with no social media presence (Marks, 2012). Most importantly to beauty brands, is that social media should be treated as a way to connect themselves and interact with people, not just a media platform where they can personify their own message (Yeomans, 2014).

With respect to the cosmetic and beauty industry, Instagram is emerging as one of the most popular social media applications due to high engagement levels and ecommerce-encouraging format (McDougall, 2014). As of early 2014, 93% of top beauty brands were present on Instagram, compared to 63% only 7 month prior (McDougall, 2014). This shows how fast Instagram is growing. The recent launch of Instagram ads and video could soon find the social media application generating more revenue than Twitter (McDougall, 2014). Users images of a brands products can help them to push sales when linked to hashtags or shared on other social media applications or even the companies website, demonstrating real-word uses of their product.

MAC is one brand that should be noted for their success in social media, thanks to their seamless integrations between in social media channels and brand website (Yeomans, 2014). Brands such as Dior and Chanel followed closely behind MAC, due to their video and image based content. Other brands worthy of nothing are L’Oreal, Givency, and Clarins, who are at the top of their game despire showing lower levels of social media shares amongst followers (Yeomans, 2014).

Estee Lauder’s digital blog, resembles a magazine in that is has stories about beauty, style, iconic models, and even baking, as well as product reviews and recommendations (McDougall, 2014). Visitors are welcome to post their own videos reviewing an Estee Lauder product, where users can then give feedback as to whether or not such videos were helpful (McDougall, 2014). Estee Lauder forms partnerships with popular bloggers and vloggers, helping them achieve the fourth largest e-commerce presence in a variety of countries globally (including the US, UK, and France.) (McDougall, 2014). Blogs are important tools, as they are twice as likely to drive product purchases than magazine ads (Mincher, 2013).

Below are the most popular cosmetic brands, ranked by their social media scorecard index. The score is determined by research done by Stickyeyes, an online marketing specialist. They based their scores on how brands engage with others via social media, their benefits thanks to these interactions, and the use and frequency of all social media content (Hewitt, 2014). To increase ones score, the brand needs to utilize all major social media applications to the best of their ability, including Instagram, Facebook, Twitter, and YouTube.

Resources

Hewitt, M. (2014, Apr 23). MAC cosmetics runaway leader in cosmetics social engagement report. Stickyeyes. Retrieved from: http://www.stickyeyes.com/2014/04/23/mac-cosmetics-runaway-leader-in-cosmetics-social-engagement-report/

Infinigraph. Cosmetics Industry. Retrieved from: http://smo.infinigraph.com/portal/industry/cosmetics.html

Marks, M. (2012, Nov 29). How has social media influenced the beauty industry? Examiner Online. Retrieved from: http://www.examiner.com/article/how-has-social-media-influenced-the-beauty-industry

McDougall, A. (2014, Feb 25). A picture’s worth 1000 words… Instagram boasts beauty brand opportunity. Cosmetics Design USA Online. Retrieved from: http://www.cosmeticsdesign.com/Market-Trends/A-picture-s-worth-1000-words-Instagram-boasts-beauty-brand-opportunity

McDougall, A. (2014, Sep 04). Estee Lauder’s digital drive pays off with personalized blog. Cosmetics Design USA Online. Retrieved from: http://www.cosmeticsdesign.com/Market-Trends/Estee-Lauder-s-digital-drive-pays-off-with-personalized-blog

Mincher, S. (2013, Aug 19). Infographic: Social media & the beauty industry. Digital Sherpa Online. Retrieved from: http://www.digitalsherpa.com/blog/infographic-social-media-the-beauty-industry/

Yeomans, M. (2014, Apr 10). MAC’s social media strategy leading the way, say digital experts. Cosmetics Design USA Online. Retrieved from: http://www.cosmeticsdesign.com/Market-Trends/MAC-s-social-media-strategy-leading-the-way-say-digital-experts

Module 4 – Social Media Tools

Post One – Social Media Tools

Instagram, Facebook, Twitter, and YouTube are all social media sites popular with businesses in the cosmetics, or beauty, industry. This industry primarily sells products and services related to skin care, cosmetics, nail care, and hair care. Because beauty, in this sense, is very visual, Instagram is a popular tool based on the appeal of photo-sharing. Instagram allows users to share photos, or “selfies”, and utilize hashtags in order to connect with beauty brands. Instagram has proved to have the most engagement and the highest rates of converting browsers to shoppers, however, it is still somewhat underutilized by businesses (McDougall, 2014).

Sites like Twitter and Facebook allow a company to put a voice and a personality to their brand, stimulating engagement between themselves and consumers. Facebook will often offer incentives in exchange for “liking” their company page, which is a smart way of getting existing and potential customers to sign up for updates on their products via the Facebook news feed (Retourne, 2011).

Twitter is a good resource for interacting with other customers regarding how they feel about a product, which helps to influence purchasing decisions. Customer feedback is a strong factor when it comes to deciding whether or not to buy a new product, which can be observed via Twitter. Customers can ask other Twitter users what they think about a certain product, and gain their feedback in helping them make purchasing decisions (Retourne, 2011). It shows a level of trust and transparency when a company is willing to put themselves out there for possible criticism via a site like Twitter or Facebook, and shows the company trusts in their brand. For both Twitter and Facebook, its important for the company to interact with their customers, such as replying to questions or posts by users, and not just consistently pushing sales of their brand.

YouTube is filled with video bloggers, or vloggers, who base their channels on beauty-related content such as product reviews and tutorials. According to a representative for YouTube, about 75 hours worth of beauty content is uploaded to YouTube every day, and makeup how-to’s are the most frequently searched item on the platform (Lieber, 2014). In order to take advantage of YouTube’s impact on the beauty industry, cosmetic companies will often send free products to popular vloggers, in hopes that they will post a review of their products. This means companies must be confident in their products and their ability to get positive reviews (Lieber, 2014). Companies should also market via YouTube by advertising on popular beauty vlogger pages, as well as develop their own brand page which offers tutorials for their products.

Resources

Lieber, C. (2014, May 22). Clicks, likes, cash: How YouTube beauty starts threw the industry for a loop. Racked Online. Retrieved from: http://racked.com/archives/2014/05/22/youtube-beauty-stars.php

McDougall, A. (2014, Jul 15). The power of Instagram – Beauty top 10. Cosmetics Design USA Online. Retrieved from: http://www.cosmeticsdesign.com/Market-Trends/The-power-of-Instagram-Beauty-Top-10

Retourne, J. (2011, Apr 27). Just how important are Facebook & Twitter to beauty brands? Your Beauty Industry Blog. Retrieved from: http://yourbeautyindustry.blogspot.com/2011/04/just-how-important-are-facebook-twitter.html

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