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.


Lieber, C. (2014, May 22). Clicks, likes, cash: How YouTube beauty starts threw the industry for a loop. Racked Online. Retrieved from:

McDougall, A. (2014, Jul 15). The power of Instagram – Beauty top 10. Cosmetics Design USA Online. Retrieved from:

Retourne, J. (2011, Apr 27). Just how important are Facebook & Twitter to beauty brands? Your Beauty Industry Blog. Retrieved from:

#smm #marketing #cosmetics


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