Learning from the Top Beauty Brands
- Hannah Stolarski
- Oct 12, 2021
- 3 min read
What are the top beauty brands doing to keep their social media accounts ahead of the pack? Let’s have a look at some well-known beauty brands and find out what they have in common.
ColourPop Cosmetics
12,000 posts
10m followers
Scrolling through ColourPop's Instagram account the first thing that catches your eye is the uniformity and commitment to a consistent theme. All of their pictures inhibit bright colours and there is a pattern to their posting style. They post content created by a customer (also known as user-generated content or UGC), then one of their product, and then another UGC post. This pattern appears clean to the eye as you scroll through their Instagram profile.
Another stand out is that they post incredibly frequently - almost every two hours during the day. I'd almost say this is too frequent for there is little point in posting for the sake of it. It is important to post content that carries a valuable message for your customers, not just another product picture and a few words.
Lastly, as you will see with all the beauty brands mentioned here, they utilise every tool available on the social media platform. For example, ColourPop uses general posts, the Instagram story, story highlights, reels and Instagram TV (IGTV). This enhances their visibility on the platform and lets people listen to their brand message in a variety of formats.
Kylie Cosmetics
12.8k Tweets
Changing it up from Instagram, let's look at a Twitter account. The Kylie Cosmetics profile is another that posts frequently - at least a few times a day. Each post uses high-quality pictures/videos with a small amount of text. There is a smaller amount of UGC on this account compared with ColourPop but plenty more product and product launch posts. It is important for a social media account to balance the amount of product placement posts to UGC to keep people interested in the content you are posting; it's about the types of messages you are sending. Have a look at my blog about the three main messages to be posting on your social media account here.
Glossier
380,000 page likes
390,000 page followers
Glossier is another that post every day, however not as often as the above two beauty brands. Similar to Kylie Cosmetics, they have more posts about their products than UGC however, their product posts invite more customer engagement. They achieve this through simple wording of their posts saying things like "First Glossier product you fell in love with? Go" or "Monochromes shade you're most excited to try?" This is a great way to keep your customers engaged, even if with a picture of your product which are typically skimmed over in the noise of social media.
Glossier also use their Facebook account to tell their product development story. See the example below. This invites customers along and encourages a stronger emotional bond between the brand and the customer.
Lastly, I'd also like to highlight that their profile states that they will typically reply within an hour of receiving a message. Customer care and customer service on a social media platform are often neglected by brands making it an opportunity for businesses to position themselves as one who will listen and connect with customers on any platform they feel comfortable on, just like Glossier.
So what did we learn from these successful beauty brands social media accounts? The importance of posting frequently, using a combination of product posts and UGC, encouraging customer engagement wherever possible, utilise all the tools on the social media platform, post high-quality pictures and videos, and lastly respond to customers queries promptly. I know it sounds like a lot, but it will become easier as your social media routine becomes more familiar.
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