How to kick ASS in social media Marketing
Glossier
I chose this company because when I was doing my
research, Weiss, the founder, stated that she attributes 90 percent of its growth to “peer-to-peer” interactions. This caught my attention, so I visited
the company website and looked at the products that they are selling.
Shop All – Glossier. The company website link if you want to check
it out too!
The company's founder is Emily Weiss, who also owns “Into the Gloss.” She has proven that she knows the industry and established that she is an expert, as we talked about in class. She has
reviewed innumerable beauty products and developed cosmetic and skin care products
that people actually want in their makeup bags.
The company makes everyone feel like an influencer!
Fans also receive discount codes to promote to their followers. The value
proposition is clearly high-quality beauty products and community with
transparency!
“Skincare first. Makeup second” is the first thing
that we see on their Instagram page.
Forbes called GLOSSIER the “beauty brand for the
generation Instagram.”
3.1
million followers
“Skin
first. makeup second.”
Glossier (@glossier) • Instagram photos and videos
This
post shows that the company is using social media to introduce a new product.
They are going where their customers are! They could have chosen to launch this
new product on another platform and “interrupt” someone’s scrolling to draw a new
potential customer into their business. But they did not. They have an
established tribe and a loyal customer base, and they are interacting with them
right there at the moment. This shows their commitment to the community
relationship.
The
way they introduced the product is also worth looking at. They introduced the
product by including the fans' messages. This is an excellent example of
engaging the audience. The company saw the customers’ posts and responded by
meeting the request with this new product launch.
This post
shows how they are using social media as well. This is an example of storytelling.
They are showing a makeup artist who uses their favorite products. They are
sharing tips for how others can do the same thing. The audience is engaging
with this content. There are 2,526 likes on this post and comments. This post
is a notable example of product placement in the context of a social media
platform. I think this is a splendid example of how the company is experiencing
revenue growth from peer-to-peer interactions.
This post is marketing in
my opinion. It is the company reaching out to increase sales. It is current because
they have related it to a holiday. It is also enjoyable content because it has
an appealing picture. This is what we talked about when we spoke about how
companies should use social media for marketing.
I really chose this because
of a comment that was made on this post. “Ersnails” commented, “we’d love to
craft some beautiful nail art to match.” This is a potential collaboration.
This shows why Glossier has attributed 90 percent of its growth as
peer-to-peer recommendations.
This comment was only made
6 days ago but the company has not responded. If I were the brand manager, I
would respond to show interest and thank them for the offer to collaborate. The
company does send referral codes to the followers so this would be a terrific
way to merge the customer bases.
This was posted on another
social media page. They hosted Glossier as a pop-up in their business. This
was posted in September of 2024. I included this because, on January 26, Glossier
posted saying that they missed them and enjoyed hanging out with them. Glossier
opened an invitation to do another pop-up by saying “If you missed us too, we
should do it again.”
This is the post that
Glossier made on January 26th.
This shows
a continued connection. This gives the perception that Glossier cares about establishing
RELATIONSHIPS with their customer base, other companies in the industry, and their
continued growth. This is an example of building relationships, but it also demonstrates
exactly what we talked about when we read that great marketing leads to sales.
This is an excellent example of knowing your tribe. As they are building their
tribe, the larger the tribe gets, the more their sales revenue will increase.
I
chose this post because the company posted their skincare line and a reminder
that matches their statement, “skin first. Makeup second.” This post shines
because of the customer reactions in the comment section. One customer
commented stating that they miss the roll on you parfum.
This
was also commented on this post. A customer made a purchase with which they
were unhappy. They did not like the smell which I assume can happen since the
original post from the company states that “it smells a little different on everyone.”
The company responded within hours and invited a private conversation. This
shows that the company is concerned about the customer’s experience. This is an
example of using social media well!
Another
customer commented on a request in this post and Glossier responded the same
day to acknowledge the request.
These are all notable examples of how Glossier is
killing it with its marketing on social media! They are listening to their
audience. They are using all their fan’s platforms to spread word of mouth. They
are engaging their customers, understanding their needs, filling the gaps, and
meeting the requests made by the customers. They are addressing negative experiences
in an extremely fast time frame. They post often and with excellent current
content. This company gets an absolute A plus with their use of social media.
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