How Do Makeup Brands Use Perfect Timing To Sell Their Products Through Youtubers
How Glossier Built a Cult Post-obit on Social Media
Kavya Ravi
September 19, 2018 • xiii min read
Updated on Feb xiii, 2019
Glossier is a unicorn in the dazzler market place and at that place'southward no other way to put it. This directly to consumer (D2C or DNVB) has scaled tremendous heights in terms of appointment and following. The sought-after and celebrated cosmetics company originally started off in 2010 equally a beauty blog chosen IntotheGloss.com written by Emily Weiss, a former styling assistant for Vogue. The skincare and makeup make was born when Weiss had a hunch that in that location was a huge gap between what the dazzler industry offered and the dazzler needs of existent-life women.
In 2014, Glossier was launched online with four products and in just iv years, it has grown into a cult-condition, multi-meg dollar business. Glossier's success is no secret sauce hidden abroad in vaults; it's pillared on two things – social media and branding. From transforming a beauty web log into a digital marketing machine, Glossier is a classic example of a successful content to commerce leap.
About this report
This Glossier social media report was put together using Unmetric Clarify. It listens to over 100,000 brands to help our clients create more than engaging content, get more certainty effectually their social strategy and automate their reporting.
The Launch Pad
No amount of Glossier'due south success can be talked about without giving due credit to its predecessor Into The Gloss (ITG) and it'southward leader Emily Weiss. The dazzler, manner and all-circular lifestyle blog now functions as an editorial platform for Glossier'southward content and has played a astounding part in cementing the make's authorisation and niche condition. According to Weiss, the blog and its digital presence has been their "single largest social media platform". ITG today has a combined following of over 936K on social media channels like Facebook, Twitter, Instagram and more than than 145K subscribers on YouTube.
When Glossier was on the launch pad, Into The Gloss had an established presence on social media platforms. For instance, the beauty blog had over 184K followers on Instagram when Glossier was launched. Combined with Weiss's popularity, they were able to create a huge hype for the launch which helped it acquire over 13K followers on Instagram within a week of it being rolled out in the market place!
Posts announcing Glossier's launch on the Instagram handle of Into The Gloss.
Content Strategies
Don't be a Trope
"We're non going to make a commercial with wind-billowing satin, like a unicorn whispering luxury," says Weiss distancing her brand from the usual tropes of advertising in the beauty industry. Glossier's personality is like the millennial who uses their products – no ultra-expensive photoshoots with supermodels, but iPhone photos and boomerangs. Their signature shade of washed out pinkish that's at present known as Glossier pink, the images of diverse women, the minimal makeup looks and dewy peel, the millennial vocalism – altogether has built the brand Glossier.
The feminine aesthetic and the celebration of natural beauty have fabricated them a social media phenomenon, with Forbes calling them the "dazzler make for Generation Instagram". Glossier is ultimately the natural language-in-cheek, cool girl of social media who is authentic unlike many of their peers from beauty manufacture.
Socially Driven Dazzler Brand
Glossier has been successful in marketing the idea that beauty and makeup are everyday things and hence should be affordable to anybody and easy to employ. They tapped into the whitespace in the beauty manufacture and was built on the information and feedback nerveless from real people who cared about beauty and makeup. Everything from their product to packaging is a result of crowd-sourced feedback and listening. Hence Glossier has been able to constitute themselves as not just another cosmetics company, merely equally a "socially-driven beauty brand".
Product is the Content
After finding that people who read Into the Gloss are 40 percent more likely to purchase products than people who just visit Glossier'south website. So, Glossier invested in creating content that was in sync with their products. Glossier's consumers buy their products and photo them or photograph them using it and share them on social media. Glossier produced products that are instagrammable, from the pastel-colored products to cute stickers that come up free with products, every aspect of their brand is shareable content. Every production is thus an opportunity for more than social media date.
Content is Queen
Glossier is relatable AF, if the make'southward winning strategy needs to be defined in cursory. Glossier speaks to their target audience unlike most other beauty brands out there through humanized content. Unmetric defines humanized content equally something that's not peculiarly relevant to the brand, doesn't include any branding, but has a potent resonance with the audition it is being shared with. From memes to GIFs to relatable quotes, cute animal pictures, and videos and cyberspace hashtags, everything that is function of today's social media culture has been used by Glossier equally content. If y'all want to finer communicate with your target audience, be one among them.
☝️
A post shared by Glossier (@glossier) on
User Generated Content
Glossier has branded themselves around their consumers or the 'Glossier Girls'. Gone are those days when sharing your beauty authorities was a big no-no. Glossier tapped into Instagram'southward community of dazzler enthusiasts and converted them into the brand's ambassadors. They frequently re-posted user-generated content which gave fans more incentive to share their Glossier stories online. User-generated pictures and videos and even user conversations fabricated it to Glossier'south social media pages. They encouraged users to employ make hashtags which in turn allowed ordinary users to be discovered and featured on Glossier'south page.
Anybody's an Influencer
It's groovy to be endorsed by celebrities, only Glossier works on the mantra that every single consumer and fifty-fifty your employee is an influencer. Glossier relies on their make loyalists and the community of bloggers and vloggers most of whom also happens to have a pocket-sized only defended following. Glossier has referral programs that offer discounts to people who refer the brand on social media and also sends freebies to influencers and brand loyalists even before the products are launched. As a result, products have a buzz earlier their releases. The reviews and Instagram posts creates a cycle of advocacy and expands the fan-base.
Befriend Your Fans
Information technology is not just important to tend to customer queries on dedicated channels, but use your social media as a two-mode conversation space than just equally a promotional tool. Glossier doesn't only respond to customers on Twitter, they actively listen to customer conversations on Instagram, even using them to shape their products. Consumers similar to be seen and heard and Glossier included consumers to be part of the production'south journey. This personalized the heir-apparent's journeying because users now constitute value in purchasing the products and associating with the brand.
@s_annear Puppies are invited
— Glossier (@glossier) March 14, 2018
Hype Up
Glossier's Beyonce stunt has gone downwards in history, at to the lowest degree for the beauty aficionados. Rather than a regular Instagram reveal or a high-end promotional advert with an influencer, Glossier got Beyonce to vesture a mystery production and pose for a photograph which was shared on their Instagram handle. This suspense fabricated the internet take find and got anybody talking. Glossier has already set the scene during Grammys when fans on the internet indulged in a guessing game of what Glossier products Beyonce had worn. The brand waited it out for Oscars to officially launch the product the on red rug, getting five more celebrities to wear it. This sort of smart, hype-inducing marketing worked wonders for the make.
Read Your Metrics
Social media is non but a platform for promotion and marketing, it can be a ripe platform for research and development. Glossier utilized social media as their R&D lab to mind to consumers, strategize content that resonated and to expand their audience size. They even used social media metrics and data to fuel production development. Glossier has famously used elementary engagement metrics such equally likes and comments to choose the packaging and blueprint of their products!
At present we know how Glossier does their social, permit's await at the numbers behind how well they are doing.
Social Media Overview
Glossier has been born and bred in the digital universe. Hence, the make has a presence on all major social channels similar Facebook, Instagram, Twitter, YouTube, Snapchat, Tumblr, Pinterest, and LinkedIn. Despite its availability in only limited locations like US, Canada, UK and France etc, the brand has been able to create conversations throughout the world amongst makeup and beauty enthusiasts. Here's are some large takeaways we got from looking at their Facebook, Instagram, and Twitter. We studied Glossier's online activity for Facebook, Twitter and Instagram for the menses from Jan 01, 2018 to June 30, 2018 and hither are our findings.
Audition Size
Glossier has over 210K followers on Facebook, with the brand seeing an addition of 42K fans in the commencement half of 2018, a 25.2% growth in fans. Since its much-anticipated launch in October 2014, the make has seen a considerable growth in its Facebook community from 14K fans by the end of 2014 to 168K fans past the terminate of 2017.
Postal service Types and Engagement
In just the first half of 2018, Glossier posted a staggering 832 posts, a number that has seen consistent growth over the years. The brand posted 436 times in 2015 with the number almost doubling to 825 in 2016 to 1353 in 2017.
The brand posted 185 photos, 125 videos and 522 links, most of it existence links to intothegloss.com and other beauty magazines featuring Glossier products or reviews. Posts with photos engaged the most even though posts with links were more than frequent. The photos received over 73K interactions in total while the videos garnered over 1M views. Overall, all the posts types combined had over 138K interactions and an estimated reach of xiv.3 M.
This post got the highest engagement with thirteen.3K interactions.
Promoted Content
Glossier promoted but 20 posts i.e. a meager two.4% of the 832 posts. Of the promoted content, 10 of them were photos, 6 were videos and the rest were links. The promoted posts saw great engagement and were amidst the peak performing make posts. Information technology is interesting that 10 of the 20 posts promoted featured humanized content that had no references to the brand.
World Cloud
Glossier'due south make world cloud indicates that they are one-stop-destination for all your skincare and makeup needs. Glossier prefers to talk about general bug and concerns related to dazzler and makeup rather than but a product focused arroyo.
Words that announced darker signal higher average Appointment
We analyzed the comment discussion cloud of the virtually engaging post with 2.6K comments and we find that Glossier'southward brand messaging aligns with their consumers. Fans engaged with the relatable post past tagging their friends.
Brand Responses
Glossier responded to v.8% of the comments generated by the 832 posts they published i.e 48 conversations in the fourth dimension period. User sentiment analysis shows that the brand received more positive than negative vibes from Facebook user comments.
Timing
Glossier posted betwixt 8 AM to 11 PM (EST) with the frequency peaking from 2 PM to 6 PM. Posts engaged between viii AM and 11 PM, with the highest engagement peaks at 8 AM and eleven AM. The brand maintains a consistent posting frequency by posting on all days of the calendar week with over 100 posts on boilerplate on all days of the week. Saturdays saw the highest engagement on posts.
Audience Size
From 32K fans in November 2014 to over 1.3M fans today, Glossier has grown phenomenally and is a quintessential insta-famous brand. In the first half of 2018 alone, they gained more than than 406 K fans, registering a 37.six% growth in followers!
Brand Posts
Glossier posted 283 posts, a number which is low in comparison to their frequency of posting on Facebook. The posts garnered over 9M likes and more than 105K comments, pregnant each post received an average of 34K interactions. Photos made upwardly 90% (257 posts ) of the published content and the videos accounted for five.5M views. Glossier got a higher engagement of 36K on the brand posts compared to an engagement of 518 for the median Higher personal care brand's Instagram account from North America.
Hashtags
Glossier used hashtags sparingly in the time period analyzed. In fact fifty-fifty though Glossier used 15 different hashtags during the time menstruum analyzed, more 92% of the posts did not contain any hashtag. Only two of the hashtags used were production hashtags while the residual were non-branded hashtags.
We looked at the hashtags Glossier used since its inception in October 2014 and noticed that Glossier has cut downward on the brand hashtags they used over the years. Simply, Instagram is flooded with Glossier hashtags like #glossier, #cloudpaint, #boybrow, #nofilterjustglossier, #glossierpink. For instance, brand hashtag #Glossier has got 236K results on Instagram, while #glossierpink has over 17K posts!
Campaigns
Glossier goes an actress mile with their clever marketing strategy and released their new products on major red rug events. The make due east Glossier launched their new production during the Oscars 2018 under two hashtags #oscars and #gloscars. The 4 brand posts received over 108K interactions (likes and comments) and more than 505K video views.
Audition Size
Glossier is a brand that is congenital on customer feedback and it's no surprise that they employ this functionality of Twitter for building an effective relationship with the consumer. Glossier has over 64K followers on Twitter and added over 15K new followers in the given time catamenia, registering a 30.v% growth in followers.
Brand Tweets
Glossier tweeted 2007 times. On boilerplate, @glossier sent eleven Tweets per twenty-four hour period. 66% of their Twitter content involves replies to customers and only 28% include proactive tweets from the make.
Glossier tweeted the most on Tuesdays while Wednesdays had the almost engagement. In terms of timing, 9 AM to 12 PM had the most number of tweets, while the best engagement window was betwixt six AM to ix AM.
Customer Service
Glossier had a high response rate of v.4% from 22K user mentions. Requesting the user to direct bulletin them is the virtually frequent brand reply. The make too responds to any product related queries and concerns. An analysis of the sentiment of tweets to which the brand has replied to, shows that 87% of them are neutral and 12% are positive. On average Glossier replied to a tweet in 5.5 hours, with 35% of the user tweets beingness responded to in i – 6 hours.
Having a straight relationship with customers is the golden rule to make Glossier. Twitter and Instagram are favored channels equally the make actively listens to and responds to their fans. The biggest reason why Glossier shines in customer service is their relatable phonation. Glossier is like someone from your girl gang or friend you lot go to for reliable beauty advice.
The song is TTYL by Mirabeza Tobacco.
— Glossier (@glossier) March 5, 2018
We'll be launching in Quebec this year! Stay tuned for more details.
— Glossier (@glossier) February xx, 2018
Mentions
If you are a fan favorite like Glossier, you are part of a lot of conversations on Twitter.
Glossier had over 22K mentions in the fourth dimension catamenia. The brand is featured not just in user tweets, but also mentioned by fashion magazines and journals. The brand has been ofttimes mentioned by way and lifestyle magazines such as British Vogue, InStyle, The Cut, Fashionista.com, Stylist Magazine, Allure etc.
The new @glossier Cloud Paint shades are perfect for darker skin tones: https://t.co/GG5549YC2q
— British Vogue (@BritishVogue) June xiii, 2018
Glossier is as well @-mentioned by a number of influencers on Twitter. This includes actors, models and Youtubers with over a million following to micro influencers similar beauty bloggers with an audition of a few hundreds or thousands.
NEW VIDEO! My review of @glossier'southward new eyeshadow, Lidstar! https://t.co/ChWHld0I2l motion picture.twitter.com/PQshlTLoWw
— Ingrid Nilsen (@ingridnilsen) June 26, 2018
thoughts on the @glossier serums?
— Meghan Rienks (@MeghanRienks) April 9, 2018
Content Types
Here are the main content types that are found in Glossier's social media profiles.
Humanized Content
Memes and relatable humour is a big hitting with Glossier'south audience getting the highest engagement. Memes aren't necessarily product related, but speaks to their millennial audience. Glossier has such a dedicated following that users regularly share tweets or funny Glossier references that the make reposts on their social.
Product Focused Content
Glossier releases products every half-dozen weeks or so. This provides a ripe opportunity for the make to tease production launches and other product focused content. They also post about their pop-up shops and other promotional events.
Brand Emily Weiss
Glossier regularly shares content that features, Emily Weiss, the brand'southward most public icon. Weiss and Glossier are closely intertwined and her persona as a beauty industry disruptor and thought leader adds more credibility to the brand. Glossier likewise shares the extensive coverage they get from media and other beauty magazines.
Into The Gloss
Glossier is not simply pushing out production promotions on social media, the brand taps into its association with Into The Gloss and publishes relevant content. Glossier frequently shares links to ITG and other beauty, lifestyle blogs on Facebook and Twitter. Relevant manufactures related to beauty, pare intendance and lifestyle are shared to their audience.
Aesthetic
Glossier sells an aesthetic on their social media especially on Instagram -artsy posts featuring products or fifty-fifty merely their colors! Minimalistic and instagram-worthy Glossier pink branding and the pastel hues makes makes information technology piece of cake for anyone to misfile Glossier's page with an art page. The make's now recognisable aesthetic has lead to users associating the signature pinkish seen in their everyday lives with the brand and even creating a custom hashtag for it!
💓
A post shared by Glossier (@glossier) on
Instagram Stories
Glossier is large on Instagram stories. Glossier uses stories every bit a place to demo products, offer tips on how to wear each production, and feature their users wearing their products. Glossier's Instagram photos and videos are not professional, unlike other brands on the scene. The tone is coincidental and intimate and makes the content feel like it's directly coming from a friend.
Social media has played a phenomenal role in edifice Glossier and its cult-status, if you think your make needs to revamp their social strategy and connect the dots within the data, sign up to Analyze, Unmetric's competitive intelligence solution for brands.
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How Do Makeup Brands Use Perfect Timing To Sell Their Products Through Youtubers,
Source: https://blog.unmetric.com/glossier-social-media-strategy
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