3 minute read
2.9 Communication audit
Social media: Benefit is present on Instagram, Facebook, Twitter, TikTok and YouTube. The brand has different profiles for different countries, which helps to target and connect with its audience more effectively. However, all the accounts keep the same style and tone: girly, humoristic and friendly. On Instagram and TikTok, they use both their own pictures and user generated content. For this research, we will analyse their Spanish profiles.
Advertisement
User: @benefitspain Number of followers: 353 mil Posts: 2431 Frequency: 1 post per day Average likes: 1207 Average comments: 21 Engagement rate: 1% Feed: Product pictures, makeup tutorials, inspirational quotes, announcements
Instagram Stories
Information about their products & services, giveaways, events & collaborations. These are more commercial rather than personal. They do not usually use the IG stories features such as the polls and q&a stickers, which could increase the engagement with the customers.
Reels
Editorial/inspirational videos
IG TV
The Spanish account does not really use it. However, in the other countries, Benefit generates more content for this feature, such as makeup tutorials and q&a’s.
IG Shop
Even though they feature a lot of products on their feed, they do not really use this tool to tag them.
User name: @benefitcosme-
ticsspain Number of followers: 6,2m Content: the facebook page is a support account for their Instagram. They post the same content that they post on their IG feed. However, the engagement rate is much lower. Frequency: 1 post per day Average likes: 20 Average comments: 2
The Spanish account has not been used since 2017. In other countries, such as the USA and the UK, the profiles are still active and they post information about their products, news, special offers, etc.
Tiktok
Started on 23/07/2020 User name: @benefitspain Number of followers: 297 Number of likes: 968 Content: more creative and fun, targeting a younger audience. They do not post regularly
Boutiques
Brow bars Stores:
Benefit has two types of stores: the boutiques and the brow bars. The brow bars can be found at Sephora. However, both of them have a similar design, aligned with the aesthetic of the brand. The Store environment is: vintage, girly, helpful & sisterhood.
Website:
The website is an informative platform, not a commercial one. The products can only be purchased online through Sephora’s website. The visitors can find information about their most iconic products, the store locator and services that they offer, and the brand. It also gives them the option to subscribe to a newsletter in order to receive information about their latest news and promotions. The website follows the brand’s aesthetic: girly and vintage. The color palette is different shades of pink, black and white. https://www.benefitcosmetics. com/es-es
YouTube
User name: Benefit Cosmetics This is the only platform in which the brand only has one official account instead of one for each country. Content: makeup tutorials, tips, interviews, product presentations, editorials… They feature makeup artists, brand ambassadors and influencers. The videos are short and the content is fun and dynamic They have not posted since February 2020
Collaborations with influencers/brand ambassadors:
Benefit makes collaborations with influencers, bloggers and vloggers from the beauty, fashion and lifestyle industries. Since 2020, Benefit has changed its influencer strategy, focusing now on macro-influencers. Before that, the brand was collaborating with local influencers and micro-influencers. Nevertheless, they collaborate with people from different backgrounds, ages, identities and shapes, which promotes inclusivity in the beauty industry. Some of the brand ambassadors that Benefit has been collaborating with lately are:
@ kategrantmodel
@bretmanrock
@inma_serrano
@gotymakeup3
