Social Media Audit 7.13-7.17
Week One Assignment. By Maddie Zimpfer.
The Ask WE HAVE BEEN INVITED TO DO A PITCH FOR GLOSSIER.
Top competitors in this landscape include Milk Makeup and Winky Lux. Both operate under the "modern and sustainable" aesthetic and compete with Glossier in different capacities in the beauty and wellness world.
FCB Academy | Week One Assignment
Glossier
2.8M FOLLOWERS
357,792K FOLLOWERS 346,195K PAGE LIKES
106.9K FOLLOWERS
10M+ MONTHLY VIEWERS
Glossier
TONE: educational, empowering (community-focused), fun (!)
Ex. "IT’S BACK! The Hoodie in Original Pink WHO: @iris.apfel WHERE: At home in Palm Beach, Florida WHY: No reason needed! She’s Iris frickin’ Apfel!" STYLE: pastel/muted tones, featuring the faces of Glossier, branded pink/black and white text CADENCE: 1-2 posts/day on Instagram and Facebook (appears that they are currently boycotting facebook, not listed on #stophateforprofit site, last post may 30th)
many paid ads currently running Great use of IG stories for further storytelling & IGTV for product tutorials COMMUNITY MANAGEMENT: Glossier engages with any comment with pertinent questions relating to the product
Responds to both positive and negative comments accordingly THEMATIC POSTS:
Community Resource Pamphlet: volume one "WHO, WHERE, WHY" HOODIE PROMO: Iris apfel, BassBae&The Cookout, Animal Crossing Take Care Series (beauty @ Home in a Pandemic): @nataliepavloskinails, @makiryoke Q&A Engagement on Twitter:self care treat?, stress pimples?, "drop a fun fact" NODS TO HOLIDAYS/CURRENT EVENTS:
500K To orgs battling racial injustice 500K grant to black owned beauty businesses Mother's Day series: Glossier com manager, @jaycina, @enga.d
Glossier Influencers/Partnerships INFLUENCERS
PARTNERSHIPS
Glossier functions under the notion that "anyone is an influencer." This is apparent in their influencer marketing strategy, containing over 500 influencers at both the micro and macro level and of all ages/background, some have discount links- such as the following: -Margot Lee (instagram + Youtube Influencer) -Rohini Elyse (Blogger, Youtuber, Instagram) -Kelsey Dadmun Kelly (Blogger + Instagram)
Glossier does not have any ongoing partnerships/sponsored giveaways that are prevalent on their social channels.
shift from rep programming being the focus to posting UGC from "influencers" of all kinds, very apparent in their feed
This website gives credit to many beauty brands that could be seen as competitors, but because this blog is where the brand got their start, they make it work for them.
@TOPHCAM (9K FOLLOWERS) @TIAJONSSON (207K FOLLOWERS)
What they do have is a bit different. They got their start with "Into the Gloss" which is "a beauty website devoted to people sharing the products they love, and our source for inspiration and information."
Glossier Reddit Sentiment Analysis Recurring theme of people saying that while the love their makeup, their skincare is "trash." Many detailed stories of skincare not working well for them, with the exception of the "Milky Jelly Cleanser." Direct comparison of a "girl version of Supreme" in the way that they are branded. Parallels to Glossier being a leader in the "makeup that looks like your not wearing makeup" look department. (aka. the minimalist "vibe") People have a tendency to take pictures and show off their collectioneven on Reddit. Testament to the "aesthetic" packaging that Glossier has been so intentional about creating. Products mentioned as favorites over and over: Boy Brow, Cloud Paint, and any of the balms.
Milk Makeup
2M FOLLOWERS
95,095K FOLLOWERS 90,612K PAGE LIKES
58.2K FOLLOWERS
1.3M MONTHLY VIEWERS
Milk Makeup
TONE: creative, engaging, visual (emoji use!), funny, accepting
Ex. "lips smoother than ur best pickup line 😉-KUSH Lip Scrub buffs away dead skin with natural sugar crystals and hemp stem exfoliators that dissolve into lips kiss those cracked lips GOODBYE -available on milkmakeup.com, sephora.com, + cultbeauty.co.uk (PS! Click the photo tags to shop directly on Sephora within IG Head 2 stories 4 more)" STYLE: 90s inspired aesthetic, trendy graphics, editorial style photos, diversity prevalent CADENCE: 1-2 posts/day on Instagram and Facebook (appears that they are currently boycotting facebook, not listed on #stophateforprofit site, last post may 30th) 4 active ads running currently on their "Blur Liquid Matte Foundation" Great use of IG stories for further storytelling & IGTV for product tutorials +candid conversations COMMUNITY MANAGEMENT: consistent responses and engagement with the first couple of comments on each post
Not avidly engaging with negative comments, but negativity is rare THEMATIC POSTS:
"Meet ____" Community Promo: Jewel, Bryce, Rahm, Larry, Madge, Luz, and more Tutorials Using Only Milk Makeup on TikTok: @mofo.alien, summery skin, @wrentar NODS TO HOLIDAYS/CURRENT EVENTS:
#pulluporshutup post accounting for Brepresentationation on their team closing business and donating $500K to the NAACP on #BlackOutTuesday 5 commitments post in response to #BlackLivesMatter movement
Milk Influencers/Partnerships INFLUENCERS
PARTNERSHIPS
partnerships with several artists/creatives who will incorporate Milk Makeup into their looks and provide discount codes, called "#studiofam" members
Community Event Partnerships - Dance Class with Ryan Heffington in Partnership with @lgbtcenternyc ongoing partnership with Sephora both in stores and online -Beauty Insider Partnership Post
@SNITCHERY (1M FOLLOWERS) @NAEZRALOOKS (166K FOLLOWERS)
Milk Reddit Sentiment Analysis Sentiment of being overpriced and having to "pay for trendiness" "Kush Mascara" and "Cooling Water Stick" have the most buzz Compared to Glossier frequently, many wondering which company they should support General appreciation for Milk Makeup aesthetics and marketing strategies
Winky Lux
398K FOLLOWERS
48.370K FOLLOWERS 47.1012K PAGE LIKES
12.3K FOLLOWERS
1M MONTHLY VIEWERS
Winky Lux TONE: witty, fun, poppy
Ex. "This peach is leavin' Our limited edition Bellini Palette is ALMOST SOLD OUT. This palette offers a pop of natural peach that flatters every skin tone and it can also be used as a sparkling sweet highlighter." STYLE: feminine, neutrals+pinks with pops of color, featuring many makeup artists CADENCE: 1-2 posts/day on Instagram and Facebook many paid ads currently running Great use of IG stories for further polls and community response. Using IGTV for Winky Lux tutorials and promotional purposes. Using highlights well for further content organization like tutorials and branded wallpapers COMMUNITY MANAGEMENT: consistent responses and engagement with the first couple of comments on each post, appropriate responses to criticism as well THEMATIC POSTS:
Smores Pallette Promo: @beatsbylzzy, @megbenitez, "Get Lit" sneak peak Q&A Twitter Posts: escape button, coffee or tea?, #thirstythursday NODS TO HOLIDAYS/CURRENT EVENTS:
#camppride post "Proud AF" post in relation to pride Fourth of July post
Winky Lux Influencers/Partnerships INFLUENCERS
PARTNERSHIPS
featuring several artists on their feed and the looks that they have created with Winky Lux products
@MYKESILVA (27.4K FOLLOWERS) LEEHEEDEZ (166K FOLLOWERS)
New partnership with Target to sell their products in store- moving them away from an ecommerce only company.
Winky Lux Reddit Sentiment Analysis a lot of buzz around all lip products, inquiries on whether they should try them or not majority say that is
product is
a steal for the quality
general appreciation for aesthetic, especially with the Flower Balm