How Glossier Shares Created and Curated Content to Promote its Brand
Glossier is a makeup company that recently gained popularity for its relatively inexpensive products, allowing customers of various socioeconomic statuses to use its products. The Glossier Instagram account shares created and curated content to promote its brand, which has been developed to convey a trendy vibe.
Content that is created can oftentimes be used for a different purpose than content that is curated. For example, the image below shows a picture of the inside of the Glossier Atlanta store. This content was created by the company to promote the opening of this new store location and provide potential customers with necessary information to shop there (included in the caption); however, this image provides more than just informational content. It shows that Glossier has a vibrant style and that the store will have many different products on display for customers to see and test. This part of the post is very important for potential customers because this will encourage them to come to the new store and see it for themselves.
Content curation often allows companies to use customers’ experiences to promote its products. For example, this video (seen below) shows a customer using Glossier’s eyeliner and matte finish. This video and its caption provide viewers with a firsthand experience of Glossier products. By sharing content about a positive experience, viewers are able to see that customers are enjoying the products, which may entice viewers to purchase these products for themselves. Also, sharing curated content is one way companies can increase trustworthiness as a brand; posting content depicting a customer using its product makes the company seem more reliable.
Whether a company is sharing created or curated content, it all comes down to brand promotion. Created content can be used to convey a certain vibe or mood of your company (as seen in the first image). Curated content can show real examples of customers using the company’s products, which provides credibility to the brand (as seen in the second image). Both of these posts are great examples of Glossier sharing content for specific purposes.
The key takeaway from this is that when you are deciding whether to share created content versus curated content, first decide what the desired message of the post is. If you are a new company and are trying to gain credibility, you may want to post curated content of real-life customers using your products. If your company just made a new product, you may want to use created content to promote this new product and show it off on social media. Just remember, the type of content that you share often impacts the message that is conveyed.
All images were found on the Glossier Instagram account, linked here.
