What does high-end beauty attract you in social media?
People around me all know that I am completely obsessed about beauty products especially cosmetics. High-end brands all always attract me more by their commercials and spokesman on social channels. Today let’s loot at 3 my favorite high-end cosmetic brands, YSL Beauty, Giorgio Armani Beauty and Dior Makeup, how about their digital performance in terms of presenting brand message and create public conversation. I did a simple mathematic table to present their digital performance base the data on 3 main social media channel: Facebook, Twitter and Instagram. I also took Google relevant data into the table to see the proxy share digital voice. Here is the table:
Numerically speaking, from a wider view on this table, obviously Dior reach most of people by total followers in around 23 million, comparing Giorgio Armani (GA in short) in 10 million and YSL only have 3 million in 3 channels. Separated by channel, Dior did a good job on 2 more traditional channel, Facebook and Twitter, while still stay at the catching-up stage on Instagram. YSL really has a tight focus on Instagram and kind of drops Twitter with a simple maintenance on Facebook. As for GA, they used to do a good job to attract people on both Facebook and Twitter but the potential shift to Instagram take place as the main channel, and they indeed did really god job on Instagram now. Overview these 3 brands, Instagram gets more focus and social media efforts to play the key channel role.
When come to the audience engagement which more about content delivery, Dior absolutely perform best among 3 brands over all channels. Let’s focus on the newly main channel: Instagram.
When you first see the Instagram page of 3 brands, Dior definitely attract you most with concordant picture styles and showy colors which represents the brand graphic value and product image. In this point, YSL also dose well on content to present consistency and brand image. As for Armani, firstly it doesn’t have separate account for beauty line; therefore and secondly, the presenting content in Instagram is quite mass and non-consistency. Although every post of Armani got high likes and comments while the engagement rate is quite low in 0.4% comparing 1.23% of YSL and 3.51% of Dior.
Then go deeper of the content of the post, I found for the audience of beauty products, including myself, what attracts them more are 2 category contents: firstly, the products related content. For instance, Dior keeps posting pictures related to its new remarkable lipstick for autumn and both present product characteristic and keep reminding brand values and image to audience. The second is the innovative or fascinating spokesman commercials like YSL did. Both of these 2 trigger the resonant of audience maybe emotionally or desire to buy. There 2 kinds of post always get higher engagement and evoke more value conversation among audiences.
Finally, Google returns provide a proxy digital share of voice index to evaluate brands digital total performance. From the table, we can see Armani almost take no place in people’s mind when they think about high-end beauty brand. YSL and Dior are relatively good among 3. It tells that Armani need to quickly response and revamp the bad social media management performance whether they continue the wider approach or shift to the focus channel.
Again, as a high-end beauty fan, I think social media and public voice are quite critical and evoke important market shift for beauty brand. In this case, all 3 brands still need to pay a lot effort to drive public shared of voice and build social brand image.
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