5 “Keep” through Social Media | SkinCeuticals
What do you think is the most important thing when it comes to running social media for a brand? Probably your answer is innovative and fun.
Today we’re going to explore the world of social media for SkinCeuticals and see what kind of answers the brand has for us.
SkinCeuticals was founded in 1997 in the USA and its mission is to provide advanced skincare backed by science and improve skin health. Prevent. Protect. Correct. are the three main pillars of their brand philosophy.
Keep It Consistent
Consistency has many possibilities for brands. A consistent voice is important for social media accounts, which allows consumers to quickly identify the brand, build trust, and loyalty. For SkinCeuticals, they have mastered the essentials of operating social media.
On the Instagram account of SkinCeuticals, the brand has been using clean, cool tones color as a background and visually striking images of people or products to enhance the appeal of the postings. The brand has been using light blue tones and white colors to make viewers easily associate with doctors and scientists. SkinCeuticals has been consistent with this posting style on Instagram to give its account a wholeness, allowing consumers and audiences to quickly identify brands and establish a brand image with professional, scientific.
Keep It Local
Access to local social media platforms can help brands enter local markets while providing more local content to audiences on the platform can help brands increase their reach and build their brand image, which is necessary especially for brands entering international markets.
Sina Weibo is an important channel for SkinCeuticals’ digital marketing in China. Sina Weibo is known as the Chinese version of Twitter providing a microblogging social media site. Users allow posting updates through web pages, WAP pages, and mobile apps, and can upload pictures and videos or live videos for instant sharing and spreading interaction.
SkinCeuticals focuses on popular topics on Sina Weibo to deliver localized content. Half a month ago, on the occasion of the Beijing 2022 Olympics Winter Games, SkinCeuticals launched a themed video with Su Yiming who rocked the Beijing 2022 Olympic Winter Games and wowed the world.
In addition, unlike Instagram’s operational strategy, its Weibo account uses diverse seasonal thematic elements to launch localized content.
For example,
- During the Beijing 2022 Olympic Winter Games — all posts used gold and black as design elements and themed “Gold Standard for Champions”;
- During Chinese Lunar New Year — all posts used red and tiger as main design elements and themed “Happy Chinese New Year”;
- During the Christmas Holiday — all posts used white and gold as well as Christmas tree as the design elements.
Keep It Interactive
Social media is a two-way communication tool and maintaining engagement can enhance brand impact. Creating a topic tag is usually the way most brands keep their audience engaged. SkinCeuticals has done something more interesting.
The brand launched a limited-time recruitment campaign on Sina Weibo to recruit 100 new product experience officers. The brand selected 100 new product experience officers from the interactive comments and sent them new products to encourage them to try and post their experiences and feelings.
The campaign brought more attention and discussion to the brand on Sina Weibo. The brand took advantage of the fact that people love free products to design campaigns and gained user-generated content which is valuable for the brand.
Keep It Diversified
Keeping diversity helps brands to enhance their cultural inclusion and build a unified brand image. SkinCeuticals delivers a diverse language environment for their global audiences by creating multiple accounts for the global multilingual audiences such as SkinCeuticals Italia, SkinCeuticals España, and SkinCeuticals Russia.
SkinCeuticals offers different languages video in for different channels which allows decrease the misunderstanding and confusing in languages. Diversified channels can help SkinCeuticals to keep updated in different language regions. This is critical for brands who desire to enter the international markets.
Now do you have some new ideas and insights about operating social media? Hope your answer is yes!
