A Closer Look At Revolution Beauty’s Instagram

As a strong competitor of The Ordinary Company, Revolution Beauty is a skincare brand with high quality product at affordable price as well, targeting on younger generation of consumers. And their primary choice of social media is Instagram, where they showcasing their new product and give out message from the company. And Revolution Beauty do operate multiple accounts on social media to cater to different language/ region. We will be focusing on their account catering to English-speakers.

So, let’s take a look on the few most liked posts in their account. The following is a video they posted showcasing their product in making “ Island Glow.” In this specific post, they demonstrated the products used, how they are applied, and the end of the market effect, which is pretty straight forward. But the comment/ introduction part is fairly interesting. To further stimulate purchase from viewers, they directly listed prices. And since this account do serve for English speakers in different region, they also listed the price in different currency, including British Pound, US Dollar, and Australian Dollar.

Additionally, the video itself is a User-generated-Video, which was created by Revolution Beauty fans. Revolution Beauty has been making using such method to “listen” to its users/ fans. And not only by collaborating with content creators, you could also see followers discussing the creative ways of using Revolution Beauty product. It is much like this one, creating glow by mixing two products together. The posts will usually encourage readers to tag their friends who they think will be fit with the product.

Lastly, they also took advance of the embedded commerce function. The viewers may make a purchase directly after watching video. A simplified process does lower the benchmarks for customers to make purchase. And the “tagging” from friends will make customers are confident about making purchase through the personal referral factor. All of the above will facilitate conversion from views to sales.

All in all, Revolution Beauty is primarily using social media to showcase their product. And occasionally they do demonstrate their brand value through donation, like this one responding to Roe V. Wade conviction. And their play on social media does helped them a lot in keep playing in the field.