Brand Lift by Social Media — Paula’s Choice
With my previous blog, I talked about Paula’s Choice’s website and user experience, UX, but in this blog, I will drive you further into their social media, Instagram.
The Profile & Feeds
Let’s look at their Instagram. From the top of your screen, you will see their handle, the number of posts, followers, and following. Their followers are very high, showing that many people tend to be interested in this brand. Their profile section says that
“Beauty Begins With Truth”
makes me feel promise, honest, and sincere. Cruelty-free is the brand showing their moral to animals. They mention their retail partnerships: @sephora, @nordstrom, and @amazon for their customers or prospects to go shopping and attach a link for a skincare party giveaway.
They add the ‘View shop’ button on their page, so it will be straightforward for audiences to convert to purchase. Also, message and call buttons offer convenience to contact customer service directly. In addition, they categorize stories into groups by type of products, how to follow the routines, and how to contact them. Also, they tend not to focus on their feed themes, such as color and tone, but share many posts, including photos, reels, shopping, series, and guides.
However, Paula’s Choice still keeps their brand aligned with the skincare market trend in terms of aesthetic mood with product information and some teasing memes.
Influencers & Campaigns
Paula’s Choice collaborates with both macro and micro-influencers to create multiple campaigns. The campaigns for macro-influencers focus on skincare routines and product information. Some of the influencers’ original posts would list (maybe) many skincare brands they use. Some might share only Paula’s Choice, depending on how the brand negotiates with each influencer. Currently, the brand has a yearlong paid program designed to support the voices of Black content creators who have under 20k followers.
My Reflection
I feel that these strategies will cover many audiences and receive boarder engagement since their Instagram includes product information and provides ingredient dictionaries, educating people about the benefits of that ingredient and how to use it. People will feel that this brand is easy to follow and understand their offers. Also, it gives people a vibe that this brand is friendly and reachable when customers need help.
However, I wouldn’t say I like how they organize their feed. I feel like this is a big skincare brand, and they should concern about their social media image. They should manage and plan their feed better, including color, tone, mood, and messages. Once they work on this part, I believe that it will enhance and complete their brand in a more holistic social image.
Cheers!
