Deciem Dominate Social Media With One Simple Formula That Marketer Needs to Know
Who Is Deciem
Deciem is a rising science-based beauty brand founded in 2013 and reached $460 million in 2021. You probably have heard of The Ordinary, one of their child brand famous worldwide. Deciem is known for its quirkiness brand image yet transparent on the active ingredient, affordability, and social responsibility. People are often intimidated by the active ingredients and the chemicals, especially in the beauty world. However, Deciem discovers its way to flip the script and make consumers fascinated by the chemicals in their products.
Social Media Can Be Used In Many Ways; Education Is One.
Chemical names can be many people’s worst nightmare; Deciem’s social media posts are here to help. Being transparent about the product’s active ingredients is one of the core values of Deciem, and it is also the reason many consumers like the brand. However, it can be challenging for the consumer to understand the ingredients and effects. Deciem understands the need for education for the elements and consistently posts education content for its audience. In Deciem’s Instagram, you can find that almost every post is about the use and effects of their ingredient. This provides value to the audience since consumers actually learn about the secrets behind the component. Most of these ingredients are also used in many different skincare brands, and understanding the benefits of the element can help consumers choose the best product that suits their needs.
Deciem’s Social Media Is Also A Customer Service Station.
As a worldwide brand, Deciem has 1.4 million followers on its Instagram. Scrolling down Deciem’s feed, I find it fascinating that Deciem is answering everybody’s questions. From product ingredients inside to packaging material outside, Deciem’s social media team has the answers for all. It is essential to listen to your audience and engage with them as a brand on social media to build a strong community. People get solutions that help their decision-making during the consumer journey on the consumer side. On the other side, brands can get to know the customer more and create educational content or product based on the most asked question or needed solution.
A strong community on social media it’s not only good for increasing brand awareness and selling the product, but they also help to back up the brand when there’s conflict. I found an example on Deciem’s Instagram. When that user is aggressive, upset that Deciem is not 100% transparent about the ingredient source, and saying negative things about the brand. The community members stand out in the comment section, educate the angry customer, and have the Deciem’s back. Isn’t that amazing to have customers love the brand so much to defend haters?
Social Responsibility
We all know a good leader brand should focus on their product and social responsibility. According to Deciem’s website, Deciem is a brand that cares about sustainability and establishes the Good Fund to support people, the earth, and animals. All Deciem against animal testing and all Deciem products are not tested on animals and certified by Leaping Bunny Stamp. Most of the Deciem brands are even certified vegan by PETA. However, Deciem is not a sustainable company when it comes to packaging. But I like that they state it on their website and are transparent about it. The most plastic bottle packaging is made from 70% post-consumer recycled content and 30% bio-plastic. While Deciem’s sustainability team is working on a better solution to replace plastic consumption, Deciem’s social media also provides video content on ideas to recycle the packaging bottle at home.
Lastly, my takeaways from the fast-growing brand Deciem are transparency and being socially responsible as a brand. The simple formula on their social media is educating, engaging, providing customer service and values to build a strong community.
Would you like to see more brands use their social media like Deciem?
