Engaging with the audience — Paula’s Choice

After seeing Paula’s Choice for months, I can really tell that they have been working on their content seriously. They mostly serve educational content and allow followers to drop the questions.

Let’s dive into their approach

They post three categories. First category is educational content about ingredients and product information. Second category is user experiences, showing people applying their products and before after reviews. Third category is informative content by lipsyncing trending sounds.

Why the brand use this approach?

I believe that the brand tries to get involved in the new trend along with product information to give the benefits the most to their customers. In order to reach new generation or broaden audiences, the brand decided to blend what they currently have with the viral marketing trend. For example, on Instagram, they apply aesthetic feed and most of the times respond to followers’ questions and suggestions. Also, they want to make their image and personality friendly and reachable. Thinking about other brands that do not concern about their images, the viewers can touch the feeling of how much effort the brand trying to offer.

Does it go against the brand’s marketing objective?

I confidently see that it will help the brand achieve their marketing objectives ranging from brand awareness to sales. Once people receive information about ingredients and products, raising their awareness of their skin concerns. Because Paula’s Choice is a skincare brand that focuses on ingredients. Therefore, what they are doing I believe it will drive them to their goal. On top of that, making their portfolio, I mean their social media feed or website, attractive will also lead to more customer engagement.

Is the trend never last?

Even though the interactive content will link the brand and consumers together. Nothing is last forever. The trend will fade eventually, but when? I mean the way they interact with their audiences. In the future, there might be other ways for them to work on. As long as the brand focuses on the next coming new trend, they can survive. According to McKinsey talking about “The changing face of marketing” means that working on social media, everything keeps changing constantly. What they are doing right now is perfect for now which does not guarantee how long this effectiveness would last. And there are many newcomers who get into the market every day. Therefore, keep running if you don’t want your seat to be taken.

Cheers!