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According to Social Bakers, a social media analytical tool, the number of followers for both L’Oreal and Chanel have increased tremendously within the past three months.
The fashion and beauty industries appear to be the two most efficient industries at utilising social media and the majority of leading fashion and beauty brands been using social media for quite some time to connect with new and existing audiences, ultimately resulting in an increase in popularity and sales.
The incremental growth of commercial social media usage shows no signs of slowing down and there’s no industry today that hasn’t been influenced by it in some way shape or form.
L’Oreal and Chanel are two fashion and cosmetics powerhouses whose audiences have been greatly boosted by conversations on their social media efforts.
Developments in content marketing strategies are providing brands with opportunities to follow their consumers online and introduce new products to suit their tastes.
When commercial enterprises collaborate with companies like Google and Facebook to advertise, the result is that marketing materials, stories, updates and other kind of content are able to be delivered with a more precision and accuracy.
Beneett Porter, the Vice President of Marketing at Monkey Survey said, “We found that people had been using likes as a measure online, but that’s been the only measure and it’s not that accurate or deep,”.
We’re increasingly finding that the digital content shared from higher end brands on social networking sites is delivered in such a manner to gain a maximum number of follows, interactions and re-tweets. It’s all about creating the share-factor.
In a recent Chanel campaign featuring Gisele Bundchen sharing makeup tips on video, the brand was able to get closer to the audience as Gisele was talking to the camera instead of being captured in a static 1 dimensional photograph. This is a good example of a brand experimenting with different mediums to engage with their audiences in different ways to stay abreast of competitors and to convey a sense of brand vitality.
Most of the content created by L’ Oreal for social media engages their audience and encourages them to look deeper and try other products in their repertoire.
With aprediction of nearly £560 Billion to be spent on advertising in 2015, Emarkerter.com predicts that this figure will rise to £660 in 2018.
Words by Khushboo Mehta