Social media moves at lightning speed, and what works today may be over by tomorrow. Between the algorithms dictating what consumers do or don't see and the sheer number of competitors in the market, creating and capitalizing on viral moments is more difficult than ever. So, how do brands use algorithms to their advantage and break through the competitive noise?
In a panel on how brands are navigating the ever-changing social media landscape at BeautyMatter's 2024 NEXT Summit, BeautyMatter Editor Carla Seipp sat down with Michelle Miller, CMO of K18; Jana Bobosikova, co-founder of KIKI World and 12:01; Candace Craig Bulishak, President of Tarte Cosmetics; and Mary Yee, CEO of Tatcha to learn more about the social strategies that are winning in today’s online landscape.
Cutting through the competitive noise is a constant challenge for beauty brands. However, the panelists shared a wealth of insights on how they are rising to the occasion. Miller emphasized the power of authenticity, urging brands to tell their unique stories and adapt to customer engagement trends. Rather than chasing vanity metrics, she emphasizes the need to stay true to the brand's unique identity and engage with the right communities. By telling their rich brand stories, beauty brands can foster genuine connections with their customers and cut through the noise.
As Miller notes, adapting to customer engagement trends is also crucial. Closely monitoring how users interact with content and being responsive to social media conversations allows brands to create content that resonates. This balanced approach of authenticity and adaptability is key to navigating the complexities of social media algorithms and standing out in a crowded marketplace.
Bulishak highlighted the importance of creating organic, entertaining content that drives genuine interaction, while also being nimble enough to shift strategies when needed. "If something doesn't work, shift to the next thing,” she says. “We know the algorithm favors organic engagement, so it's about creating organic content that's engaging and fun, and that's been something that has worked for us."
Tarte's approach of featuring their mascot in fun, lighthearted content is a prime example of this strategy in action. By leaning into organic, entertaining moments, the brand is able to capture genuine interaction from their community. This balance of authenticity and adaptability allows Tarte to navigate the algorithm and cut through the noise, connecting with their audience in a meaningful way.
Bobosikova and the team at KIKI World are taking a truly innovative approach when it comes to social by rewarding customers for their participation and co-creation, fostering a sense of ownership that fuels engagement and innovation. This strategy of tapping into the creativity and enthusiasm of its customer base ultimately drives deeper brand loyalty and leads to groundbreaking product development.
“We reward customers for their input, even before they buy anything,” she says. "If you can create a network around your brand that shares incentives, that will always outperform what you can do as a top-down company."
Miller underscored the value of having an agile, in-house team that can quickly respond to cultural shifts and leverage the right tools to maximize their social media impact. Through a blend of authenticity, adaptability, and forward-thinking strategies, these beauty leaders are navigating the algorithms and breaking through the competitive noise to captivate their audiences.
The team at K18 uses tools like Dash Hudson, Tribe Dynamics, and GRIN to manage influencer campaigns. While these social media tools can be helpful, the real key is having an in-house team that understands how to utilize these platforms and technologies effectively.
“It's really about hiring the team that knows how to use these tools and how to maximize them, because the tools don't give you the strategy,” says Miller.
One surprising element of K18’s social strategy is that they try to reduce the number of preplanned campaigns to allow the team to react to cultural shifts in real time. This agility allows the brand to capitalize on emerging trends and stay relevant. K18’s small social team monitors cultural trends 24/7 and is constantly on the lookout for opportunities the brand can jump on.
“It’s about having people on the ground, being able to listen to the culture, spot what's trending, and then on the flip side, having the leadership to be able to listen and react and move quickly,” says Miller.
As a 25-year-old beauty brand, Tarte has plenty of experience navigating the constantly evolving online landscape. Bulishak, who has been with the brand for 19 years, emphasized Tarte's commitment to remaining nimble and community focused.
Tarte's long-standing connection with its community has been a key driver of its relevance. "We still work like an entrepreneurial brand, even though we are a prestige makeup leader. We still have to adapt and shift quickly,” said Bulishak.
The brand has maintained this community-centric approach since its early days, with initiatives like "Tarte Talk," an online forum where the team directly engages with customers. Tarte's willingness to take risks and experiment on social media also contributes to its ability to stay relevant.
"We continue to evolve and learn and take those learnings, and at the end of the day, it's about being nimble. It's about shifting, because otherwise your relevancy disappears, which we never want," says Bulishak.
On the topic of trends versus trending content, the panelists emphasized the need for a balanced approach. As Bulishak explained, "If you’re trending, it’s like you're running a 330-yard low hurdle and you're sprinting, [whereas] trend is a marathon." The ability to be nimble and responsive to trends while also strategically planning for longer-term brand positioning was seen as crucial.
The panelists shared diverse strategies regarding content volume and metrics. Miller stressed the importance of iterative and "test and learn" approaches, encouraging her team to post frequently to gauge what resonates. In contrast, Bobosikova emphasized being customer-led, using leaderboards to forecast trends and guide their content creation.
When it came to adapting global strategies to regional nuances, the panelists highlighted the need for localization while maintaining brand authenticity. In different regions, the social platforms are different. Yee explained, "How we adjusted for that was to look at where our community is and where we want to be [and decide] where we want to be having those conversations."
Bulishak echoed this, noting the value of working with local creators and retail partners to tailor content for specific markets.
The panel's final segment touched on the important topic of handling social media crises and the emphasis on transparency. When an audience member asked about dealing with situations where things "go awry" on social media, Bulishak provided some valuable wisdom, stressing the importance of transparency and owning up to mistakes.
"Take a minute to read everything and then be transparent because, at the end of the day, people want to know the truth, and if you made a mistake, own up to it,” she says.
Yee shared a specific example from Tatcha's experience where the brand faced backlash over the packaging of a sunscreen product. She explained how the brand addressed the issue head-on, diving deep into the customer comments to understand the concerns.
"We took in all the comments, and we redid the packaging. When we relaunched, it was a big welcome response because we heard them, and we addressed it."
Key Takeaways
