When I think about a beauty company who is active on social media, I immediately think of the Maybelline commercials on TV with that catchy, Maybe She’s Born with it, Maybe it’s Maybelline slogan.
Not aware of their social media activity, I am glad to report that they seem to be doing well across various platforms, like Facebook, Twitter, YouTube, Snapchat, Instagram and Pinterest. This immediately perked my interest into a short analysis as a B2C business.
I like their Twitter page, as it comes across as personable. Maybelline doesn’t just promote their products, but creates an entertaining story. They present funny quips about beauty, along with inspirational quotes on confidence. They also give surveys and engage in #TipTuesday hashtag campaigns. Additionally, they are quick repliers and use emojis, which is a fun touch.
They do not post too often on YouTube, and have a smaller audience, but they do have informative makeup tutorials. Snapchat extends the #TipTuesday hashtag from Twitter to create quick, unique tutorials through snaps.
Instagram and Pinterest both post pictures of their products in packaging and on models. They also do giveaways through Instagram that increases engagement with their audience.
Facebook, however, is slightly different. Of all their platforms, Facebook has the largest audience base, with just over 4.7 million followers. With such a large audience, they do not seem to reply to customer concerns authentically (as in, you can tell it is a scripted message) or in a timely (sometimes weeks later) manner. This strikes me as needing improvement.
Other than that, I love Maybelline’s online activity and am impressed that they carry across so many platforms! It really is important in reaching the largest audience possible.
Do you think companies should reply more personably in comments, or is the one-message-for-all approach fair?