In the last decade or so, brands have taken to social media to grow brand awareness as well as create a unique connection between the brand and the consumer, which we have yet seen replicated elsewhere. When looking at B2C, or Business to Consumer businesses, we can really see brands branching out into the digital world and planting themselves a spot on the wider stage of social media.
One such brand is ColourPop Cosmetics, an affordable California-based makeup brand that targets a younger audience in their late teens and twenties. This brand is interesting to study through this lens because their success on social media is integral to their overall success and ability to reach their target audience effectively.
They have been able to create an extensive presence on the social media stage. They have claimed their brand online by using the same handle across social media platforms, only making minor changes to adjust to certain platform restrictions. Their largest platforms are TikTok, where they have 831.7k followers, and Instagram, where they have a whopping 10m followers.
The way in which they manage to gravitate such a massive following is by utilizing memes and popular social media trends to create relatable and entertaining content. On Instagram, for instance, they utilized a meme of Bugs Bunny to promote their sitewide discount, adjusting it to make it relatable to makeup lovers (ColourPop, 2021b). Due to the versatility of these memes, you can edit anything you want into actual image to customize it to your post, which makes memes a great source of engagement for brands.
Additionally, ColourPop has branched out into TikTok. TikTok is an interesting platform due to its algorithm, which allows posts to appear on a user’s For You Page feed, without the user ever engaging in that user’s content. Hence, a brand has a better chance of their content reaching a wide audience. To promote the same sitewide discount, ColourPop posted a popular audio that’s typically paired with a clown-face filter (ColourPop Comestics, 2021a). This audio has over 1m videos paired to it on TikTok – no small feat!
In the future, I expect to see more brands carve out a space in the social media realm – especially TikTok, as it grows even bigger and more influential than it already has.
ColourPop Cosmetics. [@colourpopco]. (2021, May 26). 👀🚨📣BIGGEST DISCOUNT OF THE YEAR👀🚨📣OUR 30% OFF SITEWIDE CYBER SUMMER SALE STARTS TOMORROW @ 10AM PST!!! [Video]. TikTok. https://www.tiktok.com/@colourpopco/video/6966645591531097349?lang=en&is_copy_url=1&is_from_webapp=v1
ColourPop Cosmetics [@colourpopcosmetics]. (2021, May 29) Did we mention the best sale of the year is literally happening RIGHT NOW 😏 because it is. – 30% OFF SITE WIDE HAPPENING NOW. [Instagram photograph]. Retrieved from https://www.instagram.com/p/CPdnlk6A96u/.