Halle Barnett

Social Media Audit: Glossier

Introduction
Glossier is a nationwide online and in-store beauty brand. It provides
products ranging from skincare, make-up, body wash and fragrances. Glossier
provides free shipping for carts over 30$. The beauty brand is known for its pop-
up shops around the country due to the few locations the company has. The pop-
up shops are created to feel like a museum. The principle of the entire brand is
to feel good in your skin. “Beauty products inspired by real life.” The mentality of
Glossier is to enhance your natural beauty to feel good from your already
beautiful features. The beauty brand uses a variety of social media platforms to
promote their message and products. Through Instagram, Twitter, Facebook,
Pinterest and YouTube the brand has many platforms for any type of consumer.
As of now Glossier has a large following on all accounts and does well in making
personal connections with the buyers.

Platform Analysis
Instagram provides the most effective platform for the natural make-up
brand. The cosmetic company engages with the audience through stories and
posts daily offering Q&A’s, behind the scenes, recipes, looks and locations.
Branching off of the main Instagram account Glossier has a channel dedicated
just to the glossier dogs (@dogsofglossier) and an account influenced by the
Pinterest blog (@intothegloss). The main Instagram account is updated daily
along with Facebook and Twitter. Pinterest and YouTube are posted to
infrequently; therefore the accounts have the lowest engagement rates.
Facebook, Twitter and Instagram offer channels which Glossier posts memes,
relatable pictures and replies to consumers. By doing so the platforms continue
to grow daily increasing the awareness of the brand and its products.
Youtube, 143,000 Facebook,
Twitter, 93,200 293,843
Pinterest, 79,825

Instagram ,
2,300,000

Instagram: https://www.instagram.com/glossier/
Facebook: https://www.facebook.com/glossier/
Pinterest: https://www.pinterest.com/intothegloss/overview/
Twitter:
https://twitter.com/glossier?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ct
wgr%5Eauthor
YouTube: https://www.youtube.com/user/glossierTV/featured

Competitor Analysis
Milk make-up has fewer followers on all five social media accounts than
Glossier. It has 1.7 million followers on Instagram making Instagram their best
platform. The company hass consistency and aesthetic appeal, but lacks in
connection to consumers on all platforms aside from Instagram. For example if
you would like to reach Glossier on Facebook the company will respond in a few
hours, while Milk will take at least a day. Milk make-up only updates daily on
Instagram. Other social medias haven’t been updated since August or even later.
However, the company does succeed in showcasing buyer’s looks in almost
every other post on Instagram.
Benefit cosmetics exceed Glossier in nearly every category regarding
social media usage. The company has over a million followers on all social media
platforms except for YouTube. However, the company is using influencer to raise
views and subscriptions on YouTube. These popular make-up influencers are
also the SME of certain products. By having a spokesperson for specific products
consumers are able to follow that SME and engage with their content as well.
Their content on most platforms consists mainly of promotion. On Instagram and
Twitter they connect more with consumers through replies and reposts. Where
Benefit is weak is YouTube. Overall, Glossier would benefit from having a
spokesperson for their next product launch. Buyers can have a familiar face
when purchasing the products, a real person to relate to.

Audience/ Public Analysis

The demographic of Glossier is anyone who wants to enhance their
natural features. There is no specific gender that the company targets; it does
quite the opposite. The natural make-up brand attempts to be inclusive of anyone
and everyone that loves their products. Glossier succeeds in targeting their
preferred demographic. The psychographic of the company is attained through
the consistent aesthetic posts. Glossier shows their consumers who have the
similar values and lifestyles the company wants to portray.

Content Strategy Analysis

Glossier’s main content contains live stories, reposts of inspirational looks
and closer insight to the staff and products. The content that seems to be the
most effective is Instagram, the platform has the most engagement through DMS
followers and posts. On their blog, Into the Gloss, they have categories ranging
from interviews, interiors, inspo, models, fitness and food, clothes and more. All
of the content is consistent in the message “Glossier Inc. is a people-powered
beauty ecosystem. Skin first, makeup second.”
Key words that reflect the mission of the company include:
 People-powered
  Beauty from inside
 Skin first
 Makeup second
 Natural
 Empowered

Summary Conclusion
Glossier has a strong social media presence and a solid following. The
company clearly favors one platform more than the others, however they post
daily to almost all accounts. They fall a little behind in followers to larger make-up
brands, but the benefit in exclusivity when it comes to in-person shopping. The
company could improve their content with SMEs or spokespersons. Glossier
could grow their content on YouTube, using the platform as an opportunity to
expand their followers.