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Visual Social Media channels for Beauty

Brands
Social Media specialist Kirsten Jassies @kirst_enj
Social Media for Beauty Brands

Social Media for Beauty Brands

@kirst_enj > 17 k followers

Social Influencer: blogging,
content strategy and new
media

7/8/16

STATS SOCIAL MEDIA BENELUX

INHOUD PRESENTATIE
Inhabitants
Facebook
LinkedIn
Twitter
Instagram
Pinterest

BELGIUMNETHERLANDSUserpercentage
11 million
17 million
5,9 million
9,4 million
53% - 55%
2,6 million
4 million
24% - 24%
1 million
2,6 million
9% - 15%
x
1,8 million
11%
x
1,3 million
8%

Snapchat 100 million user worldwide

Youtube 1 billion daily users, 4 billion daily views
Periscope 2 million daily active users
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Social Media for Beauty Brands

FACEBOOK: TO REACH THE MASS

1.49 billion monthly active Facebook users

968 million people log onto Facebook daily
1.31 billion mobile active users In Europe, over
307 million people are on Facebook.
Age 25 to 34, at 29.7% of users, is the most
common age demographic.
Half of the population of the Netherlands and
Belgium is on FB, in the ages between 15 - 65

7/8/16

Social Media for Beauty Brands

MEET MAC Cosmetics 11 million followers

One of the best beauty brands on
Facebook is MAC Cosmetics!
Keep tabs on their company page
to stay updated on events, live
chats with MAC makeup artists,
video tutorials and contests. They
have some really
outstanding Halloween makeup
looks

7/8/16

Social Media for Beauty Brands

INSTAGRAM: fashion and sports

Instagram (2010) bought by Facebook in

2012

400 million users

80 million photos daily shared

64% women, 36% men

73% millennials (15 -35)

#selfie became popular because of

Instagram

The users themselves categorize the

content by using hashtags

7/8/16

Social Media for Beauty Brands

Engaging content

7/8/16

In beeld met Instagram

Unique Concept : GoPro

7/8/16

In beeld met Instagram

YOUTUBE: GAMERS & BEAUTYCHICKS & MUSIC

Youtube is the second searchengine after Google

YouTube has over a billion users almost one-third of all people on the
Internet people watch hundreds of millions of hours on YouTube and
generate billions of views
YouTube overall, and even YouTube on mobile alone, reaches more 18-34
and than any cable network in the U.S
82% of 14-17 year olds (teens) in the US use Youtube, 58% millennials
even 43% of the baby-boomers
Vloggers in the categories gaming, pranks and beauty have grown fast and
show a high engagement (fans watch the whole video)
Brands have trouble creating engaging content for Youtube, brands like
Gopro and Red Bull get it, Chanel is very arty
The movie format can also be used on Vine, Instagram or Vimeo
7/8/16

Social Media for Beauty Brands

MEET CHANEL 40 million subscribers

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Social Media for Beauty Brands

MEET YOUTUBE INFLUENCER NIKKIE2 million subscribers

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7/8/16

Influence en Visual Marketing

PINTEREST: DIY, CUPCAKES and WEDDINGS

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Online contentdiscovery platform with

personal moodboards
100 million users worldwide
Brands like GE, Nordstrom, Zappos,
Etsy, Target
Traffic-driver for blogs and magazines
like The TravelTester, vtwonen, Flow
and Delicious
85% female
70% is under the age of 40
Most pinners buy some of the
products they pin

7/8/16

Influencer Marketing

PINTEREST: the BUY-IT BUTTON

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Influencer Marketing Instagram Pinterest

INTERESTING CASE: NORDSTROM

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Influencer Marketing

Livestreaming
INHOUD
PRESENTATIEservices like Periscope

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Social Media for Beauty Brands

SNAPCHAT: behind the scene

SNAPCHAT

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Snapchats core philosophy is delete is our default.

100 million daily users
6 billion videos are shared daily! (on Facebook thats 8 billion)
Type of content: behind-the-scenes, humor, slice-of-life, VIP (especially for fans)
Youth create news in snaps for other youth through SNAPCHAT LIVE!

7/8/16

Social Media for Beauty Brands

MEET: COSMOPOLITAN AND REFINERY 29

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In beeld met Instagram

Assignment (20 minutes)

WorkinDUOsorTRIOs
Choose one brand
Every group chooses one of these socialmediachannels:
Pinterest, Instagram, Youtube, Periscope or Snapchat
Think of a contentconceptfor that channel (for example:
hair-tutorials on youtube)
Write down a profile-tekst for that channel in max 2 sentences:
who are you and what do you offer people if they follow you on
that specific channel?
How do you get them to interact with you brand?
Present your text to the group
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In beeld met Instagram

Questions?
social: @kirst_enj
blog: justK.nl
Slideshare.com/justkirsten

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Social Media for Beauty Brands

For sale on managementboek and BOL.com