Social Media Monitoring for Fenty Beauty by Rihanna # Part One
Rihanna launched its own brand of cosmetics, Fenty Beauty. The first collection was lipstick and had been available last fall. The launch market included the United States, Canada, Europe and Asia, and the channel was the Sephora beauty chain.
One brand executive said that everything related to Rihanna can break the performance record. because of Rihanna’s huge social media influence. At present, there are more than 76 million fans on Instagram, which possibility is more than some fashion brands.
Instagram---- 76.4 million
FACEBOOK----74 million
Twitter----94.3 million
Rihanna said that she hopes to make "the things she likes" in the process of design, and she also hopes that girls of different skin colors can find what they like. In the case of liquid foundations, Fenty Beauty offers 40 different color for $34. Many Asian customer, like me, feel that the most of European and American makeup brands' is often unacceptable on Asian faces, forcing many brands to start developing products that are more suitable for Asians.
HOW DOES FENTY BEAUTY USE SOCIAL MEDIA?
YouTube
For now, Fenty Beauty has a huge success on YouTube, it owns 620K subscribers, with 166 videos for only 2 years. they tend to post ad and makeup video, lasting between 4 minute to 10 minute in length. Fenty’s visuals are stunning, engaging, and unique. The editing and sound design on the promotional videos is masterful, showcasing the upbeat, “edgy and feminine” attitude of the brand and, of course, referencing Rihanna’s music. The videos showcase the diverse group of women the brand caters to– highlighting Fenty’s underlying message: makeup is beautiful, it’s cool, and it’s for all.
As you can see, I chose a post for the same product, comparing Facebook, Instagram, and Twitter. I found that Instagram became the most important social media platform for Fenty Beauty.
Compared with the 193 comments on the Instagram, and there are more than 80.000 likes, the comments and likes on Facebook and Twitter are really lower. Explain that Fenty Beauty relies mainly on Instagram to interact with customers, and they also use the main energy to maintain Instagram. As a new generation of makeup brand gradually covers the main social media platform, it's action is correct. Next, Fenty Beauty should pay more attention to the operation of Facebook and Twitter, especially the characteristics of Twitter, which is easier to get feedback from users.
For the text of post, Fenty feels genuine, and speaks to its audience like a close friend more than a predatory advertiser. Its social media team often uses colloquialisms and slang, and doesn’t shy away from “bad” language– its newest product is branded with the hashtag #STUNNABITCH for example. Fenty’s social media tone is funny and transparent, and authentically engages with audiences– not through giveaways or gimmicks but by asking questions about the products and responding to fans.
For the text of post, Fenty feels genuine, and speaks to its audience like a close friend more than a predatory advertiser. Its social media team often uses colloquialisms and slang, and doesn’t shy away from “bad” language– its newest product is branded with the hashtag #STUNNABITCH for example. Fenty’s social media tone is funny and transparent, and authentically engages with audiences– not through giveaways or gimmicks but by asking questions about the products and responding to fans.
A N A L Y T I C S
The following is my analysis section, I used Google trend and socialbakers to analyze the user's interest in fenty beauty and draw it into a table. In 2008, the highest point appeared on Nov 11-24,, due to the Black Friday. But over the next year, Fenty Beauty's mention rate did not exceed the Black Friday, indicating that the market ways were lower efficient after that.
Of course, Fenty beauty should transfer the influence of Rihanna to itself. Except for Instagram and YouTube, I think Twitter will be the focus of the next stage, so I used Socialbakers to monitor and analyze the Twitter of Fenty Beauty. A total of 75,000 followers increased in 15 days, which is a positive trend for Fenty Beauty. Although the amount of interaction is ups and downs, it is slowly rising.
C O N C L U S I O N
Fenty Beauty has been one of popular for two years depending on Rihnanna's influence. Instagram and YouTube are its main social media platform. Despite the huge success of both, her promotion channels are relatively single compared to other similar brands. In this way how to further expand the brand's influence, and customer timely interactive feedback, are the next step that Fenty Beauty should do.
Comments
Post a Comment