Sephora's Social Media

Sephora has recently made its' way to my "go-to" list. Previously, it was never a place I would just NEED to stop by. Now, I can say that has changed. Before though, I think I had always saw Sephora as being overpriced and expensive for no reason. This was when I was not big into makeup and didn't really understand the difference that quality actually made in a product. At this point, I was wearing simply wearing the cheapest I could find. I was not watching YouTube videos or searching for reviews before I purchased a product. I actually can barely recollect these days. Now, even though I am far from a MUA, I can decently do my own makeup so products matter! And I spend a good amount of money for quality products, which is why I am not in love with Sephora.

Sephora is one of those places you walk into, and immediately get lost and don't know where to start.

You have no idea what you're really looking for or why you came in in the first place, but you know that you won't be walking out of the store empty handed. Sephora has done an amazing job at marketing and really getting their brand, and the thousands of other brands that they sell in stores, because I would have never become a fan had it not been for the countless of YouTube videos that basically told you that you needed to get into their products. Overall, their social media strategy has been super effective, with a 54% strength, 52% reach, and 11:1 sentiment. And you can definitely count on seeing their famous motto "Let's beauty together" on all of their platforms.

Starting with Sephora's Instagram, they have a large following, with around 13 million followers. All of their photos are of high quality and extremely professional. They are pretty good at demonstrating diversity in their photos as well. You will often see women of different races and colors wearing their products. They are also very interactive here and really show off their ability to talk back and engage their fans as well. This also means that they aren't always just promoting their products. They post pretty frequently and currently have over 3,000 posts.



On the other side of this, Sephora's Facebook is focused on promotional factors. They have over 16 million followers and likes on Facebook, and use promotional videos and photos very often. The videos are really effective in that you can actually see the products in action. They have even incorporated a 'shop now' button and have incorporated prices with several products so that followers can easily see prices and get to their site to make a purchase.

Sephora's Twitter is pretty remarkable because they are extremely interactive with their fans. They oftentimes respond to customer services issues here, but their main focus is discovering the latest in beauty. I think this is huge because Sephora carries so many different brands and products, and are looking for the best of the best to have in their stores. These products are then used to further engage their fans and kind of get feedback on what's hot and what's not. They use very trendy language to engage with their followers and to stay "hip," which seems extremely relevant and appropriate for this platform.

Sephora is doing well for themselves on social media. As mentioned earlier, YouTube is really working well for them, but also Pinterest is a great platform that they are using as well. For the most part, it is pretty obvious why a beauty brand would be on Pinterest...women! Not only that, but Pinterest is a place to post millions of pictures of WHATEVER you like and want. And it's super easy to follow hashtags and create new pins.