If you’re not caught up on the latest trends, and let’s face it, who is? Too Faced is a cosmetic makeup brand that is passionate about producing cruelty-free, fun makeup that promotes and celebrates individuality.
The renowned brand has been established since the 1990’s and its founders are still finding ways to create innovative products for their younger demographics this is apparent by their use of bright colors and unique, over the top packaging, and messaging.
Too Faced, is currently active on three main social media channels: Facebook, Instagram, and twitter. Plus, it’s no secret that they have a lucrative Instagram following that total 13.3 MILLION users! Join me as we explore their winning social media strategies and identify where they fall short.
#Regram
The consistency and frequency of Too Faced content serve as pillars for their success. According to Sprout Social these factors are imperative for gaining authentic followers and keeping them engaged. The brand posts regularly four times per day in the morning, early afternoon, mid-afternoon, and evening. So, whether you’re scrolling during your morning cup of coffee or during your lunch break, you’re sure to be looped in! Too Faced has also created a specific brand personality throughout all their content making it feel like you’re talking to one of your besties. The Social Media Examiner breaks this down and explains that this is the goal (Too Faced could have fooled me!) the more relatable a brand is, the likelihood of followers engaging with posts, sharing, and commenting increases.
Now let’s look at their gorgeous feed! It flows together, has a clear pattern, and incorporates more than just general promotions Hootsuite recommends that brands should only represent one third of the overall brand content. So, what accounts for the other 66%? Too Faced has found the answer to that question: Influencers and brand ambassadors! Twice per day Too Faced engages with its consumer base by using the hashtag #regram and posting images of gorgeous women using their products. Sprout Social recognizes this strategy as one of the best ways for brands to build an organic following to share with a larger audience, and it’s clearly working!
How Do Facebook and Twitter Stack Up?
Let’s get straight to the point, they don’t. Too Faced has let the InstaFame get to their heads and have forgotten about engaging their followers on Facebook and Twitter. To their credit, they are consistent and post once per day to both platforms. The major downfall is that these are product promotions and the brand doesn’t engage or respond to consumer comments. The Social Media Examiner identifies that responding to comments provides a huge benefit for brands on social media since consumers can develop a deeper connection that goes beyond just being marketed to.
This once-per-day frequency doesn’t stack up for Twitter where the life of a tweet is mere minutes, and it’s not surprising that they have a measly 800K followers. Meltwater suggests that brands should be posting a minimum of 10 times per day on Twitter about their products, influencers, and makeup tips. Too Faced can take a page out of their own handbook, they’ve mastered the regram, maybe a retweet isn’t too far off base?
How does your favorite social media brand compare? Let me know in the comments!
The Social Media Enthusiast 