‘Engaging with our audience’: Why Olaplex is focusing on community building via TikTok, Instagram

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‘Engaging with our audience’: Why Olaplex is focusing on community building via TikTok, Instagram

September 3, 2021 by Kristina Monllos

This year, in an strive to make a choice buyer engagement and interaction, Olaplex is specializing in paid social selling and is heading in the appropriate path to double its total advert use year-over-year. By doing so, the hair care company, which modified into as soon as founded in 2014, is aiming to arrangement label awareness besides to develop its neighborhood with forays into Instagram and TikTok.

“We’re positively spending more,” mentioned JuE Wong, CEO of Olaplex, adding that until 2020 the corporate wasn’t spending mighty on selling. “We create it as a share of our net shipments so the more we [sell] the more we use [on advertising]. Due to we have now grown fairly fleet as an rising label we have now virtually doubled our [media] use thanks to the potential our business has grown.”

To continue that development, the corporate is specializing in social platforms where users are sharing hair care pointers and systems. Olaplex is no longer only the usage of paid commercials but additionally working with hair care mavens and influencers to net the phrase out. It’s unclear how mighty Olaplex is spending on selling on those platforms or how it divides its media funds because the corporate would no longer portion proper figures. 

“We’ve seen our engagement develop; we’ve additionally seen our followers develop on Instagram as well,” mentioned Wong of the point of curiosity on paid social platforms and the tactic TikTok in disclose can abet boost total label awareness and engagement on other platfroms admire Instagram. “In January 2020, we had 1.4 million followers on Instagram. Now we have now 2.2 million. All those followers must be segment of our neighborhood. We need to continue that identical official engagement.” On TikTok, Olaplex has 55.4 thousand followers.

Rather then paid commercials, influencer marketing and organic suppose, Olaplex is taking a peep to lift doubtless prospects by combing by hashtags to search out suppose where it would maybe well seemingly save sense for the corporate’s epic to comment. On TikTok, the Olaplex hashtag has 290 million views, up from 24 million in April of 2020, in accordance with the corporate. 

“We’re commenting and enticing with our target audience,” mentioned Vanessa Schneider, director of social media at Olaplex. “That’s been in actual fact vital for our label awareness. We’ll comment on a photograph that’s both helping somebody out if their hair [needs help] or giving them recommendation. Most continuously that’ll net 6,000 likes or 9,000 likes — a mammoth quantity for a comment —so that’s why we’re in actual fact invested in building the team to [help] arrangement neighborhood that suggests.” 

Focusing on paid social platforms admire TikTok and Instagram is radiant to Nik Sharma, DTC investor and marketing consultant and founding father of Sharma Brands. “TikTok will even be an high quality top of the funnel channel for brands,” mentioned Sharma. “If you happen to’ve obtained appropriate suppose then it does well, it’s getting saved or commented on, so engagement is high. It’s virtually pale organically admire Pinterest meets Instagram, which is why class brands have such success there.” 

Whereas rising a label the usage of social platforms admire TikTok and Instagram will even be price effective, it’ll additionally be a cosmopolitan balance for a more top price label admire Olaplex, defined label analyst and co-founding father of Metaforce Allen Adamson. 

“Clearly their product is relevant and the target audience on TikTok is sucking up this create of suppose,” mentioned Adamson. “They need to save definite they don’t net misplaced in your total noise of your total other [beauty] brands on TikTok and save definite they silent quit aspirational.”

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