Dior vs Yves Saint Laurent on Twitter

A comparative look at the Twitter accounts of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Dior

• Demonstrates consistent tweeting habits, tweeting on a daily basis to keep followers’ interest.

• Applies the 50/50 rule – tweets are a mix of promotional material and industry-related events.

• The most successful tweet was posted on February 24, 2016, promoting the launch of "Dior Addict Ultra Gloss." The tweet includes the hashtag #shinedontbeshy

• The Dior Addict Ultra Gloss tweet gained 2,400 retweets and 5,900 likes. 

Dior Addict Ultra Gloss Tweet

Yves Saint Laurent

• Does not tweet on a daily basis

• Oftentimes there are four to five days in between tweets, however multiple tweets appear in a day. Their YSL Beauty account tweeted regularly until Nov 12, 2015, and has not tweeted since then.

• Yves Saint Laurent does not apply the 50/50 rule, as tweets consist only of company products and campaigns (on both main and beauty accounts).

• Their most successful tweet was posted on November 10, 2015, promoting one of their red lipsticks, and used the following hashtags: #kiss #love #holiday #makeup

• The tweet received 38 retweets and 79 likes

Yves Saint Laurent's red lipstick tweet

Both Dior and Yves Saint Laurent’s tweets proved to be successful because of the imagery used; they understood their target market (primarily females 18-35) knowing that they like high contrast photos with accents of pink, red, or gold. The use of hashtags contributed to the success as well, as they promoted the product were relevant to the industry and/or time of the year.


APA Citations:

Twitter (2016). Dior. 
      Retrieved from: (1) https://twitter.com/Dior (2) https://twitter.com/Dior/status/702510092093100034

Twitter (2015). YSL Beauty. 
      Retrieved from: (1) https://twitter.com/yslbeauty?lang=en (2) https://twitter.com/yslbeauty/status/664114816328560640

Written by Kim Lavia