Social Media Study | Sephora

       
              

A Study on Sephora’s Social Media Presence

Sephora, a well-known beauty supplier of top brands, offers a variety of beauty products such as makeup, skincare, fragrance, bath and body, nails, and hair. They are currently active on several social media platforms. Their makeup brands, specifically their widespread lipstick collection, have a high presence on each platform. Their products are promoted on their social media platforms as everyday high quality beauty products. By analyzing their social networks, I hope to understand Sephora’s social media strategy.

Sephora’s social media platforms consist of:

Facebook page - 13, 639, 257 likes

Twitter page - 1.89 million followers

Instagram page - 6.4 million followers

YouTube channel - 516, 861 subscribers

Sephora is consistent in posting similar or the same content to each platform with the exception of YouTube, which they use exclusively for videos. They post frequently, everyday or every other day, on their Facebook, Twitter, and Instagram pages. The content on each platform consists of Sephora promoting products from their various brands, and various engaging posts. They often post tutorials either in video or written format, and promote their current promotional plans. They use these platforms to emphasize to consumers how they are beauty specialists that are there to help consumers with their everyday beauty needs. Consumers feedback is more often positive than negative and any comments that are negative Sephora is quick to reply to the comment.

Facebook tutorial video

Facebook promotional tool - interactive app

Facebook promotional tool - product sample

Sephora replying to a comment on Facebook

I believe Sephora’s social media strategy is a well thought out plan. They have been extremely successful at integrating their social media platforms. Though each platform has been effective for them in regards to an interactive promotional tool, I believe their Facebook page has been the most effective. They have a substantially larger follower base on Facebook and are the most interactive with consumers than any of their other platforms. 

Written By: Shannel De Melo